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Sami El-Quqa, CEO of MusicGrid, Featured in Transform Magazine
We’re proud to share that Sami El-Quqa, CEO and founder of MusicGrid, has been featured in Transform Magazine, where he discusses the growing role of sonic branding in Saudi Arabia.
September 14, 2025
Ad Music That Converts: How Custom Sound Drives Better Campaign Results
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In a digital world overflowing with visual content, sound is often the most overlooked part of a campaign. But the right music does more than just fill space. It can boost recall, increase conversions, and elevate brand performance across every platform.
This is where ad music becomes a strategy, not just a soundtrack.
Why Music in Advertising Matters
Great ad music creates emotional context fast. It is the difference between an ad that gets skipped and one that lands. Whether it is a branded jingle, a campaign-specific soundtrack, or subtle ambient music behind voice-over, custom audio shapes how people feel and how they remember.
Global research shows that ads with music perform better. In one Nielsen study, ads with music scored 20 percent higher in consumer recall and created stronger purchase intent compared to those without.
What Makes High-Impact Ad Music
At MusicGrid, we craft music that is built for performance. That means every soundtrack is composed with these factors in mind:
- Target audience and their listening habits
- Media platform and format (TV, YouTube, social, radio)
- Ad narrative and brand voice
- Timing and key emotional cues in the visuals
- Call to action and campaign goals
It is never just about having a nice beat. It is about using sound as a tool for persuasion.
Our Approach to Commercial Music Production
We offer full campaign audio support through our services, including:
- Custom soundtrack composition
- Sonic logo or mnemonic integration
- Arabic and English lyrical development
- Mixing and mastering for TV, radio, and online platforms
- Voice-over editing and syncing
We have worked on campaigns for major brands including Mercedes-Benz, Nickelodeon Ramadan Idents, and Gandour’s brand relaunch, delivering music that not only sounds good but also performs.
Built for Your Brand, Not from a Library
Library music might seem like a quick fix, but it rarely aligns with a brand’s voice. Custom ad music is tailored to fit your campaign message and marketing strategy, so every note supports what your brand stands for.
We build sonic systems that scale. Whether it is a one-off ad or a full commercial strategy, we ensure your audio identity stays consistent and strategic.
Make Music Part of Your Marketing Strategy
Audio is not just background. It is a front-line creative asset. If your brand is investing in ads, it should be investing in the sound of those ads too.
Get in touch to learn how MusicGrid can craft music that works as hard as your campaign does.
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Our Blog
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The Anatomy of a Sonic Logo: How 3 Notes Can Build a Brand
A sonic logo might only last a few seconds, but when done right, it stays in the memory for years. Just like a visual logo, it becomes a shorthand for everything your brand stands for. From Netflix’s iconic "ta-dum" to Intel’s timeless chime, the most effective sonic logos use just a few notes to drive massive recall.But how exactly do you create one that works? Let’s break down what makes a strong sonic logo and how we approach it at MusicGrid.
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Why More GCC Brands Are Investing in Sound Strategy and Brand Recall
Across the Gulf region, from Saudi Arabia to the UAE and beyond, brands are moving fast. Visual storytelling has matured. Design systems are more refined. But in the last two years, one trend has taken off: sonic branding.More GCC brands are developing long-term sound strategies to support brand recall, build consistency across platforms, and connect emotionally with audiences. This shift is not just about adding a sonic logo. It is about creating a complete sound identity that evolves with the brand and fits every touchpoint.
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Sonic Logo vs Sonic DNA: Building a Sound System That Actually Works
Most people think sonic branding starts and ends with a catchy sound at the end of an ad. But that’s like thinking a brand’s visual identity is just its logo. The truth is, a strong brand sound needs more than a logo. It needs structure, flexibility, and long-term strategy.That’s where the concept of sonic DNA comes in.
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Why Sonic Identity Matters for Government and Public Sector Brands in the Gulf
In the Gulf, government and public sector brands play a central role in shaping national identity. From digital platforms and services to tourism and culture, the way these institutions show up matters. And as branding continues to evolve, one element is finally getting the attention it deserves: sound.
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Sonic Branding for Saudi National Day: How Music Brings Campaigns to Life
Saudi National Day has become a creative moment for brands to show pride, connect emotionally, and stand out in a competitive landscape. Over the past few years, we’ve seen a shift in how brands approach this moment. It's no longer just about visuals and slogans. More brands are now turning to sonic branding to add depth and resonance to their campaigns.Music plays a unique role in how people experience brand moments. And during emotionally charged national celebrations, it can be a powerful tool for creating memory, identity, and belonging.
