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Campaign Middle East
العربية
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Shantelle Nagarajan
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The new sound of the GCC: Where heritage meets modernity in sonic branding

Shantelle Nagarajan
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MusicGrid's Roudny Nahed writes on how carefully composed sonic branding can give brands a chance to define the sound of the GCC's future.

GCC soundRoudny Nahed, Partnership Manager at MusicGrid.

Across the GCC, a new wave of branding is making noise, quite literally. From government campaigns to cutting-edge startups, brands are no longer asking just how they should look or speak but how they should sound.

And what’s emerging is a powerful fusion: sonic identities that blend traditional Arabic sound elements with contemporary production and global branding strategies.

This isn’t just a creative trend it’s a cultural and strategic shift that reflects the identity of a region in motion. Sonic branding in the Gulf is evolving to be just like its people: deeply rooted in heritage, yet boldly modern.
The rise of sound as a strategic brand asset in the GCC
Until recently, many bra


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Tags:BrandGCCheritagemodernityMusicGridRoudny Nahedsonic brandingsonic identitystorytellingtradition
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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