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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.
August 17, 2025
Custom Sound Design for Saudi Apps, Platforms, and Digital Products
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In Saudi Arabia’s fast-growing digital economy, user experience is everything. Whether it’s a government portal, fintech app, or e-commerce platform, one factor increasingly shaping how users feel is sound.
Custom sound design is no longer just a nice extra. It’s part of how modern apps create identity, guide behavior, and build trust with their users.
Why Sound Matters in Digital Product Design
Every beep, chime, and transition plays a role in how users interact with your product. Done right, sound can make your app feel smoother, more human, and more aligned with your brand.
Here’s what sound design can do for digital platforms:
- Reinforce brand identity through audio cues
- Improve UX with intuitive feedback sounds
- Reduce friction during navigation or payment
- Add delight during key moments like achievements or confirmations
- Create sonic consistency across mobile, web, and other touchpoints
Local Sound for Local Brands
Saudi users are savvy, and their expectations are high. They expect speed, clarity, and personality. Generic sound packs and default UI tones won’t cut it. A fintech app needs to sound secure and modern. A government app needs to sound clear and efficient. A food delivery platform needs to sound fun and reliable.
That’s why we take a local-first approach to digital sound design.
At MusicGrid, we’ve created custom UX and UI sound for Saudi apps and platforms that millions use every day. For example, our work with UPAYMENTS included a main sonic DNA and app interface sounds that feel intuitive and secure. We’ve also helped platforms like Tiqmo and ZATCA stand out with a clear sound identity that works seamlessly across digital services.
The Process
Creating a great sound experience for your product starts with understanding your audience and brand goals. Then we move into:
- Sonic UX audit and strategy
- Custom sound design and interaction mapping
- Testing sounds across devices and environments
- Full integration support with your development team
- Ongoing sound updates for new features, seasons, and campaigns
If you’re building a platform in Saudi Arabia, sound isn’t just a detail. It’s part of your brand. And in a market where everyone is racing to innovate, a strong sonic identity can be a real competitive advantage.
Sound That Fits Seamlessly
From login chimes to payment confirmations and notification sounds, every moment of your product can reflect who you are. And when sound fits naturally into your platform, users feel more at ease, more confident, and more connected to your brand.
Explore more about how we create sonic logos and product sounds for leading brands across the Gulf and beyond.
Ready to talk? Get in touch with our team to explore how we can help shape the sound of your digital product.
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Our Blog
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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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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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