Sony Music Entertainment (SME) has officially announced a groundbreaking partnership with Saudi-based entertainment powerhouse LuxuryKSA, aimed at transforming the music landscape in Saudi Arabia and amplifying local talent across the MENA region. This collaboration marks a strategic move to create a talent incubator in the Kingdom—positioning Saudi artists for both regional success and global recognition.
A Strategic Alliance to Elevate Saudi Artists Globally
The newly formed alliance allows Sony Music to expand its footprint in Saudi Arabia’s fast-growing music ecosystem, while LuxuryKSA benefits from SME’s global network, music infrastructure, and industry expertise.
“Partnering with Sony Music isn’t just a milestone; it’s a powerful evolution for an already vibrant Saudi music scene.”
— HRH Prince Khaled Bin Mansour Bin Saud Bin Abdulaziz, Chairman, LuxuryKSA
This partnership aims to nurture homegrown artists and accelerate their journey from local performers to international sensations through a collaborative development program.
Why Saudi Arabia? Why Now?
According to the IFPI Global Music Report 2025, the MENA region experienced a 22.8% year-on-year growth in recorded music revenues in 2024, making it the fastest-growing music market in the world for the second time in three years. With Saudi Arabia at the cultural forefront of this regional surge, SME’s investment in the Kingdom aligns with both market opportunity and cultural momentum.
Spotlight on Saudi Talent: Building the Next Generation of Stars
LuxuryKSA has already made waves in the Saudi music industry by supporting breakout artists like:
Ayed Youssef – Two-time Favorite Artist award winner at the Joy Awards (2024 & 2025)
-
Sultan Al Murshed – Rising Khaliji pop star whose self-titled album landed on the IFPI charts
With Sony Music now in the mix, these artists—and many more to come—will gain access to top-tier global distribution, production support, and international promotional platforms.
“Through this partnership, we’re working on building a talent incubator in Saudi Arabia, designed to nurture and develop the next generation of stars.”
— Rami Mohsen, Managing Director, Sony Music Middle East
A Regional Strategy with Global Vision
This isn’t SME’s first foray into the MENA market. The company has been steadily increasing its presence through major regional partnerships:
2021: SME launched a joint venture label with Anghami, MENA’s leading music streaming service
-
2022: Collaborated with GHMZA Creative Studios in Kuwait to promote Khaleeji pop artists
-
2024: Signed an exclusive deal with Egyptian icon Amr Diab
The partnership with LuxuryKSA fits within Sony’s broader regional expansion strategy—with an eye on long-term artist development, cultural authenticity, and global reach.
“The Middle East is a priority market for us, with Saudi Arabia at the centre of a cultural and creative transformation.”
— Shridhar Subramaniam, President, Asia and Middle East, Sony Music Entertainment
