Music is the part
most operators undervalue.
We are an independent music agency working with the premium hospitality segment across the UAE and the wider Gulf. We program sound systems the way a music director programs a radio station — by daypart, by audience, by intent.
Ray Ro has spent the last decade-plus inside premium hospitality music — first as a DJ across the Dubai and wider Gulf five-star circuit, then as a music director programming multi-venue operations, and now as the founder of S Groove LLC, the independent agency that runs Soniqo.
The work has covered some of the most-watched names in the region — Ritz-Carlton, St. Regis Dubai, SLS Dubai, Jumeirah Group, Burj Al Arab — and the lesson across all of it is the same: music in premium hospitality is structurally underinvested. The rooms are designed by people who care deeply, the food is built by people who care deeply, and the music is set up by whoever was around when the venue opened.
Soniqo is the fix.
We are not a corporate background-music provider. We do not service shopping malls, gyms, retail at chain scale, or the budget-hotel segment. The work does not translate at that volume and we are deliberately not built for it.
We are not a residency-DJ agency. Live DJs are part of the hospitality landscape and we work alongside them — but the ninety hours a week your venue is open and the DJ is not are the hours we program for.
We are not a software company selling access to a library. The music is part of what we do, but the larger part is the programming, the curation discipline, and the operator relationship. The dashboard is the back-of-house tool, not the product.
We are a music agency working exclusively with the premium hospitality segment — four-star-and-up hotels, premium restaurants, beach clubs, lounges, spas, members-only formats. We program sound systems daypart-by-daypart, brand-by-brand, room-by-room.
We are deeply local to the UAE and increasingly active across the wider Gulf — Riyadh, Jeddah, Doha — and the Maldives resort segment. Our work is cloud-deployed, which means we can program a venue anywhere with connectivity inside forty-eight hours of the first conversation.
We are S Groove LLC, based in Dubai Media City, founded by Ray Ro, operating under the Soniqo brand for the hospitality programming arm.
If music in your room
has been on your list — let's talk.
A ten-minute call with Ray. If we are the right system for your venue, we are live in 48 hours. If not, we will tell you that on the call.