Latest news with #SaudiMusicCommission
Saudi Gazette
06-05-2025
- Entertainment
- Saudi Gazette
Saudi opera talents complete 18-month elite training in Milan and Rome
Saudi Gazette report RIYADH — The Saudi Music Commission has concluded its international opera training program, aimed at enhancing the artistic skills of Saudi opera talents through immersive training experiences in Milan and Rome. The 18-month program provided specialized instruction for four Saudi trainees at top Italian institutions, including the Milan Conservatory, Rome Opera House, and the Dante Global Institute for Italian language studies. The curriculum focused on vocal and theatrical performance, instrumental training, and music theory. Over 1,800 training hours and intensive performance workshops were delivered, with final evaluations showing significant improvement in the participants' skills — a reflection of the program's success in meeting its artistic and educational goals. This initiative is part of the Music Commission's ongoing efforts to empower Saudi artists and elevate their presence on the global music stage, in line with the Kingdom's cultural sector development goals.
Leaders
26-04-2025
- Entertainment
- Leaders
Sydney to Host Marvels of Saudi Orchestra Concert in May
The Saudi Music Commission is set to host the 'Marvels of Saudi Orchestra' concert on May 12 at Sydney Opera House in Australia, according to Arab News. Under the auspicious of Culture Minister and Music Commission Chairman Prince Badr bin Abdullah bin Farhan, the concert will shed light on Saudi Arabia's rich musical heritage and artistic diversity. The concert will highlight the participation of Australia's Metropolitan Orchestra through various Australian compositions. Through an extraordinary collaborative piece, the concert will offer a special blend between Saudi and Australian musical traditions. There were other previous performances at prestigious venues in Paris, Mexico City, New York, London, Tokyo, and Riyadh. With an exceptional goal to unleash new horizons, the 'Saudi Orchestra Masterpieces' series seeks to provide audiences with unparalleled musical experiences focused on Saudi heritage. Interestingly, each performance portrays a stunning image of the Kingdom's artistic landscape through harmonious musical narratives. Related Topics: Marvels of Saudi Orchestra to Deliver Dazzling Performance in Riyadh Saudi Orchestra's Marvels Set to Dazzle London in Sept. Musical Bridge Between Kingdoms: 'Marvels of Saudi Orchestra' Showcases in Tokyo Short link : Post Views: 32 Related Stories
Saudi Gazette
26-04-2025
- Entertainment
- Saudi Gazette
Saudi orchestra to perform at Sydney Opera House in May
Saudi Gazette report RIYADH — The Saudi Music Commission will host the Saudi Orchestra Masterpieces concert at the iconic Sydney Opera House on Monday, May 12. The concert will be under the patronage of Minister of Culture and Chairman of the Music Commission Prince Badr bin Farhan. The Saudi National Orchestra and Choir will perform musical pieces that highlight the richness and diversity of Saudi Arabia's cultural and musical heritage. The concert will also feature a collaboration with Australia's Metropolitan Orchestra, presenting Australian compositions and a special joint performance blending Saudi and Australian musical traditions. The Theater and Performing Arts Commission will contribute with live performances as part of the marks the seventh stop in the Saudi National Orchestra and Choir's world tour, organized by the Music performances were held at Théâtre du Châtelet in Paris, the National Theatre in Mexico City, the Metropolitan Opera House in New York, Central Hall Westminster in London, Tokyo Opera City, and King Fahad Cultural Center in concerts have received wide acclaim locally and internationally, reflecting the growing global presence of Saudi Saudi Orchestra Masterpieces concerts aim to craft an exceptional musical experience that weaves the beauty of Saudi melodies with the country's rich artistic traditions, offering audiences a vibrant journey through the Kingdom's cultural diversity.
Campaign ME
15-04-2025
- Business
- Campaign ME
Breaking down the anatomy of Riyadh Air's sonic identity
Riyadh Air has unveiled its sonic identity — one of the airline's first guest experience touchpoints — as it prepares for its inaugural flight in 2025. The carrier worked with UK-based audio branding agency Sonicbrand to create a sensory experience designed to accompany passengers through every stage of their journey. The Saudi Music Commission and the Ministry of Culture also supported the making of the airline's sonic identity. To find out more, Campaign Middle East secured exclusive access to the making of the sound of Riyadh Air. Titled Sound of a New Era, the sonic identity was launched earlier this year across the airline's social media channels, with supporting creative assets including a short film and a four-minute documentary. The music was recorded at Abbey Road Studios in London, where 13 musicians from the Saudi National Orchestra performed on traditional Arabic instruments including the oud, qanun and ney. The airline said its approach was to 'capture the balance between traditional and modern characteristics of Saudi Arabia', resulting in a sonic palette that fuses digital soundscapes with classical instrumentation —'symbolising our commitment to preserving heritage and embracing innovation'. Insights into Riyadh Air's sonic identity Sonicbrand spent several months researching the airline's brand and ethos to inform the sound strategy and ensure the identity could be implemented consistently across touchpoints. 'We took a very deliberate, research-led approach,' said David Marcus, Managing Director at Sonicbrand. 'A key part of our immersion process was a series of in-depth stakeholder sessions across the organisation. We spoke with the C-suite, brand leadership, guest experience, product design and customer loyalty teams to understand how sonic branding could support the customer journey.' As part of its research, Sonicbrand identified that many airlines used their sonic branding inconsistently —sometimes to negative effect. 'In some cases, a 20-second loop of boarding music became quickly irritating to passengers,' said Marcus. To avoid that risk, the agency looked beyond the airline sector, drawing lessons from lifestyle and luxury brands that use sound to enhance customer experience. 'This gave us valuable insights into how audio can connect emotionally, reinforce brand messaging and inspire loyalty,' he added. Resonating with and enhancing customer experience through sonic branding The target audience for Riyadh Air's sonic identity is diverse, including frequent travelers, business professionals, cultural explorers (both international and Saudi), luxury enthusiasts, tech-savvy millennials and Gen Z, families, and the larger Saudi diaspora. The airline said it wanted its sonic brand to be 'versatile, conveying sophistication for business travelers, evoking discovery for cultural explorers, feeling premium for luxury travelers, being engaging for younger audiences, and fostering pride for Saudis.' To capture this, the team worked on ensuring that the airline's sonic identity was seamlessly enjoyable across every touchpoint of the customer's journey. 'A great example of this was our approach to creating the boarding music,' Marcus added. 'Learning from our sector analysis, we designed different, evolving musical soundscapes for day and night that would deliver the brand personality and create the right ambient sound for the boarding experience.' He further explained that the music was tested through the in-flight speakers across Riyadh Air's fleet of aircrafts. 'We adjusted the frequency levels to make sure that no matter where you're seated — whether it's at the front of the aircraft or the back — the listening experience remained consistent, immersive, and emotionally uplifting.' Riyadh Air has said that since it hasn't taken flight yet, the full impact of its sonic branding remains unknown. However, it claims that early feedback has been positive since the music is making the rounds on social channels and brand campaigns. The launch film has collected more than 6m views on Riyadh Air's YouTube channel and more than 1m views on Instagram. At this stage, Riyadh Air and Sonicbrand say the goal is to measure emotional response and brand association over time.
