SOUNDSTORM 21: Stars Thrill on the Closing Day of the BEAST that Shook the Middle East

Photo by Tim P. Whitby

It is a wrap on that redefined electronic music festivals globally and transformed the region’s musical landscape.


The historic SOUNDSTORM 21 wrapped up four days of world-class non-stop entertainment, having featured over 200 global, regional, and local acts and brought together hundreds of thousands of music lovers into Banban, Riyadh. The closing line up of the festival featured yet more global headliners such as Jason Derulo and electronic dance music phenomenon Steve Aoki, in addition to the crème de la crème of the Arab world’s pop music, Amro Diab and Nancy Ajram.

MDLBEAST CEO, Ramadan Alharatani, commented: “SOUNDSTORM 21 is a beast that changed lives, built a whole new reality in the region and redefined electronic festivals! It exceeded the expectations of everyone, including us as organizers, along with the artists and fans. It has been a success on every level, having attracted a huge number of music lovers and provided them with a safe space to enjoy the highest standards of music entertainment. We are very proud.”

RIYADH, SAUDI ARABIA - DECEMBER 19: Steve Aoki performs on stage during MDLBEAST SOUNDSTORM 2021 on December 19, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Neville Hopwood

The day four line-up of the region’s largest festival featured a very diverse selection of international and regional artists that tailored to every musical taste. This included a wide range of electronic dance music (EDM) genres, international pop stars, as well as Arab pop music headliners.

International EDM sensation David Guetta said, “When I play here it has a special meaning, and it’s incredible to witness history in the making. I came to Saudi Arabia for the first time in 2018 to perform and the first ever mixed concert, and I didn’t even realize it. When I spoke to locals, and they said this is a history making moment – it made the experience so much deeper than just performing at a festival. It’s unbelievable to see the dance music scene grow in Saudi Arabia and the Middle East, and not only does it change the lives of people, but I believe that it can really change and unite the world.”

RIYADH, SAUDI ARABIA - DECEMBER 19: performs on stage during MDLBEAST SOUNDSTORM 2021 on December 19, 2021 in Riyadh, Saudi Arabia. (Photo by Tim P. Whitby/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Tim P. Whitby

Global DJ Armin Van Buuren added, “I’m proud to perform in Saudi Arabia for the first time, and it’s incredible that so many people here love my music. I hope that together with events like SOUNDSTROM 21 we can continue to spread the love for trance music and inspire more people to come to this spectacular festival in the future.”

SOUNDSTORM 21 also featured a selection of world class artistic performance acts that offered magical entertainment that ensured a truly memorable experience for everyone attending. The sheer scale and diverse range of creative art forms brought together from all over the world offered something for everyone at the region’s loudest music festival, unrivalled by any other festival in the region and is surely up there with any other festival around in the world.

RIYADH, SAUDI ARABIA - DECEMBER 19: Amr DIab view during MDLBEAST SOUNDSTORM 2021 on December 19, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Neville Hopwood

The SOUNDSTORM 21 festival included four main areas, BIG BEAST, DANCE BEAST, DWN BEAST and UNDERGROUND. BIG BEAST is the world’s tallest and largest stage which featured many of the main acts throughout the four days of the festival. For fans who enjoy an intense dance experience, DANCE BEAST offered a closed tent with an incredible packed EDM atmosphere. DWN BEAST is an area where people could just lay down and enjoy the celebrative vibes in a more relaxed manner. As for those who enjoy music that is not as mainstream, they had four stages in the UNDERGROUND area to offer them exactly that.

RIYADH, SAUDI ARABIA - DECEMBER 19: performs on stage during MDLBEAST SOUNDSTORM 2021 on December 19, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Neville Hopwood

The organizers of SOUNDSTORM 21 provided unprecedented security measures to eradicate unwanted behaviors and deliver the best-possible experience for all attending festivalgoers. Follow the MDLBEAST social channels on Twitter and Instagram to get a taste of what it looked like at SOUNDSORM 21.

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SOUNDSTORM 21 Serves Up a Feast of Live Entertainment as Festival Enters Third Day with Another Incredible Line-up of Stars

RIYADH, SAUDI ARABIA - DECEMBER 18:  A general view during MDLBEAST SOUNDSTORM 2021 on December 18, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

The Middle East’s loudest and largest music festival attracts hundreds of thousands of fans of live entertainment as the beat continues across a brilliant array of music genres.


