Sony Music Middle East Partners with LuxuryKSA to Boost Exposure for Saudi Music Artists
Sony Music and LuxuryKSA Form Strategic Alliance to Boost MENA Music Industry
Sony Music Middle East and LuxuryKSA, a prominent entertainment company based in Saudi Arabia, have joined forces in a strategic alliance aiming to elevate Khaliji pop artists and boost the rapidly growing Middle East and North Africa (MENA) music industry.
The partnership reflects a growing trend in the global music industry, focusing on local talent development while expanding their reach. This collaboration is part of Sony Music's broader strategy to deepen its roots in the region and support sustained artist development.
LuxuryKSA has demonstrated its prowess in the local music scene, having developed artists such as Ayed Youssef and Sultan Al Murshed for mainstream success. Sultan Al Murshed, another artist developed by LuxuryKSA, has made significant strides in just three years, with multiple hit releases and his 2025 album entering the IFPI charts. Ayed Youssef, a Saudi Arabian artist developed by LuxuryKSA, has amassed over 500 million views across digital platforms and won the "Favorite Artist" award at the Joy Awards in both 2024 and 2025.
Rami Mohsen, Managing Director for the Middle East at Sony Music, emphasized the focus on building a talent incubator with LuxuryKSA in Saudi Arabia. He stated that the collaboration strengthens Sony Music's local presence in Saudi Arabia and expands opportunities for their artists in the region. HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Chairman of LuxuryKSA, had previously commented on the collaboration, stating it represents a transformative evolution for the Saudi music scene.
The talent incubator aims at developing the next generation of Khaliji pop stars. Ayed Youssef believes the partnership offers a fantastic opportunity to introduce Khaliji pop to new fans globally. Sultan Al Murshed, another artist developed by LuxuryKSA, has also expressed enthusiasm about the partnership with Sony Music.
The strategic alliance is significant because it represents a focused effort by a major global music player to tap into the rapidly growing MENA music industry, particularly by seeking out and promoting Saudi Arabian talent. The MENA region has been recognized as the fastest-growing music market worldwide for the second time in three years, with a substantial 22.8% increase in recorded music revenues in 2024, as highlighted in the IFPI Global Music Report 2025.
This collaboration exemplifies how global music entities are adapting to and investing in emerging markets to fuel long-term growth. The partnership aligns with Sony Music's vision to elevate Khaliji pop artists both regionally and globally. Shridhar Subramaniam, President for Asia and the Middle East at Sony Music, had 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 alliance is designed to leverage LuxuryKSA’s local expertise and platform to identify and cultivate emerging artists in Saudi Arabia, aligning with Sony Music's strategy to expand its footprint in the region where the music scene is evolving quickly underpinned by demographic shifts, digital adoption, and cultural openness.
The significance of this collaboration lies in:
- Encouraging and accelerating the development of Saudi and regional talent, shaping the music industry ecosystem locally.
- Reflecting the internationalization of music business models where global firms prioritize regional partnerships.
- Harnessing the MENA market’s growth potential within a globally interconnected music industry environment.
As the music industry continues to evolve, strategic alliances like this one between Sony Music Middle East and LuxuryKSA are set to play a crucial role in shaping the future of music in the MENA region.
- This strategic alliance between Sony Music and LuxuryKSA in the MENA region indicates a shift in the global music industry towards prioritizing local talent development and expansion, as seen in the finance and business sector.
- With the rapidly growing MENA music industry being recognized as the fastest-growing music market worldwide, entertainment companies like Sony Music are demonstrating their commitment to the music industry by investing in local partners, like LuxuryKSA, to boost their presence and support sustained artist development.
