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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.
Some of the most emotionally effective brand moments in MENA have been built around music.
Think of Zain’s Audio Logo, where the music does more than support the message: it leads it. The melodies feel instantly familiar, drawing from regional phrasing and structure while still sounding modern and cinematic.
Or take MBC’s Ramadan idents. Just a few seconds of music is enough to shift the mood. That sound tells you exactly what time of year it is. It is not just branding, it's part of the cultural experience.
This is what happens when music is designed with cultural intent. It does not just sound nice. It feels like home.
One of the most common creative briefs we hear in this region is: “We want to blend heritage with innovation.”
It sounds simple, but doing it well takes more than inserting a traditional instrument into a modern track. It requires understanding the emotional logic of regional music, how Arabic maqams shape mood, how rhythm interacts with language, how phrasing carries meaning even without words.
At MusicGrid, our Creative Director Si-Bemol Younes leads this work. A trained musicologist and composer, he builds sound systems that reflect both brand strategy and cultural context.
In his words,
"We're not just remixing the past. We're composing futures that sound like here"
Sometimes that means creating a sonic logo that mirrors the cadence of Gulf Arabic. Other times it means composing ambient brand music that’s built around a specific maqam, layered with digital textures that speak to a younger audience.
The point is not to make something that sounds “traditional.” The point is to make something that sounds right.
Music is no longer an afterthought. It is becoming one of the most powerful differentiators in a market where every brand is fighting for attention across screens, spaces, and platforms.
For agencies, marketing teams, and brand leaders in MENA, this is an opportunity to move away from templates and toward sound that carries meaning. Sound that reflects the brand’s personality and the region’s identity.
That might mean rethinking the soundtrack of a campaign. Or designing UI sounds that match the brand voice. Or creating an audio identity that helps the brand show up more consistently, even when there is no visual.
The strongest brands in the region are starting to treat sound the same way they treat visual design. As something that is consistent, expressive, and worth investing in.
At MusicGrid, we have brought this approach to life for banks, broadcasters, government entities, and content platforms, and always starting from one question:
What should this brand sound like if it truly belonged here?
Want to hear what that sounds like?
Explore our work with Boursa (Kuwait Stock Exchange), ZATCA, or Monshaat.
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