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When some brands partner with stars for unreleased songs, what is happening in Egypt has a unique scope, where advertising itself is bringing out a new pop aesthetic. With all the contradictions of such a marriage. It is 1 a.m. on Ahmed Tarek Yahya’s rooftop in Cairo, and the workday is just about to start in this trendy home studio. Incredibly dexterous, hopping on his chair with a contagious energy, he goes from one part of the song to the other and intervenes in a few seconds on each (.)