Inside Modern Media Careers: Mariam (Maz) Hakim on Radio’s Enduring Impact

“Radio’s strength isn’t volume or virality — it’s intimacy,” says Mariam (Maz) Hakim Presenter, Virgin Radio, Arabian Radio Network (ARN). “And in a fast-growing market like the UAE, where communities are still being shaped in real time, that intimacy remains incredibly valuable.”

Maz Hakim has built a long-standing radio career in the Middle East through her work with Virgin Radio Dubai 104.4 FM, widely recognized as the UAE’s leading English-language hit music station, with an estimated weekly audience reach of around 1.3 million listeners. She moved to Dubai from Australia in 2014 to host her own show on the station and has since remained a core part of its on-air lineup. She currently presents The Vibe with Maz Hakim, which airs on weekdays from 10am to 2pm. “Longevity has been one of the most defining milestones in my career. Spending over a decade at Virgin Radio in a region as fast-moving and competitive as the Middle East means you’re constantly being challenged to stay relevant, curious, and adaptable. Comfort is never really an option.”

Two key turning points have played a defining role in shaping her professional trajectory – Moving from co-hosting to hosting solo forced her to find her own voice very quickly, but another pivotal moment was realizing that “radio alone was no longer enough.” She explains, “It’s not because radio is losing its power, but because audiences were changing. That awareness pushed me to think beyond the studio and start building a broader personal brand, focusing on storytelling, relevance, and impact across multiple platforms.”

Hakim views today’s UAE media landscape across radio, television, and digital platforms as “fragmented, fast-moving, and highly competitive for audience attention.” In this environment, she explains consumption patterns are “no longer defined by distinct channels, as audiences move fluidly between live radio, short-form content, podcasts, social media, and video—often within the same day.” However, in the UAE, she notes that radio remains deeply embedded in daily life. “With long commutes, a diverse population, and a strong culture of live, local connection, radio here isn’t just background noise — it’s companionship,” she says. “People still tune in for conversation, for familiarity, and for voices they trust.

“Live radio holds a power that no other medium has fully replicated: real-time human connection. It’s immediate, responsive, and shared. When something happens — globally or locally — radio reacts instantly. In a region as diverse as the Middle East, that sense of immediacy and inclusion really matters.”

While attention has become the scarcest currency, Hakim agrees that new attention dynamics have changed how audiences consume content in the moment, but believes that radio has retained its distinctive power. “Some traditional platforms are still adjusting to how quickly attention shifts today, but radio has quietly evolved alongside its audience. It doesn’t rely on clicks or algorithms — it relies on presence. Being there, every day, in real time,” she says. 

“The platforms that continue to succeed are the ones that respect how people actually live their lives — not just how they scroll.

Beyond radio, Hakim has also expanded her storytelling into podcasting through Success Decoded with Maz Hakim which features a diverse lineup of regional and international guests, such as such as best-selling author Roxie Nafousi, fitness coach Jason Grima, wellness expert Mary Cristine, entrepreneur Ebraheem Bloomingman, chef Mohamad Orfali, and global media personality Piers Morgan. The series is distributed across major audio platforms, including Apple Podcasts, Spotify and RSS feeds through Virgin Radio Dubai’s podcast page. “Live radio is driven by instinct, speed, and energy in the moment. Podcasting, by contrast, is slower, deeper, and far more intentional. With Success Decoded, I had to learn patience — allowing conversations to breathe, embracing silence, and prioritizing depth over entertainment,” Hakim explains. 

“The biggest lesson has been understanding that podcast audiences want substance, not just personality. They’re choosing to spend time with you — not catching you in the background of their day. That level of attention changes how you prepare, how you listen, and how you tell stories. It’s a responsibility you can’t take lightly.”

Alongside her media career, Hakim has also explored entrepreneurship through the launch of Expand By Maz, a socially conscious and sustainable clothing brand focused on celebrating her native Afghan culture. “Exploring entrepreneurship came from a desire to express identity beyond broadcasting,” she says. “I was drawn to fashion as a storytelling medium — a way to explore culture, heritage, and conscious creation in a tangible form. As an Afghan-Australian woman living in the Middle East, it felt important to build something meaningful that reflected where I come from and what I stand for.

That experience offered insight into the differences between entrepreneurship and media, underscoring that creativity is only the starting point in entrepreneurship. “Execution, logistics, decision-making, and resilience are where the real work happens,” Hakim explains. “Building from the ground up gave me a deep appreciation for sustainability, production realities, and the discipline required to turn ideas into something real.”

Her journey across three distinct avenues for self-expression —radio, podcasting, and entrepreneurship— informs her belief that attention is increasingly driven by personalities rather than platforms. “Audiences follow people they trust — not logos. Platforms are vehicles; personalities are the connection,” Hakim concludes. 

“This shift has decentralized power. Broadcasters no longer ‘own’ audiences in the way they once did — they collaborate with them. For talent, that’s empowering, but it’s also demanding. You’re no longer just a presenter; you’re a brand, a strategist, and a storyteller. Consistency, authenticity, and clarity of voice matter more than ever.”

CAREER ADVICE: Maz Hakin’s Lessons Across Platforms
“In media, listening has taught me more than talking ever did. In podcasting, the moments that matter most are the ones where you stop performing and really pay attention. And in entrepreneurship, discomfort isn’t a sign you’re failing — it’s usually a sign you’re learning. If I could say one thing, it would be this: try to be excellent at what’s right in front of you. If you can stand by your work even when there’s no applause, you’re already doing something right — and that’s usually what lasts.”