Dubai Press Club, in cooperation with the Dubai Culture and Arts Authority (Dubai Culture), has concluded the activities of the 'Cultural Content Creators' programme, organised as part of the third phase of the 'Dubai Content Creators Programme', with the aim of developing the skills of content creators and equipping them with practical and advanced tools in digital cultural storytelling, and producing quality content that reflects Dubai's identity, values, and cultural and creative landscape.
The programme, held from 8 to 19 June, saw the participation of a group of content creators and those interested in cultural and creative fields, as part of an intensive training experience that combined applied workshops, interactive sessions, and hands-on training. It gave participants the opportunity to develop their ideas and enhance their capabilities in producing impactful cultural content capable of reaching wide audiences across various digital platforms.
Maryam Al Mulla, Director of Dubai Press Club, affirmed that the programme reflects the Club's commitment to continuing to invest in developing media and creative competencies capable of keeping pace with the rapidly evolving content industry. She said: "Through the programme, we were keen to provide a practical training experience that enables participants to understand the specifics of cultural content, and to transform local stories and elements linked to Dubai's identity into impactful digital content that reflects the richness of the emirate's cultural scene and reaches audiences through innovative and contemporary methods."
For her part, Widad Kahour, Head of Media Talent Development at Dubai Press Club, explained that the programme offered a comprehensive training experience combining theoretical knowledge and practical application, focusing on the various stages of content production — from idea development and narrative construction through to production, publishing, and impact measurement. She noted that the workshops were tailored to the needs of today's cultural content creators, whether in terms of production, photography and editing tools, the use of artificial intelligence, or presenting cultural stories in a manner that preserves identity while keeping pace with the language of modern platforms.
The agenda for the second week of the programme included a series of specialised workshops and sessions that built on the knowledge gained in the first week. The 'Artistic Content Production' workshop focused on training participants to document Dubai's cultural spaces visually using advanced photography and video techniques, covering the fundamentals of visual storytelling, photographing cultural landmarks, art exhibitions, and heritage sites, and producing professional multi-platform content.
The agenda also included a 'Hands-on Training in Digital Content Production Tools' workshop, which offered participants a comprehensive experience in filming, lighting, audio recording, and editing. This involved training on the use of professional cameras, specialised lighting, and the basics of audio quality enhancement, as well as professional editing and an exploration of artificial intelligence tools in the post-production phase.
The second week of the programme also featured a session titled 'Cultural Content in a Contemporary Style', which reviewed a real-world experience in cultural content creation and how to transform local ideas into impactful digital content that achieves wide reach, while highlighting the factors that contribute to content success and strategies for building digital reach and influence. In a session titled 'Digital Cultural Storytelling: Transforming Heritage into Impactful Content', presented by Mohamed Saeed Hareb, a film director, participants learned about methods for discovering cultural stories embedded in Emirati society and transforming them into engaging digital content that reflects national identity and resonates with contemporary audiences, by drawing on local experiences and heritage to produce authentic and impactful content.
The second week's activities also included a 'The Camera Never Lies' workshop, which focused on the core skills required to stand in front of a camera with confidence and professionalism, and to enhance personal presence, helping content creators deliver more impactful and compelling messages. The programme concluded with a 'Transforming Culture into Impactful Digital Content' workshop, which focused on empowering participants to transform local cultural elements into creative and purposeful digital content that reflects identity and values in a contemporary style, by simplifying cultural concepts and selecting the appropriate method for presenting them visually or textually across digital platforms.
It is worth noting that the 'Cultural Content Creators' programme was organised as a continuation of the success achieved by the previous phases of the 'Dubai Content Creators Programme', which addressed specialised topics including economic, health, and scientific content, in cooperation with government entities and strategic partners, as part of Dubai Press Club's efforts to develop competencies capable of producing specialised and responsible content in line with developments in the digital landscape.