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Dubai Racing Club, Sonic Branding, Original Music Compositions, Sound Design, Brand Voices and Audio Post-Production.

You may have already heard the short sonic logo, but now you can hear the full-length track in all its glory. The piece is called 'Dubai Millennium'

Horseracing began in the Emirate of Dubai in October 1981, when the dusty Camel Track hosted the first Thoroughbred race meeting. Three races were run – a sprint, a mile, and a mile and a half, organised by the office of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai…

“I’ve always believed in the power of sonic branding. It has been a pleasure and great fun working with Chris Atkins and Joe Dickinson on our new sonic identity. Their passion, enthusiasm and expertise shine through. And there is more to come…

If you’ve never experienced horse racing, bring your family, friends or colleagues and join us this Friday at Meydan Racecourse, 6pm. Visit

Lauren IgielskiMarketing Manager – Dubai Racing Club
Dubai World Cup – Dubai Millennium Full-Length

Dubai World Cup – Dubai Millennium Full-Length

Dubai World Cup Highlights

Dubai World Cup Highlights

Dubai Racing Club – Sonic Identity – Full Length

Dubai Racing Club – Sonic Identity – Full Length

Dubai World Cup Case Study

Dubai World Cup Case Study

Dubai Racing Club Sonic

Dubai Racing Club Sonic

Composed Thematic Variations

Our brief was to create a memorable and catchy sonic identity for the Dubai Racing Club, capturing 4 key elements. The first element and most important was, of course, the horses whose distinctive pounding rhythm of hooves on turf came through..

We had to ensure that the excitement of horse racing was captured by adding big powerful drums.

The third element was incorporating our home, the UAE, using Arabic instruments to give a distinctive Emirati feel.

The prestige of horse racing in the UAE was the last thing we wanted to show in our sound design for the Dubai World Cup. The Dubai World Cup is a race with a prize of a million dollars, and the best trainers and jockeys from all over the world come to try to win it. This status is shown in the track’s grandeur and size, an awe-inspiring sight.

Main Theme
Thematic Variations
Sonic Logo Variations

The 'Dubai Millenium' instrumental embodies the spirit and importance of horse racing in the UAE

Artists in Motion designed, directed and delivered the electrifying and emotive post-race entertainment
for Dubai World Cup, 2023.

Held on the last Saturday in March since 1996, the prestigious Dubai World Cup is contested at the Meydan Racecourse and regains its standing as the world’s most prestigious horse race meeting with a prize purse of USD$30.5 million.

The Dubai World Cup welcomes over 80,000 spectators into the grandstand and millions more tune in via television and online live broadcasts. racing in the UAE

Without sound, no experience is complete. We create original music to enrich all types of physical and digital content and experiences.

Dr Federica Busa

We absolutely love 'Dubai Millennium' !! We are so glad that it's been received so well!

With the track, to convey this sense of prestige, we concentrated on developing a sense of grandeur and scale in our sound design. This required producing a variety of noises, such as the roar of the crowd and the thundering of the horses' hooves as they raced down the track. In order to motivate people to participate in the race and make them anticipate it, we also played loud, epic music.

Overall, we wanted to convey how thrilling and significant horse racing is in the UAE through the sound design for the Dubai World Cup. We hoped that by contributing to the atmosphere of the event as a whole, our work would increase the enjoyment of race fans.

Go to the races!!

From November through March, Meydan Racecourse hosts horse racing, including the Dubai World Cup, under the auspices of the Dubai Racing Club (DRC). The first competitions held under rules were held in March 1992 at the Nad Al Sheba Racecourse, which was established in 1992 to further develop and promote horseracing in Dubai. Dubai World Cup is the highlight of Dubai's sporting and social calendar and attracts the best horses and riders from all over the world. With a total prize pool of $30.5 million for the showcase of nine races, including US$ 12 million on the line for the championship, it is the most spectacular race day in the history of racing. The racing season is crucial to international horse racing, and Meydan Racecourse is the largest integrated racing facility in the world.

Our award-winning team is passionate about bringing to life sensory-led experiences for business, events and physical spaces using brand voices, original music compositions and sound design.
We believe that sound is another language to tell a story; another medium to paint a space; another tool to connect people, immerse them in your story and vibrate with their emotions.

We've worked with some of the biggest global brands

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