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How to Choose Brand Music for Saudi and GCC Audiences
Choosing music for a brand can seem simple. Find a track that sounds good, matches the video and receives approval from the marketing team.
August 13, 2026
UAE Music Licensing Rules 2026: What Businesses Need to Know
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The UAE has introduced a new framework governing the commercial use of copyrighted music across restaurants, cafés, hotels, retail stores, shopping malls, gyms, airlines and other businesses.
Introduced through the UAE’s new Collective Management Guide for Music, the framework establishes clearer rules for how businesses obtain music licences and how royalties are collected and distributed to creators and rights holders.
The new licensing fees are scheduled to take effect on 1 December 2026.
For businesses that use background music, host live performers or incorporate music into customer experiences, the announcement represents an important shift. Music can no longer be treated as something that is simply played in the background. Businesses must consider both whether the music is legally cleared and whether it supports the intended brand experience.
What Has Changed in UAE Music Licensing?
The UAE Ministry of Economy and Tourism introduced the Collective Management Guide for Music under Ministerial Resolution No. 136 of 2026.
The guide creates a more structured system for the commercial use of copyrighted music. It defines how licences are issued, how fees are collected and how royalties are distributed to composers, songwriters, performers, producers, publishers and other rights holders.
The framework does not mean that music copyright has suddenly been introduced in the UAE. Copyrighted music was already protected under UAE law. The major development is the introduction of a clearer collective licensing and royalty-management system for commercial music use.
Licences will generally be issued annually and may be renewed according to the applicable rules and conditions.
Which UAE Businesses May Need a Music Licence?
The framework applies to several industries and types of commercial music use, including:
- Restaurants and cafés
- Hotels and floating hotels
- Retail stores and shopping malls
- Gyms and fitness centres
- Airlines
- Radio and television broadcasters
- Concerts and commercial events
- Other businesses and venues that use copyrighted music commercially
The exact licensing requirements and fees may differ depending on the nature of the business, the size of the venue and how the music is used.
For example, a restaurant playing background music may be treated differently from a hotel hosting regular live performances or a venue featuring DJs.
When Will the New UAE Music Licensing Fees Begin?
The new music licensing fees are expected to take effect from 1 December 2026.
This gives businesses time to review how music is currently being used across their physical spaces, events and customer touchpoints.
Businesses should begin identifying:
- Where music is played
- Which platforms or suppliers provide the music
- Whether live music or DJ performances are hosted
- What existing music licences or agreements are in place
- Who is responsible for music compliance internally
- Whether the music is being used consistently across multiple locations
Businesses operating several branches should consider conducting this review across the entire network rather than assessing each venue independently.
Who Will Manage Music Licensing in the UAE?
The UAE Ministry of Economy and Tourism has authorised two organisations to conduct collective management activities for music:
- Emirates Music Rights Association, commonly known as EMRA
- Music Nation
These organisations will be responsible for activities that include issuing licences, collecting applicable fees and distributing royalties to creators and rights holders.
The Ministry will maintain regulatory oversight and may inspect records and systems connected to collective rights management. Complaints from music users and rights holders may also be submitted to the Ministry.
How Will UAE Music Licensing Fees Be Calculated?
The licensing fees will not necessarily be the same for every business.
Fee categories are expected to consider factors such as:
- The type of business
- The size or capacity of the venue
- How frequently music is used
- Whether music is background or central to the experience
- Whether the venue hosts live music or DJs
- The number or nature of the locations covered
Businesses should therefore avoid relying on general figures circulating online. The relevant fee will depend on the official category and the circumstances of the music use.
Are Any Businesses or Uses Exempt?
The framework identifies several exempt categories and uses, including:
- Government entities
- Educational and academic institutions
- Music used during national occasions
- Personal celebrations
- Certain charitable or non-commercial events
Additional exemptions may be introduced through future decisions.
However, a business should not assume that it is exempt simply because music is not its main product. Background music used to support a commercial environment may still qualify as commercial music use.
Can UAE Businesses Play Music From Spotify?
A personal Spotify subscription should not be treated as a commercial music solution for a restaurant, hotel, store, gym or other public-facing business.
Consumer streaming subscriptions are generally intended for personal and non-commercial listening. Paying for a personal streaming account does not automatically grant a business the rights required to play that music publicly.
