Dubai · UAE
Music programmesfor the hospitalitythat doesn’t settle.
A curated roster of musicians for restaurants, hotels and rooftops in the UAE. One agency — designing, running and refining your weekly programme.
Most venues book talent the way they used to book stock photography— one-off, last-minute, regret-prone.
- No. 01Inconsistent calibre, week to week.
- No. 02No backup when the artist falls through.
- No. 03Invoicing chaos, every booking a one-off.
- No. 04No one curating the room’s energy across the night.
Six things you do today that stop being yours.
A monthly programme,
written for your room.
Designed for the room.
A weekly rotation tailored to your floorplan, guest profile, and the rhythm of the week — not a one-size playlist.
On time. Every set.
Confirmed artists. Backup roster on standby. Day-of-set check-ins. Sound checks managed end-to-end.
Iterated monthly.
We review what moved the room with you, then adjust the programme — by guest count, dwell time, spend, by mood.
Your venue’s music, on one screen.
You stop thinking about music. We do the planning, the confirmations, the math — and show you everything on a single dashboard your team can read.
If anything slips — backup is already moving.
- ▸Vocal-led peaks lifted average dwell time by 27 min.
- ▸Deep house after 23:00 raised bar spend by 14%.
- ▸Sax-only Sundays under-performed — moving to duo.
Selected from a roster of forty-plus.
DJs, instrumentalists and vocalists, vetted on stage and in the room. Each profile lives in our talent file — full roster on request.
Founded by two DJs.
Run by five people.
Ray Ro and Leonica had a decade across Dubai’s hospitality scene before starting S Groove together in 2024. They were tired of watching premium venues book music the way you book stock photography — one-off, last-minute, regret-prone. So they built the agency they wished existed.
Today the studio is five people. Two on direction, one each on talent, brand and operations. Small on purpose — every programme touches all five hands. No junior account managers, no sales team. First call is always with a founding partner.
Programmes for properties operated by the UAE’s leading hospitality groups.
Weekly rotations for fine-dining rooms, hotel lounges and rooftops — multiple properties under one programme, one invoice, one point of contact.
- Marriott InternationalMultiple venues
- Jumeirah GroupMultiple venues
- Aqua HospitalityMultiple venues
- Independent 5★ propertiesOn request
“We were chasing six freelancers and getting four out of six to show up. With S Groove there’s a programme — six nights ahead, every artist confirmed by mid-morning. Our team stopped doing music ops at all.”
Built like the operations of the room itself.
Properly licensed
UAE-registered agency. Permits, performance rights, paperwork — handled by us, never your problem.
Day-of confirmation
Every artist confirms the set the morning of. Backup talent triggered automatically if not.
One contact, one bill
Eight artists, one monthly conversation, one consolidated invoice. No chasing freelancers.
Pricing, in the open.
Most agencies hide their numbers behind a discovery call. We don’t. Tap any segment of the bar below to see exactly where every AED goes.
That’s AED 16,000 a month back to your team — and roughly twenty hours of someone’s time, every month, redirected away from chasing musicians.
See full terms