The Sound of the Kingdom: Saudi Waves & the Role of Music in Saudi Culture

As Published in ArabAd Magazine, Q4 2024 - KSA Edition.

In today’s dynamic marketing environment, sonic branding is no longer a luxury; it is essential for brands to create memorable, impactful identities. In Saudi Arabia, a nation deeply rooted in tradition yet rapidly embracing modernity, sonic branding offers a unique opportunity to authentically reflect its cultural and regional diversity. However, the scarcity of locally produced music that captures the Kingdom's distinct traditions presents a significant challenge.

Sonic branding is much more than background music. It acts as an emotional bridge between brands and audiences, enhancing recall and creating an immersive sensory experience. For Saudi Arabia, where each region has its own musical language, the potential of sound to unify and inspire is unparalleled.

The Importance of Sonic Branding in Saudi Arabia

Sonic branding allows brands to resonate deeply with audiences by crafting soundscapes that reflect cultural and emotional identities. In Saudi Arabia, this means capturing the essence of its diverse musical traditions, from the rhythmic beats of Najdi Ardah to the soulful fisherman chants of the southern coast.

Chris Atkins , co-founder of WithFeeling , emphasises: "Sound is another language to tell a story; it’s a tool to connect people, immerse them in your narrative, and vibrate with their emotions." This philosophy underscores the importance of creating authentic sonic identities tailored to the Kingdom's diverse regions.

Reiner Erlings , Managing Director of amp sound branding , adds: "Saudi Arabia boasts a rich musical heritage spanning millennia; music and poetry have long served as powerful storytelling mediums. Each region, from the central Najd to the Hijazi coast, possesses its own distinct musical traditions. Despite these regional differences, music remains a unifying thread, connecting and narrating stories through sound."

A prime example of leveraging sound to reflect cultural identity is the Saudi Tourism Authority | ?????? ???????? ??????? , which has embraced sonic branding to enhance its storytelling. By combining soundscapes with visuals of Saudi’s landscapes, bustling urban settings, and historic sites, it creates an immersive experience that resonates deeply with travellers.

Challenges in Authentic Sonic Representation

Despite Saudi Arabia’s vast musical heritage, the Kingdom's market has long been dominated by foreign influences, particularly Egyptian and Turkish music. While these styles have their own appeal, they fail to authentically represent Saudi Arabia’s unique cultural landscape, Chris Atkins highlights this gap: "The challenge lies in creating music that doesn’t just sound Arabic but feels uniquely Saudi. This involves going beyond clichés and building something truly reflective of the nation."

Reiner Erlings elaborates: "At amp, we avoid simply layering Arabic instruments over Western-style tracks. Instead, we start with traditional Saudi rhythms and scales, expanding outward into comprehensive compositions that embody the spirit of Vision 2030."

This nuanced approach ensures that sonic branding reflects Saudi traditions while appealing to global audiences. Brands must prioritise authenticity by collaborating with regional artists and incorporating traditional instruments such as the Oud, Mizmar, and percussion.

The Rich Tapestry of Saudi Music

Saudi music reflects the Kingdom's vast geography and cultural diversity. Each region offers unique traditions, creating a rich soundscape for sonic branding:

• Najdi Music: Characterised by rhythmic beats and poetry-driven songs, often performed during the Ardah sword dance.
• Hejazi Music: Melodious tunes played on the Oud, reflecting the western region’s ties to trade and culture.
• Khaleeji Music: A vibrant mix of African, Indian, and Persian rhythms, embodying the essence of coastal life.
• Asiri Music: Celebratory and rhythmic, performed during traditional dances like Al-Dahha.
• Bedouin Music: Rooted in storytelling, this music incorporates folk songs that resonate with the simplicity of desert life.

These regional styles form the foundation for crafting a cohesive yet diverse sonic identity.

WithFeeling's Approach to Saudi Sonic Branding

Recognising the need for an authentic sonic identity, WithFeeling has developed a unique approach that bridges tradition and modernity. Their strategy revolves around creating a comprehensive music library that authentically represents Saudi Arabia's cultural diversity.

Chris Atkins explains: "Our mission is to collaborate with local experts and musicians to reflect Saudi Arabia's rich sonic heritage. By focusing on traditional instruments and regional styles, we aim to create a sound that resonates both locally and globally."

