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Music programming — Dubai & the Gulf

Soniqo

There is a sound every room is meant to have.

DJ-curated background music for premium venues — every daypart designed, harmonically sequenced, refined every month. Fully managed: your team only ever touches the volume.

Live in 48 hours. From $300/mo. →

Book a 10-min call
soniqoSunset Terrace · Dubai
Connecting…

A live look at the Soniqo dashboard — tap play, switch the room

Your programme — we run it. You just press play.

The craft — what no one else doesSequenced, not shuffled

Sequenced like a DJ set,
not shuffled like a playlist.

Anyone can pick good songs. Almost nobody orders them. We sequence every Soniqo set the way a DJ mixes one — six layers of craft your guests feel without ever being able to name it.

Harmonic

Keys that blend

Tracks ordered so their musical keys melt into each other instead of clashing — the harmonic mixing a DJ does by ear, on every set.

Energy arc

A set that breathes

Warm open, considered peak, gentle close — matched to your service, never faking a club peak a dining room doesn’t want.

No seams

No jarring jumps

Consecutive tracks stay close in energy. No ballad dropped into a lift, no spike that pulls a guest out of conversation.

Spacing

No repetition fatigue

The same artist never plays back-to-back, so an evening never starts to sound like it’s quietly repeating itself.

Loop

A seamless loop

For long services the end flows back into the start — a six-hour evening with no audible “the playlist restarted” moment.

Refined

Re-ordered, then signed off

Every sequence gets a second refinement pass to remove any rough seam — measured before and after — then a curator signs it off.

It’s more fuss than the brief strictly requires. That’s exactly why a Soniqo room sounds like a Soniqo room.

See how we sequence a set →
Trusted by premium rooms across the Gulf
DubaiAbu DhabiRiyadhDohaJeddahManamaMuscat
Restaurants · Hotels · Beach clubs · Spas · Lounges · Casinos · Luxury retailFully licensedLive in 48 hours
No. 02— How it worksFrom signup to live · 48 hours

From signup to your room
in 48 hours.

No hardware to ship. No technical setup. No staff training. We do everything before your team even knows we’ve started.

01
Day 1·30 min call

Onboarding call

We learn your venue — concept, crowd, service hours, what you love about your current music, what you hate. One short call, both founders on the line.

02
Day 1 — 2·Behind the scenes

Your sound profile

We build a custom music direction plan — dayparts, energy levels, genres, transitions, format (DJ-mixed or playlists). Delivered as a one-page brief for your sign-off.

03
Day 3·Goes live

Live in your room

Music is scheduled, streaming, automated. Your team doesn’t touch anything. Volume only. It just works — through brunch, sunset, dinner peak, late.

04
Ongoing·Monthly cadence

Monthly refinement

Fresh tracks every month. Seasonal modes, event modes, brand-aligned signature evolves with your venue. You give feedback, we adjust. It gets better over time.

First month is treated as a trial. Cancel within 30 days, no kill fee, no questions asked. We hand back the calendar so you can continue with your previous setup if you want to.

No. 03— What it replaces9 dimensions · side by side

The four ways venues do music.
One of them is Soniqo.

Honest comparison across the four most common approaches. We do not win on cost alone, but we win on every other dimension that matters to a premium room.

Spotify Business
Curation by humans○
Sequenced, not shuffled○
Ad-free · brand-safe◐
Always-on, 24 / 7●
Dayparted programming○
Multi-zone capable○
Staff-proof automation○
Monthly cost$35 / mo
Setup time10 min
Hire a DJ
Curation by humans●
Sequenced, not shuffled◐
Ad-free · brand-safe●
Always-on, 24 / 7○
Dayparted programming◐
Multi-zone capable○
Staff-proof automation●
Monthly cost$300+ / night
Setup timeweeks of booking
Staff playlist
Curation by humans◐
Sequenced, not shuffled○
Ad-free · brand-safe○
Always-on, 24 / 7●
Dayparted programming○
Multi-zone capable○
Staff-proof automation○
Monthly cost$0 / unpaid
Setup time—
Soniqo
Curation by humans●
Sequenced, not shuffled●
Ad-free · brand-safe●
Always-on, 24 / 7●
Dayparted programming●
Multi-zone capable●
Staff-proof automation●
Monthly cost$300 — 1,200 / mo
Setup time48 hours
●Yes
◐Partial
○No
Recording studio mixing console at golden hour
Music programming is not a playlist — it’s a designed object.
No. 04 — Inside the studio
No. 05— PricingAll prices monthly · no setup fee

Three tiers,
one room at a time.

