The evolving sound of Saudi branding

Sami El-Quqa, founder and CEO at MusicGrid, explains how audio is becoming a key layer of the Kingdom’s creative transformation.

Saudi Arabia has always been rich in identity, culture and expression. And in recent years, we’ve seen that same spirit reflected more intentionally in the way brands present themselves. The creative landscape has grown rapidly, with companies investing in bold visuals, thoughtful storytelling and distinctive design systems.

That evolution is inspiring. And it’s still unfolding.

While much of the early focus has been on how brands look and speak, there’s growing momentum around how they sound.

More and more brands in the Kingdom are exploring sound not just as background music, but as a strategic tool. They’re asking how their brand should sound in a store, in a mobile app, on social media or at a national event. This shift matters. Because sound builds memory. It stirs emotion. It brings personality to life in a way that visuals alone often can’t.

At MusicGrid, we’ve had the privilege of working closely with leading Saudi brands on this very journey. From national campaigns to full sonic identities, we’re seeing a growing desire for sound that feels meaningful, consistent and human.

What’s exciting is that the conversations are changing. Clients are no longer asking just for music. They’re asking for alignment. For tone. For identity through sound. And they’re thinking long term.

The truth is, this is only the beginning. Just as visual branding matured and expanded in the Kingdom, audio is starting to follow that same path. And the potential is enormous.

As someone who’s spent years working in sound and strategy, it’s been rewarding on a personal level to witness this shift up close. There’s something powerful about helping a brand not just look like itself, but truly sound like itself too.

The next wave of brand building in Saudi Arabia won’t just be seen. It will be heard.