From left, Oweis Zahran, Co-Founder; Claire Romano, CEO; and Steve Harvey, Co-Founder, MELT Global.MELT Media has officially launched in Dubai, introducing a new digital offering designed to shape how culture, live platforms and destinations show up online – before, during and long after the moment happens.
MELT Media operates as the digital arm of MELT Global, created to address the growing gap between live experiences and their digital presence. The agency works with brands, institutions and cultural platforms to build considered digital ecosystems that extend visibility, relevance and impact beyond the event itself.
It is a joint venture between co-founders Steve Harvey, Oweis Zahran and Claire Romano. The leaders noticed that exceptional live experiences often lose momentum once the lights go down. While events generate energy and cultural attention in the moment, their long-term value is often limited by fragmented or short-term marketing approaches.
They established MELT Media to change that – bringing together storytelling, performance marketing and cultural context to ensure moments continue to live, travel and resonate online.
Claire Romano, Chief Executive Officer, MELT Media, said, “While MELT Media was shaped by live experiences, the need we’re addressing is much broader. Brands today are looking for digital presence that feels intentional, credible and built to last. Our focus is on bringing together storytelling, strategy and performance to help partners build lasting relevance beyond a single moment.”
Operating at the intersection of storytelling and performance, MELT Media is powered by data and refined through narrative thinking – connecting brands to audiences through seamless digital journeys where content, media, design and technology work as one.
Steve Harvey, Co-Founder, MELT Global, added, “MELT Media was created to give our platforms and partners the digital depth they deserve. Live moments matter, but what happens online before and after is what gives them longevity. This team understands how to extend culture beyond the moment and turn presence into lasting visibility.”
Rather than approaching digital as separate disciplines, MELT Media brings together strategy, content, platforms and performance to create connected ecosystems that feel cohesive to users and effective for brands. The result is not just visibility, but relevance: experiences that audiences trust, engage with and remember.
From supporting MELT’s own global platforms to working with carefully selected partners, the focus remains consistent – building digital presence with purpose, intelligence and cultural fluency, ensuring brands show up in ways that are credible, intentional and built to last beyond the moment.
Oweis Zahran, Co-Founder, MELT Global, said, “From the beginning, MELT has been about building meaningful connections between culture, audiences and place. MELT Media allows us to carry that thinking into the digital space – ensuring that experiences don’t end when the event does, but continue to grow, evolve and create value long after the moment has passed.”
Founded on a shared belief in clarity over hype and context over volume, MELT Media approaches marketing as a cultural practice rather than a transactional service. The company focuses on helping brands and platforms communicate with purpose, ensuring digital presence reflects both audience and environment.
Through MELT’s wider platform – which connects global talent, brands and institutions with the Middle East through live experiences and original IP – MELT Media plays a central role in shaping how those experiences grow and evolve digitally.
With its launch, MELT Media will support partners across the Middle East and internationally, working with organisations seeking a more considered approach to digital strategy, content and performance.
