Weekends in Saudi Arabia have their own tempo, a rhythm that signals a collective shift from structure to spontaneity. It’s when the pace of life slows just enough for people to reconnect with friends, family, or simply themselves. And at the center of it all flows music.
Across the Kingdom, music sets the pulse of the weekend. From upbeat tracks blasting through car speakers on late-night drives to the soft hum of acoustic melodies at a desert kastha, sound becomes the heartbeat of every moment.
“That’s what inspired us. We wanted to tap into those familiar moments and show how Spotify fits right into them,” says Dinesh Kumar Srinivasan, Marketing Lead GCC at Spotify.
The sound of the Saudi weekend
The research revealed a clear distinction between weekdays and weekends in Saudi Arabia. As the pace of life changes on the weekend, so do listeners’ preferences in music.
Spotify’s data reflects this shift clearly as music engagement rises by more than 10 per cent on Thursdays. This is when routines fade and the anticipation of unwinding takes over. By Friday, that energy multiplies, with streaming turning more social, exploratory, and expressive. People unwind, go out, and make the most of their time off
“This contrast led to an important insight: music in Saudi Arabia is more than just background noise, it’s a form of escapism, especially on weekends. It’s what helps people switch off from the week and set the tone for how they want to feel. This became the foundation of our narrative, positioning Spotify as the go-to, audio-first platform that truly captures the weekend mood,” says Srinivasan.
These listening patterns, and the emotions behind them, inspired Spotify to explore how music acts as both signal and soundtrack for Saudi weekends in its new campaign.
Spotify’s “Be the GM of Vibes” campaign taps into the simple yet familiar moments that often define a Saudi weekend, and the subtle weight of choice that comes with it. From choosing what to play next to keeping the music going while multitasking, Spotify has become the melodic companion to these experiences.
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Turning insight into creative expression
To bring this idea to life, the campaign, in partnership with BigTime Creative Shop, featured two hero films directed by Ali Kalthami and voiced by Ibraheem Alkhairallah. The films capture two quintessential Saudi weekend moments. One follows a group of friends on a road trip, while the other unfolds at a ‘kashta’ gathering in the desert. Together, they illustrate how sound moves with the listener, accompanying them wherever the weekend takes them.
The campaign highlights Spotify as the soundtrack to the Saudi weekend, inviting listeners to “be the GM of Vibes” and shape the mood that defines their downtime. With more than eight billion ready-made playlists spanning every mood, moment, and energy, there’s always a song that fits. And even when life takes over, and you need to chat, message, or capture the moment on your smartphone, the music doesn’t stop with listening features that complement the flow of modern Saudi life.
“At its heart, this campaign is about inviting more people in Saudi Arabia to make Spotify part of their weekend. We want to reach those who haven’t yet joined the platform and show them — in a simple, relatable way, how Spotify naturally fits into the moments they already love,” says Srinivasan.
He adds, “By spotlighting features like Background Listening and our wide range of locally curated playlists, we’re not just talking about what Spotify offers, we’re showing how it keeps the vibe going, even when life gets busy or the moment shifts.”
The campaign went live across TikTok, Snapchat, Instagram, and YouTube, reaching audiences where their weekend stories naturally unfold.
By combining data-driven insight with authentic storytelling, ’Be the GM of Vibes’ captures the brand’s position as a weekend companion, reflecting the Kingdom’s growing love for a range of music and the central role sound plays in social and leisure moments across Saudi Arabia.
“Beyond awareness, the goal is to make Spotify the go-to music companion in the Kingdom — the platform people instinctively turn to when they want to set the right mood, whether they’re on a road trip, getting ready to head out, or just unwinding,” says Srinivasan.
How music mirrors Saudi Youth Culture
Beyond the visuals, the campaign reflects a broader truth about Saudi youth culture. In many ways, we’re witnessing a new kind of weekend revolution. One where creativity, community, and sound all meet in harmony.
The campaign speaks to music lovers across the Kingdom, with a focus on Gen Z and young millennials, the crowd that’s always discovering new music, setting the vibe for the weekend, and bringing their friends along for the ride. They’re the ones driving the energy of the Saudi weekend, and this campaign was created with them in mind.
“The weekend is a time when sound becomes a bridge between people, places, and moods, and that’s where Spotify comes in, amplifying those moments through the music people love,” he added.
“We’re very proud to work side by side with Spotify on a campaign that taps into such a true Saudi insight and does it with humor that feels naturally ours.” said Mohammed Sehly, BigTime Creative Shop’s CEO, “It’s a piece of work that celebrates how music shapes our weekend moments and helps Spotify connect even deeper with Saudi listeners. Looking forward to many Saudi GMs of the Vibes after this one,” he added.
The campaign quickly resonated with listeners, sparking conversation across social platforms and reinforcing what many in Saudi Arabia already know: that the weekend has its own sound. Because at the end of the day, music doesn’t just fill the silence, it defines it. And in the Kingdom, that silence, the space between work and rest, tradition and modernity is now alive with sound.
Credits:
- Market Lead, Saudi Arabia – Nedhal Alhabib
- Marketing Lead, GCC – Dinesh Kumar Srinivasan
- Agency – BigTime Creative Shop
- Chief Executive Officer – Mohammed Sehly
- Chief Creative Officer – Rayyan Aoun
- Senior Business Director – Rabie Hassoun
- Creative Director – Silvia Carreno Vera
- Senior Copywriter – Mohamed Binkhudair
- Senior Art Director – Bassem Amer
- Senior Graphic Designer – Douglas Oliviera
- Graphic Designer – Atheer AlHasoun
- Senior Agency Producer – Inas Nagy
