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MDLBeast unveils Jeddah Season concert series

Saudi-based promoter MDLBeast has announced the launch of weekly music shows in partnership with Jeddah Season 2024.

The parties, which will be held over three consecutive Fridays at Onyx Arena in Jeddah, Saudi Arabia, kick off on 2 August with performances by Don Toliver Lil Easy, Shaolin, and Axwell.

The 9 August event will then star Jack Harlow, Salvatore Ganacci, Jeed, and Saud, with the third and final show, on 16 August 16, featuring Dj Loush, Bebe Rexha and Afrojack. Tickets cost SAR149 (€37) for general admission and SAR699 (€172) for VIP.

Running from June to September, Jeddah Season is an arts, culture and entertainment festival last held in 2022.

The 12,000-cap Onyx Arena is the latest music venue to be launched by MDLBeast.

“The Saudi government has plans to build venues all across the country”

“The Saudi government has plans to build venues all across the country,” Iain Campbell, Oak View Group’s EVP Middle East and Africa, told the Global Arena Guide. “Not just in Riyadh but Jeddah and across the nation. The number of new venues in the pipeline is very exciting. Enthusiasm for sport and entertainment in the Kingdom of Saudi Arabia is phenomenal.”

OVG chief Tim Leiweke also addressed the huge growth of the market after returning from a trip to Riyadh last year.

“I am shocked at the trillions and trillions of dollars they are putting into that country and rebuilding that country as quick as they are,” he told The Bob Leftsetz Podcast. “By 2030, Riyadh is going to be the centre of the universe… The arenas they’re building there, they’re off the charts. I’ve never seen anything like it.”

Last week, the New Murabba Development Company, which is owned by Saudi Arabia’s Public Investment Fund (PIF), revealed designs for a new 45,000-cap stadium in Riyadh, which is anticipated to be complete by the end of 2032. Other new builds include the 45,000-cap Prince Mohammed bin Salman Stadium located in Qiddiya, while Saudi already has four large stadiums under construction or being upgraded ahead of its hosting of the 2027 Asian Cup.

In addition, ASM Global has planned a 20,000-cap Jeddah Arena Airport City at King Abdulaziz International Airport, and other developments are planned for Dammam.

Earlier this month, it was also announced Eminem will headline the 2024 Soundstorm by MDLBeast festival – the rapper’s debut performance in Saudi Arabia – in Riyadh from 12-14 December alongside Thirty Seconds to Mars and Muse.

 

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Eminem to headline Saudi’s Soundstorm festival

Eminem is set to make his live debut in Saudi Arabia as one of the headliners for this year’s Soundstorm by MDLBeast festival.

The Detroit rapper will top the bill for the fifth edition of Soundstorm, which returns to the capital Riyadh from 12-14 December.

Thirty Seconds to Mars, Muse, Richie Hawtin and Marco Carola have also been announced for the 2024 lineup. Ticket prices range from SAR209-899 (€51-220).

After building its reputation as an electronic music-oriented event, Soundstorm has evolved into a multi-genre festival. Metallica became the first major heavy metal band to perform in Saudi Arabia at last year’s gathering, which also starred the likes of Travis Scott, Timbaland and Wizkid.

The country’s ongoing efforts to attract and host A-list live entertainment are documented in IQ‘s Global Promoters Report 2023 and Global Arena Guide 2024. There is great interest in the opening up of the once-closed country, with a flurry of new builds and upgrades on the way, despite controversy around the kingdom’s human rights record.

Eminem and Muse will also join Maroon 5 as headliners for this year’s Yasalam After-Race Concert Series, tied to the Abu Dhabi Formula 1 Grand Prix

The New Murabba Development Company, which is owned by Saudi Arabia’s Public Investment Fund (PIF), this week unveiled designs for a new 45,000-cap stadium. The venue will be located in Riyadh and is anticipated to be complete by the end of 2032.

Other new builds in Saudi include the 45,000-cap Prince Mohammed bin Salman Stadium located in Qiddiya, an entertainment and tourism megaproject in Riyadh unveiled as part of the Vision 2030 masterplan. Saudi already has four large stadiums under construction or being upgraded ahead of its hosting of the 2027 Asian Cup.

“The Saudi government has plans to build venues all across the country,” Iain Campbell, Oak View Group’s EVP Middle East and Africa, told the Global Arena Guide. “Not just in Riyadh but Jeddah and across the nation. The number of new venues in the pipeline is very exciting.”

