MELT Global has launched MELT Media, a specialised digital arm designed to "shape how culture, live platforms and destinations show up online - before, during and long after the moment happens".
A joint venture between high-profile co-founders Steve Harvey, Oweis Zahran, and Claire Romano, MELT Media is positioning itself as a strategic response to a common industry pain point: the loss of momentum that typically follows large-scale live events. While the Middle East has become a global hub for mega-events and world-class IP, the long-term value of these moments is often diluted by fragmented, short-term digital marketing.
Under the leadership of Oweis Zahran, MELT Global has already been instrumental in bridging Western IP with Middle Eastern audiences through projects like the Open Fire Food Festival in Abu Dhabi, and high-level celebrity ambassadorships. MELT Media will now provide the digital infrastructure to ensure these connections continue to grow and create value.
“MELT Media allows us to carry our thinking into the digital space – ensuring that experiences don’t end when the event does,” said Zahran.
Romano, CEO at MELT Media, highlighted that while the agency was conceptualised in the world of live experiences, its application is universal. “Brands today are looking for digital presence that feels intentional, credible and built to last,” she said. “Our focus is on bringing together storytelling, strategy and performance to help partners build lasting relevance beyond a single moment.”
A cultural approach to digital strategy
The launch reinforces MELT Global’s mission of connecting international talent and brands with the Middle East. With a focus on "cultural fluency" over just volume, the team at MELT Media said it aims to position marketing as a cultural practice rather than a transactional service.
In terms of how the new media platform aims to improve "longevity marketing", co-founder Steve Harvey said: “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.”
With its headquarters in Dubai, the media house is set to support partners across the Middle East and internationally, targeting organisations that require a more sophisticated, narrative-led approach to digital strategy and performance.
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