Hundreds of thousands continue to break attendance records on day three of SOUNDSTORM 21, with over 50 artists delivering a full day of nonstop world-class entertainment and breathtaking performances.

The day three line-up of the region’s largest festival features a very diverse selection of international and regional artists that tailors to every musical taste. This included a wide range of electronic dance music (EDM) genres, as well as Arab pop music with today’s headliners including Wael Kfoury, Tamer Honsy and Armin Van Buuren, with the expectant crowd waiting to see fan favourite David Guetta.  mdl-soundstorm21-day-3-3

Performing at the festival, the legendary techno DJ Jeff Mills said, “There is a wide variety of talent and I am especially happy to see a mixture of local, regional and international artists which is something you don’t see very often. It’s amazing to see so many female artists making their mark on the industry and shows a good example of what electronic music is and where it is going.”

RIYADH, SAUDI ARABIA - DECEMBER 18: A general view during MDLBEAST SOUNDSTORM 2021 on December 18, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Darren Arthur

The UNDERGROUND area was particularly pumping with an incredible atmosphere, as an eclectic selection of local and regional EDM artists received great interaction from the fans. The raving crowds enjoyed the beats and tunes produced by the Saudi based female DJ and violinist Kayan. In addition to that great performances were delivered by Arabianese, the popular Saudi based DJ duo, as well as the renowned Bahraini DJ Fawazo and MDLBEAST’s very own DJ Baloo amongst others.

RIYADH, SAUDI ARABIA - DECEMBER 18: Wael Kfoury performs on stage during MDLBEAST SOUNDSTORM 2021 on December 18, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Darren Arthur

When it comes to Arabic music lovers attending day three of SOUNDSTORM 21, they were treated to the highly anticipated performance acts by pop stars Wael Kfoury and Tamer Hosny. Speaking to the fans, Wael Kfoury said, “What can you say about SOUNDSTORM 21? Words just cannot describe it! You need to see it yourself to believe that this fantasy is actually a reality.”

RIYADH, SAUDI ARABIA - DECEMBER 18: Jeff Mills performs on stage during MDLBEAST SOUNDSTORM 2021 on December 18, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Neville Hopwood

The SOUNDSTORM 21 festival includes four main areas, BIG BEAST, DANCE BEAST, DWN BEAST and UNDERGROUND. BIG BEAST is the world’s tallest and largest stage which will feature many of the main acts throughout the four days of the festival. For fans who enjoy an intense dance experience, DANCE BEAST is a closed tent holding an incredible packed EDM atmosphere. DWN BEAST is an area where people can just lay down and enjoy the celebrative vibes in a more relaxed manner. As for those who enjoy music that is not as mainstream, the four stages at the UNDERGROUND area will offer them exactly that.mdl-soundstorm21-day-3-6

The organizers of SOUNDSTORM 21 continued to provide unprecedented security measures to eradicate unwanted behaviors and deliver the best-possible experience for all attending festivalgoers. Constant updates and announcements are communicated via the MDLBEAST social channels on Twitter and Instagram to enhance the experience of all fans attending the festival.

Tickets are still available for sale on: tickets.mdlbeast.com

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SOUNDSTORM 21 Opens its Doors as Over 100,000 Fans Descend on the Region’s Loudest Music Festival

RIYADH, SAUDI ARABIA - DECEMBER 16: Mohamed Hamaki performs on stage during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

A dream line-up of over 200 artists including the world’s biggest electronic dance music (EDM) headliners, the Arab world’s leading pop artists and the best up-and-coming regional talent.


SOUNDSTORM 21 kicks off today with a sell-out in Banban, Riyadh to commence four days of non-stop world class entertainment. Hundreds of thousands of music enthusiasts will be treated to elite performances by dance music royalty, along with a host of the region’s biggest music superstars from Thursday to Sunday.

RIYADH, SAUDI ARABIA - DECEMBER 16: A general view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

RIYADH, SAUDI ARABIA – DECEMBER 16: A general view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

Talal Albahiti, chief operating officer and head of talent booking and events at MDLBEAST, commented: “SOUNDSTORM 21 is a historic statement by festivalgoers in Saudi Arabia and the region, as fans are showcasing once again our great passion for music. This festival lives up to the highest standards of music entertainment on a global level, providing a safe space for everyone to enjoy themselves and contribute to a fabulous celebratory atmosphere.”