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How to Create a Sonic Logo That Sticks: Strategy, Sound, and Brand Memory
A sonic logo is not just a sound. It is a brand asset. One that captures attention in seconds and builds memory over time. The same way you recognize a visual logo instantly, a well-crafted audio logo does the same job using music.At MusicGrid, we build sonic identities that make brands instantly recognizable and emotionally familiar. Whether it is a startup in fintech or a legacy brand in retail, the process is always strategic, creative, and grounded in brand DNA.
Meet Sami El-Quqa: The Story Behind MusicGrid
Seven years ago, Sami El-Quqa launched MusicGrid as a music licensing platform for the MENA and GCC region. The idea was focused. Build a regional music library that local brands and agencies could actually use. The company collected more than forty thousand tracks from international musicians and composers. It was efficient, curated, and easy to scale.But at the bottom of the website, there was a small note offering custom music on request.That single line changed everything.
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How Saudi Brands Are Using Sonic Branding to Drive Recognition and Loyalty
In today's market, Saudi brands are expected to do more than just stand out visually. They must create full sensory identities that customers recognize and connect with. Sound has become a crucial part of that experience. Through strategic sonic branding, companies across the Kingdom are building emotional connections, improving recall, and creating consistent experiences across every customer touchpoint.
How Real Estate Brands Use Music to Elevate Buyer Experience
Sound is one of the most powerful emotional tools in real estate branding, yet it is often the most underused. While visuals, logos, and materials are carefully selected to reflect a development’s character, sound is rarely given the same attention. This is changing fast. Leading real estate brands are now using custom brand sound design services to create stronger connections with buyers and differentiate their spaces in a crowded market.
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Sonic Branding in Finance: How Banks and Fintechs Use Sound to Build Trust
In today's digital-first economy, financial brands are competing not just on products and services, but on trust and emotional resonance. This is where sonic branding steps in as a powerful differentiator. From mobile payments to national banking institutions, the use of sound in finance is evolving fast. Brands across Saudi Arabia, the UAE, and beyond are investing in custom audio identities to reinforce security, clarity, and memorability across every customer touchpoint.
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Music Playlists for Retail and Hospitality: How Immersive Sound Drives Customer Experience
In the Gulf’s fast-evolving retail and hospitality landscape, sound is no longer an afterthought. The right music can guide behavior, extend dwell time, and influence how customers feel about your brand. That is why businesses across Saudi Arabia, the UAE, and the wider region are turning to curated, brand-aligned music playlists as part of their customer experience strategy.
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Monsha’at’s Sonic Branding by MusicGrid Strengthens Engagement with Saudi Entrepreneurs
Monsha’at, Saudi Arabia’s Small and Medium Enterprises General Authority, plays a leading role in supporting entrepreneurs and accelerating national growth. As part of its broader communication strategy, Monsha’at partnered with MusicGrid to develop a distinctive sonic identity that reflects its values, mission, and national relevance.
How To Create a Custom Sonic Logo That Drives Brand Recognition
In a world of fleeting attention spans and digital overload, a custom sonic logo can do what a visual one often cannot: create instant emotional recall. For brands looking to build stronger connections, audio identity is no longer optional. It's essentia.
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Building Brand Connections in MENA through Regional Music
Across the Middle East and GCC, brands are beginning to think more intentionally about how they sound. It is no longer just about having a nice track in the background. Sound is becoming part of the brand system. Something that shapes identity, builds emotion, and signals culture.From Ramadan campaigns to full-scale rebrands, music is moving from a supporting role to a strategic one.
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Bank Albilad Introduces Sonic Branding with MusicGrid: A New Era of Sound in Saudi Banking
In today's digital landscape, sound plays a pivotal role in creating emotional connections with customers. Sonic branding involves the use of distinctive sounds and musical elements to enhance brand recall and loyalty. While global brands like Mastercard and HSBC have successfully leveraged sonic branding, Bank Albilad stands out as a pioneer in the Saudi banking industry to embrace this approach.
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Gandour’s Audio Evolution: How MusicGrid Created a Timeless Sound for an Iconic Brand
Gandour, one of the MENA region’s most beloved food brands, has taken a bold step into the future by embracing sonic branding — elevating its already iconic identity through sound. In collaboration with MusicGrid, Gandour has developed a rich, emotionally resonant sonic identity that honors its legacy while speaking to a new generation of consumers.
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