December 23, 2025

The Sound of 2025 | How MusicGrid Shaped the Year in Sonic Branding

Contents:
Example H2
Share

2025 was a defining year for sound. From banks and government institutions to entertainment platforms and national brands, since it's inception - MusicGrid has helped more than 360 brands discover how strategic sound can strengthen identity, emotion, and connection.

Shaping the Sound of Leading Brands

This year, we collaborated with some of the region’s most influential names in finance, culture, and entertainment. Our work with Bank Albilad, Alinma Bank, Vision Bank, and GOSI explored how sonic branding can express trust, clarity, and innovation.

We also continued building long-term partnerships with organizations such as Monsha’at, the Saudi Press Agency, and several PIF companies, each reflecting a new chapter in Saudi Arabia’s evolving creative economy.

In Kuwait, our projects for Boursa Kuwait and Nada Dairy strengthened our regional presence and showed how local brands can achieve world-class sound identities with cultural resonance.

Music Beyond Branding

The year’s creative highlights included our orchestral collaboration with Trolley, where we reimagined their Sonic DNA as a live performance with the Macedonian Philharmonic Orchestra. What began as a simple three-note motif became a cinematic expression of energy, optimism, and motion.

We also contributed to the Shahid Original “Little Heroes”, handling full composition, sound design, and post-production for 22 episodes. This project reminded us how storytelling, emotion, and sound design can come together to shape memorable entertainment experiences.

Expanding the Role of Sound Across the Region

2025 proved that sonic branding is no longer a niche practice in the Middle East. It has become a vital part of how brands communicate across digital platforms, retail environments, and national initiatives.

Sound now plays a role in defining culture, technology, and innovation across Saudi Arabia’s Vision 2030 ecosystem. For us, each collaboration is a chance to translate that transformation into something audiences can feel.

Looking Ahead to 2026

In 2026, MusicGrid will continue expanding the role of sound across the region’s creative landscape. We are exploring new opportunities in automotive, fintech, and public innovation, as well as deepening our work in immersive sound and interactive experiences.

Our focus remains on one vision: to create sound that moves people.

About MusicGrid

MusicGrid is the leading sonic branding and creative music agency in the MENA region, with over 360 brand collaborations across Saudi Arabia, Kuwait, and the GCC. Our work spans finance, government, retail, entertainment, and technology, helping brands build emotional connection through sound.

