Over the last few years, the MENA region has consistently been one of the world’s fastest growing regions for the music industry.
According to IFPI’s Global Music Report, the region recorded a 14.4 per cent growth in industry revenue last year, surpassing North America, Europe, and the global average of 10.2 per cent.
This growth is driven by an increase in regional artists, significant investment in infrastructure, development of intellectual property frameworks, and a young and thriving population which is hungry for local music.
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Saudi Arabia is a key growth driver, with artists such as Cosmicat, Vinyl Mode, and Omar Basaad exporting their sound across continents, major events like MDLBeast, Soundstorm and XP Music Futures gaining traction, and initiatives like Merwas, one of the world’s largest entertainment hubs, putting the Kingdom on the map.
It’s important to remember that unprecedented development is happening against a backdrop of strong musical heritage, spanning genres, instruments, dances and traditions.
Music is integral to the identity of MENA’s nations and people. This unique, transformative period offers unparalleled opportunities for brands to get involved, reaping the benefits of being part of a massive shift in the region’s artistic landscape.
Brands that are smart in their use of music tend to see tangible business effects: According to Brand Sense, 41 per cent of consumers consider music a central part of brand communication. Similarly, brands that use their music correctly can increase sales by up to 30 per cent, according to a WARC/University of London report.
But many brands are still not capitalising on music’s full potential, relying on old methods of licensing global hits, or purchasing cheap, generic production music.
How can brands leverage the development of the MENA music industry for growth?
Firstly, by rethinking their relationship to the music world. This is culture, and an effective brand is a player in culture, not just a user.
Brands must be active participants in the music scene, for example by getting involved with rising talent and using their reach to help promote it – remember those iconic Apple iPod ads from the early 2000s?
Think about taking a chance on a regional upcoming artist that matches with your brand identity, instead of looking for the biggest well-known hit that you can get with your budget. Your audience will remember you as the brand that introduced them to that artist and a song that stays with them for life. Last year’s Durex Records campaign in Saudi Arabia is an excellent example.
Alternatively, consider a bespoke music approach. Custom music helps build a brand’s audio universe, creating a unique, engaging and relatable world of sound. Red Bull went as far as developing its own label and music library, building custom studios and organising branded live shows, tying into all other aspects of their brand and marketing.
The secret of creating a branded music world whilst remaining relevant and respectful is to be ambitious and relevant with original music, by leveraging local culture whilst moving beyond the expected.
Find ways to fuse local instruments with contemporary techniques and technology. Infuse today’s hip-hop and electronic sounds with traditional chants and scales. Involve local artists, record sounds of local people and environment and use them as rhythmic or melodic elements.
The possibilities are limitless. The trick is to experiment with balances between local and global, contemporary and traditional. Most importantly, once you’ve found a recipe that works, stick to it.
Brands such as Cenomi have been successful at this, fusing traditional Saudi sounds with a modern, fashion-first approach to composition.
Think about tying in music and sound to your products, spaces, sponsorships and events, and how to connect this to culture with authenticity.
Successful examples include Pepsi creating interactive musical cans to play with traditional Saudi instruments, or Aroya Cruises creating branded, in-stadium goal sounds, to support their sponsorship of Al Nasr football club.
Get involved with the flourishing regional music events scene. Music events provide unparalleled opportunities for attention and exposure for a diverse audience, building trust and authenticity in memorable moments.
Beyond sponsorship, brands successfully organise their own spaces and fringe events – such as the Adidas Sport Club at Coachella, or Red Bull’s Future Underground pop-up events. Why not explore tie-ins to upcoming events such as MDLBeast Soundstorm, Jeddah World Fest, Soul DXB, Wireless Abu Dhabi, and many more?
Whether licensing tracks, partnering with artists, composing music or creating interactive and real-life extensions to your brand in sound, there is an opportunity to find your voice in today’s regional music landscape.
Will your brand remain a follower in the noise, or be the one that speaks up and stands out?
By Pierre Carnet, Managing Director, MassiveMusic Dubai
