Sony Music Entertainment (SME) has teamed up with Saudi-based entertainment company LuxuryKSA to identify and develop musical talent from Saudi Arabia.
The deal focuses on building what the companies call a talent incubator in the kingdom, aimed at supporting artists who can break through regionally and globally.
Through the deal, Sony Music Entertainment will gain deeper access to Saudi’s music ecosystem, while LuxuryKSA will secure access to Sony Music’s global reach.
The alliance comes as the Middle East and North Africa (MENA) region reported a 22.8% YoY jump in recorded music revenues in 2024, making it the world’s fastest-growing market for the second time in three years, according to the IFPI’s Global Music Report 2025.
Leveraging this growth, Sony Music Entertainment Middle East in 2021 launched a joint venture record label with MENA focused music streaming service Anghami, dubbed as Spotify’s rival in the region.
“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, LuxuryKSA
In 2022, SME Middle East partnered with Kuwait-based creative studio, music, and video production company GHMZA Creative Studios to produce music and promote emerging Khaleeji pop artists in the Middle East.
Then in 2024, SME Middle East signed an exclusive partnership with Egyptian superstar artist Amr Diab, one of the wider MENA region’s best-selling artists.
Most recently, 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.”
LuxuryKSA has developed several artists in the Saudi Arabian music industry, including Khaliji pop artists Ayed Youssef, who won the Favorite Artist award at the 2024 and 2025 Joy Awards, and Sultan Al Murshed, a rising local artist who has already released multiple hits. Murshed’s self-titled album made it to the IFPI charts.
“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.”
Shridhar Subramaniam, Sony Music
Commenting on the deal, Ayed Youssef said: “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.”
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, added: “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.”
“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.”
Rami Mohsen, Sony Music
“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.”
For Sony Music, the deal with LuxuryKSA marks its latest overseas partnership after the company teamed up with The Hello Group to launch artist management joint venture, THG India, expanding its presence in the booming Indian music market.
Last month, SME renewed its multi-year licensing deal with Tencent Music Entertainment. The two companies first entered into a partnership in 2021.
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