The Power of Sound: Insights, Trends & Stories

In 2024, Mercedes-Benz Middle East launched its Ramadan campaign titled Fill Your Life With Light and Blessings. The film was built around emotional subtlety, visual stillness, and intentional restraint.

In today's digital-first economy, financial brands are competing not just on products and services, but on trust and emotional resonance. This is where sonic branding steps in as a powerful differentiator. From mobile payments to national banking institutions, the use of sound in finance is evolving fast. Brands across Saudi Arabia, the UAE, and beyond are investing in custom audio identities to reinforce security, clarity, and memorability across every customer touchpoint.

MusicGrid was featured this week in Campaign Middle East, highlighting how brands across Saudi Arabia, Kuwait, and the UAE are rethinking the role of sound in branding.

In the Gulf’s fast-evolving retail and hospitality landscape, sound is no longer an afterthought. The right music can guide behavior, extend dwell time, and influence how customers feel about your brand. That is why businesses across Saudi Arabia, the UAE, and the wider region are turning to curated, brand-aligned music playlists as part of their customer experience strategy.

Monsha’at, Saudi Arabia’s Small and Medium Enterprises General Authority, plays a leading role in supporting entrepreneurs and accelerating national growth. As part of its broader communication strategy, Monsha’at partnered with MusicGrid to develop a distinctive sonic identity that reflects its values, mission, and national relevance.

In a world of fleeting attention spans and digital overload, a custom sonic logo can do what a visual one often cannot: create instant emotional recall. For brands looking to build stronger connections, audio identity is no longer optional. It's essentia.

We recently sat down with Firas Mghames, CEO of the award-winning agency FEER MCQUEEN, for a candid discussion on branding, creativity, and the emotional power of sound.

We’re excited to share that our work for Gandour has been featured in ArabAd. The article explores how MusicGrid helped shape a bold new sonic identity for one of the region’s most iconic FMCG brands.

In the fast-moving FMCG category, decisions happen in seconds. Products compete not only on quality and packaging but on how they make people feel — and how quickly they’re remembered.

Campaign Middle East features MusicGrid’s website relaunch, highlighting how our sonic branding studio is helping brands in Saudi Arabia and the GCC sound more culturally relevant, consistent, and memorable.

Sonic branding in Saudi Arabia is no longer just a buzzword. It’s becoming a key part of how brands express identity, values, and ambition. And this week, Transform Magazine took notice.

Creative agencies today are expected to deliver more than a visual identity.Clients want a brand experience that people can see, hear, and feel.

Discover what sonic branding means in the Gulf region, and explore benchmark projects from Saudi Arabia, Kuwait and the UAE that show how sound drives recognition and emotion.

Discover how sonic branding helps brands stand out through audio identity, sound logos, UX design, and emotional connection.

Learn how Saudi businesses are using sonic branding to drive identity, consistency, and engagement across digital and physical touchpoints.

From Intel to Netflix and Mastercard, explore how global brands are using sonic branding to create recognition, emotion, and consistency across touchpoints.

Across the Middle East and GCC, brands are beginning to think more intentionally about how they sound. It is no longer just about having a nice track in the background. Sound is becoming part of the brand system. Something that shapes identity, builds emotion, and signals culture.From Ramadan campaigns to full-scale rebrands, music is moving from a supporting role to a strategic one.

In today's digital landscape, sound plays a pivotal role in creating emotional connections with customers. Sonic branding involves the use of distinctive sounds and musical elements to enhance brand recall and loyalty. While global brands like Mastercard and HSBC have successfully leveraged sonic branding, Bank Albilad stands out as a pioneer in the Saudi banking industry to embrace this approach.

Gandour, one of the MENA region’s most beloved food brands, has taken a bold step into the future by embracing sonic branding — elevating its already iconic identity through sound. In collaboration with MusicGrid, Gandour has developed a rich, emotionally resonant sonic identity that honors its legacy while speaking to a new generation of consumers.

With its expansion into Saudi Arabia, MusicGrid is looking to place sonic branding at the heart of a company’s brand assets.