SANAD Children’s Cancer Support Association Brings Laughter to Children in Partnership with La Vache Qui Rit

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Saudi-based non-profit SANAD Children’s Cancer Support Association has partnered with La Vache qui rit, which is celebrating its 100-year anniversary, to bring laughter to those who need it most.


SANAD Children’s Cancer Support Association provides services to children with tumors in all regions of the Kingdom, supports children’s centres with the medical equipment they need, and provides social, residential, educational and recreational services for patients and their families – citizens and residents – in need. In addition, the center also focuses on funding research and studies in the field of childhood cancer.

Running for one month starting 15 February, La Vache qui rit has introduced a dedicated web-application where consumers can register and “laugh to donate”. By showcasing the uniqueness and power of each person’s laughter, for every laugh recorded, La Vache qui rit will turn this into a monetary donation towards the SANAD Children’s Cancer Support Association.

A simple click on https://100ytlc.com is all that is required to record their laughter through the device’s microphone, each laugh recorded will boost contributions toward children in need. Donations generated through the online platform will be utilized towards the Association’s Make a Wish programme. This programme focuses on making children’s wishes come true; ranging from toys such as blocks and puzzles, to gadgets such as gaming consoles and smartphones, to large scale activities such as a curated personalized art gallery.

“We believe that our partnership with La Vache qui rit for the Golden February campaign and supporting children with cancer is a noble cause, and we proudly celebrate it this year with International Children Cancer Day. This monetary contribution will be towards “Make a wish” program that fulfills children’s wishes. We believe that making their wishes come true during the difficult times they are going through, will help improve their lives and maintain their psychological balance during intensive treatments. This year’s slogan “Gold at heart”, is for all the pure hearts who are willing to contribute to our fruitful journey, said Reem Alhegelan, General Manager, Sanad.

“We are joining forces with SANAD Children’s Cancer Support Association on our 100-year anniversary to make a difference in the lives of young children diagnosed with cancer. At La Vache qui rit, we believe that laughter is our most precious gift and our core mission is to inspire people to choose to laugh at life and garner the strength to face life’s difficulties every day. We want to give the Saudi community an opportunity to transform their laughter, or the laughter of their loved ones, into a good deed that can help those in need of optimism. La Vache qui rit has been in the homes of Saudi families for a very long time, and it is of utmost importance to us to ensure a healthier happier society for generations to come”, said Garo Matossian, General Manager, Bel Group Middle East.

La Vache qui rit was born in 1921, marking a revolution for consumers. For more than 100 years, La Vache qui rit has been bringing cheer and goodness to the world. From the very beginning, their mission has been to add happiness to people’s daily lives and to spread joy.

Present in 136 countries, the Bel Group’s founding brand has always been connected with the local markets and concerned with giving back to its communities. Over time La Vache qui rit has become a virtual icon, and a pioneer brand who invented the triangle portion for the first time across the globe. For more information please visit groupe-bel.com

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MDLBEAST Celebrates Saudi National Day with Exclusive Soundtrack and Musical Journey Around the Kingdom

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On Saudi Arabia’s 90th National Day, MDLBEAST, a leading Middle Eastern lifestyle and entertainment experiences brand, has gathered some of the Kingdom’s rising talents to launch an all-star exclusive soundtrack – Watani 90.


In addition, MDLBEAST will also deploy its online music experience platform, Freqways, to take music lovers on a domestic journey to some of the Kingdom’s most breath-taking spots. Freqways performances will be available on demand starting Thursday, 24 September, kickstarting the special long weekend.

Staying true to its mission of positioning Saudi Arabia as an emerging music, art and culture destination, MDLBEAST has teamed up with some of the best Saudi vocalists, producers and songwriters to produce a modern fusion of patriotic songs. Two versions of the track will be released, done by Saudi producers Ali Alsharif and Vinyl Mode. This collaborative tribute to the nation includes an all-star cast of Saudi vocalists; Lulwa Al Sharif, Sultan Alkhalid and Badr Hakeem, in addition to the Saudi Men and Women’s Choir. The track will also feature a music video produced by rising Saudi art filmmaker, Mohammed Hammad.

