Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz (left) and Sony Music’s Rami Mohsen. Photo Credit: SME
Amid continued music sector growth throughout MENA, Sony Music Middle East has inked a talent-discovery and global-marketing partnership deal with Saudi Arabia’s LuxuryKSA.
Having worked with the Riyadh-based company for some time now, Sony Music Middle East formally announced that tie-up today. On the other side of the partnership, LuxuryKSA was by its own description “developed to integrate a number of related services under one umbrella.”
Those services extend to event management, brand consulting, and more, the appropriate website shows. (Regarding events, LuxuryKSA-associated Yalla Habibi is preparing to bring music happenings to both California and New York this month.)
The “more” category also includes recorded music; LuxuryKSA’s artist roster features acts like Ayed and Sultan Al Murshed.
The latter individual is said to have scored multiple regional hits since arriving on the scene three years back. Looking to keep the momentum going, Sony Music and LuxuryKSA spelled out that they intend “to grow Khaliji pop artists across the wider Middle East and International markets.”
Running with the idea in a statement, LuxuryKSA’s chairman, Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, touted the Sony Music tie-up as “a powerful evolution” for the Saudi music space.
“Partnering with Sony Music isn’t just a milestone; it’s a powerful evolution for an already vibrant Saudi music scene,” he indicated. “As a leading force in the market, we are dedicated to amplifying our exceptional local artists who reflect our rich heritage. Together, we will elevate their voices on regional and global stages and redefine the future of entertainment.”
Not hesitating to acknowledge Saudi Arabia’s commercial significance, Sony Music president for Asia and the Middle East Shridhar Subramaniam described the LuxuryKSA pact as one component of the major’s overarching MENA strategy.
“The Middle East is a priority market for us, with Saudi Arabia at the centre of a cultural and creative transformation,” Subramaniam added in part. “Our partnership with LuxuryKSA is part of a broader strategy to deepen our roots in the region, champion local voices, and support sustained artist development.”
As many already know, streaming is driving the vast majority of MENA’s music market revenue and growth. Here, it’s worth reiterating that Dubai’s OSN Group possesses a sizable stake in Abu Dhabi-based streaming platform Anghami.
“As of March 24, 2025, the OSN Group beneficially owned more than 70% of our outstanding ordinary shares,” Anghami summed up in a regulatory filing earlier in 2025. Meanwhile, Sony Music previously operated a label JV with Anghami and last year tapped one of the service’s former execs to head its MENA publishing division.
Beyond this controlling stake (specifically totaling 70.8% of shares), the Saudi Research and Media Group and MBC Ventures (a subsidiary of MBC Group, itself majority-owned by Saudi Arabia’s Public Investment Fund) in February reported holding a combined 9.2% of Anghami shares.
Content shared from www.digitalmusicnews.com.