Tailoring music and sound for massive events with a global appeal

Campaign ME

25-06-2025

There's a special kind of magic that happens when the right song plays at the right moment in a stadium. Think of Queen's We Will Rock You echoing through the stands, or the way Seven Nation Army has become an unofficial chant in football arenas around the world. That's the power of music. It doesn't just accompany the moment, it defines it.
The MENA region has rapidly become a serious player on the global sports stage, from the spectacle of the FIFA World Cup in Qatar – and the upcoming World Cup in Saudi Arabia – to the drama of the Saudi Arabian Grand Prix and star-studded boxing matches in Riyadh. But with big events come even bigger expectations, and that includes the soundtrack.
Music: The emotion engine of sport
Sport is a story. Every event is a live drama: triumph, heartbreak, national pride, comeback, glory. Music is what turns these moments into real memories. It's not just about hype tracks and DJ sets. It's about crafting a sonic identity that travels, from TV broadcasts to TikTok, from stadiums to streaming playlists.
Take Qatar 2022. It was a visual and organisational masterpiece, but musically, something was arguably missing. Despite efforts like the Hayya Hayya anthem featuring Davido, Aisha and Trinidad Cardona, the soundtrack didn't quite stick globally.
Compare that to Waka Waka (World Cup South Africa 2010) or Live It Up (2018) – anthems that still are still getting airplay years after the final whistle. Why? They were catchy, culturally rooted, and gave the feeling of being emotionally connected to the tournament.
It's a reminder that big names alone don't make a great anthem. It's about relatability, memorability, and a sense of place.
What's working in the region?
Some events in MENA are getting it right. Others are heading in the right direction.
The Saudi Arabian Grand Prix, for example, has leaned into cinematic scores with orchestral intros that create a sense of prestige. Boxing events in Riyadh are experimenting with fusions of traditional Saudi percussion with modern trap or drill beats, a bold move that grabs attention and sparks conversation.
Artist bookings are improving, too. In 2023, the Abu Dhabi F1 after-race concerts featured Foo Fighters, Tiësto, and Ava Max, a mix of legacy, energy, and global appeal. These concerts aren't just bonuses; they're part of the fan experience.
But still, we often see music treated like an accessory, not a pillar. No unifying sonic identity. No repeatable theme. No build-up or follow-through. That's where the big opportunities lie and are there for the taking.
Best practices the region can adopt and level up within music and sound
Sonic branding for events
Just like logos, events need audio logos. Short, recognisable motifs that pop up in trailers, ticketing ads, stadium intros, even app notifications. Think of the Olympic theme or the Champions League anthem. These sounds travel across borders and platforms.
Just like logos, events need audio logos. Short, recognisable motifs that pop up in trailers, ticketing ads, stadium intros, even app notifications. Think of the Olympic theme or the Champions League anthem. These sounds travel across borders and platforms. Work with regional artists
Instead of importing talent last-minute, why not collaborate from day one? A Saudi or Emirati artist co-producing a global anthem with someone like Calvin Harris or Peggy Gou? That's not only musically rich, it tells a cultural story. Imagine an Oud layered over a future bass drop. Unexpected. Bold. And, unforgettable.
Instead of importing talent last-minute, why not collaborate from day one? A Saudi or Emirati artist co-producing a global anthem with someone like Calvin Harris or Peggy Gou? That's not only musically rich, it tells a cultural story. Imagine an Oud layered over a future bass drop. Unexpected. Bold. And, unforgettable. Create music moments beyond the main event
Music shouldn't stop when the game ends. What about: Official Spotify playlists that evolve as the tournament progresses? Post-match concerts or street activations led by local DJs? TikTok challenges based on the official track or fan chants?
Music shouldn't stop when the game ends. What about:
Formula 1 nailed this with its 2022 'Drive to Dance' campaign, releasing music inspired by race locations. The same can be done for MENA circuits.
Tap into immersive sound
With venues like Lusail Stadium or Jeddah Corniche Circuit equipped with top-tier AV systems, we should be leading the way in immersive audio. Spatial sound zones, 3D walk-through audio exhibits, or even AI-driven music personalisation based on where fans sit, the tech is there. Let's use it.
With venues like Lusail Stadium or Jeddah Corniche Circuit equipped with top-tier AV systems, we should be leading the way in immersive audio. Spatial sound zones, 3D walk-through audio exhibits, or even AI-driven music personalisation based on where fans sit, the tech is there. Let's use it. Let fans be part of the soundtrack
Want to get Gen Z on board? Let them in. Run remix contests. Feature their beats in stadium warm-ups. Use their chants in promotional videos. Make it collaborative, and you will make it stick.
Final whistle: It's time for MENA to sound like itself
The Middle East is hosting the world. Whether it's the 2034 World Cup or the next UFC night in Abu Dhabi, we have a global audience listening, and music is our most universal language.
Let's not just fill the silence between plays. Let's craft soundtracks that live on way past the final score, that resonate with pride, and that people Shazam with a smile.
The challenge ahead isn't just to sound global, it's to sound uniquely us, with all the ambition, soul, and flavour that the region has to offer.
Because if sport sets the stage, music sets the pace.
By Peter Fadi El Khoury – Music Producer, MassiveMusic Dubai