Tell us about yourself
My name is Houman Jahangard, and I was born in Tehran, Iran. From childhood, I was naturally extroverted, curious, and eager to explore new things. Details always mattered to me. I constantly had many questions, and I did not always know where to find the answers.
I have always placed great emphasis on understanding the questions we do not yet know the answers to. Perhaps this has been the central question of my life: how to discover what I do not know.
Over the past five to six years, and especially as I have expanded my career internationally, I have realized how crucial these “unknowns” are. The sooner people classify them, the faster they can progress. That is why my work is essentially about communication, both quantitative and qualitative.
Today, with big data and analytical tools, communication has become even more powerful: it allows us to forecast and to make effective use of information. The connection between people to people, people to tools, and tools to tools and collectively are important.
In high school, I first studied mathematics but changed direction to humanities in the last year of high school and then to journalism at faculty of communication Science(ATU). During my undergraduate years, I pursued studies in Communication and Journalism. At one stage, I assumed the role of Managing Editor of the Faculty weekly publication.
Looking back, over the last twenty-five years, I see how those shifts have led me here, having established myself and the future of my activities in Dubai.
My experience has taught me that changes in direction may be partly planned, but their outcomes are always uncertain. What matters is daring to make a difference, especially when you have been on one path enough.
Tell us about your company, Social Art Signal
The original name of my company was simply “Signal.” Later, we added “Social” and “Art” to clarify its essence. “Social” refers to societies and media including new media and social media, while “Art” reflects my strong belief that communication itself is an art form and my personal passion for the arts, the universal language of art.
The idea was born from my long-standing interest in media. I first came to Dubai in 2006, and after eighteen years I returned in February 2024 and told myself: WOW.
In February 2024, I came to Dubai for a four-day trip at the suggestion of a relative who has been active in the city for many years and has helped numerous people, whose present successes in Dubai are indebted to his efforts and support. During those four days, we spoke together, and he introduced me to the new face of Dubai. He told me, “Come to Dubai,” and within less than 48 hours I booked my ticket and arrived. And today, my interview with Bizpreneur Middle East has been published.
When I look at the journey, I feel proud of how far I came over the almost two years since I began this path.
Expressing gratitude to those who, without any need of their own, have done something for us along the journey of life is of great importance. Too often people claim their progress entirely as their own, whereas it is rare for anyone to ascend from the very beginning of life to the heights of success entirely alone.
What inspired you to found Social Art Signal?
When we set out to create Signal, we envisioned two core identities: communication and art, supported by an element of investment. The mission was clear, to act as a facilitator of connections between people.
In practice, I assist individuals and organizations through my services, particularly when they require connections to advance their careers, drawing upon two decades of experience in media coverage, storytelling, and the cultivation of profitable relationships.
I often call this role the “fitting of relations”, a necessary joint that links different pipelines together. Without these fittings those pipelines will become useless.
Importantly, I rarely get involved in the details of their business. My job is to open doors. For example, not long ago, someone approached me looking for 500,000 USD investment in his idea.
Within a week, I succeeded in connecting him with a potential investor. However, he did not fully appreciate the time, thought, network, and background invested in facilitating that introduction, and as a result he was unable to seize the opportunity and ultimately let it slip away.
I tell people who seek my advice or want to connect with influential figures that even if they wish to meet with Mr. Trump or Musk, I can arrange it, provided they truly value the opportunity and have something meaningful to say.
Another aspect of my work is producing the Signature videocast and making documentaries. where I interview or make documentaries about people from different fields, artists, technologists, entrepreneurs. They have interesting stories that are worth hearing. This is one of the ways use my storytelling ability to help people and brands.
What is your company’s mission?
Our mission for now is reflected in the work we do every day:
– To tell meaningful stories and make profitable connections.
– To design Signals with clarity and care.
– To deliver it in the right way to the right audience.
What services do you offer?
Most of our services fall within the field of communication between people and tools and their relations collectively.
– Services for experts and artists, whatever they need to be more successful.
– Services for small businesses that are just starting out in Dubai or elsewhere and need to establish their identity quickly (visual identity, website, social media management, readiness to launch within days/weeks).
– Services for brands seeking broader communication solutions and profitable connections.
Our services are available on a monthly subscription and customized basis. In my opinion, businesses and their services should be flexible.
Over the past ten months I have seen first-hand how difficult it is to launch a business. It is extremely challenging, and I have deep respect for those who take this step.
My own MBA background, combined with years of professional and personal study, gave me the foundation to navigate these challenges. Crucially, the rapid development of AI over the past two years has helped enormously.
At Signal, our emphasis is on enabling self-sufficiency. Through our services, businesses can become independent within one to three months.
I believe: “What comes from the heart, goes to the heart.” People buy with their hearts, not only with their minds.
In the past year, half of my efforts have gone not into selling a product but into understanding clients, who I need to be so that they will buy from me.
Alongside our structured services, I have worked closely with two young collaborators, both 25 years old. I am proud of this, because younger generations are naturally closer to technology and AI.
And here, I would like to thank my wife, who has always been by my side as a companion and advisor, supporting me throughout this journey. Without this support, our journey would certainly have been extremely difficult and perhaps even impossible.
How are you transforming the media, arts, and entertainment industries?
In my view, today every individual can be a storyteller. I do not claim that what I do alone will revolutionize the global media and entertainment industries.