RIYADH, SAUDI ARABIA - DECEMBER 16: Mohamed Hamaki performs on stage during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

RIYADH, SAUDI ARABIA – DECEMBER 16: Mohamed Hamaki performs on stage during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

On day one of SOUNDSTORM 21, BIG BEAST will host a selection of renowned EDM artists, including Tiesto, DJ Snake and AXWELL. In addition to that, BIG STAGE will feature performance acts by Arab pop stars Elissa, Majed Al Mohandis, Mohammad Hamaki and Rashid Almajid, who will offer a great mix of great Arab classics and the latest hits. An opportunity will also be presented for the crowds to enjoy the performance of some of the best up-and-coming homegrown regional artists such as Daddy Bisht and Vinyl Mode.

RIYADH, SAUDI ARABIA - DECEMBER 16:  General view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

RIYADH, SAUDI ARABIA – DECEMBER 16: General view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST SOUNDSTORM )

The SOUNDSTORM 21 festival includes four main areas, BIG BEAST, DANCE BEAST, DWN BEAST and UNDERGROUND. BIG BEAST is the world’s tallest and largest stage which will feature many of the main acts throughout the four days of the festival. For fans who enjoy an intense dance experience, DANCE BEAST is a closed tent holding an incredible packed EDM atmosphere. DWN BEAST is an area where people can just lay down and enjoy the celebrative vibes in a more relaxed manner. As for those who enjoy music that is not as mainstream, the four stages at the UNDERGROUND area will offer them exactly that.

RIYADH, SAUDI ARABIA - DECEMBER 16: A general view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

RIYADH, SAUDI ARABIA – DECEMBER 16: A general view during MDLBEAST SOUNDSTORM 2021 on December 16, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST SOUNDSTORM )

Day one of SOUNDSTORM 21 witnessed unprecedented security measures to eradicate unwanted behaviors and deliver the best-possible experience for the attending festivalgoers. The SOUNDSTORM 21 organizers continue to work on enhancing the experience of all fans attending the festival and you can follow all the latest announcements through the social channels on Twitter and Instagram.

Tickets are still available for sale on: tickets.mdlbeast.com

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Electrifying Performances by Over 60 World-class Artists Keep the Party Going on Day Two of SOUNDSTORM 21

Photo by Tim P.

Record numbers enjoy an eclectic mix of talent from newcomers to Arab legends and fast-paced techno to downbeat at the region’s loudest music festival in Riyadh.


After 180,000 music fans weathered a world-class storm of entertainment on a record-breaking opening day of SOUNDSTORM 21, the beat continued with a spectacular line-up of over 60 international music icons and a host of the region’s biggest superstars performing for the adoring masses on day two.

RIYADH, SAUDI ARABIA - DECEMBER 17: Myriam Fares performs on stage during MDLBEAST SOUNDSTORM 2021 on December 17, 2021 in Riyadh, Saudi Arabia. (Photo by Tim P. Whitby/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Tim P.

Eager to return after a high energy first night, festival-goers flowed into the ginormous venue and arrived early in anticipation for one of the strongest and diverse line-ups to grace any festival worldwide as Future, Major Lazer Soundsystem and Martin Garrix, prepared to take to the main ‘BIG BEAST’ stage.

RIYADH, SAUDI ARABIA - DECEMBER 17: Assala Nasri performs on stage during MDLBEAST SOUNDSTORM 2021 on December 17, 2021 in Riyadh, Saudi Arabia. (Photo by Tim P. Whitby/Getty Images for MDLBEAST SOUNDSTORM )

Photo by Tim P.

“The opening of SOUNDSTORM 21 was just beautiful. It’s packed with such a diverse crowd, men and women from all different age groups, everyone came here. I was curious to see the attendee count on the first day and it did not disappoint,” said MDLBEAST Chief Creative Officer Ahmad Alammary, also known as DJ Baloo. “It is day two and everyone is still dancing, running from stage to stage, discovering music and having a really good time. I’m just happy off the charts,” he added.

Photo by Tim P.

Photo by Tim P.

On day two of SOUNDSTORM 21, BIG BEAST hosted another great selection of the world’s best EDM artists, including Sebastian Ingrosso, as well as performance acts by Arab pop stars Asala, Myriam Fares and Balqees. As a constant source of pride and inspiration for the local music scene,  MDLBEAST gave the privilege of closing out day two to Dish Dash, a DJ duo who are among the region’s most popular up-and-coming homegrown artists.