Stay Tuned – Get the Latest in Sonic Branding

Name
Email
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Our Blog

Insights & Resources
News
Campaign Middle East | Why We Remember a Tune Before a Tagline
Ever found yourself humming a tune from an ad you saw years ago but struggling to remember the words that came with it? You are not alone. Our brains are wired to remember melodies more easily than language, and there is a clear scientific reason why we often recall a tune long before a tagline.
Success Stories
MENA Trends
Why MusicGrid
The Sound of Trolley | From Studio to Stage
Trolley’s sonic identity began with a simple three-note motif that captured the brand’s sense of motion, optimism, and warmth. This melody became the foundation of a sound that is both playful and confident, instantly recognizable and full of life.
Success Stories
Why MusicGrid
MENA Trends
Shake Shack MENA | The Sound of Flavor
Not every sonic branding project begins with a full identity system. Sometimes, a single campaign can be sonified. For Shake Shack MENA, MusicGrid collaborated with BPG Group to develop the sound direction for the regional launch of the Falafel Shack campaign. The goal was to translate the brand’s personality into a set of adaptable music cues that matched the tone of the creative concept and connected with regional audiences.
Success Stories
Why MusicGrid
Little Heroes | Shahid Original Series Soundtrack by MusicGrid
Music has the power to bring characters to life, shape emotion, and guide storytelling. For the Shahid Original animated series Little Heroes, MusicGrid was commissioned to compose the full original soundtrack and handle all sound design across 22 episodes.
Success Stories
Why MusicGrid
Sonic Branding in Transportation | Northwest Bus Company Case Study
Transportation relies on rhythm, timing, and precision. These qualities can be expressed powerfully through sound. From the chime of an arrival announcement to the tone of a mobile booking confirmation, audio shapes how passengers feel trust, comfort, and direction.
Success Stories
Why MusicGrid
The Sound of Modernization | GOSI Sonic Revamp Case Study
The General Organization for Social Insurance (GOSI) is one of Saudi Arabia’s leading government entities, responsible for social insurance services that impact millions across the Kingdom. MusicGrid was commissioned to revamp GOSI’s existing sonic identity while preserving its core musical DNA. The objective was to refresh the sound for new digital and experiential touchpoints, ensuring it remains both familiar and forward looking.
Success Stories
Why MusicGrid
The Sound of Healing | Johns Hopkins Aramco Healthcare Case Study
Sonic branding in healthcare requires sensitivity and precision. Brands in this space must communicate warmth, care, and trust while maintaining authority and professionalism. For Johns Hopkins Aramco Healthcare (JHAH), a joint venture between Johns Hopkins Medicine and Aramco, sound became a way to express both compassion and excellence. The challenge was to design a sonic identity that feels human, reassuring, and world class.
Insights & Resources
MENA Trends
Saudi Arabia’s Sound Moment: Why Brands Are Investing in Audio Identity
Across Saudi Arabia, something is changing in how brands communicate. Vision 2030 has brought a wave of modernization and creativity, and now, sound is becoming just as important as visuals. In this landscape, audio identity is no longer optional. It is how brands express their values, create emotional impact, and build lasting recognition across digital, physical, and live environments.
Insights & Resources
Emotional Branding Through Sound: How Music Builds Loyalty
Music is not just a branding tool. It is one of the most powerful emotional connectors a brand can use. When deployed strategically, music builds memory, trust, and emotional loyalty over time. This is not a theory. It is neuroscience.
Insights & Resources
How Audio Logos Build Instant Brand Recognition
When someone hears three notes and instantly names a brand, that’s sonic branding working at its best. Audio logos are short, distinctive sounds that act as your brand’s auditory signature. Just like a visual logo, they make your brand recognizable across channels, campaigns, and formats. But unlike a visual, audio hits emotion and memory much faster.
Insights & Resources
Sonic Branding Strategy 2026: What Your Brand Needs to Compete
2026 is shaping up to be the year MENA brands get serious about sound. From Saudi Arabia’s public sector to UAE retail giants, audio is no longer an afterthought. It’s a core branding tool. But while the conversation around sonic branding has grown, many brands are still unsure what a real strategy looks like.Not a jingle. Not just a catchy ad track.
Insights & Resources
Modern Middle Eastern Music in Branding: Creating Cultural Impact Through Sound
Across the Gulf, brand leaders are embracing music as more than mood. They’re using it to build cultural credibility. And modern Middle Eastern music is at the heart of that shift. It’s no longer about clichés or background ambiance. The oud in a launch film. The subtle maqam scale in a TV ad. The rhythmic swing of a Khaleeji beat in a fintech product video. These are intentional cues. And they matter.
Insights & Resources
The Human Touch: Why Original Music Still Matters in an AI World
In a time when AI tools can generate music in seconds, it’s tempting to think brands no longer need original composition. But while speed and automation are appealing, they rarely deliver what audiences actually respond to: emotion, cultural nuance, and brand distinction. For companies across the GCC, especially in Saudi Arabia and the UAE, sound is not just a filler. It’s a strategic branding tool. And authenticity matters more now than ever.
