Premium SUV manufacturer Land Rover said it has partnered with Sony Music Entertainment Middle East to create a powerful celebration of music and cultural diversity throughout the Arab region.

Following Land Rover Mena’s foray into the arts with ‘The Calligraphy Project’ film and installations, as well as the ‘My Journey, My Inspiration’ film series, this partnership is the latest example of Land Rover’s continuously evolving Myland creative communications platform, which is designed to celebrate the impact Arab culture has had on today’s modern society.

As one of several music collaborations to take place between Land Rover and Sony Music Entertainment over the coming months, ‘My Land, My Music’ will bring together renowned music producers including Jean-Marie Riachi from Lebanon and Omar Basaad from Saudi Arabia as they embark on a musical journey; meeting, discovering and documenting the musicians and sounds of the region’s varied communities.
 
Hannah Naji, the marketing director of Jaguar Land Rover Mena, said, "Myland is all about recognizing and celebrating the people, places, sounds, heritage and culture that have shaped this beautiful region."

"With ‘My Land, My Music’, we are evolving our Myland platform by creating unique content through yet another art form, music, which itself is deeply rooted in the cultural heritage of the region. We are thrilled to have partnered with Sony Music Entertainment Middle East on this project, which we hope will be the first in a number of exciting musical collaborations," he added.-TradeArabia News Service