In addition, ASM Global has planned a 20,000-cap Jeddah Arena Airport City at King Abdulaziz International Airport, and other developments are planned for Dammam.

Elsewhere in the Middle East, Eminem and Muse will join Maroon 5 as headliners for this year’s Yasalam After-Race Concert Series as part of the Abu Dhabi Formula 1 Grand Prix weekend from 5-8 December.

 

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XP Music Futures 2023: A catalyst for growth

XP Music Futures, the three-day music conference organised by MDLBEAST, is making waves in the MENA region, cultivating the music scene and community for its third consecutive year. The event, held at Riyadh’s JAX District from 7-9 December, offers a dynamic program that spans both day and night, featuring a remarkable 47.42% increase in the number of international, regional, and local speakers compared to the previous year, totaling 286 speakers.

Sessions at XP Music Futures addressed critical topics such as ‘Maintaining a Thriving Grassroots Culture,’ ‘Powering The Creative Economy with AI,’ and ‘Turning up for a Sustainable Future: Music for Climate Action.’ This regional-first event encompasses panels, workshops, live acts, retail experiences, and more, serving as a precursor to the grand SOUNDSTORM music festival from December 14th to 16th.

MDLBEAST CEO, Ramadan Alharatani says: “Over the past three years we have brought together the brightest minds in the music and entertainment industry from across the globe. We consider XP an incubator of talent and creativity—giving artists a platform, knowledge, tools, and network that they need to forge successful, sustainable, and profitable careers in the region and around the world.”

Diversity is a key focus, evident in the gender split of 48.25% female vs. 51.75% male, the international speakers comprising 51.7%, and regional/local speakers at 48.3%. With representation from over 30 nationalities, XP Nite promises an eclectic mix, featuring performances by more than 150 artists across seven event stages.

With each passing day, the event continues to amplify the nation’s cultural landscape

The captivating energy on display beautifully seized the momentum, highlighting the vast musical potential of Saudi Arabia. XP Music Futures, held at Riyadh’s JAX District, hosted sessions like ‘DJing & Turntablism Workshop with Nacho Marco’ and ‘Listen Up! The Importance Of Hearing Health.’

Beyond the music, the event offers a unique escape, known as “The Healing Oasis,” where nature, music, and art converge to create a sensory haven for attendees. Elevating the essence of music innovation in the Middle East, Hamaki spearheads “Beyond The Beats: Sony Music Middle East x Hamaki” at XP Music Futures. This distinctive workshop not only showcases Hamaki’s pioneering influence but also becomes a pivotal chapter in the event’s commitment to unravelling artistic frontiers and fostering educational brilliance.

As XP Music Futures transitions from day sessions to XP NITE, Saudi Arabia’s underground scene explodes with energy, featuring over 130 artists across seven stages. Notable collaborations like Noctuary x Yoyaku and MDLBEAST Records X SWANA Sound amplify the nightlife, keeping party-goers moving until the late hours. Among the diverse lineup, international acts such as Tinariwen from Mali and Chelina Manuhutu from the Netherlands bring their unique sounds, while local talents like Majid Untamed and Femme Fest x EQUAL Arabia’s lineup contribute to the eclectic mix, ensuring a dynamic and unforgettable three-day extravaganza.

XP Music Futures and its accompanying festival SOUNDSTORM not only showcase the present vibrancy of Saudi Arabia’s music scene but also contribute significantly to its future growth and cultural enrichment. With each passing day, the event continues to amplify the nation’s cultural landscape, solidifying its position as a catalyst for the music industry in the MENA region.

 

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MDLBEAST echoes beyond music industry with a socioeconomic ripple effect

MDLBEAST, the premier Saudi-based music entertainment company, is making waves well beyond the realm of music, as a groundbreaking study reveals the profound socio-economic impact of the brand on the Saudi economy and society. In 2022, MDLBEAST’s flagship events, including Soundstorm 22, XP Music Futures, and Balad Beast, attracted a staggering 750,000 visitors, marking a 6% increase over the previous year.

The comprehensive study, which explores the transformative effect of MDLBEAST’s initiatives, highlights economic and societal impact as key areas.

Social Impact
MDLBEAST’s positive social impact encompasses various aspects of Saudi society, including enhancing the job market appeal within the music industry, increasing women’s participation in the economy, fostering community cohesion and pride, promoting creativity, inspiring entrepreneurship, and aligning with the Saudi Vision 2030.

