NAME: Cherine Altobaishi
INSTAGRAM HANDLE: @massivemusic
JOB TITLE: Senior Account Manager
Cherine is half Saudi, half Lebanese and at MassiveMusic Dubai in her role as Senior Account Manager, she specialises in sonic branding.
Cherine has always followed her passion for music wherever it has taken her, starting from her early experience in A&R and music supervision in Los Angeles, to when she came to Dubai to manage an independent record label, developing and supporting emerging artists across the Middle East. As a vocalist and singer herself, she finds that this brings a unique creative perspective to her work.
At MassiveMusic, Cherine is also spearheading ‘Balance The Mix’ an initiative that focuses on amplifying female voices and promoting gender diversity in the music industry across the MENA region. Her deep enthusiasm for music and unwavering commitment to building a thriving, inclusive music community continues to drive her career forward.
Let's learn about Cherine's biggest life learnings to-date:
#LIFELESSON – 1 Embrace the Unexpected in Your Career Path
Don’t be afraid to change career paths throughout your life. Each shift brings unique lessons and opportunities that contribute to your growth in ways you may never expect. My journey began with a degree in the music industry from Boston, where I nurtured my passion for music while gaining insight into its business side. I then ventured into singing and performing, which deepened my creative expression and taught me the importance of resilience and connecting with audiences.
Later, I co-founded a fine jewelry brand with my mother – a venture that sparked my entrepreneurial spirit and instilled valuable skills such as strategic thinking, customer engagement, and adaptability. After years of nurturing the business, I felt the pull back to my first love: music. This led me to help launch an independent record label in Dubai, where I focused on supporting and developing emerging artists—a deeply rewarding chapter filled with moments of inspiration and community-building.
Now, as a Senior Account Manager at MassiveMusic Dubai, I am immersed in the world of sonic branding, exploring an entirely new industry dimension. These experiences, though seemingly disconnected, have taught me that embracing change means embracing growth. Each career path is a steppingstone, layering diverse perspectives that enrich what I bring to the table and remind me that every new direction holds the potential to transform your future. Every past role – from performer to entrepreneur to label manager – has equipped me with unique skills that shape my work today.
#LIFELESSON – 2 Creating a Sense of Home, Wherever You Are
Moving frequently throughout my life – starting with boarding school in England aged 11 after spending my early years in Saudi Arabia, then college in the US and later beginning my career in Los Angeles – shaped me in profound ways. Each move was a culture shock that challenged me as I navigated new environments alone at a young age. These experiences taught me to be open-minded and curious, embracing diverse backgrounds and sharing my own culture in return. I learned to adapt, assimilate, and connect with people from different walks of life, which became a cornerstone of my identity.
Unexpected joys emerged from this adaptability: joining the choir in England sparked my lifelong love of music, collaborating with rappers in the US expanded my creative horizons, and living in West Hollywood gave me a taste of the American dream. With every move, I grew, learned to approach new experiences without fear, and built lasting friendships and networks that span the globe. Staying connected with my family kept me grounded and tethered to my roots.
These experiences cultivated resilience and an ability to thrive in unfamiliar situations. Professionally, they’ve equipped me to relate to different people, adapt to changing circumstances, and integrate the best lessons from each chapter of my life. Creating a sense of home has become about nurturing a mindset of openness and belonging, no matter where I find myself.
#LIFELESSON – 3 The Power of Self-Belief
Throughout my career, self-belief has been essential in navigating transitions and overcoming doubts. One of the most challenging periods was when I returned to the music industry in Dubai. My previous experience had been in the Western market, and shifting to focus on Arabic artists and the Arabian market required me to quickly adapt, relearn my first language, and reconnect with my cultural roots. It was a challenging journey, but now, with Saudi Arabian businesses among my clients, I feel proud to have come full circle, reconnecting with my heritage in a meaningful way.
A pivotal moment for me was auditioning for The Voice Arabia. While the outcome wasn’t what I expected, the experience helped me realise that I could make a meaningful impact on artists' journeys. It shifted my focus towards supporting and developing artists, which has since become a key part of my work."
Having a strong support system, especially from my mother, who’s always been my mentor and biggest cheerleader, has helped me take risks and overcome the fear of failure. Though I’m naturally shy, I believe that stepping out of my comfort zone has been key to my growth. My journey has been full of moments where I doubted myself, but I always found the strength to believe in my dreams—and that belief continues to guide me today.
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