MassiveMusic MENA has appointed Tara El Chami as Senior Account Manager within its Dubai team. She joins with nearly a decade of account management experience across media, entertainment, FMCG and telecommunications. Her previous experience includes 360° campaign leadership and large-scale branding initiatives for Nestlé, Red Bull Mobile, Billboard Arabia and Asharq Network.
At MassiveMusic, she will oversee a growing roster of regional clients, guiding them with defining and activating their sonic identity across marketing campaigns and multiple platforms, translating brand strategy into music-led solutions ranging from sonic branding to campaign soundtracks.
Pierre Carnet, Managing Director of MassiveMusic MENA, said the appointment reflects both the strength of El Chami's track record and the agency's ambitions: "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."
Rising demand
The appointment comes as MassiveMusic MENA, which started its regional operations in 2022, looks to meet rising demand regionally for sonic branding.
For El Chami, the move is as much personal as it is professional. She describes music as central to how she experiences and understands the world, and views it as one of the most powerful yet underused tools in the modern brand builder's kit. "Sound stays with people, building memory, recognition and brand loyalty," she said. "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 also sees the timing as significant for the region specifically. Sonic branding, while still a relatively burgeoning area in the Middle East, is rapidly earning a place alongside visual logos and taglines as a core component of brand identity. El Chami points to the region's rich musical heritage as factors that could position MENA as a distinctive leader in the space, rather than simply a follower of Western trends. "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," she said.
MassiveMusic MENA has previously delivered award-winning sonic identities for a range of regional brands including TikTok, Careem, AROYA Cruises, Nakheel and BSF, with several further projects currently in development.
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