Sony Music Leisure (SME) has teamed up with Saudi-based leisure firm LuxuryKSA to establish and develop musical expertise from Saudi Arabia.
The deal focuses on constructing what the businesses name a expertise incubator within the kingdom, geared toward supporting artists who can break by way of regionally and globally.
By way of the deal, Sony Music Leisure will acquire deeper entry to Saudi’s music ecosystem, whereas LuxuryKSA will safe entry to Sony Music’s world attain.
The alliance comes because the Center East and North Africa (MENA) area reported a 22.8% YoY leap in recorded music revenues in 2024, making it the world’s fastest-growing marketplace for the second time in three years, in accordance with the IFPI’s International Music Report 2025.
Leveraging this progress, Sony Music Leisure Center East in 2021 launched a three way partnership document label with MENA targeted music streaming service Anghami, dubbed as Spotify’s rival within the area.
“Partnering with Sony Music isn’t only a milestone; it’s a robust evolution for an already vibrant Saudi music scene.”
HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, LuxuryKSA
In 2022, SME Center East partnered with Kuwait-based inventive studio, music, and video manufacturing firm GHMZA Inventive Studios to supply music and promote rising Khaleeji pop artists within the Center East.
Then in 2024, SME Center East signed an unique partnership with Egyptian celebrity artist Amr Diab, one of many wider MENA area’s best-selling artists.
Most not too long ago, HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Chairman of LuxuryKSA, stated: “Partnering with Sony Music isn’t only a milestone; it’s a robust evolution for an already vibrant Saudi music scene. As a number one drive out there, we’re devoted to amplifying our distinctive native artists who mirror our wealthy heritage.”
“Collectively, we are going to elevate their voices on regional and world levels and redefine the way forward for leisure.”
LuxuryKSA has developed a number of artists within the Saudi Arabian music trade, together with Khaliji pop artists Ayed Youssef, who gained the Favourite Artist award on the 2024 and 2025 Pleasure Awards, and Sultan Al Murshed, a rising native artist who has already launched a number of hits. Murshed’s self-titled album made it to the IFPI charts.
“Our partnership with LuxuryKSA is a part of a broader technique to deepen our roots within the area, champion native voices, and assist sustained artist growth.”
Shridhar Subramaniam, Sony Music
Commenting on the deal, Ayed Youssef stated: “I’m thrilled about this partnership with Sony Music and LuxuryKSA! It’s a tremendous probability to carry Khaliji pop to new followers all over the place. I can’t wait to share my music and join with folks whereas staying true to my roots.”
Shridhar Subramaniam, President for Asia and Center East, Sony Music, stated: “The Center East is a precedence marketplace for us, with Saudi Arabia on the centre of a cultural and artistic transformation. Our partnership with LuxuryKSA is a part of a broader technique to deepen our roots within the area, champion native voices, and assist sustained artist growth.”
“Because the music trade in MENA continues to develop at tempo, we’re dedicated to working with companions to form its future and convey the richness of the area’s music to a world viewers.”
Rami Mohsen, Managing Director for Center East, Sony Music, added: “LuxuryKSA is famend for nurturing Saudi expertise and positioning them on a regional and world scale. By way of this partnership, we’re engaged on constructing a expertise incubator with LuxuryKSA in Saudi Arabia, designed to nurture and develop the following technology of stars.”
“By way of this partnership, we’re engaged on constructing a expertise incubator with LuxuryKSA in Saudi Arabia, designed to nurture and develop the following technology of stars.”
Rami Mohsen, Sony Music
“With artists’ creativity our utmost precedence, this partnership strengthens our native presence in Saudi Arabia and expands alternatives for our artists in a culturally wealthy and various area.”
For Sony Music, the cope with LuxuryKSA marks its newest abroad partnership after the corporate teamed up with The Hi there Group to launch artist administration three way partnership, THG India, increasing its presence within the booming Indian music market.
Final month, SME renewed its multi-year licensing cope with Tencent Music Leisure. The 2 corporations first entered right into a partnership in 2021.
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