MassiveMusic MENA said on Thursday that it has expanded its Dubai-based team with the appointment of Tara El Chami as Senior Account Manager.
El Chami brings seven years of experience to MassiveMusic, which established its MENA operations in 2022.
She has a background in account management across the media, entertainment, FMCG and telecommunications sectors, having led 360° campaigns and large-scale branding initiatives for companies including Nestle, Red Bull Mobile, Billboard Arabia and Asharq Network.
At MassiveMusic, El Chami is managing a growing portfolio of regional clients, helping them define and execute their sonic identity across marketing campaigns and platforms, translating brand strategy into music-led solutions ranging from sonic branding to campaign soundtracks.
“Tara’s wide-ranging experience and expertise will be invaluable to MassiveMusic’s day-to-day operations and our strategic growth goals,” said Pierre Carnet, Managing Director of MassiveMusic MENA.
“We are delighted to welcome her on board as we expand our client base and project delivery in the UAE, Saudi Arabia and beyond.”
El Chami said joining MassiveMusic marks a natural progression, describing music as central to how she experiences and understands the world.
“I rely on music every day because it shapes my focus, feelings and connectivity. It’s one of the most powerful tools in branding: sound stays with people, building memory, recognition and brand loyalty. Moving into this sector allows me to combine my experience in building brands with something I genuinely believe can make them more distinctive and impactful,” she said.
She added that sonic branding in the Middle East is gaining importance.
“While the discipline is still relatively new, it is fast-becoming as important as visual logos and taglines. With the region’s rich and distinctive sonic culture and history — and huge untapped local musical talent pool — there is a real opportunity for MENA brands to make music a core element of their identity,” she said.
MassiveMusic MENA has delivered award-winning sonic identity for brands in the region, including TikTok, Careem, AROYA Cruises, Nakheel and BSF, and said several more projects are under development.
