Setting Sail with Sound: AROYA Cruises Launches Sonic Branding by MassiveMusic Dubai

MassiveMusic Dubai, a prominent music creative agency and a subsidiary of Songtradr, has unveiled an award-winning sonic branding for AROYA Cruises, Saudi Arabia’s emerging domestic cruise line. This branding integrates traditional Saudi musical elements with contemporary techniques, creating a unique audio identity that connects with both local and international audiences.

The composition features traditional Arabic instruments, such as the oud and the ney flute, complemented by natural sounds—like ocean waves and birdsong—which evoke feelings of tranquility and adventure. The production employs modern techniques that synchronize Saudi cultural heritage with current trends, embodying AROYA Cruises’ "Remarkably Arabian" ethos. This initiative is part of Saudi Arabia’s Vision 2030 strategy aimed at enhancing the nation’s appeal as a global tourist hotspot.

AROYA’s sonic branding permeates every facet of the brand, from marketing campaigns to the onboard atmosphere, and even links with the brand’s partnership with Al Nassr Football Club. The project has inspired a new song from renowned Saudi artist Abdul Majeed Abdullah, with its music video amassing over 4 million views on YouTube since its launch.

Before its official launch, the AROYA sound identity received industry acclaim, earning a Silver Award for Best Use of Audio Branding at the 2024 Transform MEA Awards—highlighting MassiveMusic’s growing presence in the Saudi market and making AROYA a significant player in its regional initiatives.


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