Engine roar will live on thanks to BMW and Serviceplan Middle East campaign

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The 19 NFTs were recorded at the Dubai Autodrome Club circuit with the cooperation of several BMW M owners. (Supplied)
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The Museum of Sound NFTs are available on NFT marketplace OpenSea. (Supplied)
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Updated 21 February 2022
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Engine roar will live on thanks to BMW and Serviceplan Middle East campaign

  • ‘Museum of Sound’ captures the voice of the BMW M for future generations

DUBAI: BMW Middle East in partnership with its Dubai importer AGMC, and agency Serviceplan Middle East has released a new NFT, or non-fungible token, campaign called the “Museum of Sound.”

Electric cars are becoming more commonplace as consumers look to a sustainable future. By 2023, BMW will have 25 electric car models on the road, and so the car maker wanted to record and archive the sound of the BMW M engines in its latest campaign.

“A BMW M engine sound is something so unique that fans all over the world get goosebumps whenever they hear its roar,” said Andre Couto, creative director of Serviceplan Middle East, in a statement.

The campaign “came as an idea to immortalize these sounds and these feelings so future generations can appreciate these masterpieces as unique NFTs that we gave to the most valuable BMW M fans, the owners,” he added.

The 19 NFTs were recorded at the Dubai Autodrome Club circuit with the cooperation of several BMW M owners, who followed a pace car driven by racing champion Bruno Spengler so that they could match his braking and track lines, said Kenneth Barnes, senior art director, Serviceplan Middle East.

“Using external mics rigged near the exhaust, engine bay and in the cabin, we documented their rev-ups, downshifts, roars and those crackles and pops. We were particular on the timing of the recording session, as the speed of sound is affected by wind, temperature and humidity,” he said.

Barnes added: “We converted the vehicle’s audio recordings to bend the sound wave into an abstract reactive art giving a unique visual experience and these were preserved as a 1 of 1 ethically-created NFTs.” 

The Museum of Sound NFTs are available on NFT marketplace OpenSea.


Semafor targets Gulf expansion after first profitable year

Updated 09 January 2026
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Semafor targets Gulf expansion after first profitable year

  • Digital news brand generates $2m in earnings on $40m of revenue in 2025, and raises $30m in new financing
  • Platform aims to be the ‘business and financial news brand of record for the Gulf,’ CEO says, and to ‘blanket the world’ within 2 years

DUBAI: Digital news platform Semafor generated $2 million in earnings in 2025 before interest, taxes, depreciation and amortization, on revenue of $40 million, marking its first year of profitability.

It also closed $30 million in new financing, which it plans to use to grow its editorial operations and live events business.

These achievements are particularly notable at a time when the global news industry is facing declining revenues and the erosion of audience trust, the company said.

Justin B. Smith, the company’s co-founder and CEO, told Arab News that Semafor’s model and approach is distinguished by several factors, which can be encapsulated by its vision of building a news product to “serve consumers that are increasingly not trusting news, but also designed with a business model that could deliver sustainable economic advantage.”

Following its first profitable year and armed with new funding, Semafor, founded in 2022, now plans an accelerated phase of global expansion with a focus on scaling editorial output and global convenings.

The company said it will broaden its publication schedule in the year ahead. Semafor Gulf and Semafor Business will become daily publications as the platform increases the frequency of its “first-read” services, which are daily briefings designed to showcase “front page” news and intended to serve as the “first read” for audiences, Smith said.

The Gulf edition of Semafor launched in September 2024, with former Dow Jones reporter Mohammed Sergie as editor. In 2025 Matthew Martin was appointed its Saudi Arabia bureau chief.

Semafor’s brand slogan is “intelligence for the new world economy” and “the Gulf is the epicenter of the new world economy,” Smith said. Currently, its Gulf operation employs eight journalists, based in the UAE and Saudi Arabia, and as it moves to a daily publishing schedule it plans to significantly bolster its editorial team, both in existing markets and new ones, such as Qatar.

Semafor is “obsessed with the business, financial and economic story” in the region and aims to become “the business and financial news brand of record for the Gulf,” Smith said.

In the US, Semafor DC, currently published daily, will move to a twice-a-day format in March. In addition, the company’s flagship annual Semafor World Economy platform in Washington will expand this year from a three-day event to five days, with extended programming. The event, in April, is expected to attract more than 400 global CEOs, more than double the number that took part in 2025.

In addition to the US and the Gulf, Semafor currently operates in Africa. It held its first event in the Gulf region last month, during Abu Dhabi Finance Week, and said it is now looking to grow its events footprint across the Gulf, and into Asia. It will launch a China edition next month, its first foray into Asia, and plans to launch in Europe in 2027, followed eventually by Latin America.

Within the next two years, Semafor aims to have “blanketed the whole world” and become a mature, global intelligence and news brand competing with the “greatest legacy business and financial news brands in the world,” Smith said.

“Our goal is to become the leading global intelligence and news company for the world, founded on independent, high-quality content and convenings,” he added.