Pierre Carnet, managing director of MassiveMusic's regional outpost in the Middle East, has shared five key strategies for up-and-coming musicians in the region to raise their profile. Speaking to Arab News, Carnet emphasized that while talent and inspiration are abundant, promotional campaigns often pose a challenge.
Licensing Music for Content
Carnet highlighted that licensing music for use in advertising, television, and film is an under-exploited opportunity. “Putting your music up for sync in advertising, television and film is an under-exploited way to reap the benefits of your hard work,” he said. “Not only will you get paid, but the content will help bring your music to a wider audience, leveraging the reach of the brand or film it is used by to promote your track.” He advised artists to reach out to music supervisors and agencies that can pitch their music directly, or ask their label to push songs for sync.
Brand Partnerships
According to Carnet, brands in the region are often seeking culturally relevant, emerging artists for collaborations. “Brand collaborations can be generated by your music or profile being spotted by agencies looking for trends and undiscovered artists, but also proactively by pitching yourself to advertising agencies, music partnership companies, and labels that will push your name for projects,” he explained.
Selling Music on Direct-to-Consumer Platforms
While streaming platforms like Anghami and Spotify are popular, getting playlisted and exposed there is difficult. Carnet recommended direct music platforms like Bandcamp, which are “designed for independent artists and independent music fans, offering niche music from all around the world, and actively curating discovery playlists.” He added that these platforms enable direct revenue generation by selling music instead of collecting streaming revenue, and allow for the sale of merch and branded products.
Network with Industry Professionals
Carnet pointed to industry events such as XP Music Futures in Saudi Arabia and the International Music Summit in Dubai. These events “bring together all industry professionals from the region, from labels and publishers to artist managers to music tech companies ... these are the people who can help get your music heard and promoted.” Many events also offer showcase stages for smaller artists to spotlight their work.
Participate in the Local Live Scene
Finally, Carnet encouraged artists to engage with local venues. “Venues like Cairo Jazz Club in Cairo, The Warehouse in Riyadh, or The Fridge in Dubai put local talent front and center, giving musicians an opportunity to test their music with a live audience, practice their art live on stage, and pick up new fans in person.”
Carnet began his career as a hip-hop DJ and producer in Paris before working with global brands such as Chanel, Netflix, Yves Saint Laurent, Amazon, and Cartier to create music for advertising, films, TV, and fashion shows. MassiveMusic, a global music and sonic branding agency, has headquarters in both the Netherlands and the UAE.
