As MENA’s music industry evolves, so does the need for infrastructure that supports long-term growth. Beyond the buzz of festivals and performances, sustainable music careers demand more than talent - they call for strategy, innovation, and a solid grasp of the business. With a surge in music tech, education, and creative entrepreneurship, the region is ready for incubators that can turn early ideas into viable ventures.

That’s where programs like Sound Futures come in. Launched by MDLBEAST in partnership with SEA Ventures, the initiative offers training, mentorship, and a rare chance to pitch directly to investors during XP Music Futures’ Pitch Day - an opportunity of a lifetime.

According to the 2025 IFPI Global Music Report, MENA was the world’s fastest-growing music market, with revenues jumping 22.8%, driven almost entirely by streaming. This signals a promising future for music business innovation.

Today, a new generation of startups at the intersection of music and tech is already shaping how music is created, shared, and experienced across the region.

Sound Sauce

Founded by Nirvana Bebars and film director Muhammad Gamal Eldin, Sound Sauce is the first stock music platform dedicated to Middle Eastern and Arabic music. As the region’s first licensing site of its kind, it bridges a crucial gap in the MENA music ecosystem—empowering producers, artists, filmmakers, and brands to connect through authentic regional sound.

Sound Sauce tackles a longstanding challenge in Arabic music licensing. In the absence of a centralized system, creators often have to negotiate directly with artists—resulting in unclear terms and delays. Meanwhile, emerging Arab artists seek exposure and income but lack platforms to support them. Sound Sauce addresses both sides of this equation with a curated library of high-quality Arabic tracks and clear, creator-friendly licensing—helping redefine how the region’s music is shared, used, and valued.

A 2022 XP Sound Futures participant, Sound Sauce continues to amplify Middle Eastern music on a global scale—making cultural authenticity more accessible to creators everywhere.

Maqam Labs 

Founded by Ahmed Younes, who also serves as CEO, Maqam Labs is a pioneering company at the crossroads of music and technology, redefining how Middle Eastern sounds are integrated into modern music production. Addressing the gap in access to culturally authentic tools, it empowers musicians and producers to incorporate Maqam and other microtonal scales through innovations like the SABA Synth and Maqam Module.

As the only lab of its kind in the Middle East, Maqam Labs is dedicated to developing instruments tailored for Eastern music. A 2024 XP Sound Futures participant, the company merges tradition with cutting-edge tech—enabling a new wave of musical expression that honors cultural heritage while expanding creative possibilities.

Yalla Sponsor

Yalla Sponsor is a premier sponsorship consultancy helping bridge the gap between brands and rights-holders in the MENA region's fast-evolving creative and cultural industries. In a landscape where sponsorship potential often goes untapped due to lack of strategic guidance and reliable data, Yalla Sponsor steps in with end-to-end solutions—from market intelligence and audience insights to strategy development and campaign activation.

By supporting rights-holders in crafting compelling sponsorship proposals and guiding brands in identifying high-impact opportunities, Yalla Sponsor maximizes both visibility and return on investment. Through tailored strategies rooted in data and industry expertise, the company empowers clients to unlock the full value of sponsorship in music, entertainment, and beyond.

Funank

At the crossroads of creativity and convenience, Funank is reimagining how people discover and book talent. This platform connects freelance artists - from musicians and muralists to videographers and photographers - with clients seeking creative services for events, installations, performances, and more.

Whether you're planning a wedding and need a live band, or launching a campaign that calls for striking visuals, Funank simplifies the search. For artists, it offers a digital stage to showcase their work and connect directly with opportunities. By making access to talent more streamlined and affordable, Funank isn't just supporting gigs - it's empowering the entire creative economy.