Saudi Music Commission and Steinway & Sons Forge Strategic Partnership to Elevate Kingdom’s Music Ecosystem

Riyadh:  The Saudi Music Commission, one of the 11 sector-specific bodies under the Ministry of Culture, has signed a landmark Memorandum of Understanding (MoU) with Steinway & Sons, the world-renowned manufacturer of handcrafted pianos known for its innovation and craftsmanship. The agreement marks a significant milestone in the ongoing development and professionalization of Saudi Arabia’s music sector.

The MoU was formalized in Riyadh by Mr. Paul Pacifico, CEO of the Saudi Music Commission, and Mr. Guido Zimmermann, President of Steinway & Sons EMEA. Through this strategic collaboration, both organizations will work together to empower emerging talent, elevate professional training standards, and expand access to world-class musical instruments across the Kingdom.

Beyond its artistic and educational ambitions, the partnership is expected to catalyze new commercial opportunities and strengthen the foundations of Saudi Arabia’s growing music industry. The initiative aligns with the Commission’s mandate to foster sustainable sectoral growth, stimulate investment, and build an integrated and vibrant music ecosystem.

Under the agreement, the Saudi Music Commission and Steinway & Sons will explore a range of joint initiatives, including apprenticeship programs for piano technicians, participation in Music Commission events and programs, and expanded engagement with cultural, educational, and retail partners throughout Saudi Arabia.

Reaffirming the Commission’s commitment to nurturing a thriving music sector, the partnership emphasizes creativity, cultural exchange, and artistic excellence. It also supports the development of essential infrastructure that encourages commercial growth, attracts global industry leaders, and empowers local musicians and businesses.

Mr. Paul Pacifico, CEO of the Saudi Music Commission, stated:

“This partnership with Steinway & Sons is a milestone in our mission to further empower musical talent across Saudi Arabia. By combining global expertise with local creativity, we are building a lasting framework for education, performance, and craftsmanship. Our work at the Saudi Music Commission is not only nurturing talent and creativity but is also actively shaping a music market that welcomes industry leaders, generates investment, and supports sustainable growth for businesses and practitioners alike. Together, we remain committed to nurturing music’s enduring role at the heart of Saudi life and culture, inspiring generations to come.”

Mr. Guido Zimmermann, President of Steinway & Sons EMEA, remarked:

“Saudi Arabia is entering an extraordinary chapter in its cultural journey, and we are honoured to support this transformation. This partnership with the Saudi Music Commission reflects our long-term commitment to education, talent development, and the craft of music-making. At Steinway & Sons, we believe that meaningful cultural growth is built through strong institutions, world-class training, and access to the finest instruments. Together, we look forward to helping nurture a new generation of Saudi musicians, technicians, and educators, while bringing the joy of music to the entire community and contributing to the Kingdom’s cultural legacy for decades to come.”

The signing of this MoU marks a major step in the Saudi Music Commission’s continued efforts to strengthen the Kingdom’s music sector through global partnerships and industry collaboration. With Steinway & Sons, the Commission is set to inspire emerging musicians and contribute to a flourishing artistic landscape that bridges tradition, innovation, and the universal language of music.