Circulate and The Media Nanny Partner to Fuel MENA’s Thriving Electronic Music Culture

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 high-rise cityscapes of the UAE, the genre has been captivating audiences and fostering a vibrant cultural movement throughout 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 the ground, I’ve felt extremely welcome and inspired by the Kingdom,” said José Woldring-Walker, the PR firm’s founder and CEO. “We have built a strong track record thanks to the trust from our clients and the successful global campaigns we’ve run with them over the last four years. It’s a priority for us to continue demonstrating our knowledge and expertise by supporting clients who are leading innovation across Saudi Arabia and the MENA region. I believe there is no better city than Riyadh to establish ourselves to service new and existing clients.”

Headquartered in Amsterdam, The Media Nanny executes press campaigns for a slew 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 pivotal role in the launch of MDLBEAST, a Saudi entertainment firm perhaps best known for its massive EDM festival, Soundstorm. The event annually attracts over 600,000 people to the Banban Desert on the outskirts of Riyadh.

A recent spate of high-profile acquisitions and venue openings has established Dubai not only as a lynchpin of MENA’s flourishing nightlife sector, but also a leading destination for EDM enthusiasts. The proprietors of the iconic Tomorrowland festival opened a palatial desert resort, Terra Solis, in 2022. A year later, the Dubai-based hospitality giant FIVE acquired Pacha Group, one of Ibiza’s most illustrious nightlife institutions, in a deal valued at $330 million.

Another fabled Ibiza club, Ushuaïa, expanded to the UAE capital in late-October by virtue of 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 gathering is 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 spotlight emerging talent in the region. 

“Our collaboration with The Media Nanny enables us to use our global music networks and experience to the benefit of our partners,” said the agency’s co-founder Marcus O’Sullivan. “Combined with that, our intention is to attract the very 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.