Podcasting is booming in the Middle East but what’s driving the growth?

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In this episode of Below the Fold, host Ibrahim sits down with Lama (Masri) Osman, Co-founder & CEO of Podheros, to explore how audio has become one of the most powerful storytelling and branding tools in MENA.

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From the creator economy to branded podcasts and conversational content, Lama dives deep into why audio is the most human form of connection and how brands can use it to build trust, loyalty, and attention in a crowded digital world.

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In this episode:
• Why podcasting has 100x’d across MENA
• How brands are winning with audio marketing
• The rise of the creator economy in MENA
• What’s next for audio innovation in 2025
• How authenticity drives brand loyalty

Whether you’re a marketer, founder, or content creator this episode will help you understand how to use audio to build real brand connection.

In this inspiring episode, I sit down with Lama Masri Osman — media personality, founder of PodHeros, and host of the #1 Arabic entrepreneurship podcast Unicorn Bil Arabi.

Lama opens up about building startups from scratch, balancing motherhood with global ambition, and why digital influence is about quality, not followers.

We dive into:
The story behind PodHeros and launching an MVP in 60 days
How Lama redefines networking through generosity and connection
Building a personal brand without a title
The power of founder-led storytelling in the digital age
Life lessons from failure, resilience, and staying authentic
 

In this episode, Lara Varlamova is talking with Lama Masri is a seasoned tech entrepreneur and podcasting expert based in the Middle East. She currently serves as the Vice President of Partnerships and Strategy at Podeo, the region's largest podcast platform, which enables users to create, listen to, and advertise on podcasts all in one place.

In this episode of Podball, Séan Garnier, World freestyle football champion, was joined by former professional women's athletes Nathalie Mamo and Lama Masri. We talked about different topics in football, sports, and how women are treated in different fields. Me & EX Sports have launched Podball; the highest sports podcast series & street football pitch in the world on the rooftop of Nakheel's ‘The View at the Palm’.

Not every idea becomes a business—and that’s the point.

In this episode of Something to Consider, we sit down with Lama Masri Osman—a startup builder who understands what it really takes to bring an idea to life. But this isn’t just a conversation about scaling or getting funding—it’s about the mindset of a builder and what separates ideas that stay ideas from those that actually turn into something real.

We talk about the 7 essential steps to launching an MVP, but we go deeper—exploring the moments in between: the tough decisions, the myths of hustle culture, and why timing is everything. When do you push forward? When do you pivot? And when do you walk away?​

In this episode, we sit down with Lama Osman, a multilingual powerhouse reshaping the podcasting landscape in the Middle East. From her journey as a former professional footballer to becoming the Podcasting Queen, this conversation is packed with insights you don’t want to miss.

Lara Varlamova and Lama Masri discuss Podcasting Trends & Discoverability Hacks in Episode 2 of Step 2024, Lara Varlamova sits down with Lama Masri, Commercial Director at Mawdoo3 Group and former executive at Podeo, for an insightful discussion on the latest podcasting trends. They dive into effective strategies for improving podcast discoverability, share essential hacks for podcasting, and explore new platforms for podcast publishing. Whether you’re a podcaster or looking to break into the space, don’t miss this conversation packed with expert tips to boost your podcast game in 2024!

In this episode, Lama Osman, host of the Unicorn Bil Arabi Podcast ‪@studioaljanoub‬, CEO/Co-Founder of ‪@podheros‬ and a passionate tech educator, shares her inspiring journey from studying political science and economics to becoming a full-stack web developer and educator. Lama founded the Young Coders Academy in Lebanon, aiming to teach coding from kindergarten through grade 12 with a simplified and accessible curriculum, even partnering with the Ministry of Education. She discusses the challenges of outdated education systems and emphasizes the importance of adaptable, problem-solving skills over rote memorization, highlighting the shifting role of education in the AI era.

The conversation then transitions into the evolving tech and startup ecosystem in the Arab region. Lama highlights the uniqueness of the regional market, noting the scarcity of high-capital intensive startups and the tendency of founders to seek funding first from the US, then Europe, and finally the Middle East. She touches on the growing presence of women entrepreneurs and the need for greater inclusivity and empathy in the workplace, particularly for mothers balancing family and careers. Lama also shares practical insights on navigating startup challenges, managing anxiety, and the importance of grit and persistence.

Finally, the discussion explores the future of podcasting as both a personal branding tool and a medium for authentic storytelling. Lama envisions podcasting evolving with AI-generated digital clones and further integration across platforms beyond audio. She emphasizes that successful podcasts resonate by addressing specific niches and that localization, specifically producing content in Arabic, significantly boosts engagement in the region. The episode closes with a breakdown of the podcast distribution technology (RSS) and an invitation to explore ‪@podheros‬, a global expert marketplace for podcasters.