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posted on Dec. 19, 2024 at 8:30 amDec 19, 2024

Striking the right chord to achieve local appeal and global reach

posted on Dec. 19, 2024 at 8:30 amDec 19, 2024

MassiveMusic Dubai's Pierre Carnet shares ways in which MENA brands can navigate the seas of culture to target both local and global audiences in music.

The Middle East is home to some of the most ancient traces of musical instruments in the world, a strong and vibrant cultural heritage, and distinct musical traditions that are valued and developed to this day across the region.

Simultaneously, its branding and advertising landscape is currently undergoing an ambitious transformation, as the volume of content continues to grow, and many companies are looking to strike a chord beyond the local markets to reach global audiences.

For many home-grown brands with worldwide ambitions, this duality can be challenging to navigate: how do you encapsulate millennia of musical history in a way that is relatable to local audiences, whilst also spe

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Tags:Advertising brands Cenomi Cultural Heritage flute global reach Hijazi music local artists local audiences marketing MassiveMusic MassiveMusic Dubai Middle Eastern music music musical history musical traditions oud Pierre Carnet Qanoon Rabab Samsung sonic branding WEGZ

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.