For 28-year-old media personality, content creator, podcast host and marketing professional Basma al Abri, creativity has never fitted neatly into one lane.
Instead, she takes an intuitive, go-with-the-flow approach, prioritising authenticity and what feels right for her.
The Observer spoke to al Abri about her unconventional journey, creative philosophy and why she believes creators should ditch the idea of the “personal brand”.
Al Abri’s creative journey began in college, where she often helped friends with creative projects.
“They would show me mood boards of what they wanted to create and I was always all in!” she said.
“At first, I wanted to be in front of the camera because I was comfortable there, but at the same time, I was so intrigued by the people behind the camera”, she added.
That curiosity soon led her behind the scenes, where she helped with concept design, wardrobe and make-up.
Her outspoken nature also led her to become one of the first female MCs at her university, an experience she believes later helped her transition into radio presenting. She went on to work as a presenter at Merge FM for around three years.
From there, Al Abri developed a deeper interest in social media and marketing, eventually working with larger clients and discovering her analytical and strategic strengths.
Her move into marketing was also shaped by the job market at the time. Originally a logistics and supply chain major, Al Abri graduated in 2020, when internship opportunities were limited.
Drawing on her pre-existing skills in sales and marketing, she decided to pursue a different path.
“I decided to pursue what I was good at and continued going with the flow”, she said.
Al Abri is currently focusing on her online content, sharing beauty, styling and hair tutorials alongside events, family moments and everyday experiences with more than 5,000 followers.
One source of inspiration was the podcast Faking Adulthood.
“[The podcast] talks about how we’re all adults, but we’re faking it. We genuinely don’t know what’s going on”, she said. “I wanted to figure out adulthood and take people along on my journey”.
However, she was initially too nervous to share that side of herself and instead focused on tutorials, hairstyles and styled looks.
“As soon as I started, I was giving tutorials. I was like, ‘Girl, you’re saying one thing and doing another’”, she said.
She became more comfortable expressing herself after launching her podcast, Eyes Out Here, in 2024.
Created during a period when much of what she saw online felt heavy, the podcast became her “virtual playground”, centred on playful conversations with friends and creatives from across Oman.
“Sometimes I already know these people, so it’s not an interview; it’s actually a catch-up,” she said.
Through the podcast, Al Abri found the confidence to speak more freely and show more of her personality.
Today, she allows her interests to evolve without forcing herself into a single category. Maintaining that freedom, however, has not always been easy.
“Professionally, social media makes you feel like you have to be your own brand. You have to have your own voice or style. I feel like that’s great for a brand, but it’s not necessarily great for a content creator”, she said.
“As a content creator, you’re not a brand. We’re human and you are a living experience. You can have different interests”, she added.
Beyond social media, Al Abri remains active in Oman’s growing creative community, regularly attending events and supporting projects behind the scenes.
“Honestly, it feeds into my soul. I really love being in a creative space. It always fuels me and it grounds me in being creative myself”, she said.
For Al Abri, being part of the creative community also means supporting others and celebrating their success.
“It’s important to be in creative spaces to either inspire one another or help out. Sometimes I just help out. I like seeing other people win”, she said.
“I feel like all of us, there’s a big table and we can all eat”, she added.
Looking ahead, Al Abri hopes to see more affordable spaces where people can gather, connect and create. For her own future, she remains open to wherever her interests may lead.
Reflecting on her journey, Al Abri offered this advice to her younger self:
“Don’t overthink it, girl. Everything’s gonna turn out amazing. Stop performing and just be yourself. Being yourself is captivating and so contagious and beautiful”, she said.
Readers can follow Basma on Instagram at @basma3bri
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