MassiveMusic Dubai, the Middle East’s leading music creative agency, has created an award-winning music and sound identity for the Saudi Arabian cruise line start-up AROYA Cruises.

The custom-made sonic branding blends the sounds of traditional Saudi Arabian culture with contemporary notes to create a music identity that resonates with Middle Eastern and international audiences. 

In a release, MassiveMusic Dubai, a Songtradr company, said it had used Arabic instruments such as the oud and ney flute and weaved in natural sounds of crashing waves and birdsong to create a sense of serenity and exploration. 

The sonic identity covers every aspect of the guest journey, from brand communications and onboard experiences to activations under AROYA’s Al Nassr Football Club sponsorship.

Modern production techniques produced a soulful, authentic sound, embodying Saudi heritage with a contemporary feel and reflecting AROYA Cruises’ position as the Arab world’s first domestic cruise line.

The launch of AROYA Cruises supports Saudi Arabia’s Vision 2030 tourism strategy to promote the kingdom as a leading, global tourist destination. 

The sonic brand also inspired a new track from Saudi artist Abdul Majeed Abdullah, to support the launch of AROYA’s first cruise ship in December last year, and has already gotten more than 4.8 million YouTube views so far.

“Partnering with MassiveMusic enabled us to successfully meet our key goal of translating AROYA Cruises’ Remarkably Arabian brand essence into unique pieces of music,” said Ghada Marghalani, Director of Branding and Communication, AROYA Cruises. “We are delighted with the outcome and proud to see this brilliant sonic branding in action following the official launch of our first cruise – and for years to come.”

MassiveMusic’s AROYA sound identity captured the attention of music and marketing industry leaders way before its official launch, winning the Silver Award for the Best use of Audio Branding at the 2024 Transform MEA Awards.

AROYA Cruises is the first homegrown cruise brand in the Arab world and the first to cater the entire cruise experience to regional tastes and preferences.

Aroya, the first ship in the fleet, offers an authentic Arabian experience, with a souq-inspired shopping district, the first Saudi restaurant at sea, Irth, shisha lounges, gendered public spaces, and Halal-certification throughout the vessel.

Owned by Cruise Saudi, a Public Investment Fund portfolio company responsible for the creation and development of Saudi’s cruise sector, AROYA Cruises will sail to a range of destinations in the Red Sea, including its own private island destination.