Insomnia Records
Insomnia Records is the in-house record label of Sand Circus (Beyond Group) that produces original branded songs for enterprise clients, with a portfolio of 30+ songs for brands including Samsung, Amazon, and Lipton across the Middle East.
- Company typePrivate
- Founded2018
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Insomnia Records does
Insomnia Records is the in-house record label of Sand Circus, a creative agency operating within the Beyond Group portfolio. Founded in 2018 and headquartered across the Middle East (with presence in Riyadh, Jeddah, Dubai, and Abu Dhabi), the unit produces original, branded music on behalf of enterprise clients, positioning itself as a specialist provider of custom songs for advertising, sonic branding, TV commercials, YouTube and TikTok ads, and social media campaigns. Its stated track record includes 30+ original songs produced for brands such as Samsung, Amazon, Lipton, Vivo, Downy, Hardee's, and Nescafe, with a publicized Amazon Marketing Manager testimonial citing successful audience reception.
The service offering is end-to-end and bundled: Brand Consulting, Creative Songwriting, Audio Recording, Music Production, Audio Mixing & Mastering, Music Talent Scouting & Casting, and Music Video Production, delivered under a single engagement with a stated 10-20 day production turnaround. There is no proprietary technology platform, AI tooling, or app product disclosed in the source data; delivery relies on the human creative and production resources of the Sand Circus agency stack. The website and contact points are hosted under Sand Circus infrastructure ([email protected]; +966 53 188 6676), reinforcing that Insomnia Records operates as a sub-brand rather than a standalone technology company.
Commercially, the unit runs a B2B, sales-led, project-based professional services model. Pricing is quote-based and not publicly disclosed; engagement is direct to enterprise brand clients, primarily targeting large multinational and regional brands requiring original music for marketing use cases. Headcount is small (1-10 employees reported), no external funding, M&A, partnerships, patents, or awards are disclosed, and the unit has no standalone corporate identity separate from Sand Circus/Beyond Group. Revenue, ARR, and pricing benchmarks are not disclosed, and the business operates as a sub-brand within a larger agency holding rather than a freestanding venture-backed entity.
Insomnia Records firmographics
Firmographics- Name
- Insomnia Records
- Legal name
- Insomnia Records
- Website
- https://insomniarecords.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Insomnia Records is the in-house record label of Sand Circus (Beyond Group) that produces original branded songs for enterprise clients, with a portfolio of 30+ songs for brands including Samsung, Amazon, and Lipton across the Middle East.
- Ownership category
- akta.pro rank
Insomnia Records industry classification
Industry- Product category
- Branded Music Production Services
- NAICS
- Sound Recording Studios (51224)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM)
Keywords
Insomnia Records business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Music Production Services for Brands: Custom music production services billed per project. Creates original branded songs for advertising, commercials, sonic branding, TVCs, YouTube ads, TikTok content, and social media campaigns. Revenue generated through project-based fees for full-service music production including songwriting, recording, mixing, mastering, and talent casting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Insomnia Records product offering
Product offeringCore offering
Insomnia Records is an in-house record label that produces original hit songs for enterprise brands for use in advertising, commercials, sonic branding, YouTube ads, TikTok, and social media campaigns. The service covers brand consulting, creative songwriting, audio recording, music production, mixing and mastering, talent scouting and casting, and music video production, delivered as bundled project-based engagements with a 10-20 day turnaround.
Product overview
Insomnia Records is an in-house record label operated by Sand Circus that specializes in creating original music for brands. The offering is a single branded service within Sand Circus's broader music production and content creation portfolio. Insomnia Records creates 30+ original hit songs for brands like Lipton, Samsung, and Amazon, delivered through a comprehensive service offering that includes Brand Consulting, Creative Songwriting, Audio Recording, Music Production, Audio Mixing & Mastering, Music Talent Scouting & Casting, and Music Video Production. Services are tailored for TVC, Commercials, Sonic Branding, YouTube Ads, TikTok, and Social Media Ads, with a production timeline of 10 to 20 days.
