Rouba

Rouba a.k.a. Roobz, is a soul singer/songwriter born in Lebanon and raised in the United Arab Emirates.

Rouba was born in Zahle, Lebanon on 22 May 1975 to father Maurice Zeidan, a businessman; and mother Salwa Zeidan, an artist, art curator and founder of the Salwa Zeidan Gallery based in the St. Regis Hotel in Abu Dhabi.

Her parents' interest in music exposed Rouba to a large library of western music from a very early age.

She began singing at the age of five, and her parents encouraged Rouba to pursue her love for music through private piano and guitar lessons.

Her family lived in between Lebanon and the UAE where they were mainly based for several years, constantly attempting to move back to Lebanon before having to evacuate due to the continuous political instability of the country.

She enrolled at the Universite St. Esprit in Kaslik, Lebanon where she studied music theory and classical vocal training.

Her first live performance was at the age of 16 when she improvised to a twelve-bar blues jam.

Dubbed the "Tracy Chapman of Lebanon", she continued to perform jazz and blues classics at live music venues around Lebanon.

She also made a living recording voice-overs and jingles for TV commercials.

In the early 90S she participated in a talent show called "Toute La Ville Chante et Danse" directed by Bassem Christo on LBC’s French channel C33 TV channel where she made it through to the finals and won second place in the female singer category.

Her musical journey led her to renowned Lebanese jazz composer and playwright Ziad Rahbani with whom she performed for several years before she took a long break from music in 1997.

After releasing several original songs and a full album, Rouba shifted her attention towards her career in advertising and communications providing advisory to private and government clients from various industries and sectors and supporting them in managing their brand reputation across the Middle East region, as well as internationally.

She also successfully led several agencies, including Ogilvy & Mather PR, Cicero & Bernay, République, and the Enterprise and Technology practice at Asdaa BCW, among others, where she directed P&L, business operations, continuity and growth, revenue generation, client relations, individual employee development, and capacity building.

Rouba successfully conceptualized and directed multiple award-winning brand and product launches for numerous international brands and across multiple industries.

Her work also involves media training and coaching senior executives to better represent their companies amongst members of the press and the public, especially during crisis.

She also helps aspiring professionals to sharpen their public speaking skills through private and group workshops.

Her love for human empowerment inspires her to continuously seek a fresh approach to her work as a means of facilitating professional and personal growth.

This also led her to pursue an MBA in Coaching, Mentoring and Leadership.

As a TEDx speaker and a passionate supporter of environmental justice, Rouba is known for being outspoken on various causes, particularly women and children’s rights, and gender equality.

Through her talks, she addresses major issues such as gender parity, self-development, and personal growth.

As an advocate of environmental awareness amongst children, Rouba co-wrote and published an educational fiction adventure book called Boto, aimed at raising awareness of environmental issues faced by the ocean and the species that live in it.

The book was launched at the Sharjah International Book Fair.

Passionate about education, Rouba pursued several certifications and degrees including:

In 1999 - Diploma in advertising and marketing at Notre Dame University in Lebanon.

In 2004 - Creative Writing at University of Phoenix.

In 2009 - International Diploma in Strategic Management from Cambridge University.

In 2021 - Masters in Business Administration from York St. John University UK.

As a Lebanese singer performing English jazz and blues covers, Rouba’s chances of landing a record deal were close to impossible and so she set off to produce her own album with the help of LA-based music producer Joe Kennedy.

Her first single "Don’t Go Home", released in July 2012, was named a "club-friendly slab of soulful pop" by Rolling Stone.

The move prompted the production of a dance single entitled "Don’t Go Home", released in July 2012.

The collaboration continued with the production of Rouba's first album entitled 'Mama's Back' noting her return to music after a long absence.

Rouba made her debut on the big stage in 2012 at Abu Dhabi’s Beats on the Beach as part of the Formula One Yasalam program for an audience of some 50,000 people, alongside international artists such as CeeLo Green and Missy Elliott.

Her influences stem from artists like Nina Simone, Marvin Gaye, Stevie Wonder, Mary J. Blige, India Arie, Maxwell, Jill Scott, Erykah Badu, the Brand New Heavies, Anita Baker and Rachelle Ferrell.

She made her official debut into the music business in 2013 during Rolling Stone Magazine's fourth anniversary in the Middle East.

The debut album entitled "Mama's Back" was entirely produced in Los Angeles by music producer Joe Kennedy.

Rouba released the first single from the album in June 2013, a song called "Marrat" meaning "sometimes" in Arabic.

This marked Rouba's first music video, which was produced in Dubai.