With Over 700 Attendees, Amman Hosts the Largest Gathering of Content Creators in Jordan's History · Observer Dubai

Amman hosted what organizers called the largest gathering of content creators in Jordan's history on Friday, July 24, when Jordan Create drew more than 700 attendees to the Amman Golf Club for a day-long program under the theme "Frame the Future." The invitation-only event brought together creators, influencers, marketers, agency representatives, brands and media — representing over 80 institutions — and featured a roster of talent whose combined social following exceeds 85 million people.

"Talent and creativity have always existed in Jordan, but the place that brings them together didn't. We built the frame, and the creators came to fill it," said Mohammad Al-Mashhadani, founder and CEO of Jordan Create, after the event's final session.

Event format and headline talent

Organizers designed a single main stage as a "complete journey" that ran from midday until 10 p.m., hosting 12 specialized sessions and more than 30 speakers. Headline creators included Rozzah (more than 10 million followers across Instagram and YouTube), comedy creator Abdullah Al-Tahhan (over 10 million followers), chef Saba Shammaa (over 7 million followers), documentary creator Omar Abu Al-Rob (more than 5 million), and twin creators Abdullah and Ali Al-Shashtari ("Shashtari Twins") with over 3 million followers on Instagram alone.

• Key sessions included: "Human vs. AI: Who Creates Better Content?"; "Short-Form vs. Long-Form Content: Who Wins?"; "How Do Content Creators Actually Make Money?"; and "Does Influencer Marketing Actually Work?"
• Speakers and contributors featured Mohammad Nabil, Dolly Dib, Yazan Abu Ajwa, Laila and Nasser, Mureed, Alia Fares, Omar Abu Abboud and Khaled Shammout.
• Omar Abu Al-Rob delivered the keynote, "The Neuroscience Behind Why We Keep Watching," explaining hooks, loops and rewards that drive viewer attention.

Programming, production and partnerships

Organizers emphasized that the event was built entirely by a team of young Jordanians, from concept and programming to production and logistics. Co-founder and Creative Director Aoun Nawar said: "We didn't design a conference — we designed an experience. Every minute of the day had a purpose, from the moment of arrival to the final moment on stage."

The gathering aimed to bridge creators and business decision-makers, marking what organizers described as the first time food creators, comedy stars and corporate executives shared a single stage at this scale in Jordan. The experience also included live music, networking spaces, interactive brand activations and media interviews, contributing to an atmosphere attendees compared to a festival rather than a traditional conference.

Outlook

Union Bank served as the event's Founding Partner, a sign of institutional interest in the creative economy, while BLK Coffee participated as an event partner supporting the local creator community. Founders closed the day by hinting that "what's coming next is far bigger," signalling plans to expand the platform beyond this inaugural large-scale gathering. For now, the event positions itself as a founding moment for Jordan's content industry, creating a centralized meeting point for creators, brands and executives across the region.