Every tier is a monthly retainer. No setup fee, no kit to buy. Cancel with 30 days notice. Music licensing handled on our side — you don't need a separate PRO/PPL account.

Core
per month
$300/mo
AED 1,200
For single-venue dining
Cafés · restaurants · dining floors
  • ·4 dayparts per day
  • ·Curated playlists, brand-safe
  • ·Single venue · single zone
  • ·Quarterly track refresh
  • ·Email support
  • ·48-hour setup
Start with Core
Most chosen
Pro
per month
$800/mo
AED 3,000
For premium hospitality
Premium restaurants · beach clubs · lounges
  • ·7 dayparts per day
  • ·DJ-mixed seamless transitions
  • ·Up to 2 zones per venue
  • ·Monthly refinement + data review
  • ·Priority WhatsApp support
  • ·Custom curation requests
  • ·Faster updates
Talk to us
Signature
per month
$1200/mo
AED 4,500
For groups & multi-zone concepts
Multi-zone venues · hotel/beach concepts · groups
  • ·10 dayparts per day
  • ·DJ-mixed across all zones
  • ·Unlimited zones per venue
  • ·Multi-venue group dashboard
  • ·Custom curation team allocated
  • ·Quarterly strategy session
  • ·Seasonal + event modes
Speak to a partner
Multi-location calculator
Total monthly · all locations
Plan to scale
Zones per venue
2
1510
Signature includes unlimited zones · +$100/mo per zone beyond the first
Number of locations
1
11020
Group discount kicks in at 3 locations · steps at 6 and 11+. E.g. Core × 5 venues = $1,365/mo.
Estimated monthly · total
$1,300/mo
(AED 4,800) · across 1 location
Per-location base$1,300
Signature $1,200 + 1 extra zone
1 location · Full$1,300
Group ladder: 1–2 full · 3–5 −15% · 6–10 −25% · 11+ −35%. Final pricing locked after a 10-min discovery call.
No commitment
30 days notice, any month. We hand over the calendar if you walk.
No hardware
Works with your existing PA, mixer, AirPlay or Sonos setup. Multi-zone supported.
Licensing handled
PRO / PPL royalties paid on our side. You stay legally clear.
No. 06— Hospitality teams using SoniqoLive in Dubai

Trusted by the rooms
that set the standard in Dubai.

Great service and very professional music direction. The venue sounds more premium and consistent. Music now feels perfect all day.
Michael Doige
Operations Director
Atlantis The Royal
The sunset programming is exactly what we needed. It builds energy smoothly without sudden drops or harsh transitions. The DJ-mixed flow feels like a live DJ set running in the background. Guests stay longer and the vibe is much more consistent.
David Kelly
General Manager
Marriott Group
After Soniqo setup, music became a controlled part of our brand — consistent, premium. Music now feels perfect all day.
Maxime Legeard
General Manager
Four Seasons Hotel
15+ premium venues across Dubai.Onboarded since 2024
No. 07— FounderBehind the system
Ray Ro — founder of Soniqo and S Groove
No. 01
Founder
Dubai · 2026
Ray RoMusic Director
Note from the founder
“Music isn’t background.
It’s the room’s pulse.”

Over the years I’ve seen one thing clearly. Music directly affects how long guests stay, how they feel, and how much they spend. Yet most venues let it run on a laptop, on Spotify, on whoever is on shift that night.

Soniqo is the system that ends that. We design how your room sounds across the day, and control the flow like a DJ would — fully automated, brand-safe, scheduled to your service hours, consistent across every location you operate.

The result is the atmosphere you would have built yourself, if you had a music director on staff every hour of every day.