Differentiator
Problem solved
Functional benefit
Products and services
- Insomnia Records Branded Music Production End-to-end branded music production service for enterprise brands, covering brand consulting, creative songwriting, audio recording, music production, mixing and mastering, music talent scouting and casting, and music video production. Delivered as custom projects for TV commercials, sonic branding, YouTube ads, TikTok content, and social media ads with a 10-20 day production turnaround per original song.
Quantifiable outcome
- 30+ original hit songs produced for major brands
- +1 more outcomes
Companies that use Insomnia Records
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Insomnia Records technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Insomnia Records partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Insomnia Records competitors and assessment
Company assessmentDirect peers
- MassiveMusic: Global brand music and sonic branding agency that creates original music, sound logos, and audio strategies for enterprise brands. Closest direct peer to Insomnia Records in both offering (custom brand song production) and customer base (global FMCG and tech advertisers).
- Antfood: Music and sound design studio producing original scores, branded songs, and sonic identities for advertising, film, and interactive media. Directly comparable to Insomnia's custom-music-for-brands model.
- Sixième Son: Specialist sonic branding and brand music agency that creates audio logos, brand anthems, and music strategies for global enterprises. Comparable service offering and enterprise client profile.
- Jam Studio: London-based original music and sound studio producing bespoke tracks for advertising, TV, and brand campaigns. Comparable custom-song-for-brands workflow and turnaround-driven delivery model.
Broad incumbents
- Epidemic Sound: Subscription-based music licensing platform with a deep catalog used by brands and content creators. Adjacent rather than direct — competes for brand music budgets via pre-cleared tracks rather than custom production, but increasingly overlaps on sonic branding briefs.
- Songtradr: Music licensing and sync platform with catalog assets from Jingle Punks and others. Competes in the same brand-music wallet via licensing and increasingly custom-fit offerings for advertisers.
- Universal Music Group – Brand Partnerships: Major label group whose sync, brand partnerships, and custom music divisions serve the same enterprise advertisers as Insomnia. A larger incumbent with deeper catalog and global reach, competing for high-end brand music briefs.
- Warner Chappell Music: Global music publisher and sync licensor representing catalogs used in brand campaigns. Provides an alternative supply of branded and sync music to the same enterprise advertisers Insomnia targets.
Emerging players
- Suno: AI music generation platform producing original songs from text prompts. Represents the emerging low-cost, high-speed substitute for custom brand music production workflows like Insomnia's.
- Udio: Generative AI music service building original tracks on demand for creators and brands. An emerging competitive threat to human-produced branded song services on both price and turnaround.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Insomnia Records social profiles
Digital presenceInsomnia Records financial estimates
Financial estimateRevenue estimate
Valuation estimate
Insomnia Records leadership team
Management profileNumber of profiles
Insomnia Records funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Insomnia Records M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Insomnia Records
What does Insomnia Records do?
Insomnia Records is an in-house record label that produces original hit songs for enterprise brands for use in advertising, commercials, sonic branding, YouTube ads, TikTok, and social media campaigns. The service covers brand consulting, creative songwriting, audio recording, music production, mixing and mastering, talent scouting and casting, and music video production, delivered as bundled project-based engagements with a 10-20 day turnaround.
Is Insomnia Records a public or private company?
Insomnia Records is a private company. It is classified as corporate owned and is currently operating.
When was Insomnia Records founded?
Insomnia Records was founded in 2018. It employs 1 to 10 people.
How does Insomnia Records make money?
One revenue line is on record: music Production Services for Brands.
Who are Insomnia Records's main competitors?
Direct peers on record are MassiveMusic, Antfood, Sixième Son and Jam Studio. Broad incumbents are Epidemic Sound, Songtradr, Universal Music Group – Brand Partnerships and Warner Chappell Music. Emerging players are Suno and Udio.
Does Insomnia Records have an API?
No public API is recorded for Insomnia Records.
What industry is Insomnia Records in?
Insomnia Records's product category is Branded Music Production Services. Its primary akta.pro industry code is MPAIALAM, Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals). Its NAICS code is 51224 and its SIC code is 7311.