The move comes amid significant industry momentum in the MENA region, which recorded a 22.8% rise in recorded music revenues in 2024, according to the IFPI Global Music Report 2025.
Sony Music Middle East has announced a strategic alliance with Saudi-based entertainment company LuxuryKSA, aimed at nurturing and promoting Saudi Arabian music talent. The partnership strengthens Sony Music’s regional presence and aligns with its long-term vision to grow Khaliji pop artists across the Middle East and on the global stage.
The announcement comes amid a boom in the region’s music industry. The Middle East and North Africa (MENA) has emerged as the fastest-growing music market globally for the second time in three years, registering a 22.8% increase in recorded music revenues in 2024, according to the IFPI Global Music Report 2025.
LuxuryKSA, headquartered in Riyadh, has carved a strong reputation in the local industry, developing artists like Ayed Youssef and Sultan Al Murshed for mainstream success. Ayed, who has garnered more than 500m views across digital platforms and received the “Favorite Artist” award at the Joy Awards in both 2024 and 2025, recently topped the IFPI MENA charts with his single Tala’et Abeh. He currently has seven tracks charting in Saudi Arabia’s IFPI listings. Sultan, another rising star discovered and nurtured by LuxuryKSA, has also made a mark in just three years, with several hit releases and his 2025 album entering the IFPI charts.
Commenting on the collaboration, HRH 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, added: “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, stated: “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.”
Ayed Youssef commented: “I’m thrilled about this partnership with Sony Music and LuxuryKSA! It’s an amazing chance to bring Khaliji pop to new fans everywhere. I can’t wait to share my music and connect with people while staying true to my roots.”
