Leading sonic branding agency teams up with global music giant to bring music to the heart of the Middle East’s biggest festival for creative industry 

Dubai, UAE, 5 March 2024 … MassiveMusic, the Middle East’s leading sonic identity and music branding agency, has teamed up with Warner Music Group to make music the heartbeat of Dubai Lynx 2024. 

The two entities have strengthened their longstanding partnership to create a new focus for the largest marketing industry gathering in the region, with the power of music and sound at the centre of this year’s event. 

MassiveMusic and Warner Music Group are reinforcing the growing value and presence of music in the world of marketing at Lynx by showcasing local, up-and-coming musical talent, devising special, tailored music for key moments, and hosting the closing celebrations. 

Pierre Carnet, Managing Director, MassiveMusic MENA, said: “MassiveMusic has gone from strength to strength since we launched our Middle East operation in Dubai 18 months ago, helping dozens of global and local companies boost their regional brand exposure through the power of music and sound. We are delighted to bring our own brand to Dubai Lynx through our long-standing partnership with Warner Music Group.  As the biggest event in the region for the marketing industry, Dubai Lynx is the platform to showcase our work and bring music to the top of the agenda among hundreds of regional marketeers. With music and sound at the heart of everything we do, we can’t wait to bring our creativity to life at the post-event celebrations.”

Tim Miles, Senior Vice President, Global Sync, Warner Music, said: “Our aspiration for Sync at Warner Music is to create borderless and frictionless access to our world-class repertoire of music. We make it our mission to empower our artists and connect them with new audiences by creating unique and innovative usage of their recordings across film, TV, branded content, and gaming. It’s also vital to us that we super-serve content creators all around the world, and we’re laser-focused on huge growth markets like the Middle East. We are elated to partner with Massive music and Dubai Lynx as our first Sync step in the region.” 

Ahmed Nureni, General Manager, Warner Music Middle East: “It’s a proud moment for me to be a part of this partnership with MassiveMusic and Dubai Lynx. The combination of our local expertise at Warner Music Middle East and our global expertise in Warner Music’s Sync team will enable us to create innovative and ground-breaking Sync opportunities to MassiveMusic and those at Dubai Lynx. Music is everything for both of us, and there’s no better event in Dubai for us to tell our story at than Dubai Lynx.”

Among the MassiveMusic attractions at Lynx is a Majlis-style lounge, where delegates can connect, converse and get creative to chilled-out sounds in a laid-back atmosphere. Post event, the celebrations continue with an eclectic mix of live entertainment featuring new local talent such as SS.HH.A.N.A and DJ Kaboo, with an additional DJ set from MassiveMusic’s Pierre Carnet.