Middle Eastern brands are dreaming bigger than ever, and music is right at the centre of that ambition. From hosting major artists at landmark events to syncing chart-toppers in luxury campaigns, the region shows no signs of slowing down. But for every successful headline moment, there are just as many missed notes behind the scenes.
MassiveMusic workswith leading brands across the globe, and increasingly across the MENA region, to craft sonic identities, bespoke music, and licensing strategies that actually work. Through that lens, we’ve seen the highs, the lows, and the “how did this even happen?” of brand music partnerships. So, let’s dive into what MENA brands are getting right, where things can fall apart, and how they can hit all the right notes when working with global music talent.
The Dream: Big Artists, Bigger Impact
There’s no denying it: music has become a power move. It sells, stirs emotions, and gives brands a kind of cultural credibility that no billboard ever could. That’s why brands like Pepsi, Emirates, and Saudi’s MDLBEAST are tapping into music on a massive scale – from J.Lo and The Weeknd headlining events to bespoke scores by renowned composers like Hans Zimmer for Expo 2020 Dubai.
Music isn’t just a soundtrack anymore. It’s a branding strategy. But with ambition comes complexity.
The Reality Check: It’s Complicated
Here’s the not-so-glamorous truth: working with international artists and rights holders isn’t always easy. We’ve worked with brands who thought, “Let’s just license that Drake song and call it a day,” only to find out that:
The sync rights alone cost more than the entire campaign budget or that the artist declined association due to conflicting brand values. Also perhaps the label’s timeline didn’t match the ad agency’s production schedule.
And that’s before we even get to cultural nuances. What resonates in Los Angeles or London might not translate, or could feel tone deaf, for audiences in Riyadh or Beirut. Imagine trying to use a flashy club anthem to launch a campaign for a conservative luxury skincare brand. It’s not offensive, but it’s off-pitch, and that disconnect can be costly.
What Can Go Wrong?
Let’s break down some of the common pitfalls we see in the region:
Budget Mismatch: Global artists come with global price tags. Without music consultants or licensing experts, brands often underestimate costs and end up settling for Plan B too late in the game.
Creative Misalignment: Sometimes, a song just doesn’t feel right. It might be too western, too niche, or too disconnected from the campaign’s message. That mismatch can dilute brand identity.
Timeline Chaos: Labels and publishers move at a different speed than ad agencies. Clearance delays can derail entire campaigns, especially if music is chosen late in the process.
Culture Clash: Not every artist or song fits every region. A brand may unknowingly associate itself with an artist whose personal brand contradicts local values or sensitivities. It isn’t a case of ‘one size fits all’.
Where It’s Been Done Right
There are standout examples that show what’s possible when the strategy is sound.
AROYA Cruises by ROSHN, a new lifestyle destination in Saudi Arabia, launched with a bespoke sonic identity created by MassiveMusic. What made it resonate? The legendary Abdul Majeed Abdullah added his own lyrical interpretation, transforming a branding element into a cultural moment, something locals instantly connected with.
NEOM’s campaign also showed the power of emotional familiarity, using a reimagined version of “What A Wonderful World” produced by MassiveMusic to build a sense of optimism and vision for the future.
MDLBEAST Soundstorm went beyond just booking superstar DJs. It celebrated local talent and blended global and regional scenes, helping redefine Saudi’s music ecosystem.
Careem UAE worked with MassiveMusic to craft a sonic identity that reflected its bold regional purpose — “Everyday Super App” — while remaining warm, friendly, and distinctly local. The result? A versatile set of musical assets that now unify their user experience — from app sounds to campaigns — with a sound that feels authentically Arab, but future-forward.
The Game Plan: How to Make It Work
So, how can MENA brands turn musical ambition into actionable success?
Here’s a playbook:
Start with strategy, not the song. Before picking a track or artist, ask: What story are we telling? What emotions are we tapping into? Who are we trying to move?
Work with music consultants early. Don’t wait until post-production to “drop in” a track. Bring in music specialists from the briefing stage to steer you right, creatively, legally, and culturally.
Consider bespoke compositions. Want something global-sounding but uniquely yours? Commission it. At MassiveMusic, we continually see how custom-made music becomes an asset – not just a one-time campaign element, but a long-term brand voice.
Think beyond the obvious. You don’t always need a household name. Sometimes, the right up-and-coming artist or culturally rooted sound will drive more emotional connection and brand loyalty.
Respect the music industry’s rhythm. Labels, publishers, composers, all have their processes. Plan ahead, leave buffer time, and treat music rights with the same seriousness as talent contracts or Intellectual Property negotiations.
Collaboration is Key
At its best, music can elevate a brand from being just another product to something people truly feel. But that only happens when brands treat music as more than a background track.
Collaborating with global artists and labels requires intention, flexibility, and, most importantly, respect – for the process, the culture, the creators, and the power music holds.
Brands that get this right won’t just follow trends. They’ll set them.