Insights & Resources
Immersive Music Experiences: How Business Playlists Influence Customer Behavior
What your customer hears when they walk into your space affects how long they stay, what they feel, and how much they spend. Music is not background noise. It is a key business asset. In the Gulf, especially in Saudi Arabia and the UAE, consumer expectations around experience are higher than ever. From premium coffee shops in Riyadh to wellness lounges in Dubai, businesses are realizing that immersive sound design is just as critical as lighting or scent.
Insights & Resources
MENA Trends
Middle Eastern Sound, Modern Brands: How Culture Shapes Audio Branding
In a crowded digital world, audio branding is no longer a nice-to-have. It's a strategic asset.For brands operating in the GCC and wider MENA region, the sound of your brand matters just as much as your visual identity. But how do you create a sonic branding system that speaks to modern audiences while respecting cultural roots?
Insights & Resources
MENA Trends
What Athar 2025 Revealed About Saudi Creativity
Athar Festival 2025 highlighted just how far Saudi Arabia’s creative industry has evolved. The event showcased the Kingdom’s growing influence within the regional and global creative landscape, reinforcing Riyadh’s position as a hub for innovation and collaboration.
News
Insights & Resources
Sound Is Emotion: The Hidden Hero in Great Storytelling
At MusicGrid, we’ve always believed sound is more than a background element. It is a storyteller in its own right. A recent article by our Partnerships Manager, Roudny Nahed, published in ArabAd, puts that into words perfectly.
Insights & Resources
The Human Touch in Sonic Branding: Why Creativity Still Matters in the Age of AI
AI tools are faster than ever. They can compose melodies, generate soundtracks, and mimic human emotion in seconds. But while AI might be helpful in prototyping or ideating, the true impact of brand music still comes from something AI cannot replicate: the human touch.
Insights & Resources
Immersive Music Experiences: How Business Playlists Influence Customer Behavior
In the race to capture customer attention, brands in RETAIL, HOSPITALITY, and F&B are turning to immersive music. It is no longer just background sound. It is a strategic tool that shapes mood, increases dwell time, and drives revenue.
Success Stories
Why MusicGrid
Boursa Kuwait: How MusicGrid Crafted a Sonic Identity for a National Institution
At MusicGrid, we believe a brand should not just be seen. It should be heard. When we partnered with Boursa Kuwait, the goal was clear. Create a sonic identity that reflects their position as a national institution, while still feeling modern, premium, and emotionally resonant.
Insights & Resources
Sonic Branding for Finance: Why Sound Matters More Than Ever
Finance is one of the most sound-heavy industries in the world. Every day, customers interact with banks and fintech platforms through audio. It could be a payment confirmation inside an app, a hotline menu greeting, an in-branch experience, or a short animation in a campaign. These moments may seem small and functional, but together they shape the full emotional journey.
Insights & Resources
Original Music Composition: Your Brand's Sonic Strategy
For large brands operating across the UAE and GCC, music holds real weight. It’s the first impression on a pre-roll ad, the emotional pivot in a brand film, and the lasting imprint after an app interaction. When that sound is built from scratch to match your voice, values, and audience? It doesn’t just fill space. It drives recognition, recall, and trust.
Insights & Resources
Sonic Branding in Finance: A Conversation with Saif Anabtawi
“Finance brands have more touchpoints than people think. There are apps, kiosks, payment sounds, ads, hotlines, onboarding flows. Every one of those is a chance to be heard.”
Why MusicGrid
Meet Dominique Tarabay: Helping Brands Find Their Voice Through Sound
At MusicGrid, every sonic branding project begins with a conversation. Before a single note is composed, we sit with the brand. We explore how it communicates, how it wants to be remembered, and where sound might be missing or misaligned. This early discovery process is led by our brand consultants. And one of the key people behind that work is Dominique Tarabay.
Insights & Resources
The Sound of Success: Why Fortune 500 Companies Are Investing Billions in Sonic Branding
In an increasingly crowded marketplace where visual saturation has reached its peak, the world's most successful enterprises are turning to a powerful yet underutilized brand asset: sound. This comprehensive analysis reveals how Fortune 500 companies are leveraging sonic branding to achieve remarkable business outcomes, with some reporting increases of up to 300% in engagement, a 96% improvement in brand recall, and a 77% growth in consumer trust.
No items found.
The Science of Sonic Branding: How Sound Shapes Consumer Memory and Business Success
Your customers forget 96% of brand messages within 24 hours. But they remember sounds for weeks. This stark reality exposes a critical disconnect in modern marketing. While brands invest billions in visual campaigns, such as logos, colors, and imagery, the most memorable brand experiences often occur through sound.
Insights & Resources
MENA Trends
How Music Production Builds Brand Identity Across Saudi and the Gulf
