Emerging musicians across the Middle East often have no shortage of talent or creative ambition, but building an audience remains one of their biggest challenges.
Pierre Carnet, managing director of MassiveMusic‘s Middle East office, outlined five strategies artists can use to raise their profile and generate new opportunities.
MassiveMusic, a global music and sonic branding agency with headquarters in the Netherlands and the UAE, works across advertising, film, television and fashion. Before joining the company, Carnet began his career as a hip-hop DJ and producer in Paris and later created music for brands including Chanel, Netflix, Yves Saint Laurent, Amazon and Cartier.
License music for film, television, advertising
Carnet said sync licensing remains an underused opportunity for independent artists.
Placing music in advertisements, television shows and films can generate income while exposing artists to larger audiences through established brands and productions, he said.
He advised musicians to connect with music supervisors and sync agencies that can pitch their work directly, or work with their record labels to pursue licensing opportunities.
Pursue brand partnerships
According to Carnet, brands across the region are increasingly seeking emerging artists with strong cultural relevance for marketing campaigns and live activations.
While some partnerships arise after artists are discovered by agencies monitoring music trends, he encouraged musicians to approach advertising agencies, music partnership firms and record labels to increase their chances of being considered for commercial projects.
Sell directly to fans
Although streaming services such as Spotify and Anghami remain essential platforms, Carnet said gaining visibility through playlists can be difficult for independent artists.
He recommended direct-to-consumer platforms such as Bandcamp, which cater to independent musicians and niche audiences. In addition to music sales, these platforms allow artists to sell merchandise and other branded products, creating additional revenue streams beyond streaming.
Build industry connections
Carnet highlighted regional events such as XP Music Futures in Saudi Arabia and the International Music Summit in Dubai as valuable networking opportunities.
The gatherings bring together record labels, publishers, artist managers and music technology companies, offering musicians a chance to meet industry decision-makers and promote their work. Many events also feature showcase performances for emerging artists.
Perform on local live circuit
Live performances remain one of the most effective ways to build an audience, Carnet said.
Venues including Cairo Jazz Club in Cairo, The Warehouse in Riyadh and The Fridge in Dubai regularly showcase local talent, giving artists opportunities to test new material, develop their stagecraft and connect directly with audiences.
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