Beirut, Lebanon – October 08, 2026: Philip Morris Lebanon announced the release of a new track and music video in collaboration with acclaimed Lebanese artist Georges Richa, known as RICHA, as part of the IQOS REMIX platform.
The release marks a significant milestone in regional music collaboration, bringing music enthusiasts and emerging creative talents directly into the music-production process. Following a nationwide social media contest, two randomly selected participants were given the opportunity to join RICHA in the recording studio, gaining first-hand exposure to the creative journey, contributing their ideas and experiencing what it takes to bring original track to life.
Rooted in the spirit of collaboration and artistic expression, the project celebrates the power of creativity to connect people and create something meaningful together. By opening the studio doors to new voices, the initiative offered participants a rare chance to step beyond being listeners and become part of the creative process itself.
Amr Taha, General Manager of Philip Morris Lebanon “At Philip Morris Lebanon, we believe in creating platforms that elevate local artists and connect with our community in meaningful ways. Partnering with RICHA and passionate local talents on this project allowed us to foster a truly collaborative environment while opening up new avenues for artistic expression. We are thrilled to launch this track and video, celebrating the vibrant energy and creative potential of Lebanon’s youth.”
Bringing this spirit of collaboration to the streets, the project’s official music video was directed by award-winning Lebanese filmmaker Elie Fahed. Turning the city itself into a stage, the production transformed public spaces into vibrant settings filled with music, creativity, and spontaneous connection while building anticipation ahead of the track’s official release.
Expressing his enthusiasm for the track’s launch, artist Georges Richa added: “Bringing this project to life through IQOS REMIX has been a unique creative journey. Working alongside passionate talents who shared their ideas in the studio injected a special energy into the track that you can genuinely feel in the final production. Now that the song and music video are officially out, I’m thrilled for the audience to experience the power of a track born out of true collaboration and shared passion.”
The track and music video are available across leading digital streaming platforms, including Spotify, Apple Music, Anghami and YouTube.
Through initiatives such as REMIX, PMI continues to support innovative platforms that bring together artists, creators and communities encouraging collaboration and celebrating the role of music, art and culture in inspiring new ideas and cultural expressions.
Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smokefree products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in 109 markets as of June 30, 2026. As of December 31, 2025 PMI estimates they were used by over 43 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption. The smoke-free business accounted for approximately 42% of PMI’s second-quarter 2026 total net revenues.
Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for legal age adults who would otherwise smoke or use other nicotine-containing consumer products, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables -the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables, General snus and 20 ZYN nicotine pouch variants also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas.
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