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DUBAI: ‘AYA’, the popular YouTube show focusing on fashion, beauty, self-improvement and entrepreneurship, will make its television debut with a new reality series ‘Zerosä Heroes’.
Dubai-based entertainment company AYA Media has started producing the fully-funded series about four aspiring female influencers from the Middle East as they try to carve out a career in the influencer marketing industry.
Tala Beseisso from Palestine, Nour Almalky from Iraq, Sarah Issa from Lebanon and Yasmine Zaid from Morocco will participate in 12 different challenges per episode, covering topics ranging from mindfulness and fitness to professional development.
The winner of “AYA” (“As You Are”), produced by Delta Productions, will receive a business start kit to jumpstart their fledgling entertainment career.
Andrew Maskall, CEO of AYA Media and Middle East Youth Media, the holding company behind “Zeros to Heroes,” said the show’s title speaks to its energy. “We chose four girls who were just starting out on this career path. We purposely chose four different personalities; they were all very strong young women.”
The show will be hosted by Iraqi-Belgian singer, songwriter and vlogger Sandra Sahi – who has more than 870,000 YouTube subscribers and 625,000 Instagram followers – who will act as a mentor to the girls.
“We chose Sandra because she was very gracious. She was on the same level as the contestants, although she was clearly more experienced,” Maskall added.
Says Sahi, “I’ve been an artist and social media personality since I was 17, and the industry is still evolving. I’m not just a mentor to the girls, I’m a journey of self-discovery with them.”
“I think influential people are very, very influential in this area, just like they are in other parts of the world,” Maskall said. “You see these incredible beautiful women wearing ridiculously expensive clothes and living lives that few people A life to live—you know, it’s good for them.
“But I think young people, especially Gen Z — the generation that grew up with social media — are looking for something more relevant. They want to be on the same level as the influencers.
“It’s a more relatable approach. ‘As You Are’ is about being yourself, rather than, say, a ‘look at my perfect life’ approach,” he adds.
Issa told Arab News that being on the show has helped her become more confident in front of the camera.
“In many cases, we’ve all been able to film full episodes without makeup on. It just teaches us to embrace and love our flaws,” she says.
“Working on this show has taught me what drive and commitment really are, and I’m learning every day from the incredible cast,” Zaid said.
Almalky said, “I love that we can all be ourselves and share our thoughts on a variety of topics so openly. I also love that through this show, I’m lucky to have a platform to deliver an important message to young women in the area — to be themselves.”
“We do have our differences because we are all unique individuals with different personality traits, but the key is always to listen to other perspectives and to reach a middle ground that makes everyone happy with the outcome,” says Beseisso. We are all here to support and Help us be the best version we can.”
The show is scheduled to air in April. “We are currently in preliminary discussions with a number of local and international organizations to bring this well-funded production to the widest possible audience,” Mascal said.
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