MDLBEAST events help shed light on the progressive and revolutionary ideals of youth culture – giving Saudi Arabian culture equal footing in the international community. More than 10,000 visitors from other countries traveled to Saudi Arabia for MDLBEAST events, with more than 35% of the visitors coming from Europe and 30% from the Americas.

“What I just witnessed was truly special. It felt like a cultural shift. A change. Like Woodstock in the 1960s”

Nationally, Saudi youth found SOUNDSTORM to be “life-changing”. 95% of Soundstorm ’22 visitors feel it was a life-changing experience.

“What I just witnessed was truly special. It felt like a cultural shift. A change. Like Woodstock in the 1960s,” says American actor Armie Hammer.

Notable statistics from the study include:

Economic Impact
MDLBEAST’s commitment to supporting the local economy is evident, with a remarkable 63% of its spending remaining within Saudi Arabia. In 2022, the events benefited 245 local vendors and reduced reliance on international suppliers. Additionally, visitor onsite spending surged by 131% from the previous year.

The indirect impact on the economy is equally significant, with a total of 450 million SAR stemming from visitor offsite spending, reflecting a 38% increase from the previous year. Three main sectors benefited the most from this spending: travel (36%), accommodation (19%), and entertainment (18%).

MDLBEAST is not just an entertainment company; it’s a transformative force led by a diverse range of Saudi and non-Saudi women and men united in their passion for music and events

The induced impact added a remarkable 840 million SAR to the Saudi economy in 2022, creating revenue opportunities for local businesses and generating 660 million SAR while retaining 184 million SAR that would have otherwise been spent abroad by those travelling to similar music festivals.

The Return on Investment (ROI) for MDLBEAST events in 2022 reached an impressive 221%, demonstrating the increasing efficiency of the organization’s economic endeavours.

MDLBEAST Leadership and Vision
MDLBEAST is not just an entertainment company; it’s a transformative force led by a diverse range of Saudi and non-Saudi women and men united in their passion for music and events. The brand offers a variety of experiences through events, music, and venues, striving to become the leading Live Events player in the MENA region.

MDLBEAST’s sustainability efforts are underpinned by diverse revenue streams, including ticket sales, sponsorships, and private investments, supporting MDLBEAST Records, Gaboo, MDLBEAST Presents, XP Music Futures, and more. MDLBEAST’s ultimate goal is to become sustainable and continue its organic expansion, believing that the power of music transcends borders and has the profound ability to bring people together on ‘the global dancefloor.’

KSA and the wider region are undergoing a profound social and cultural transformation, and MDLBEAST is at the forefront, forging a true connection between the region and the world through the unifying language of music.

About MDLBEAST
MDLBEAST is a leading music entertainment company based in Saudi Arabia, dedicated to showcasing both established and emerging local, regional, and global talent. Through innovative live entertainment experiences, the company aims to connect regional audiences with top artists from around the world. With a focus on events, music, and venues, MDLBEAST is poised to revolutionize the music scene not only in KSA, but throughout the MENA region.

 

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XP Music Futures announces return to Riyadh

XP Music Futures – the Middle East and North Africa’s prominent conference dedicated to amplifying the region’s music and creative scene, has officially announced dates for this year’s event.

Taking place from 7-9 December in Riyadh, this year’s XP will not only hone the surging and ongoing success of the region’s nightlife industry – the fastest growing in the world, but will create a vibrant playground of collaboration and creativity for artists and professionals in the region. Widely considered the most forward-thinking gathering of music leaders in the region, XP Music Futures aims to stimulate the new generation of music professionals in the wider MENA region, while sparking collaborations with the global music community.

XP Music Futures will offer new formats to its visitors including Arabic sessions and workshops, as well as mixers to bring international and regional talent together. The conference will also offer networking forums and demo labs, showcasing the latest technologies in the music industry to participants, and will be building its programme on four pillars: talent, scene, impact, and innovation.

2023 will also see XP focus on its commitment to mentor and build communities

2023 will also see XP focus on its commitment to mentor and build communities, announcing the introduction of a new addition to XP’s efforts in developing the scene in the region: Hunna. Composed of two integral parts, the Hunna initiative is a groundbreaking initiative designed as a platform and safe space for women in the music industry to gain the necessary mentorship to develop their skills and careers, while also collectively disrupting the outdated and non-equitable systems in the music industry at large.