Photo by Darren Arthur

Photo by Darren Arthur

Speaking after sampling the unique energy and atmosphere of SOUNDSTORM 21,Taleen, 27, said, “The event is way bigger than I expected, there’s something going on everywhere and there’s something for everyone”. From her side Sara, 21, said “This is the first ever festival I’ve been to and it’s awesome! We saw DJ R3HAB and he was amazing.” As for Sherif, aged 35, he said “It’s been an amazing experience. Exceeding my expectations. We’re waiting for more and more over the coming days. I’m really anticipating Salvatore Ganacci.”

Photo by Neville

Photo by Neville

While Mariam, 24, reflected on what this festival means for young people like her in Saudi: “Having an event like this in Saudi is a big deal. Years ago I would’ve never ever imagined this. It makes you feel like you don’t ever want to leave the country.” Her friend Shahinaz, 26, echoed her thoughts, “Everything happening right now in Saudi and an event like this makes me never want to leave. I love it!”.

Photo by Darren Arthur

Photo by Darren Arthur

The SOUNDSTORM 21 festival includes four main areas, BIG BEAST, DANCE BEAST, DWN BEAST and UNDERGROUND. BIG BEAST is the world’s tallest and largest stage which will feature many of the main acts throughout the four days of the festival. For fans who enjoy an intense dance experience, DANCE BEAST is a closed tent holding an incredible packed EDM atmosphere. DWN BEAST is an area where people can just lay down and enjoy the celebrative vibes in a more relaxed manner. As for those who enjoy music that is not as mainstream, the four stages at the UNDERGROUND area will offer them exactly that.

Photo by Tim P.

Photo by Tim P.

The organizers of SOUNDSTORM 21 continued to provide unprecedented security measures to eradicate unwanted behaviors and deliver the best-possible experience for all attending festivalgoers. Constant updates and announcements are communicated via the MDLBEAST social channels on Twitter and Instagram to enhance the experience of all fans attending the festival.

Tickets are still available for sale on: tickets.mdlbeast.com

Read More...

XP Music Conference Wraps up its Activities in Riyadh & Sets a Roadmap for a Thriving Regional Music Industry

Photo by Neville Hopwood

The middle east’s largest ever gathering of globally leading music industry figures addressed the most pressing matters facing the region’s musical landscape. 


The closing day of the XP Music Conference took place today in Riyadh, gathering thousands of music enthusiasts and industry professionals at Jax, Diriyah. The conference featured 150 industry leaders who engaged in 58 different activations including workshops, fishbowls, keynotes and discussion panels that aimed to lay solid foundations for a thriving regional music industry.

RIYADH, SAUDI ARABIA - DECEMBER 15: is seen on stage during MDLBEAST XP on December 15, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST XP )

Photo by Neville Hopwood

“It’s been a great success, but this is clearly a point of departure and not one of arrival. In those three action-packed days we brought together the best minds in the world to draw a roadmap that leads us to a thriving future for music in the region,” said Nada Alhelabi, Director of programming at XP. “I believe we have shed the light on a great number of opportunities for talent, publishers, record labels and streaming platforms, as well as helped identify key threats and challenges facing the industry in Saudi Arabia and the region,” she added.

RIYADH, SAUDI ARABIA - DECEMBER 15: is seen on stage during MDLBEAST XP on December 15, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST XP )

Photo by Neville Hopwood

The program at day three of XP covered all four building blocks for the future of the regional music industry as identified by the conference, which are Talent, Scene, Policy and Impact. This included 20 different workshops, discussion panels, fishbowls and closed-door sessions that addressed the most pressing matters facing the regional music industry.

The Talent building block was covered on day three of XP through seven activations, including a session titled “Amplifying Music Futures: What Do the New Generation of Creatives Need to Thrive?”, which featured a discussion panel and a powerful live performance by the up-and-coming Saudi singer TamTam. The challenges and opportunities facing nightlife in the region were also identified by a discussion panel titled “A Glance into the Regional Nighttime Economy”, followed by a workshop that presented applicable solutions. Four other discussion panels covered topics related to regional talent, including the evolution of record labels, the breakthrough of underground talent, the role of digital innovation in empowering new talent, as well as nutrition and its role in enhancing creativity.

RIYADH, SAUDI ARABIA - DECEMBER 15: is seen on stage during MDLBEAST XP on December 15, 2021 in Riyadh, Saudi Arabia. (Photo by Neville Hopwood/Getty Images for MDLBEAST XP )

Photo by Neville Hopwood

The closing day of XP covered the Scene pillar through three different discussion panels, including a closed-door session held by the Music Commission and involved different key stakeholders who discussed music production and performance initiatives. Two other panels explored the current middle eastern musical landscape and how it can be developed, as well as music copyrights in the region.