“This is a very proud and momentous occasion for the team at MDLBEAST. Watani 90, which translates to “Nation’s 90th”, is a tribute to our country on this milestone celebration. The track exudes a fusion of old lyrics derived from patriotic songs of the past such as “Fawq ham alsahb” and “Yaslamy ealaykum yal-Saudia”, reinterpreted with a modern sound. The song draws on nostalgic elements that show people’s love for the land and its rich cultural history. Our mission is to create a remix of cultures and Watani 90 is a testament to that – incorporating vocalists and producers from different fields and genres, coming together to create something fresh. It’s taking Saudi heritage and history, and repackaging it into something fresh”, says Ahmad Alammary (Baloo), Chief Creative Officer, MDLBEAST.

In addition, EDM enthusiasts will be able to access on-demand an array of Saudi’s hottest artists playing to the backdrop of the Kingdom’s iconic destinations such as the seas of Jeddah, Umluj, Neom, and the mountains Abha. The National Day line-up includes much loved artists such as Biirdperson (Lujain), Ibz, Hassane (of DishDash), Varoo, Desertf!sh, BRK and Jeme. Everyone can tune into the performances on Freqways’ official website: www.freqways.mdlbeast.com.

“At MDLBEAST, we have created a global platform for the regional creative culture and economy, where we empower emerging regional talents to become a part of a timeless and borderless world. The youth of Saudi Arabia has immense potential, and we want to support them by creating opportunities for collaboration and representation of regional and international talents under one umbrella”, concludes Alammary.

Freqways is MDLBEAST’s online music experience which launched in June 2020 as a response to the global lockdown. Inspired by airlines of the past, Freqways takes audiences on a virtual trip, with DJs performing from iconic locations around the world. It was created as a way to showcase destinations through music, art and culture. For more information, visit mdlbeast.com.

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MDLBEAST Freqways Takes 600,000 Passengers Around the World for World Music Day

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On Saturday, 20 June 2020, MDLBEAST Freqways took over half a million ‘flyers’ on a high-class virtual journey across the world.


The 12-hour digital music festival recorded over 600,000 attendees, 1.2 million views, and over 4 million engagements across social media channels. A trip that triggered a truly escapist feeling brought together music and culture lovers from various corners of the world, proving that today more than ever, music serves as a binding global force, connecting people around the world despite global lockdown measures.

Saudi DJs K.LED & Majid kicked off the festival from Riyadh at 7:00pm, immediately garnering high traction and traffic from viewers regionally and globally. The next 12 hours took the audience on an adventure across the world to more than 185 countries including USA, Egypt, UAE, Kuwait, UK, Italy, Morocco, Spain, Oman, France and Mexico.

The 12-hour livestream included many highlights from a specially curated list of local, regional and international DJs, including Steve Aoki who played an eclectic remix of influential Arabic and Saudi songs against the vibrant backdrop of the city of Los Angeles, driving the most views as well as significant online buzz and engagement.

A sense of wanderlust and escapism was evoked through the sets of Sasha, who played on a sailboat in front of Es Vedra in Ibiza to make for a beautiful and cinematic show, Benny Benassi who played in Vernazza and Vinyl Mode at Al Baha. On the other hand, EDM fans were able to reimagine their love for international clubs through the sets of Delano Smith, Hipp-e, Claptone and Deep Dish; while Jade x Tala played from one of Beirut’s hottest spots, The Grand Factory.

MDLBEAST made their first-ever digital festival more than just a unique music experience. They also partnered with the WHO foundation, encouraging viewers to donate throughout the duration of the digital festival. All funds raised during the festival will be donated to the essential work of WHO to help countries prevent, detect, and respond to the COVID-19 pandemic.

The 12-hour concert can be relived on www.freqways.mdlbeast.com.

For more information and updates on upcoming events, visit www.mdlbeast.com or follow @MDLBEAST on Instagram and Twitter.

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