Musly Club
THE OPPORTUNITY
The Muslim professional class is one of the most influential and least organised audiences in the world. Founders, investors, creative directors, lawyers and operators, spread across global cities, with real spending power and cultural reach. Most of them have been networking in rooms that were never built with them in mind. The demand for one had been building for years.
Musly Club was built to meet it. Founded by Ifrah Khan, Musly is an application-only private members club connecting founders, creatives and cultural tastemakers with Muslim roots. With no permanent physical space, the club lives in its programming: intimate dinners, salons and fireside conversations across London, New York, Dubai, Paris, Toronto and Los Angeles, with cities growing by the month.
Aam came on in January 2026 to lead the build-out of the Dubai chapter, covering operations, strategy and planning. From there, our remit grew into brand partnership strategy for the entire club. Today Aam leads partnership strategy and planning across every chapter, from the biggest weeks on the cultural calendar to the monthly programming members keep coming back for.
CLUB SNAPSHOT
4,000+ vetted members
6 active cities
25% application approval rate
80% member return rate
65K Instagram followers
THE APPROACH — PARTNERSHIP & PROGRAMMING STRATEGY
A private club lives or dies on who is in the room and what happens once they get there. Musly doesn't put logos on banners, so neither could we. Every partnership had to feel like something members would have wanted anyway. We ran the work in three moves.
PHASE ONE: BUILD THE DUBAI CHAPTER
We started on the ground in Dubai, where the club's audience is large, international and constantly on the move. Aam built the chapter's operating model, strategy and programming plan, giving Musly a working playbook for how a city runs before we scaled that thinking outward.
PHASE TWO: PLAN AROUND THE CULTURAL CALENDAR
Some weeks, the whole world is already paying attention. We anchored partnership planning to tentpole moments including New York Fashion Week, London Fashion Week and F1 in Abu Dhabi, so Musly shows up where its members already are, with partners who fit the moment.
PHASE THREE: PROGRAM FOR THE MEMBER, EVERY MONTH
Tentpoles create peaks. Monthly programming builds the habit. Every month starts with one question: what do Musly members actually want to see? Then we bring in the talent, brands and venues that answer it.
WHAT WE DID
Aam leads partnership strategy for Musly across every chapter. Here's what that looks like.
CHAPTER BUILD-OUT: DUBAI
We led the full build-out of the Dubai chapter across operations, strategy and planning. That meant defining how the chapter runs day to day, shaping its programming calendar, and connecting it to the wider global network, in a city built on expats where the appetite for real belonging runs high. We also launched a Ramadan Series across Dubai, bringing members together at top restaurants including Berenjak, Subko, Jun's and more.
BRAND PARTNERSHIP STRATEGY
Aam leads brand partnership strategy and planning for all Musly chapters. We identify partners that meet the club's standard, shape the concept for each collaboration, and plan how it lives inside Musly programming: a private dinner, a members-only perk, or a closed-door brand experience. Would a member be glad this brand was in the room? That discipline has built a partnership pipeline spanning London, Dubai, Toronto, Paris, Los Angeles and New York, from luxury retail to fellow members clubs.
TENTPOLE PLANNING
We plan Musly's presence around the moments that set the global cultural agenda, including New York Fashion Week, London Fashion Week and F1 Abu Dhabi. Each tentpole gets its own partnership strategy, so the club arrives with the right partners, the right format and the right guests.
MONTHLY PROGRAMMING & TALENT
We build the monthly calendar members return for, and source the people who make it worth showing up. Aam brings founders, creatives and cultural voices into Musly rooms across every chapter, matched to what each city's members want from the evening.
THE RESULT
40+ partnerships closed
8 months since kickoff
6 chapters under one partnership strategy
1 chapter built end to end in Dubai
In eight months, Musly went from a club with presence in six cities to one with a working partnership engine behind it. Talent, founders, luxury retail and fellow members clubs now show up in Musly programming as part of the experience, never as advertising.
Beyond the partnerships, Musly has a Dubai chapter playbook it can use in new cities, a partnership strategy mapped to the global cultural calendar, and a monthly programming rhythm built around its members.
PARTNER & TALENT HIGHLIGHTS
Saagar Shaikh, Deli Boys · Los Angeles. The actor headlined Musly's Los Angeles launch, an intimate members' dinner and conversation in Culver City.
Hyla Nayeri, Founder, 437 · Toronto. A members' dinner hosted with the founder of 437.
Kiran Alvi, Producer, Zeteo · New York. Brought into Musly's New York programming.
Rita Qaranbach, Fashion Designer · London. A members' dinner during London Fashion Week at Somewhere by Harrods.
The Ned and The Maze · Partnerships with two leading members clubs that give Musly members access to a physical space, plus exclusive perks.
PRESS
The world has noticed.
"Musly Club saw a need for more culturally connected spaces." — Forbes, Community As The New Currency: Inside 2026's Third Space Boom
"...the network connecting founders, creatives, and cultural tastemakers with Muslim roots around the world." — Rolling Stone MENA
"...space for conversations that can develop into collaborations, business relationships, and international projects..." — Billboard Africa
Cosmopolitan Middle East: Ifrah Khan Is Making IRL Connection Cool Again
LA Weekly: Musly Club Launches in LA, Kicking Off With a Private Event with Deli Boys Star Saagar Shaikh
Vogue Arabia: Dubai's New Social Members Club
Also covered by CNN, Bloomberg, The New Arab and Monocle.
PR: Olivia Shalhoup, Amethyst Collab
With Aam, it really feels like they are part of our full-time team. This is more than an agency. They have been proactive in ensuring our company's growth and needs. They move really quickly, and they've adapted effortlessly as my company's needs have changed at every stage of growth. From helping our company on a local scale in the UAE when we expanded there as our third city to now helping us on a global scale with over 5 cities, they are the secret ingredient for any brand in their niche space. We've been able to kick off partnerships, collabs, and high-quality Instagram content so quickly with their vast network and resources.
