“It’s Our Time” - A short film on neo-culture by BRED Abu Dhabi

BRED Abu Dhabi, Presented by Hypebeast, presents “It’s Our Time”, a short film about neo-culture in the region. Featuring creatives featured in the inaugural event last year, the short film tells the story of six artists from six different cities around the Arab world who embody neo-culture in their work and daily lives. Directed by renowned Palestinian filmmaker Ashraf Dowani, the film gives audiences a sneak peek of what to expect at BRED Abu Dhabi in 2024.

The featured artists include British-Lebanese DJ Saliah, who mixes music inspired by the various cultures she was exposed to growing up; Saud G, a rapper and producer based in Ajman who redefines the way hip hop is portrayed in the Middle East; Ahmad Makary, a Dubai-based art curator who works with artists of various backgrounds from silk screeners to graffiti artists, photographers and more; Midos, a Tunisian fashion designer known for creating a brand that highlights aspects of Tunisian and Arab life; Tareq Qaddumi, a creative director who brings together all aspects of neo-culture in his work from fashion to art, sports and music, and Zayed Alhaddar, a Scottish-Emirati photographer, born and bred in Abu Dhabi, who chronicles street life in his city.

Featuring insights from each artist, the film presents neo-culture as a way of life, underlining how individuals communicate through varying artistic mediums, creating a dialogue through different forms of creative self-expression. The film speaks to each of the artists’ inspiration as a result of their individual exposure to different cultures, emphasizing how their environment paved the way for their unique talents to take hold and ultimately gave rise to the phenomenon now known as neo-culture.

Launched in 2023, BRED Abu Dhabi is the region’s ultimate neo-culture festival. Held over a five-day period, the event celebrates the region’s creative talent by bringing visitors a packed agenda of performances by regional and international hip-hop and R&B artists, a curated retail experience featuring designs by global streetwear brands, popular street food concepts from across the region and immersive art displays. Through the creative lens of music, fashion, art and sports, BRED spotlights the region’s third-culture individuals and the role of diversity in driving the evolution of neo-culture. This year’s festival will take place April 24-28, in Yas Bay, in Abu Dhabi.


Producer/Director: Ashraf Dowani
Interviews Producer: Lina Makoul
Director of Photography:
Frederico Beja
Ashraf Dowani
Nessim Alexander
Ikbal Arafa
Sidharth Raghunadhan

Sound recordist: Musaab Jijini
Editor: Aram Sabbah
Sound Post: Al Mukhtabar Studio
Colorist: Jeries Babish

Featuring:
Zayed Alhaddar
Saliah
Ahmad Makary
TQ
Saud G
Midos