MassiveMusic Dubai has delivered a music and sound identity for Aroya Cruises.
Aroya said in a press release that the custom-made sonic branding blends the sounds of traditional Saudi Arabian culture with contemporary notes, creating an identity that resonates with both Middle Eastern and international audiences.
Pierre Carnet, managing director of MassiveMusic Dubai, said: “Music and sound are an essential element of business branding and marketing strategies across Saudi Arabia and the wider MENA region.”
“We thank Aroya Cruises for trusting MassiveMusic Dubai as their sonic branding partner to create a truly holistic sonic experience that extends from their content to activations and inside the amazing ships themselves,” added Carnet.
“We are proud to have delivered a music identity that celebrates Saudi culture, nature and the sounds of today’s modern world and supports the country’s tourism goals.”
Ghada Marghalani, director of branding and communication at Aroya Cruises, said: “Partnering with MassiveMusic enabled us to successfully meet our key goal of translating Aroya Cruises’ Remarkably Arabian brand essence into unique pieces of music.”
“We are delighted with the outcome and proud to see this brilliant sonic branding in action following the official launch of our first cruise and for years to come,” added Marghalani.
According to the press release, Arabic instruments were used in the sonic identity, and MassiveMusic added natural sounds to create a sense of serenity and exploration. The sound embodies Saudi heritage with a contemporary feel, the company said.
The company added that the sonic identity also captures Aroya’s brand essence and supports Vision 2030’s tourism strategy to promote Saudi Arabia as a leading, global tourist destination, according to Aroya.
The sonic brand inspired a new track from Saudi artist Abdul Majeed Abdullah to support the launch of Aroya’s first cruise, which has had more than four million YouTube views.
The company added that the sound identity has won the “Silver Award” for the “Best Use of Audio Branding at the 2024 Transform MEA Awards.”
