MELT Media has officially launched in Dubai, unveiling a digital-first offering aimed at redefining how culture, live platforms and destinations maintain their presence online — before, during and long after an event concludes.
The new venture functions as the digital division of MELT Global, created to bridge the disconnect between powerful live experiences and their sustained digital impact. The agency partners with brands, cultural institutions and platforms to design integrated digital ecosystems that amplify visibility, deepen engagement and extend long-term relevance beyond the event moment.
MELT Media is a joint venture founded by Steve Harvey, Oweis Zahran and Claire Romano. The trio identified a recurring challenge: while live events generate strong cultural momentum, that energy often dissipates once the event ends due to short-term or fragmented digital strategies.
To address this gap, MELT Media combines storytelling, performance marketing and cultural insight to ensure experiences continue to resonate and evolve in digital spaces.
Claire Romano, Chief Executive Officer, MELT Media, said, “While MELT Media was shaped by live experiences, the need we’re addressing is much broader. Brands today are looking for digital presence that feels intentional, credible and built to last. Our focus is on bringing together storytelling, strategy and performance to help partners build lasting relevance beyond a single moment.”
Positioned at the crossroads of narrative and measurable performance, the agency leverages data-led insights refined through strong storytelling principles. By aligning content, media, design and technology into cohesive digital journeys, MELT Media aims to create seamless audience connections.
Steve Harvey, Co-Founder, MELT Global, added, “MELT Media was created to give our platforms and partners the digital depth they deserve. Live moments matter, but what happens online before and after is what gives them longevity. This team understands how to extend culture beyond the moment and turn presence into lasting visibility.”
Rather than treating digital as isolated functions, the agency integrates strategy, content, platforms and performance into unified ecosystems designed for both audience engagement and brand effectiveness. The goal extends beyond reach — focusing instead on relevance, credibility and sustained cultural presence.
Oweis Zahran, Co-Founder, MELT Global, said, “From the beginning, MELT has been about building meaningful connections between culture, audiences and place. MELT Media allows us to carry that thinking into the digital space – ensuring that experiences don’t end when the event does, but continue to grow, evolve and create value long after the moment has passed.”
Founded on principles of clarity, context and cultural intelligence, MELT Media approaches marketing as a long-term brand-building exercise rather than a short-term activation tactic. Through MELT’s broader ecosystem — which connects global talent, brands and institutions with the Middle East via live platforms and original IP — the digital arm will play a pivotal role in sustaining and scaling those experiences online.
With its Dubai launch, MELT Media will support partners across the Middle East and international markets, offering a more deliberate and strategically grounded approach to digital storytelling and performance marketing.
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