RIYADH, SAUDI ARABIA - DECEMBER 15: is seen on stage during MDLBEAST XP on December 15, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST XP )

Photo by Darren Arthur

The Policy building block was key in day three of XP, as six different activations addressed different topics, including a highly engaging fishbowl session that discussed the establishment of safer spaces for women and vulnerable communities at music events. The other discussion panels covered topics such as building a more inclusive music industry, the social, cultural and economic impact of music, the building of music communities, as well as getting the music industry heard. The XP Music Conference also witnessed the launch of ESMAA, an ambitious project by PopArabia and MDLBEAST, which is meant to tackle the complexities of music rights licensing for end-users in Saudi Arabia and the region.

RIYADH, SAUDI ARABIA - DECEMBER 15: is seen on stage during MDLBEAST XP on December 15, 2021 in Riyadh, Saudi Arabia. (Photo by Darren Arthur/Getty Images for MDLBEAST XP )

Photo by Darren Arthur

Four other different sessions highlighted the Impact of the music industry on the society, including a workshop that explored safety at events and how it could help lead to more events in the region. A fishbowl session also evaluated the role of music in promoting equality in the Middle East, highlighting the role of female leaders in the industry. Two other panels discussed mental wellness in music, as well as sustainability and the environmental impact of music events.

For further details about XP Music Conference, please visit: mdlbeast.com/xp

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Know the Route, Rideshare, & Arrive Early – MDLBEAST

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MDLBEAST Confirm Crucial Travel Advice for SOUNDSTORM.


  • NO ACCESS TO SOUNDSTORM VIA KING FAHD ROAD
  • Taxi or drops off will be at PARK AND RIDE and available for all
  • Main route and parking for VIB and STORM BLAZERS is only King Khalid / Salbukh Rd
  • STORM CHASERS must use PARK AND RIDE to access SOUNDSTORM, accessible via Abi Bakr As Saddiq Rd or Prince Faisal Ibn Bandar Ibn Abdulaziz Rd

In anticipation of the biggest music festival in the region, with an exceptional line-up of 200+ artists taking on the MDLBEAST stage, and tens of thousands of people entering each day, event organizers have revealed transportation instructions for SOUNDSTORM festival goers attending 16-19 December in Riyadh.vib-cartoon

While MDLBEAST have taken measures to minimize congestion, ticket holders are encouraged to arrive early to ensure a smooth entry into the venue site as there will be road restrictions on the way to the SOUNDSTORM festival. Attendees must also factor in time to get to the venue as security and COVID (Tawakkalna) checks will take place prior to accessing the event.vib-map

With such high volumes of attendees expected, ridesharing will almost certainly be one of the best ways for attendees to get quick entry to SOUNDSTORM. Any ticket holder can go in the same car as a VIB or BLAZER meaning one car park pass can benefit multiple attendees.blazer-cartoon

For STORM CHASERS, unless travelling in a VIB or BLAZER car with a parking pass, the PARK AND RIDE area for taxi or drop offs will be the only point of access for them. It can only be reached from Abi Bakr As Saddiq Rd or Prince Faisal Ibn Bandar Ibn Abdulaziz Rd. blazer-map

MDLBEAST have advised that only STORM BLAZER and VIB ticket holders will be allowed on King Khalid / Salbukh Road to access their respective parking and venue site; no CHASER ticket holders will be granted access through King Khalid / Salbukh Road unless they are with a VIB or BLAZER who has collected their parking pass.

In order to be able to enjoy access to parking, Blazers and VIBs must collect their passes BEFORE THE EVENT from the Virgin Megastore at Nakheel Mall or the Virgin Megastore in the Music Zone at Riyadh Boulevard.chaser-cartoon

The party is soon to begin, and fans can stay on the pulse of news by following @MDLBEAST across social media for the latest updates or downloading the MDLBEAST app from Apple and iOS app stores.

Limited tickets available now from tickets.mdlbeast.com

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An Action-Packed Day Two at XP Builds on the Momentum of a Very Successful Opening Day

MDLBEAST XP 2021 - Day 1

The conference is witnessing highly engaging sessions that present opportunities to accelerate the development of the regional music industry.


