UMMA: A Global Cultural Bridge Between Russia, the Arab World, and BRICS+ Nations

UMMA: A Global Cultural Bridge Between Russia, the Arab World, and BRICS+ Nations

Sofia Zolotova / Moscow – Yaroslavl , July 6, 2025 – In a landmark cultural and diplomatic gesture, a powerful round table titled “Russia and the Arab World – Prospects for Cooperation” was held at the State Duma of the Russian Federation. The event witnessed the participation of top Arab diplomats, including Dr. Ahmed Al-Saati, the Ambassador Extraordinary and Plenipotentiary of the Kingdom of Bahrain, and Ahmed Salem al-Wahishi, the Ambassador Extraordinary and Plenipotentiary of the Republic of Yemen to the Russian Federation, alongside Russian MPs, diplomats, media figures, and cultural strategists.

But beyond the speeches and handshakes, a global project was unveiled that could redefine the cultural and economic dynamics between Russia, the Arab world, and BRICS+ countries — “UMMA – Ubiquitous Movies & Music Awards”. This initiative has the power to not only honour the honourable, but also inspire artists across the globe, while energizing cultural economies in the Global South.

The idea of UMMA was proudly selected at the prestigious forum “Strongest Ideas for the New Time”, organized by the Agency for Strategic Initiatives of the Russian Federation in collaboration with Roscongress. This recognition reinforces UMMA’s potential to be a cornerstone of global cultural diplomacy.

Supported by Influential Voices The UMMA project has already received enthusiastic support from influential political and cultural figures who recognise its potential to bridge civilisation’s:

Mikhail Evraev, Governor of the Yaroslavl Region of Russian Federation , Dr. Ahmed Al-Saati – Ambassador Extraordinary and Plenipotentiary of the Kingdom of Bahrain to the Russian Federation, Ahmed Salem al-Wahishi, Ambassador of Yemen to Russia
Andrey Svintsov, Member of the State Duma of the Russian Federation , Dr. Jaan Nissar Lone Global President BRICS Culture Media Forum, Alexander Kovtunets  President of the International Film Festival of Family and Children’s Films “In the Family Circle”, Dr. Sergei  Dvorianov VP & Director Communications BCMF ,  Sergey Shurygin, President of the Russian-American Friendship Society

Their endorsement demonstrates that UMMA is more than a cultural initiative—it is a strategic vision for intercontinental unity through the arts.

A Global Platform for Cultural Diplomacy The term UMMA in Arabic signifies a “community” or “nation,” and the UMMA Awards aim to build a new global community through the language of cinema and music. By creating an international award platform that recognises excellence in film, music, and media from BRICS+ and Arab nations, UMMA will function as a cultural diplomacy engine—connecting countries, people, and ideas beyond politics.

The project is a response to the growing need for non-Western voices to have their own global platform—one that celebrates shared history, values, and future aspirations. As Russia continues to foster meaningful partnerships across the Arab world and beyond, UMMA serves as a perfect soft power initiative that cements mutual respect, admiration, and creative collaboration.

Empowering Artists Across Continents For too long, global recognition in the creative arts has been concentrated in Western awards circuits. UMMA seeks to shift that paradigm. It is a celebration of authenticity, and it will:

Uplift underrepresented voices from Africa, Asia, Latin America, and the Arab world
Encourage young and emerging artists to believe in the power of their cultural identity
Provide a world stage to talents who never had the opportunity to shine beyond borders
Create regional auditions, workshops, and masterclasses led by world-renowned professionals from both the East and West

UMMA will not only honour legends, but also nurture the next generation of actors, musicians, directors, lyricists, and visual storytellers. It is an open embrace to the artists who shape public imagination and cultural evolution.

Reviving Economic Growth Through Creative Industries Culture is not just sentiment—it is also serious economy. The global creative economy is valued at over \$2.3 trillion, and UMMA is strategically designed to funnel this potential into BRICS+ and Arab economies.

Tourism Boost: Hosting UMMA ceremonies and cultural events in different BRICS+ nations will stimulate the tourism industry, generate employment, and showcase local infrastructure

Investment in Local Talent: By involving regional film industries, musicians, and performers, it will create jobs and enhance skills development in sound design, filmmaking, media production, event management, and fashion
Cultural Exports: The global broadcast and streaming of UMMA will generate international interest in local content, increasing exports of music, cinema, and fashion from participating nations
Business Opportunities: Collaborations between production houses, OTT platforms, record labels, and festival organisers will strengthen international creative trade

UMMA, in essence, is not just an award — it is an economic catalyst for the future of creative globalization in the Global South.

Strengthening Russia’s Ties with the Arab World The launch of UMMA at the roundtable on Russia–Arab relations is both strategic and symbolic. Russia, with its rich literary, cinematic, and musical legacy, is positioning itself as a cultural bridge between East and East, rather than East and West.

Through UMMA: Russia opens its doors to Arab artists and filmmakers, promoting cross-cultural productions

Arab countries gain access to Russian markets, institutions, and audiences, with the chance to co-produce movies, concerts, and storytelling initiatives
Collaborative cultural diplomacy can help heal political tensions, while promoting intercultural understanding, especially during times of global conflict and polarisation

By launching UMMA under the patronage of Russian federal institutions, Russia signals its commitment to long-term, peaceful, and mutually beneficial cultural exchange with Arab nations — a vision well-aligned with the values of BRICS+ cooperation.

Conclusion: A Shared Dream for a Better World In a world increasingly divided by ideology, politics, and economic disparity, UMMA emerges as a unifier — one that operates in the universal language of art, music, and stories. It celebrates the human spirit, while building sustainable creative economies across continents.

From the halls of the Russian State Duma to the souks of Marrakech, from the steppes of Kazakhstan to the studios of Mumbai, from the rhythms of Lagos to the poetry of Beirut — UMMA belongs to the world. It honours the honourable, lifts the voices of the unheard, and sets the stage for a new global order—one built not on dominance, but on cultural synergy.

In the coming months, as Russia leads the way in preparing for UMMA’s inaugural ceremony, the world will watch as a new chapter in global cultural diplomacy begins.

The future is here. The future is UMMA.