The first part of the Hunna programme will pair rising female talent with experts in their field for a three-month mentorship programme, kicking off in June. By creating meaningful connections, the Hunna programme aims to connect women in the music industry, to foster a stronger, more equitable, music ecosystem. The second part of the Hunna programme will organise a gathering of minds at this year’s XP Music Futures, focusing on difficult yet necessary conversations at this year’s conference, such as female representation and equity in music spaces. Between initiatives like this, and a 2022 speaker lineup that was 44% women, it’s easy to see why many are considering XP Music Futures a true testament to diversity.

This year’s conference will also see the return of XPerform, a competition for vocalists giving vocal talent in the region the chance to show what they’ve got on the stages of XP Music Futures while also growing their career with the eponymous MDLBeast Records. We are excited to announce that YouTube is officially sponsoring the initiative, aimed at discovering and nurturing emerging musical talent in the Middle East.

As part of the partnership, Liliana Abudalo – head of YouTube Music, Mena, will join the panel of judges to help select the top talent, alongside Matthew Dicks, Banah Anabtawi, Karima Damir and LilEazy. Last year saw hundreds of singers submit applications, with the Top 5 entries being flown to Riyadh for a live performance in front of a panel of expert judges. After the dust had settled, Saudi vocalist Asayel has crowned the winner, acting as the catalyst for the thrilling next chapter of her career. Now ready to bring the next great vocal talent to the limelight.

XP Music Futures 2023 promises to be an eye-opening experience that brings together the brightest minds and talents from music, tech, and business

Another new innovation the conference will be showcasing this year is XP Presents. XP Presents will be focusing on a specific region every year to showcase its diversity and to highlight its culture to the XP audience. This initiative will encourage cultural exchange and the celebration of cultural diversity. This year, the spotlight will be on South Korea, known for its thriving pop culture, including K-pop music, Korean dramas, and Korean films. With cutting-edge technology, the country is also driving the innovation in the musical and cultural fields, contributing to the South Korea’s rich and vibrant culture.

Next to a busy programme for this year’s conference, the XP team has been organising smaller scale focus group workshops around the region called XChange. With this workshop, they are curating a panel, workshop, showcasing performances and a networking mixer in Abu Dhabi, Cairo, Amman, and Riyadh, leading up to the conference in December. XChange doesn’t just increase XP’s impact on the entire MENA region, it also allows the team to get an even better insight into each local scene and to tailor XP Music Future’s programme to the wishes and needs of the whole region to offer the best quality of sessions and workshops during the annual three-day conference in Riyadh.

Speakers for this year’s event will be announced shortly, but the conference has unveiled that it will be opening its doors to aspiring professionals and enthusiasts of all ages for the very first time, offering workshops and activities for children and families as well.

Continuing to chase its goal of expanding opportunities for music industry professionals of all backgrounds, inspiring future generations, and laying the groundwork for establishing equitable industry policies for growth within the MENA region, XP Music Futures 2023 promises to be an eye-opening experience that brings together the brightest minds and talents from music, tech, and business. Join as XP uncovers the unseen from 7-9 December and personally take part in shaping the future of the global music industry.

 

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A Rare Breed: Ginger Owl celebrates 10th anniversary

When you consider the baptism of fire that was Nancy Skipper and Julie Chennells’ entry into the live music industry, it’s no wonder their company became renowned for delivering when the heat is on.

The North London-born pair first met in 1998, working in the hallowed offices of Harvey Goldsmith CBE, the legendary English promoter who has worked with everyone from Madonna to The Rolling Stones but who is perhaps best known for Live Aid and the Teenage Cancer Trust shows.

Though Chennells gained some prior experience in the live music industry, working as a festival production assistant for Mean Fiddler, both women agree that Goldsmith’s office is “where it all began.”

“It was mad,” Chennells tells IQ. “It was a traditional rock and roll company – chaotic, fun, busy. There were lots of big personalities. It was incredible really.”

According to Goldsmith, the company at that time was producing 750-plus concerts a year, with Julie and Nancy supporting Pete Wilson, Dennis Arnold, and Andrew Zweck.

“Harvey [Goldsmith] was a great teacher”

“I worked in all the different departments in that company – from ticketing to production to marketing,” says Chennells. “It was a good exercise in being able to turn your hand to anything. And Harvey was a great teacher.”

Goldsmith, who is known as “our industry dad” to Skipper and Chennells, tells IQ he taught them as much as he could about the touring business: “They have seen it all, every bit of madness that our world offers, and have not only survived but have thrived. They are a great team.”

Chennells adds: “It changed me completely that job – more so than anything else. You had to be really resilient and – to use a cliche – work hard, play hard. I’ve never really experienced a job like that. Everything after that was never quite as mad.”

