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Tarif Sayed appointed VP strategy and business development of Sonarworks

Sayed is a recognised thought leader in the media, technology and digital content space with over 20 years of executive experience, previously serving as head of Nokia's virtual reality business unit

European audio software innovator Sonarworks has appointed Tarif Sayed to the position of vice president, strategy and business development, while extending its presence in the US and Asian markets. 

In his new role, Sayed will focus on Sonarworks consumer licensing business and strategic partnerships on a worldwide basis with the goal of delivering the ultimate, personalised sound experience.

Sayed, who will be based in Silicon Valley, is a recognised thought leader in the media, technology and digital content space with over 20 years of executive experience. Before joining Sonarworks, Sayed served as head of Nokia’s virtual reality (VR Technologies) business unit, and prior to that spent five years at Dolby Labs where he steered the Go-To-Market for Dolby Live personalisation and Atmos programme for the broadcast and digital media market.

“The consumer market is currently in the early adoption phase of sound personalisation technology, and Sonarworks is ideally positioned to build its partnership ecosystem and capture new revenue opportunities across multiple content platforms and consumer devices,” Sayed commented. “There are billions of people around the world consuming entertainment and other content — Sonarworks is able to deliver a personalised listening experience for anyone, fitting their own personalised needs — independent of the headphones and speakers they are using.”

In his new role, Sayed will also lead the Sonarworks global business development team while identifying regional partnership opportunities and overseeing the company’s global licensing activities for both software and hardware, including OEM relationships.

“We are excited to have Tarif join our executive team,” said Helmuts Bems, Sonarworks co-founder and CEO. “Tarif is a visionary, result-oriented leader in content delivery ecosystems and brings a vast knowledge of technology licensing expertise to our team. With more digital content being created than ever before and as the need for personalised content continues to increase across vertical markets, Tarif’s contributions will help Sonarworks groundbreaking solutions gain traction in the global marketplace.

“Sonarworks has already become a respected brand in the music industry in both the consumer and professional markets,” Sayed continued. “We plan on building on and extending that expertise and serving additional customers with our unique personalised audio solutions — at any location and on any device. Our technology seamlessly integrates with the top delivery platforms as an enhancement ‘layer’ and is able to deliver the ‘Ultimate Sound Experience’, based on how it was intended to be heard.”