Sony Music Middle East has formed a strategic partnership with Saudi-based entertainment company LuxuryKSA to develop and promote talent from Saudi Arabia.
The move deepens Sony Music’s presence in the region and supports its long-term ambition to grow Khaliji pop artists across the wider Middle East and International markets.
The Middle East and North Africa (MENA) region continues its robust growth, recording a 22.8% increase in recorded music revenues in 2024, making it the fastest-growing global market for the second time in three years, according to IFPI Global Music Report 2025.
LuxuryKSA is a key player in the Saudi Arabian music industry, known for developing artists including Ayed Youssef and Sultan Al Murshed.
Ayed Youssef has amassed over 500 million total views across multiple platforms. His latest track, Tala'et Abeh, debuted at No.1 on the IFPI MENA charts, with seven of his tracks charting in the Saudi IFPI Charts.
Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, chairman of LuxuryKSA, said: "Partnering with Sony Music isn't just a milestone; it’s a powerful evolution for an already vibrant Saudi music scene. 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."
Shridhar Subramaniam, president for Asia and Middle East, Sony Music, said: “The Middle East is a priority market for us, with Saudi Arabia at the centre 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 at pace, we are committed to working with partners to shape its future and bring the richness of the region’s music to a global audience.”
Rami Mohsen, managing director for Middle East, Sony Music, said: “LuxuryKSA is renowned for nurturing Saudi talent and positioning them on a regional and global scale. Through this partnership, we’re working on building a talent incubator with LuxuryKSA in Saudi Arabia, designed to nurture and develop the next generation of stars. With artists' creativity our utmost priority, this partnership strengthens our local presence in Saudi Arabia and expands opportunities for our artists in a culturally rich and diverse region.”
PHOTO: (L-R) Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz and Rami Mohsen, Managing Director for Middle East, Sony Music
