Sony Music Middle East Partners with LuxuryKSA to Boost Saudi Music Artists' Visibility
In a significant move, Sony Music Middle East has partnered with LuxuryKSA, a prominent entertainment company based in Saudi Arabia. The alliance aims to elevate Khaliji pop artists both regionally and globally, as well as nurture and promote Saudi Arabian music talent.
Shridhar Subramaniam, President for Asia and the Middle East at Sony Music, emphasized that the partnership is part of a broader strategy to deepen Sony Music's roots in the region and support sustained artist development. The partnership aligns with Sony Music's vision to expand its presence in the fast-growing MENA market.
The MENA region has been recognized as the fastest-growing music market worldwide for the second time in three years, achieving a 22.8% growth in recorded music revenues in 2024. This growth is driven by several factors, including rapid market growth, digital music streaming, initiatives and support systems, technological advancements, and an increasing demand for local content.
Rami Mohsen, Managing Director for the Middle East at Sony Music, has emphasized the focus on building a talent incubator with LuxuryKSA in Saudi Arabia. LuxuryKSA has a strong reputation in the local music scene, having successfully developed artists like Ayed Youssef and Sultan Al Murshed.
Ayed Youssef, a successful artist developed by LuxuryKSA, has expressed his enthusiasm about the partnership with Sony Music. Ayed Youssef has amassed over 500 million views across digital platforms and won the "Favorite Artist" award at the Joy Awards in both 2024 and 2025. He remains committed to staying true to his roots while sharing his music and connecting with people.
HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Chairman of LuxuryKSA, stated that the partnership represents a transformative evolution for the Saudi music scene. The collaboration is expected to offer a fantastic opportunity to introduce Khaliji pop to new fans worldwide.
While the search results do not provide specific details from the IFPI Global Music Report 2025, they do offer insights into the factors contributing to the rapid growth of the MENA region's music industry. These include initiatives like Sound Futures by MDLBEAST Foundation, which aim to foster entrepreneurship, provide mentorship, and offer investment opportunities to music-related startups.
The partnership between Sony Music Middle East and LuxuryKSA is set to further boost the growth of the MENA music market, contributing to the region's cultural and artistic landscape.
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