Tara El Chami, Senior Account Manager, MassiveMusic MENA.Music and sonic agency MassiveMusic has expanded its Dubai-based team with the appointment of Tara El Chami as Senior Account Manager.
The agency, established in 2022, has added El Chami to the team as her expertise in account management across the media, entertainment, FMCG and telecomms sectors aligns with MassiveMusic’s plans to service a wider portfolio of clients with sonic branding solutions.
El Chami has led 360° campaigns and large-scale branding initiatives for the likes of Nestle, Red Bull Mobile, Billboard Arabia, Asharq Network and more. In her new role, she will manage a growing portfolio of regional clients, helping them define and execute their sonic identity across marketing campaigns. Her expertise will also contribute to scaling these solutions to wide range of platforms, translating brand strategy into music-led solutions from sonic branding to campaign soundtracks.
“Tara’s wide-ranging experience and expertise will be invaluable to MassiveMusic’s day-to-day operations and our strategic growth goals,” said Pierre Carnet, Managing Director, MassiveMusic MENA.
“We are delighted to welcome her on board as we expand our client base and project delivery in the UAE, Saudia Arabia and beyond,” he added.
For El Chami, joining MassiveMusic is a natural progression of her career. “I rely on music every day because it shapes my focus, feelings and connectivity. It’s one of the most powerful tools in branding: sound stays with people, building memory, recognition and brand loyalty,” she said.
“Moving into this sector allows me to combine my experience in building brands with something I genuinely believe can make them more distinctive and impactful,” she added.
According to her, sonic branding is still a relatively new discipline in the Middle East and she looks forward to guiding businesses in the region understand how optimally incorporate an asset that to her, is as important as visual logos and taglines.
“With the region’s rich and distinctive sonic culture and history – and huge untapped local musical talent pool – there is a real opportunity for MENA brands to make music a core element of their identity,” she said.
In its four years of operations, MassiveMusic MENA has delivered award-winning sonic identity for a wide and diverse range of brands in the region, including TikTok, Careem, AROYA Cruises, Nakheel and BSF, with several more projects under development.