What I do aspire to, however, is to become a meaningful personal brand and to build Social Art Signal into a Dubai based international identity, a fully automated media organization powered by AI and people. Such a platform can redefine how stories are told and how audiences connect with them.
Do you have a case study you can share?
An example from our Internal Communication Enhancement work shows how lack of dialogue can slow an entire organization. In one case, projects took twice as long as planned despite having the right tools. By observing and identifying weak communication, we helped restore rhythm: tasks were delivered faster, clients paid sooner, and revenue grew.
The key lesson is that communication must be continuous, like exercise, to sustain results.
How do you measure the effectiveness of a campaign?
The effectiveness of a campaign can be measured in several ways. Tools exist, but they must be used correctly.
Too often, companies judge success only by sales. If sales rise, they call the campaign effective; if not, they dismiss it. But the truth is more complex. We must ask: was the campaign carried out properly? Were all the other factors aligned?
In one case, we saw how misjudging these factors could mislead investment decisions. This falls into the category of “knowing what you do not know.”
That is why I always approach campaign evaluation case by case. Each campaign has its own conditions and must be assessed in its unique context.
What are the current trends in strategic communication?
One of the key areas is Internal Communication Enhancement. For two decades, I worked in PR and advertising, and I always saw how deeply this connects to HR. Yet often, neither department takes full ownership, so opportunities are lost.
It reflects a wider transformation. HR itself is evolving, what was once “Human Resources” is now “Talent Management.” The pace of change is faster than ever, and HR must act as a connector, not just an administrator.
I experienced firsthand what it means when talent is not fully recognized. My value was often misunderstood. But I learned to turn such gaps into opportunities.
What are your top 3 tips for personal branding?
1. Authenticity – Be true to who you are and present yourself honestly.
2. Consistency – Maintain a steady presence and nurture relationships over time.
3. Visualization – Do not rely on words alone. Use visuals, sound, and experiences to communicate your story and message.
In my view, personal branding has become increasingly important, and with the rise of artificial intelligence it has taken on new dimensions.
We are now facing a category of people who make very little use of existing networks. Yet today, you must be able to connect with others through these networks.
Another essential aspect is having open eyes and attentive ears. This does not mean agreeing with everything you hear. What I mean is receptiveness, the ability to listen, to guide and to be guided.
For me, personal branding is about “filling in the blanks” of my own name — H-O-U-M-A-N-J-A-H-A-N-G-A-R-D. It’s not just letters; it’s the meaning I create for others to recognize and understand. Branding only exists if there’s an audience. If no one is watching or engaging, it has no value but it all stems from how well a person knows themselves and how much they are willing to invest in that self-understanding.
What is your favourite PR strategy and why?
My favourite PR strategy is storytelling. Every person and brand have a story, and when it is told well it builds trust and forges genuine connections. Storytelling acts as a bridge, linking the brand to its audience in a way no other tool can.
As a leading media management and PR company, how do you see AI impacting the industry in the UAE?
I think that the United Arab Emirates has enabled me to achieve things I could not have imagined two years ago. The opportunities are here.
My presence in Dubai was driven by my belief that communication is a form of investment. At first, not everyone agreed with this idea, since it was unfamiliar to them, yet there was still support. This was extremely important. Sometimes we must align ourselves, at least for a while, with ideas that are not entirely our preference. Often, our audience is in places we may not find appealing, yet it is there. To grow, we must step into spaces we have not entered before.
In the UAE and Dubai, this mindset was rewarded. The infrastructure here is unparalleled. Change happens rapidly, and leadership is in the hands of people who are genuinely committed to progress and development. As a result, investment is allocated and distributed in the most effective way, driving tangible growth.
What are your goals as a company over the next 5 years?
Our goal is to establish Social Art Signal as an attractive brand in communication, media, and the arts, a fully automated media platform powered by AI, recognized both in the region and globally.
We need to look at the next five years in two phases. First, consider what may happen in the next two to three years. Technology is always influenced by decisions made in other areas, but it nevertheless holds a central role.
But today, technology is stepping into the center of the stage and is no longer just a tool, it is becoming a decision-maker for the future. Figures like Musk, Larry Ellison, and others who own these technologies have risen to a level of power comparable to that of a global superpower.
That is why I believe the role of technology, and the leaders behind it, will be highly influential in shaping the direction the world is heading.
I believe that any business being created today must be flexible, able to pivot at the right moment and adapt quickly. This requires a deliberate shift in mindset.
How can readers find out more about you and Social Art Signal?
The simplest way is through our website: socialartsignal.com. Readers can also connect with us across our social media platforms.
I would like everyone to visit our website and get to know us there. Yet, we are living in a time when truly understanding the audience is crucial and maintain several Instagram pages in addition to our main account. Given the sheer volume of information being published today, categorization is essential.
Our philosophy is to let audiences choose what they wish to see. We prepare content in diverse categories and give our audience the freedom to decide.
This freedom of choice creates trust and engagement. Media should empower the audience, not dictate to them.
At present, we are witnessing a major transformation in the global media landscape, which has given rise to what is referred to as new media. At the same time, due to generational transformation, increased access to technological tools, traditional or legacy media will gradually see their influence diminish, and people will come to understand that traditional propaganda not the propaganda itself, will likely hold less power but we should see what happens.
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