In October 2025, Soundstripe teamed up with PopArabia to produce the first-ever sync camp in the Middle East—bringing together forward-thinking artists and producers for a focused week of collaboration, creativity, and sync-driven songwriting. Among the standout participants were ISSA & ASSOUAD, who joined forces with Saud G and Tayeb Santo to create Heavyweight, a high-energy track built with purpose, clarity, and screen-ready impact.
We chatted with Assouad about his journey into music production, the collaborative process at the Abu Dhabi sync camp, and the creative decisions that helped shape a track designed to hit hard both on and off screen. Assouad represents half of Egypt’s acclaimed duo ISSA & ASSOUAD. From headlining crowds of 40,000+ to producing hits for the regions’ superstars, Wegz, Shreya Ghoshal, and ElGrandetoto, their music has shaped the new wave of Arabic pop and hip hop.
Heavyweight in the making
Footage courtesy of Creative Media Authority, Abu Dhabi
The Interview
This interview has been gently edited for clarity.
Soundstripe: How did you get started with music and music production?
ASSOUAD: We [ISSA & ASSOUAD] began our journey through a shared passion for DJing. From a young age, and through extensive DJing, we developed a strong understanding of rhythm, energy, and how music connects with an audience. We quickly realized that the only way for people to truly know us was to create our own music, to build a clear identity and brand. From there, we moved into music production and built our own studio, which became a space where we collaborate and work with some of the top artists in the MENA region.
SST: What was your role in shaping and producing Heavyweight?
A: Our role was to set the sonic foundation and help guide the record from an idea into something cohesive and impactful. From the beginning, the focus was on the energy. We wanted the track to feel powerful without being cluttered. Throughout the process, we kept coming back to clarity, space, and intention.
SST: How did the Sync Camp in Abu Dhabi influence your production choices?
A: The Sync Camp environment really pushed us to think with purpose. Being surrounded by other artists who were all locked into sync-minded thinking created a sense of focus and efficiency.
SST: What decisions were made with sync use in mind?
A: We prioritized strong structure, clear sections, impactful drums, and dynamic moments that translate well to visuals.
SST: How did you collaborate with Saud G and Tayeb Santo?
A: The collaboration was natural and ego-free. Everyone leaned into their strengths and built off each other’s ideas.
SST: Was there a moment when the track really came together?
A: Yes! When we got the hook and the beat fully locked in, the direction became clear, and everything clicked.
SST: What tools or techniques were key to the song?
A: Punchy drums, clean synths, controlled low end, and catchy vocals.
SST: What makes this track strong for sync placement?
A: What makes Heavyweight strong for sync placement is its immediate sense of power and momentum. The track is built around high energy that fits naturally with sports visuals. The hard-hitting drums, catchy vocals, and clear structure make it easy to cut to action, while the overall feeling of strength and determination helps amplify moments of intensity, competition, and triumph on screen.
SST: What advice would you give up-and-coming producers?
A: Master the basics, finish your records, collaborate often, and stay consistent. Simplicity and discipline go a long way.
ISSA & ASSOUAD’s journey reflects the same focus and intention that defines Heavyweight. The Abu Dhabi Sync Camp proved that when the right artists come together with a shared goal, the result can be music that’s both creatively authentic and built to perform on screen. Heavyweight stands as a testament to the power of collaboration, clarity, and sync-first thinking—and a glimpse into the future of global music created with visuals in mind.
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