WithFeeling’s process involves:

• Authenticity Through Collaboration: Partnering with local musicians and experts to record traditional instruments such as the Oud and percussion, capturing the distinct character of Saudi music.
• Saudi-ising Western Tracks: Overlaying authentic Saudi sounds onto licensed Western tracks to create a fusion that is modern yet deeply rooted in tradition.

Insights from amp on Sonic Branding in Saudi Arabia

Reiner Erlings provides additional insights into crafting impactful sonic identities:

• Consumer Engagement: "Music instinctively engages people on an emotional level. Sonic branding serves as the invisible red thread weaving through all aspects of brand communication, creating multi-sensory experiences that resonate deeply with audiences."
• Integration Across Platforms: At amp, their patented Sonic DNA? system ensures that a brand's sonic identity is cohesive across touchpoints. "Saudi Arabia is one of the most digitally connected markets globally. Crafting branded tracks for social media, apps, and in-store experiences allows brands to align their sound with their overall strategy," Reiner notes.
• Successful Examples: Amp’s work for Saudia Airlines showcases how a comprehensive sonic ecosystem can resonate with audiences. Reiner shares: "Our sonic branding for Saudia was recognised at the Transform Awards and has gained organic traction on streaming platforms, demonstrating its effectiveness.

Trends and Opportunities in Sonic Branding

As Saudi Arabia emerges as a global hub for entertainment and culture, the demand for immersive brand experiences is growing. Reiner highlights key trends:

• Personalised Sonic Experiences: Leveraging AI to create tailored soundscapes.
• Interactive Soundscapes: Engaging consumers in real-time through installations.
• Cultural Collaborations: Partnering with local artists to enhance authenticity.

Reiner concludes: "Sound is becoming as essential as sight. By embracing sonic branding, brands can create identities that resonate in Saudi Arabia’s vibrant and ever-evolving market."

Conclusion: A Sonic Future for Saudi Arabia

Sonic branding in Saudi Arabia is more than a marketing tool; it is a means of storytelling that honours the Kingdom's rich traditions while embracing its future. With agencies like WithFeeling and amp leading the way, brands have the opportunity to craft soundscapes that are not only memorable but also deeply meaningful.

By investing in authentic, locally inspired compositions, Saudi Arabia can project an identity that resonates both locally and globally, redefining sonic branding for the modern age.

5 Global Examples of Sonic Branding

1. Intel (Intel Inside) | Sound: The iconic five-note chime.| Why It Works: Recognised worldwide as a symbol of cutting-edge technology and reliability.
2. McDonald's (I'm Lovin' It) | Sound: "Ba-da-ba-ba-ba." | Why It Works: The jingle complements their slogan and creates a fun, joyful connection with the audience.
3. Netflix | Sound: The "ta-dum" intro sound. | Why It Works: It’s distinctive and instantly sets the stage for quality content.
4. Coca-Cola | Sound: The fizz of a bottle opening and a refreshing gulp. | Why It Works: Evoking thirst and happiness, it aligns with the brand’s refreshing image.
5. Apple | Sound: The Mac startup chime. | Why It Works: It reinforces Apple’s brand identity as sleek, professional, and reliable.

5 Regional Examples of Sonic Branding

1. Du Telecom | Sound: “du-du-du-du-du-du-du-dud-doo” | Why It Works: It is instantly recognisable across the UAE, symbolising its playful sound and wanting to “do” things.
2. MBC Group | Sound: The dramatic orchestral tones used before major programmes or channel intros. | Why It Works: It signifies entertainment, trustworthiness, and a connection with the Arab audience.
3. Expo 2020 Dubai | Sound: The official anthem "This is Our Time" with Arabic and international influences. | Why It Works: It embodies the spirit of unity and progress while showcasing the region's cultural richness.
4. Zain Telecom | Sound: The dreamy, futuristic jingle in its adverts and branding. | Why It Works: It aligns with Zain’s identity as an innovator and a provider of seamless connectivity, creating an emotional connection with users.
5. Careem | Sound: The cheerful notification chime when a ride is confirmed. | Why It Works: It conveys efficiency and friendliness, matching the brand's reputation as a customer-first service provider.