“Plus, he knows all the music industry legends,” says Skipper who worked as a bookkeeper at a media company in Soho before joining Harvey Goldsmith in 1997. “There aren’t many people in the UK industry of his generation that haven’t worked with him. As a result, we know so many big players in the industry.”

Some of those big players proved to be the stepping stones from Goldsmith’s office to their freelance careers to eventually launching their own company. Skipper left Goldsmith’s operations in 2005 to move to Devon in the southwest of England, and though she’d resigned herself to getting “a regular job,” her fate in the live music industry was sealed.

“When you’re repping on your own, you have to do every single thing, from security briefings to guestlist”

“Paul Loasby, manager to Jools Holland and Pink Floyd guitarist David Gilmour, kicked off my freelance career,” she explained. He said, “It’s fine if you leave [Harvey], but you can take the work with you and do it remotely.”

“David Gilmour started touring in 2005/06, so I was really busy straightaway. If that hadn’t happened, I wouldn’t have had the financial ability to kind of support myself and start my career as a freelancer. Allowing me to work from home was a really progressive approach from Paul. He just wanted to make sure that he had consistency with the people that he was working with.”

Skipper and Loasby went on to produce a Jools Holland tour every single year after that, as well as two more tours for Gilmour. To this day, the pair still look after the famed artists.

Chennells, meanwhile, left Goldsmith’s company in 2004 and also pursued a freelance career, primarily production-repping on behalf of Live Nation and SJM for increasingly large shows.

“I got some real hands-on experience during that time,” she says. “When you’re repping on your own, you have to do every single thing going, from security briefings to guestlist to production load-in. That time really cemented my knowledge of the other side of the industry that maybe I hadn’t got when I was office-based.”

“We did around 11 weeks of back-to-back festivals straightaway… our first year of [Ginger Owl] was incredible”

Though each of the women went their separate ways after the Goldsmith years, their paths crossed more than ever as freelancers. “More and more, Nancy and I got each other into jobs,” says Chennells. “Sometimes clients wanted two of you or sometimes I couldn’t do it and she could do it and vice versa.

“We both always worked as freelance artist liaison reps on the Live Nation festivals (before they became Festival Republic), but then we were asked to take over running the backstage. Between us, we were running all of their festivals that year, and at the same time, we also had other jobs coming in that we worked on together as freelancers.”

Eventually, the pair were working on so many freelance jobs together, forming the company felt like the next logical step. “It took us longer to decide what to call it than it did to decide to do it,” laughs Skipper.

Ginger Owl was officially launched in April 2013 and from the get-go, business boomed. “We did around 11 weeks of back-to-back festivals straightaway… our first year was incredible,” says Skipper. “We got a lot of work from Live Nation that first year. They’ve always been so supportive of us – from the festivals to touring to VIP work to guestlists work, we’ve always counted them as one of our major clients.”

Live Nation and Festival Republic weren’t the only clients that remained loyal to Ginger Owl. The pair retained Teenage Cancer Trust, One Fifteen’s Jools Holland Autumn Tour, The BRIT Awards, Loudsound, Beautiful Days festival, and MTV from their prior era.

“We often get calls where people say: ‘This is going a little wrong, we need a team in here”

And their offering has only gained value with the recent launch of their bespoke software systems, GO Advance and GO Backstage, which streamline event management, accreditation, logistics, and advancing.

On top of that, the pair have continued to build a reputation as ‘firefighters’ of the industry – a skill they believe was honed at Harvey Goldsmiths. “We do have a reputation as fixers,” says Chennells. “We often get calls where people say: ‘This is going a little wrong, we need a team in here.’”

“People come to us in a last-minute situation because they know that we have access to all the people that they need,” adds Skipper.

She recalls a time in the early days of Ginger Owl when she was asked last minute to work on a “wild concert” in Nigeria for an oil and gas company. Her response was classic: “Sounds dangerous; I’m in.”

“Within a week, I had all my jabs done and was on a plane. But I was the only female on a 64-person team when I landed there, so in the dressing rooms it was quite crazy – a real eye-opener.

“I was the only female on a 64-person team when I landed there, so in the dressing rooms it was quite crazy”

“There we really did face issues with me being a female – they just weren’t used to having a woman ask or tell them things at all. Obviously, the international team was absolutely fine – they were quite used to it – but dealing with the artist side was very hard. It was a real baptism of fire. I think that’s where my addiction to really difficult shows started,” she laughs.

