MassiveMusic Dubai, a Songtradr company and a music creative agency in the Middle East, has kicked off the new year by delivering a music and sound identity for Saudi Arabia’s AROYA Cruises, a Public Investment Fund (PIF) company,
The custom-made sonic branding blends the sounds of traditional Saudi Arabian culture with contemporary notes to create a music identity that resonates with Middle Eastern and international audiences.
In line with the brand’s core identity and mission, the sonic identity captures AROYA Cruises’ Remarkably Arabian brand essence, and supports Vision 2030’s tourism strategy to promote Saudi Arabia as a leading, global tourist destination.
The sonic identity covers every aspect of the guest journey, from brand communications and onboard experiences to activations under AROYA’s Al Nassr Football Club sponsorship.
Using Arabic instruments such as the oud and ney flute, MassiveMusic weaved in natural sounds of crashing waves and birdsong to create a sense of serenity and exploration. Modern production techniques produced a soulful, authentic sound, aimed to embody Saudi heritage with a contemporary feel.
Ghadah Marghalani, Director of Branding and Communication, AROYA Cruises, said, “Partnering with MassiveMusic enabled us to successfully meet our key goal of translating AROYA Cruises’ Remarkably Arabian brand essence into unique pieces of music. We are delighted with the outcome and proud to see this brilliant sonic branding in action following the official launch of our first cruise – and for years to come.”
Taking things one step further, the sonic brand inspired a new track from iconic Saudi artist Abdul Majeed Abdullah, to support the launch of AROYA’s first cruise – already making waves with more than 4 million YouTube views so far.
Pierre Carnet, Managing Director, MassiveMusic Dubai, said, “Music and sound are an essential element of business’ branding and marketing strategies across Saudi Arabia and the wider MENA region. We thank AROYA Cruises for trusting MassiveMusic Dubai as their sonic branding partner, to create a truly holistic sonic experience that extends from their content to activations and inside the amazing ships themselves. We are proud to have delivered a music identity that celebrates Saudi culture, nature and the sounds of today’s modern world – and supports the country’s tourism goals.”
MassiveMusic’s AROYA sound identity captured the attention of music and marketing industry leaders even before its official launch, winning the Silver Award for the Best use of Audio Branding at the 2024 Transform MEA Awards.
AROYA Cruises is among a growing number of KSA clients for MassiveMusic.
