The Media Nanny and Circulate, a pair of renowned creative agencies operating in the electronic music scene, today announced a strategic partnership to expand into the Middle East.
From the sandy shores of Egypt to the urban skyscrapers of the United Arab Emirates, the genre has captivated audiences and fostered a vibrant cultural movement across the MENA region. The two companies are now capitalizing by opening a new office in Riyadh, Saudi Arabia, according to a press release issued by The Media Nanny.
“From the first time I set foot on land, I felt very welcomed and inspired by the Kingdom,” said José Woldring-Walker, founder and CEO of the public relations firm. “We have built a strong track record thanks to the trust of our clients and the successful global campaigns we have carried out with them over the last four years. It is a priority for us to continue demonstrating our knowledge and experience by supporting clients who are leading innovation in Saudi Arabia and the MENA region. I believe there is no better city than Riyadh to establish ourselves and serve new and existing clients.”
Based in Amsterdam, The Media Nanny runs press campaigns for a host of high-profile DJs and dance music entities, including GORDO, Lilly Palmer, The Pacha Group and FIVE Music. Circulate, a digital agency with offices in Dublin, London, Lisbon and Amsterdam, represents Circoloco, Mochakk and Oliver Heldens, among others.
The companies have also played a key role in the launch of MDLBEAST, a Saudi entertainment company perhaps best known for its massive electronic music festival, Soundstorm. The event annually attracts more than 600,000 people to the Banban Desert, outside Riyadh.
c/o The Media Nanny
A recent series of high-profile acquisitions and venue openings has made Dubai not only a hub of MENA's burgeoning nightlife sector, but also a leading destination for electronic music enthusiasts. The owners of the iconic Tomorrowland festival opened a palatial desert resort, Terra Solis, in 2022. A year later, Dubai-based hotel giant FIVE acquired Pacha Group, one of Ibiza's most illustrious nightlife institutions, in a deal valued at $330 million.
Another legendary Ibiza club, Ushuaïa, expanded to the capital of the United Arab Emirates at the end of October thanks to a dazzling concert headlined by Calvin Harris. The International Music Summit, one of the electronic music industry's most influential conferences, is also expanding to Dubai. The meeting takes place annually in Ibiza, but will now head to the W Hotel – Mina Seyahi in November.
This growth is being driven by a convergence of factors, primarily a young, tech-savvy population and increased government investment in the arts. To that end, Circulate plans to concertedly highlight emerging talent in the region.
“Our collaboration with The Media Nanny allows us to use our global music networks and expertise to benefit our partners,” said agency co-founder Marcus O'Sullivan. “Combined with that, our intention is to attract the best regional talent to work alongside our existing teams – this will be an unparalleled creative launchpad in the Middle East.”
Circulate and The Media Nanny plan to open the new office sometime in 2025.
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