It may be that addiction that led Ginger Owl to take on their biggest international client yet – MDLBEAST, the Saudi Arabia-based entertainment company behind Soundstorm Festival and XP Conference.

Contrary to what one might think, Skipper says that Ginger Owl’s challenges in the market have “nothing to do with them being female and everything to do with Saudi being a really new market.”

“They just have a completely different way of working,” she explains. “They will phone you at four in the morning and tell you that one of the artists wants to go on a trip into the dunes the next day and expect it done. At first, we fought against it, but it’s actually just a cultural difference.

“I think, in a slightly sick way, I quite enjoy the challenge”

“You still have to do your prep, but you also have to be ready to deal with anything. We get calls for Soundstorm where they say the head of a tech company is on his way, and he’s going to need cars, hotels, and visas, and his jet lands in however many hours. And there’s nothing you can do except just get on with it. I think, in a slightly sick way, I quite enjoy the challenge,” she laughs.

With MDLBEAST demanding ample time and manpower, Ginger Owl has set up a whole team in Saudi led by Skipper, who now splits her time between Riyadh and Suffolk while Chennells manages the UK side of the business.

In the last two years, the Ginger Owl team has grown to 12 full-time staff, as well as a raft of multiskilled industry professionals on a freelance basis.

Last year, that team worked on 85 events including 39 festivals, 20 awards shows and TV productions, 6 tours, 11 unique events, 6 film/ TV premieres, 2 landmark sporting events, and the state funeral. And with 2023 looking to be just as busy for Ginger Owl, IQ asks Chennells and Skipper what’s next for them.

“We’re trying to step back and be more strategic and let our managers run the festivals, and then we can oversee it all… I think we’d like to do less firefighting,” laughs Chennells.

 

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Top dance acts set for Qatar World Cup concerts

Calvin Harris, David Guetta, Fatboy Slim and Steve Aoki head the line-up of international dance acts announced for MDLBeast’s Aravia concert series, which will take place in Qatar during the 2022 FIFA World Cup.

The nightly raves will be held at the purpose-built Al Rihla venue in Doha from 21 November to 18 December. Tickets start at QAR199 (€57).

Other artists will include Afrojack, Hardwell, Rae Sremmurd, Tinie and Tyga, alongside regional stars Amr Diab, Ayed, and Hamaki and up-and-coming Saudi talent such as Biirdperson, Cosmicat, Dish Dash and Vinyl Mode. Performances will kick off at the end of each match during the international football tournament.

MDLBeast also promotes the Soundstorm festival and XP Music Futures conference in Riyadh, with Aravia marking its first event to be held outside Saudi Arabia.

“Our mission goes far beyond the music scene in Saudi Arabia”

“Our mission goes far beyond the music scene in Saudi Arabia,” says Talal Albahiti, chief operating officer and head of talent booking at MDLBeast. “On the contrary, it is aimed at growing the music industry region-wide and ensuring we create a sustainable music industry, inspiring and empowering the entire ecosystem.

“Between our annual flagship event Soundstorm in Riyadh and Aravia in Doha, we are thrilled to travel out of Saudi for the first time and be hosting these incredible music events.”

FIFA has also announced plans to stage free concerts starring “top global and local music acts” as part of a reimagined Fan Festival at the World Cup. The festival will be held at one central location at Al Bidda Park in Doha.

 

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Exploring the future of music in the Middle East

Exploring the future of music in the Middle East through the lens of innovation…

The world is seeing exciting change on all fronts and the music industry is no different. To mirror these developments and build on them, MDLBeast, a Saudi music entertainment company, launched the XP Music Futures conference in 2021, with a mission to become the key accelerator of music in the Middle East and, in turn, help increase the region’s GDP. Last year’s event was a huge success, attracting 4,700 attendees, 150 local, regional and international speakers, and industry experts representing 25 countries.

XP Music Futures has already managed to cement its position as one of the Middle East music industry’s most influential events. The conference returns to Saudi Arabia for a second edition this year, and is set to kickstart Riyadh’s loudest week, taking place 28-30 November ahead of the region’s biggest music festival, Soundstorm, which runs 1-3 December. Already much anticipated, XP Music Futures 2022 will showcase ongoing initiatives and lead conversations around the conditions and infrastructures needed for a thriving music ecosystem by assembling the world’s brightest minds to create an industry-leading blueprint for innovation, self-expression and commercial success for music.

