Vol. IS Groove is an agency built by music people, for hospitality operators. Two founding DJs, three operators behind them — five hands that shape what plays in your room.
DJ, producer and music curator. A decade in Dubai’s club and hospitality circuit before co-founding S Groove. Manages partnerships with hospitality groups and curates the working roster — every artist passes Ray’s audition before joining the platform.
DJ and producer with releases signed to Duenia and NoFace Records. Plays Melodic House, Organic and Afro selectors. Resident across Dubai’s premium hospitality scene since 2019. At S Groove, Leonica shapes the creative direction — programming arcs, mood design, and the audio identity of each venue.
Behind the founders — three operators who keep every programme running on time, on budget and on brand.
Leads the agency’s visual identity, social channels and editorial output. Photography, video, brand language — every public surface flows through Mira.
Coordinates the working roster — contracts, schedules, day-of confirmations, backups. Every artist on the platform is routed through Adam first.
Runs the back office — billing, payments, monthly reporting. Translates what is programmed into what is paid, on time, every month.
Ray Ro and Leonica had been residents across the Dubai scene for a decade combined when they started S Groove together in 2024. They were tired of seeing premium hospitality book musicians one-off — last-minute, guess-based, regret-prone. No arc to the night. No backup when the artist cancelled. No data on what actually moved the room.
So they built the agency they wished existed: monthly programming, vetted roster, day-of confirmations, written reporting. The kind of operation a Marriott property would recognise as a partner — not a freelancer.
Today the studio is five people. Two on direction, one on talent and bookings, one on brand and content, one on operations and finance. Small on purpose. Every programme touches all five.
No sales team, no junior account manager. You speak to the people who will programme your room.