This video tells the story of Spec — a rapper-turned-executive who built the invisible infrastructure behind music in emerging markets. From being an outsider in Montreal to navigating London’s underground scene, he learned how songs are made, moved, and monetized.

In 2011, he launched Pop Arabia in Abu Dhabi, pioneering music publishing and licensing across the Middle East — creating the systems that ensure artists get paid when their music travels globally. As streaming exploded across MENA, he connected regional superstars like Nancy Ajram and Mohamed Ramadan to the global rights ecosystem, partnering with Reservoir to scale worldwide.