Volkswagen undertook the survey as part of its new regional ‘grassroots’ music initiative, ‘Your Music. Das Auto’, which has been specifically designed to support and find new musical talent living in the Middle East.
According to the results of the survey, which was conducted by YouGov, 60% of the people living in the UAE prefer to listen to their favourite music or radio channel whilst driving.
Interestingly, the survey also revealed that nearly 40% of the people interviewed believe that more attention should be given to Arabic language music, which is seven times more popular amongst young adults compared to people above the age of 40.
Thomas Milz, Managing Director, Volkswagen Middle East, said: “We undertook the research as part of our ‘Your Music. Das Auto’ initiative to gain a better understanding of the UAE‘s musical preferences and I think the results have been really interesting. They prove what we have always really known at Volkswagen – people love to listen to music in their cars and people in the UAE love cars, a perfect combination!
“At Volkswagen, we have a strong history in connecting people and communities through music and we see a strong alignment with the local Arabic music scene, where the young talent is truly innovative and pushing boundaries.”
Raya Abirached, the popular host of Arabs got Talent, who is supporting Volkswagen with its ‘Your Music. Das Auto’ campaign to help unearth a new music star, said: “It excites me that almost 40% of young people think that Arabic language music should have more exposure.
“The Arabic music industry holds tremendous potential for young artists, and I always want to support the opportunities available in the region for them to get noticed. The ‘Your Music. Das Auto’ initiative is an excellent platform and offers a great opportunity for people to make new Arabic music and help open it up to new audiences around the world.”
Volkswagen launched its first component of the regional competition – ‘Your Music. Das Auto’ – inviting people to develop an original song based around a specially commissioned beat. The beat, which is the Morse code signature for Volkswagen, is available to download from the Volkswagen Facebook page.
The competition is open to anyone with a passion for music until August 22nd, but with criteria that will ensure it retains its Middle East focus. The lucky winner will receive some amazing prizes, including their own music video.