Since 2007, the English-language webzine (online magazine) has woven LGBT themes with photography, art and music, projecting to a diverse audience across the MENA region from its base in Amman, Jordan.

Abdel-Hadi says the daring move to expand into Arabic could be risky, as it would open up the LGBT-friendly magazine to a more conservative and less tolerant audience.

Though the Jordanian society is more laissez-faire than Egypt, Abdel-Hadi says, the magazine has still exercised caution in the conservative country. My.Kali is known in Jordan for highlighting the LGBT cause and its conceptual visual works, and has often appeared in local and international news. “Jordan is a very traditional country, and we're considered controversial in Jordan for simply breaking the stereotype and stepping out of norm,” he told Egypt Independent.

For the expansion, the magazine is in the process of hiring an Arabic-writing team as well as translators to be ready to produce content in Arabic ideally by October. My.Kali initially began testing the Arabic-speaking audience by posting bilingual statuses and social media posts, but so far, Abdel-Hadi says, the feedback has been encouraging. “We’re throwing softballs once in a while and seeing how things go,” he adds.

Abdel-Hadi says the magazine is willing to risk an expansion into Arabic in order to stay true to its target readers in the Middle East, most of whom speak Arabic as their native language and may not speak English. “It’s not about reaching more people,” he explains. “I don't want the publication to appeal to a certain audience. I want the publication to be reached by all, and not feel like it’s excluding anyone.”

The expansion of the magazine is also part of a wider mission to remove barriers in the MENA region and engage a diverse audience in LGBT issues. Part of that has also involved featuring both LGBT and non-LGBT artists, writers and public figures to discuss these and other social taboos.

“I think with each star we feature, the debate is initiated [among the readers], whether they’re gay themselves or whether they’re just doing an appearance,” Abdel-Hadi says.

One of the celebrities featured in the magazine was Riyadh-based a capella artist Alaa Wardi, known for his musical parody on YouTube called “No Woman, No Drive,” who appeared in the magazine to discuss his music. Abdel-Hadi says Wardi’s appearance in the magazine generated debate about his sexuality and his support for the gay community despite the fact that he was merely discussing his work.