Worked with brands like
Ritz-CarltonSt. Regis DubaiSLS DubaiJumeirahBurj Al Arab
Ray Ro
DJ · Producer · Music Curator · Founder
LinkedIn ↗Instagram ↗
No. 08— Audio system designDesign · build · calibrate

Opening a venue? We build the room’s sound from the speakers up.

Our team comes on-site and designs the whole audio system from scratch — speakers, zoning, installation, calibration. Then we program it forever.

01

Survey & acoustic design

We come on-site, read the room — volume, materials, reflections, zones — and design the system from scratch for the space.

02

Supply & installation

We source the speakers and hardware, then install, cable and zone the whole system — to spec, on your fit-out timeline.

03

Calibration & tuning

Levels, zones and EQ tuned to the room so every seat sounds intentional — terrace to dining to lounge.

04

Managed to opening

Project-managed end to end so the sound is dialled in and live for opening day — then handed off into Soniqo programming.

From

System design from $2,500 · turnkey installs from $12,000

Final quote after an on-site survey.

See how we build
Premium hospitality across the Gulf — architecture at dusk
Across the Gulf — Riyadh, Dubai, Doha, Maldives.
No. 09 — The region
No. 10— Frequently askedAll answers in one page

Everything you would ask
on a discovery call. Here.

We don’t hide questions in accordions. Read in the order you like, jump back if you have to.

01Setup & operations

How does Soniqo actually run in the venue?

We stream a curated, dayparted programme to your venue's existing audio setup — Sonos, AirPlay, PA, or any standard mixer. No hardware to install, no new accounts for your staff. Staff can adjust volume; everything else is automated and scheduled.

How fast can you go live?

Forty-eight hours from the first call. Day one we do a 30-minute onboarding call. Day one–two we build your sound profile. Day three you're live. Most multi-zone venues are running within the same window.

Multi-zone setups?

Standard from Pro tier onwards. Different floors, lobbies, terraces, spas, private rooms all get their own programme, each on its own schedule. All controlled from one dashboard.

02Music, curation, brand

Who picks the music?

Our DJ team. Not an algorithm, not a generic playlist library. Every track is handpicked, brand-aligned, and tested against your concept. No explicit tracks, no off-brand surprises.

How often does the music change?

Quarterly refresh on Core, monthly on Pro, custom on Signature. Seasonal modes, event modes, and brand-specific signature evolutions are part of the Pro and Signature tiers. Nothing ever loops the same week twice.

What about the same music across all our locations?

Yes — central group profile with optional local adjustments. The brand sounds consistent across every venue while still respecting venue-specific factors like crowd, hour, season.

03Commercial & legal

What about music licensing?

Handled on our side. PRO and PPL royalties are paid through our system. You stay legally clear without managing any separate accounts or licenses for the music we provide.

Cancellation?

Thirty days written notice, any month. No exit fees. We hand back the calendar so you can continue with your previous setup if you want to. First month is treated as a trial — cancel within 30 days, no kill fee, no questions.

Why not just use Spotify Business?

Spotify Business gives you a music library; it does not give you direction. It plays algorithm-based recommendations, includes podcast and sponsor breaks, has no daypart or brand intelligence, and is not insurable as a business audio source. Soniqo is the programme around the music — designed, curated, scheduled, supported.

Question we didn’t answer?

Ask Ray directly on WhatsApp
No. 11— Programming across the regionLocations & venue types

Cities we program

Active in the UAE. Expanding across the Gulf and into the Maldives resort segment. Cloud-deployed in 48 hours — no on-site visit required.

Venue types we program

Premium restaurants, hotels, beach clubs, spas, lounges, casinos and luxury retail. We are not a corporate background-music provider — we program for the four-star-and-up tier only.

GuideBackground music for hospitality →ComparisonSoniqo vs Spotify for Business →AboutWho runs Soniqo →
No. 12 — Final movement

Hear what your room was always meant to be.

Ten minutes on the phone with a working music director. We listen first, then tell you honestly whether we are the right system for your room.

Schedule a 10-min call+971 58 582 0397WhatsApp Or email us
48 hrFrom call to live
30 daysTrial · no kill fee
$0Setup · no hardware