The new UAE licensing framework and the terms of the platform used to deliver the music are also separate considerations. Obtaining a public-performance licence does not necessarily override the conditions of a consumer streaming service.
Businesses should use a properly licensed business music provider or another solution that explicitly permits commercial playback.
Does Royalty-Free Music Remove the Need for a Licence?
Not automatically.
The term “royalty-free” does not always mean that music can be used anywhere, for any purpose, without restrictions. It normally means that the track is offered under a particular licence that may remove certain recurring payments.
The licence must still cover the business’s intended use, including public playback where relevant. Some licences cover online content but not music played inside a commercial venue.
Businesses using royalty-free music should review the actual licence rather than relying solely on the description attached to the track.
Music Licensing and Music Strategy Are Not the Same Thing
Music licensing determines whether a business has the appropriate permission to use music. Music strategy determines whether that music is right for the brand and the customer experience.
A business can be legally licensed while still playing music that feels inconsistent, repetitive or disconnected from its identity. Similarly, a perfectly curated playlist still needs to be delivered through a legally suitable system.
A strong business music programme should address both areas:
- Legal and operational suitability
- Alignment with the brand’s personality
- Audience and cultural relevance
- Time-of-day programming
- Customer flow and desired atmosphere
- Seasonal and event-based updates
- Consistency across different branches
MusicGrid’s Immersive Music Experiences help businesses create curated, brand-aligned music environments across retail, hospitality, food and beverage and other customer-facing spaces.
What Should UAE Businesses Do Before December 2026?
Businesses do not need to stop using music, but they should begin preparing before the new fees take effect.
A practical first step is to carry out a music-use audit covering every relevant venue and touchpoint.
The review should establish:
- What music is currently being played
- Where it comes from
- What licences are already held
- Whether consumer streaming accounts are being used
- Whether the business hosts live performers or DJs
- Which team or supplier manages the music
- Whether each branch follows the same process
- Whether the selected music supports the brand experience
Businesses should then confirm the applicable requirements with an authorised licensing organisation or a qualified legal adviser.
For companies with multiple locations, this is also an opportunity to replace inconsistent music choices with a more structured business playlist and immersive music strategy.
Why the New Framework Matters for the UAE Music Industry
The new system is designed to provide creators and rights holders with a clearer path to receiving royalties when their work is used commercially.
The framework also establishes a Cultural Support Fund for Music. Ten percent of the amounts collected will be allocated to the fund, supporting areas such as music composition, production, distribution, live performance and emerging talent.
Beyond compliance, the development signals a broader shift in how music is valued across the UAE. Music is increasingly being recognised as intellectual property, a commercial asset and an important part of the country’s creative economy.
For businesses, this means music choices should become more intentional. The question is no longer only, “What should we play?” It is also, “Do we have the appropriate rights, and is this music contributing to the experience we want to create?”
Frequently Asked Questions About UAE Music Licensing
- When do the new UAE music licensing fees take effect?
The fees are scheduled to take effect on 1 December 2026. - Which UAE businesses may need a commercial music licence?
The framework covers businesses such as restaurants, cafés, hotels, malls, retail stores, gyms, airlines, broadcasters and commercial event organisers using copyrighted music. - Do restaurants and cafés in Dubai need a music licence?
Restaurants and cafés using copyrighted music commercially are among the categories covered by the new framework. The applicable requirements and fees may depend on the venue and type of music use. - Can a business play music using a personal Spotify account?
A personal Spotify subscription is intended for personal, non-commercial use and should not be treated as a licensed business music solution. - Who will collect music licensing fees in the UAE?
EMRA and Music Nation have been authorised by the UAE Ministry of Economy and Tourism to conduct collective management activities for music. - Are government and educational institutions exempt?
The announced exemptions include government entities, educational and academic institutions, national occasions and certain personal or non-commercial events. - Is royalty-free music automatically safe for commercial use?
No. The specific licence must allow the intended commercial use, including public playback where applicable. - Is a music licence the same as a curated business playlist service?
No. Licensing concerns permission to use music, while playlist curation concerns selecting and managing music that supports the brand and customer experience.
This article provides general industry information and should not be treated as legal advice. Businesses should confirm their specific licensing obligations with an authorised licensing organisation or qualified legal adviser.
Sources
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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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