Ziad Hamza: The Group Director of Audio and Music at MBC Group

In line with MBC GROUP’s vision and Saudi Vision 2030, investing in Saudi human capital has been at the heart of our Audio and Music strategy. By empowering young talent, developing local capabilities and creating opportunities across radio, podcasts and music, we are contributing to a creative ecosystem that reflects the Kingdom’s ambitions.

For Ziad Hamza, whose career has been rooted in programming and content, the transformation of audio is not simply about technology. It is about preserving the relationship between the medium and its audience while adapting to how people increasingly consume content.

“Radio has always had a unique relationship with its audience. Whether you are listening during your morning commute or late at night, there is a sense of companionship that is difficult to replicate. Technology may change how people listen, but that personal connection remains. Our responsibility is to strengthen it across FM, streaming, podcasts and emerging digital platforms.”

Having witnessed the evolution of the industry first-hand, Hamza believes that data has become an increasingly important tool in understanding audiences, but it cannot replace creative instinct or cultural understanding.

“Data can tell us what people are listening to and how their habits are changing, but it cannot create an emotional connection on its own. Creativity and understanding the culture of your audience remain essential. Our focus is on giving Saudi creators the platforms and confidence to tell their own stories and reach audiences across the region.”

Beyond broadcasting, Hamza sees significant opportunities emerging from Saudi Arabia’s rapidly developing music and entertainment sector, from artist development and music production to live events and commercial partnerships.

“What is particularly exciting today is that we are seeing an ecosystem taking shape. Riyadh Season and the General Entertainment Authority have opened new doors for the music industry, but the opportunity goes beyond individual events. It is about developing talent, building capabilities and creating a sustainable industry around music and entertainment.”

Hamza also sees artificial intelligence and digital innovation reshaping how audio and music are produced, distributed and discovered. However, he believes technology should enhance creativity rather than define it.

“AI will undoubtedly change parts of our industry and give creators new tools, but technology should serve creativity, not replace it. Ultimately, audiences connect with ideas, personalities and stories.”

Looking ahead, Hamza believes the next phase of growth will depend on combining technology with talent development and a deeper understanding of local audiences.

“The future of audio and music is about investing in people, embracing innovation and creating content that genuinely connects with audiences. If we get that balance right, we are not simply responding to how the industry is changing; we are helping build an industry that can grow from Saudi Arabia and reach audiences across the region.”