On a surprisingly mild Dubai morning, I found myself diving into the world of Globe Music Group – a topic I’d never given much thought to before today. Yet here was a label that’s been steadily reshaping the soundtrack to our daily lives without most of us even noticing. What started as a modest venture has bloomed into something rather remarkable: 250+ artists, millions of streams, and the kind of success story that makes you wonder why nobody thought of it sooner.
The whole thing kicked off when Ben Breternitz, a German transplant with an interesting hodgepodge of past careers, landed in Dubai back in 2022. Little did I know our chat would completely change my perspective on the music we often take for granted.
So what made you jump into background music of all things?
“The opportunity emerged from recognizing a significant gap in the market,” Breternitz explains. “We saw the need for high-quality, curated background music that could serve both businesses and individual listeners. The goal was to create a comprehensive solution for instrumental music that enhances rather than dominates the environment.”
With such a massive catalog, how do you keep the quality up?
“It’s about maintaining strict standards and prioritizing authenticity,” he notes. “For instance, our bossa nova productions come directly from Rio de Janeiro. We’ve established specialized teams for each genre, ensuring expertise across our entire catalog. Quality control is paramount in everything we produce.”
Tell me about some of your artists – who should we be paying attention to?
“We’re fortunate to work with exceptional talents like Trio Serenata, whose jazz compositions have become integral to the cafe atmosphere. Nuvoria brings unique Asian influences to the lofi space, while Maré Suave crafts authentic Brazilian compositions. Elyxir’s sophisticated deep house tracks round out our diverse catalog — each artist mastering the delicate art of enhancing environments without overshadowing them.”
How does such a small team handle all of this?
“We’ve developed efficient systems that focus on our core mission,” he explains. “With a smaller team, everyone understands their role in maintaining our high standards. By concentrating specifically on background music, we’ve streamlined our processes to maximize quality and output.”
What’s on the horizon for Globe Music?
“We’re expanding our playlist curation services, which have seen significant demand,” Breternitz shares. “While we have several exciting collaborations in development, our primary focus remains consistent – providing the highest quality background music for every situation.”
As our conversation wraps up, I find myself paying more attention to the cafe’s background music – something I’d normally tune out. Globe Music Group’s catalog spans across every major streaming platform you can think of, from Spotify to Apple Music and beyond. Their website hosts an impressive collection of curated playlists, each designed for specific moments and moods.
Oddly enough, their biggest achievement might be something most people will never actively notice – and that seems to be exactly how they want it.
Follow Globe Music Group on Instagram for behind-the-scenes glimpses into the label’s journey, and founder Ben Breternitz for a window into his globe-trotting lifestyle between Dubai, Bali, and beyond.