In Saudi Arabia and across the GCC, brands are no longer just seen. They are heard. From fintech apps to national tourism campaigns, professional music production for brand identity is transforming the way Gulf audiences connect with companies. As the region accelerates toward Vision 2030 and invests in creative economies, music has become a strategic tool for expressing values, building trust, and delivering memorable brand moments. The sound of a brand is now part of its identity system.
News
MENA Trends
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.
Insights & Resources
Ad Music That Converts: How Custom Sound Drives Better Campaign Results
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.
Insights & Resources
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.
Insights & Resources
MENA Trends
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.
Insights & Resources
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.
Insights & Resources
MENA Trends
Custom Sound Design for Saudi Apps, Platforms, and Digital Products
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.
MENA Trends
Insights & Resources
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.
Insights & Resources
MENA Trends
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.
Insights & Resources
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.
Why MusicGrid
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.
Success Stories
MENA Trends
Sound in Focus: MusicGrid’s Work on the Mercedes-Benz Ramadan Campaign
In 2024, Mercedes-Benz Middle East launched its Ramadan campaign titled Fill Your Life With Light and Blessings. The film was built around emotional subtlety, visual stillness, and intentional restraint.
MENA Trends
Insights & Resources
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.
Insights & Resources
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.
Insights & Resources
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.
News
MENA Trends
The new sound of the GCC: Where heritage meets modernity in sonic branding
MusicGrid was featured this week in Campaign Middle East, highlighting how brands across Saudi Arabia, Kuwait, and the UAE are rethinking the role of sound in branding.
Insights & Resources
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.
Success Stories
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.
Insights & Resources
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.
Insights & Resources
Sound x Branding: Our Conversation with FEER MCQUEEN
We recently sat down with Firas Mghames, CEO of the award-winning agency FEER MCQUEEN, for a candid discussion on branding, creativity, and the emotional power of sound.
News
Gandour's New Sonic Identity by MusicGrid Featured in ArabAd
We’re excited to share that our work for Gandour has been featured in ArabAd. The article explores how MusicGrid helped shape a bold new sonic identity for one of the region’s most iconic FMCG brands.
MENA Trends
Sonic Branding in FMCG: How Regional Brands Like Nada, Gandour, and Almarai Are Using Sound to Build Recognition
In the fast-moving FMCG category, decisions happen in seconds. Products compete not only on quality and packaging but on how they make people feel — and how quickly they’re remembered.
News
MENA Trends
MusicGrid Featured in Campaign Middle East: Sonic Branding's Rise in Saudi Arabia & the GCC
Campaign Middle East features MusicGrid’s website relaunch, highlighting how our sonic branding studio is helping brands in Saudi Arabia and the GCC sound more culturally relevant, consistent, and memorable.
News
Transform Magazine Features Sami El-Quqa on Saudi Sonic Branding
Sonic branding in Saudi Arabia is no longer just a buzzword. It’s becoming a key part of how brands express identity, values, and ambition. And this week, Transform Magazine took notice.
Why MusicGrid
Insights & Resources
Sonic Branding for Agencies: How MusicGrid Helps Creative Teams Win More Pitches
Creative agencies today are expected to deliver more than a visual identity.Clients want a brand experience that people can see, hear, and feel.
Insights & Resources
MENA Trends
GCC Sonic Branding: What It Is, Why It Matters, and Who’s Set the Standard
Discover what sonic branding means in the Gulf region, and explore benchmark projects from Saudi Arabia, Kuwait and the UAE that show how sound drives recognition and emotion.
Insights & Resources
The Complete Guide to Branding with Sound
Discover how sonic branding helps brands stand out through audio identity, sound logos, UX design, and emotional connection.
Insights & Resources
MENA Trends
Sonic Branding in Saudi Arabia: What Companies Need to Know
Learn how Saudi businesses are using sonic branding to drive identity, consistency, and engagement across digital and physical touchpoints.
Insights & Resources
10 Global Sonic Branding Examples (2025 Edition)
From Intel to Netflix and Mastercard, explore how global brands are using sonic branding to create recognition, emotion, and consistency across touchpoints.
Insights & Resources
MENA Trends
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.
Success Stories
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.
Success Stories
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.
News
An Interview with ArabAd: MusicGrid’s Sonic Branding Journey
With its expansion into Saudi Arabia, MusicGrid is looking to place sonic branding at the heart of a company’s brand assets.

Let’s Make Your Brand Sound Unforgettable

Your brand deserves more than just a look—it needs a voice. A sound that connects, inspires, and stays with your audience.
Get in Touch
Home
Services
About us
Work
Blog
Get in touch
Stay Connected
Designed & developed by Brrrief
Copyright © 2025 Transparent. All rights reserved.
Privacy Policy
Terms and Conditions