MassiveMusic MENA has expanded its Dubai operations with the appointment of Tara El Chami as Senior Account Manager, reinforcing its growing presence in the region.
With seven years of industry experience, Tara joins the company, which launched its MENA division in 2022. She brings a strong background in account management across sectors such as media, entertainment, FMCG, and telecommunications. Over the years, she has led integrated 360-degree campaigns and large-scale branding initiatives for brands including Nestlé, Red Bull Mobile, Billboard Arabia, Asharq Network, among others.
In her new role, Tara will oversee a growing portfolio of regional clients, helping them craft and implement their sonic identities across marketing initiatives and platforms. Her work will focus on translating brand strategies into music-driven solutions, including sonic branding and campaign soundtracks.
Pierre Carnet, Managing Director, MassiveMusic MENA, said, “Tara’s wide-ranging experience and expertise will be invaluable to MassiveMusic’s day-to-day operations and our strategic growth goals. We are delighted to welcome her on board as we expand our client base and project delivery in the UAE, Saudi Arabia and beyond.”
For Tara, the move represents a natural next step in her career, driven by her passion for music and branding.
“I rely on music every day because it shapes my focus, feelings and connectivity. It’s one of the most powerful tools in branding: sound stays with people, building memory, recognition and brand loyalty. Moving into this sector allows me to combine my experience in building brands with something I genuinely believe can make them more distinctive and impactful,” she said.
“It’s an exciting time for sonic branding for businesses in the Middle East. While the discipline is still relatively new, it is fast-becoming as important as visual logos and taglines. With the region’s rich and distinctive sonic culture and history – and huge untapped local musical talent pool – there is a real opportunity for MENA brands to make music a core element of their identity.”
MassiveMusic MENA has already developed award-winning sonic branding for several prominent regional and global brands, including TikTok, Careem, AROYA Cruises, Nakheel, and Banque Saudi Fransi, with additional projects currently underway.
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