MassiveMusic Dubai, a Songtradr company and a leading music creative agency in the Middle East, developed an award-winning music and sound identity specifically for AROYA Cruises - Saudi Arabia's domestic cruise company and new travel brand.
The sonic branding merges traditional Saudi Arabian elements with modern musical techniques, creating a distinctive audio identity that appeals to both regional and global audiences.
The sound design incorporates Arabic instruments such as the oud and ney flute, alongside natural sounds like waves and birdsong, evoking serenity and exploration. Advanced production techniques add a contemporary dimension, balancing Saudi heritage with modernity to reflect AROYA Cruises’ "Remarkably Arabian" brand essence. This initiative aligns with Vision 2030, Saudi Arabia's strategy to position itself as a premier global tourist destination.
The sonic branding extends across the entire AROYA experience, from marketing materials and onboard ambiance to activations tied to the brand’s sponsorship of Al Nassr Football Club. Furthermore, the initiative inspired a new track by celebrated Saudi artist Abdul Majeed Abdullah, which has garnered significant attention, exceeding 4 million views on YouTube since its release.
Even before its official debut, the AROYA sound identity earned recognition within the music and marketing industries, winning the Silver Award for Best Use of Audio Branding at the 2024 Transform MEA Awards. This success underscores MassiveMusic’s growing influence in Saudi Arabia, with AROYA representing a significant addition to its regional portfolio.