Launched in 2009 by Raed Yassin, Sharif Sehnaoui and Hatem Imam, Annihaya is a concept musical label that specializes in the displacement, deconstruction and 'recycling' of popular or folkloric musical cultures. The label's mission is to work through popular forms of music whilst skewing their normative diffusion and meanings for the listener. Annihaya seeks to distort boundaries of popular music, oscillating between the familiar and unfamiliar in the aim of positing new ways of listening to original works and the way they impact their listeners. In an effort to pursue an eclectic and playful form of musical production, the label also invites different visual artists to draw and conceive portraits of the musicians, refering to visuals from the Arab world and beyond. This audiovisual mirroring combines the founders' interests in the re-shaping of common references in their various forms.