ESMAA announces partnership with music tech company Audoo, continuing commitment to enhancing music rights management in the Middle East

Abu Dhabi, November 29th 2023 – ESMAA—the Abu Dhabi-based music rights organization today announces its partnership with Audoo—the UK-based music technology company revolutionising public performance royalties. The collaboration demonstrates a continued commitment to revolutionize the management and distribution of music royalties in the Middle East.

Combining ESMAA’s licensee network and unique multi-rights regional repertoire database with Audoo’s advanced technology will enable more accurate and transparent data collection and payment distribution through ‘smart’ reporting of music usage across various platforms – ultimately improving payments to artists and rights holders.

Integrating Audoo’s Audoo Audio Meter™ and unique insights platform into ESMAA’s operational framework is the initial focus – hardware and software that is also rolling out in the UK, Europe, Australasia and Africa.

Ryan Edwards, Founder & CEO of Audoo said: “This partnership with ESMAA aligns with Audoo’s mission to ensure artists are fairly compensated.

“Our technology promises to bring a new level of precision to royalty distribution across the Middle East, and we look forward to seeing the

positive impact this will have on the music community.”

Spek, Founder and CEO of ESMAA added: “ESMAA is at the forefront of building a modern rights company and through implementing the best technology from Audoo, we bridge the path of identifiable potential income with a system that optimises the use of music recognition in public performance spaces.

“Collaborating with Audoo represents a significant step towards modernizing the music rights landscape in our region. Their innovative technology complements our efforts in safeguarding the rights of creators and ensuring a fairer music ecosystem.”

Audoo’s groundbreaking technology powers the commitment to improving accuracy, transparency and reporting in quasi-real-time without burden for licensees, to the ultimate benefit of artists and rights holders.

The installation of Audio Meters in businesses including cafés, bars, hair salons, restaurants, gyms and retail locations around the world, sees its small, discreet plug-in solution cut through foreground noise, identify the music, match the song data, and report this usage back to royalty collection partners.


ESMAA is a rights management entity dedicated to advancing the music and arts ecosystem in the Gulf region. ESMAA’s mission is to protect the rights of songwriters, artists and rights owners by providing a solution to licensing their music in the Gulf region. ESMAA has already licensed music in numerous public spaces, in the retail sector and live events including Dubai EXPO; a six-month cultural event hosted by the UAE in 2021 that included hundreds of music performances by acts including Coldplay and Nancy Ajram. ESMAA is the only entity in the Gulf region representing music stakeholders of all types by working with performing rights organizations, mechanical rights organizations, and neighbouring rights organizations to provide a simplified solution to music licensing in the region. ESMAA is a subsidiary of PopArabia, a portfolio investment of twofour54 -the Abu Dhabi Media Zone.

 About Audoo

Founded in 2018 by former musician and FinTech executive Ryan Edwards, Audoo is the music technology company revolutionising public performance royalties. Serving songwriters, performers, PROs, CMOs, and more parties invested in the industry of music, Audoo is supplying improved, accurate and transparent data for all. Its affordable state-of-the-art Audoo Audio Meter™ and unique insights platform make it easy for everyone in the data chain to recognise in quasi-real-time where and when music is played, in detail, and how it should be paid. Its Audio Meters are now in more than ten countries across four continents. Headquartered in London, Audoo has international experts in the UK, Europe, APAC and Africa.

Audoo is an alumnus of the Abbey Road Red tech startups incubator. It has been selected as ‘one to watch’ by the UK Creative Industries Council (CIC) and FEBE Growth 100, and has accolades from CEBIT, Midemlab, Techround, Investor Allstars, and BusinessCloud’s 2021 100 MediaTech Innovators.

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