Sony Music Middle East Forms Strategic Alliance with LuxuryKSA

Sony Music Middle East has entered into a strategic partnership with LuxuryKSA, a prominent entertainment company based in Saudi Arabia. This collaboration is focused on nurturing and promoting Saudi Arabian music talent, thereby enhancing Sony Music’s presence in the region and aligning with its vision to elevate Khaliji pop artists both regionally and globally.

Capitalizing on a Thriving Music Market

This announcement coincides with a significant boom in the region’s music industry. The Middle East and North Africa (MENA) has been recognized as the fastest-growing music market worldwide for the second time in three years, achieving a remarkable 22.8% growth in recorded music revenues in 2024, according to the IFPI Global Music Report 2025.

LuxuryKSA: A Proven Track Record

Based in Riyadh, LuxuryKSA has established a strong reputation in the local music scene, successfully developing artists like Ayed Youssef and Sultan Al Murshed for mainstream success. Ayed has amassed over 500 million views across digital platforms and won the “Favorite Artist” award at the Joy Awards in both 2024 and 2025. His single Tala’et Abeh recently topped the IFPI MENA charts, and he currently has seven tracks featured in Saudi Arabia’s IFPI listings. Sultan, another emerging talent nurtured by LuxuryKSA, has also made significant strides in just three years, with multiple hit releases and his 2025 album entering the IFPI charts.

Visionary Leadership Comments on the Collaboration

HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Chairman of LuxuryKSA, remarked:
“Partnering with Sony Music is not just a milestone; it represents a transformative evolution for the vibrant Saudi music scene. As a leading force in the market, we are committed to amplifying our exceptional local artists who embody our rich heritage. Together, we will elevate their voices on both regional and global stages, redefining the future of entertainment.”

Shridhar Subramaniam, President for Asia and the Middle East at Sony Music, emphasized:
“The Middle East is a priority market for us, with Saudi Arabia at the heart of a cultural and creative transformation. 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 the music industry in MENA continues to grow rapidly, we are dedicated to collaborating with partners to shape its future and showcase the richness of the region’s music to a global audience.”

Rami Mohsen, Managing Director for the Middle East at Sony Music, added:
“LuxuryKSA is renowned for nurturing Saudi talent and positioning them on both regional and global platforms. Through this partnership, we are focused on building a talent incubator with LuxuryKSA in Saudi Arabia, aimed at developing the next generation of stars. With artists’ creativity as our top priority, this collaboration strengthens our local presence in Saudi Arabia and expands opportunities for our artists in this culturally rich and diverse region.”

Ayed Youssef expressed his enthusiasm:
“I’m excited about this partnership with Sony Music and LuxuryKSA! It’s a fantastic opportunity to introduce Khaliji pop to new fans everywhere. I can’t wait to share my music and connect with people while staying true to my roots.”

Persons

Ayed Youssef, Sultan Al Murshed, HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Shridhar Subramaniam, Rami Mohsen

Company Names

Sony Music Middle East, LuxuryKSA

Titles

Tala’et Abeh

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