At the heart of that will be focused on four key building blocks: Talent, Scene, Impact and Innovation. The pillars will be discussed in multiple session formats, including workshops, keynotes, panel discussions and fishbowl sessions. This feature looks ahead to XP Music Futures’ Innovation pillar, the newest addition to the conference’s discussion blocks and certainly one of its most exciting.

Dedicated to being an inclusive and representative platform for the region’s music industry, XP is working with a Board of Advocates and Advisors as one way to achieve such diversity. This board includes LA-based artist, musician and technologist Arabian Prince, who is obsessed with innovation, digital technology, and music production and who shared his thoughts around innovation in the Middle Eastern music scene ahead of this year’s event.

“You can create music from anywhere now and it allows the new generation of creators to be free to express themselves much quicker”

Arabian Prince, Kim Renard Nazel said: “The fact that everyone has a computer in their pocket in the form of a smartphone is amazing. You can create music from anywhere now and it allows the new generation of creators to be free to express themselves much quicker than back in the day when we needed big synths and sequencers as well as recording studios to create music.

“I will be at XP once again this year to help expand the thinking and possibilities of new ideas in music and innovation, bringing technics, workshops and creative ideas that will help the region flourish in the music industry. Music is the language of the world, the one thing we all have in common is our love for music. New technology can help with the learning curve and knowledge. I can’t wait to see what this journey will bring, I am excited.”

Nada Alhelabi is strategy director of MDLBeast and the programme director for XP Music Futures. She shared her excitement about bringing the subject of innovation to the fore at this year’s conference edition.

She said: “Developments in digital technologies have resulted in monumental changes in most aspects of the music industry. XP is aiming to be the forerunner in the country when it comes to innovation in music and creative industries; therefore, adding innovation as one of our main pillars this year was a no-brainer.”

“Amongst the many sessions we’ve got at this year’s XP Music Futures, we will discuss Immersive Technology, Web3, Metaverse and Digital Disruption”

Innovation has always played a huge role in building and shaping the music industry, not only in the region but also on a global scale. It has changed the way people create music & evolve in the music scene. As a fact digital distribution is now accessible for any artist without even having to be signed to any labels. Our innovation pillar was introduced so that our region can gain expert insights and advice from leading music stars, tech icons, startups, investors and industry-relevant leaders. As the world is evolving around innovations, so is XP Music Conference.

“Through the innovation pillar and technology, music creators have the opportunity to present their business ideas to professionals within their industry to get their advice, discuss potential challenges, suggestions for improvement and precise guidance on how to spark the attention of potential investors.”

Looking ahead to XP 2022, Alhelabi revealed a selection of the must-attend sessions that will lead on innovation this November.

“Amongst the many sessions we’ve got at this year’s XP Music Futures, we will discuss Immersive Technology, Web3, Metaverse and Digital Disruption,” said Alhelabi.

These will be presentations, panel discussions and AMAs. We have an Immersive Technology workshop which will be a destination offering virtual, mixed and augmented reality to showcase the transformation of the music industry as it enters a new dimension. Web3, the new iteration of blockchain technology, incorporating concepts such as cryptocurrency, DAOs and NFTs, will be addressed through panels, keynote and networking sessions. As for the Metaverse segment, activities like Fishbowl, Roundtable and Think Tank will focus on understanding the metaverse through the eyes of the pioneers in this field.

“Lastly, Digital Disruption sessions will be in the form of panel discussions, presentations and AMAs (ask me anything). They will showcase innovations that highlight the nuances of live concerts in gaming environments.”

 

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MDLBeast to stage World Cup concert series Aravia

Saudi music entertainment company MDLBeast has unveiled details of its new concert series Aravia, which will bring dozens of superstar DJs to Qatar during the 2022 FIFA World Cup.

The line-up, which will be revealed in the coming days, will comprise 56 dance acts, who will perform on the purpose-built Al Rihla stage in Doha.

MDLBeast, which promotes the Soundstorm festival and XP Music Futures conference in Riyadh, says performances will start at the end of each match of the international football tournament from 21 November to 18 December.

“The launch of Aravia is a huge milestone moment for MDLBeast and for the wider region”

“The launch of Aravia is a huge milestone moment for MDLBeast and for the wider region,” says MDLBeast CEO Ramadan Alharatani. “We are known for putting on legendary live music and entertainment events thanks to the runaway success of Soundstorm, and to have 28 nights of AAA DJs and music in Qatar this year is an exciting prospect.

“We look forward to bringing the best of dance music to football fans from all over the world.”

The news comes days after FIFA announced it is to stage free concerts starring “top global and local music acts” as part of a reimagined Fan Festival at the World Cup. The festival will be held at one central location at Al Bidda Park in Doha.

 

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XP Music Futures 2022 to focus on innovation

The Middle East’s leading music industry gathering XP Music Futures is accelerating growth across the region’s already thriving creative scene.

The conference, a first of its kind, was recognised as a huge success by 87% of attendees of its debut edition. XP is home to groundbreaking discussions aimed at providing infinite opportunity for Saudi to become part of the global music scene.

The inaugural event – organised by the Saudi music entertainment company, MDLBeast – welcomed more than 4,000 music industry movers. Together, they learned from a diverse set of 150+ speakers from more than 25 different countries – of which half were female – ensuring a fair balance and representation in action, not just words.

The three-day conference also fulfilled its commitment to diversity through its day and night programming, where daytime workshops and sessions were shaped around four main pillars – Talent, Policy, Scene, and Impact – and each night came with a packed schedule of exciting live entertainment, headlined by local and regional artists.

This year’s edition from 28-30 November is also focusing on innovation. Discovering, developing, and empowering talent is key to XP Music Futures. An independent study following 2021’s maiden XP discovered that attendees found immense value in the conference’s use of local and regional talent for its daytime workshops and nighttime performances, with that relatability offering a significant degree of inspiration to the majority of attendees.

Two of the talents featured as part of XP last year were Marcela Rada and Banah Anabtawi, both of whom will be returning to Riyadh again this November. A skilled sound engineer and college professor specialised in immersive audio, Rada has years of experience working with independent artists and was one of the motivating speakers at XP 2021.

“The music business in Saudi and the region is still in its early stages, which in return, provides a huge opportunity”

“I had no clue what to anticipate as it was my first time speaking in the Middle East, but it turned out to be an experience of a lifetime and felt so natural,” said Rada. “The music business in Saudi and the region is still in its early stages, which in return, provides a huge opportunity. This is the moment we must establish a solid foundation based on important principles, education and learnings to ensure success for the local artists.”

Looking back on her experience, Bahraini singer songwriter Anabtawi said: “Having grown up in the Eastern province, it was surreal to finally be able to present my music to Saudi Arabia for the first time. I was blown away by how versatile and accepting the audience was and loved meeting other regional creatives and artists at XP.”

In support of XP’s efforts to grow Saudi and regional talents, Rada is developing master workshops for this year’s edition, titled “Music Production: From Zero to Hero,” which will cover basics from how to build your own home studio, to recording and mixing techniques, to immersive audio.

Commenting on the initiative, Rada said: “It’s important XP provides tangible support and I’m very excited to be hosting this initiative as part of that. Over the span of three-days, music production courses will be offered for an opportunity of in-depth learning which will no doubt upskill talent to the next level.”

Stressing the importance of accessible education, Anabtawi feels strongly about mentorships and talent managers to support talent in the music scene.

She added: “An important role which I believe we lack in the region are talent managers. A lot of the artists either depend on their experience or their network but there are very few, if any, official professionals in the sphere to support in building contracts, commercialising and marketing the talent and finding opportunities.

“XP provides a great platform for artists to put themselves out there, network and build relationships that could further foster their careers and fill those gaps.”

“I’m confident international interest will significantly rise if we were to truly paint an accurate picture of the scene here”

As the gateway to music in and from the MENA region, Rada has huge enthusiasm for talking about regional talent.

She said: “I’m confident international interest will significantly rise if we were to truly paint an accurate picture of the scene here. It’s incredible and XP drives this a step further. The exchanges being held benefit the music ecosystem as a lot of these important topics being discussed are not only relevant for the region.

“People tend to fear what they don’t know. However, music is a global connector and XP is leveraging this for the interest of the Saudi people, the region and the globe. There is an opportunity for a fusion of regional sounds with international artists.”

Sharing their views on what is vital to build a music career, Anabtawi stressed the importance of keeping it real when it comes to not only talent, but self-awareness.

She explained: “Don’t get lost in the process of commercialising your talent and always stay true to yourself. Also, as important as it is to have a unique voice, your network is also crucial so keep putting yourself out there. There is nothing called luck, only hard work.”

Similarly, Rada believes that relationship building is a key ingredient to career success.

“Never burn bridges, undersell yourself or play for free, and always stay focused and open to learning anything from anyone you meet,” she said.

 

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