A truly remarkable opening day at the XP Music Conference witnessed the gathering of thousands of music industry professionals from around the world in Jax, Diriyah. The highly engaging sessions built a lot of momentum for day two of the event which will feature 18 different workshops, keynotes and discussion panels.

Speaking at the conference, Nada Alhelabi, Director of programming for XP said, “There’s a lot of effort put into planning and delivering a conference of such magnitude in Riyadh, but today showed the industry’s great appetite for such an event to take place in Saudi Arabia and the region. The music industry’s room for growth in the region is massive and we are exploring much more potential by bringing together all these creative minds from diverse backgrounds into Riyadh. Here they could all share and build their ideas together to fulfil their ambitions, which in turn will help grow the regional music industry as a whole.”

MDLBEAST XP 2021 - Day 1

Day one at XP witnessed a series of live performances and activations that received high engagement and interest levels from the attending guests. A particularly popular session was the closing one for the opening day at the XP Arena, which featured Princess Haifa Bint Mohammed Al Saud, Assistant Minister for Tourism at the Saudi Ministry of Tourism, responsible for implementing the National Tourism Strategy. The session discussed the role music can play in boosting tourism and contributing to a sustainable new Saudi economy.

MDLBEAST XP 2021 - Day 1

Day two at XP will cover all four building blocks of the regional music industry that were identified by the conference, Talent, Scene, Policy and Impact. This will be through an action-packed and highly engaging program that brings together labels, publishers, talent, NGOs, GOVs, events’ companies, entrepreneurs and music media.

MDLBEAST XP 2021 - Day 1

Mohammed Al Mulhem, CEO the Saudi Music Commission said, “The alignment between the Saudi Music Commission and MDLBEAST’s XP has the potential to be one of the most significant and important partnerships in Saudi Arabia’s cultural history. The shared ambition to support and drive forward the music industry has already opened new opportunities for artists in the region and will continue to do so, at pace. As the music infrastructure in the country continues to grow, the commission and XP’s championing of music culture, alongside their owned responsibility for its success, will reap benefits for performers, music, culture and communities for generations to come, and will be felt around the world.”MDLBEAST XP 2021 - Day 1

On day two of XP, the Talent building block will be addressed through five activations, including a discussion panel and a workshop session both moderated by DJ Baloo to map out the future of the local and regional nightlife scene. Three other discussion panels will be held during the day to cover topics such as discovering talent at an early stage, the latest platforms and tools that are disrupting the music industry and the professionalisation of music in Saudi Arabia.

MDLBEAST XP 2021 - Day 1

The Scene building block will be examined on day two through four different discussion panels that focus on how digital media is changing the landscape, the role of technology in governing music copywrite registration, monetizing music distribution, as well as the intersection of music and visual technology.

MDLBEAST XP 2021 - Day 1

The program on day two of XP will cover the Policy building block through four different activations that include a workshop titled “Influencing Decision Making for The Creative Industries”. A discussion panel will also be held to share quantitative learnings of a cultural report that covers the rapidly transforming youth culture in the region. The Music Commission will also hold two closed door sessions that examine the impact of the different major events taking place in Saudi Arabia on its music industry as well as initiatives related to intellectual property. MDLBEAST XP 2021 - Day 1

Day two of XP addresses the Impact of the music industry through five different activations. This includes two keynotes, the first one by Michael Jobson, Production Director at Middle Beast, who will address the challenges and opportunities facing music touring in the middle east, and the second by Paul Schurink, co-founder of Green Events Netherlands, who will present a case study covering the Coldplay 2021 eco-friendly tour. A workshop will also be held to develop creative solutions to real-life challenges facing music touring in the region, as well as two panels that discuss the possibilities of an eco-friendly music industry and the example set by female leaders in music.

For further details about XP Music Conference, please visit: mdlbeast.com/xp 

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MDLBEAST Reveals Unprecedented Safety & Security Measures at SOUNDSTROM 21

soundstorm-festival-returns-to-riyadh-for-2021

Over 8,000 security professionals on ground and state-of-the-art technology solutions are set to ensure the best possible experience at SOUNDSTORM 21.


MDLBEAST, the organizers of SOUNDSTORM, the biggest and loudest music festival in the Middle East, has reaffirmed its commitment to delivering the best-possible experience for festival-goers with unprecedented security measures at SOUNDSTORM 21.

The implementation of the strict measures to help eradicate unwanted behaviors and create a safe and fun space for all comes as the countdown to the festival continues; SOUNDSTORM will take place at Banban, Riyadh between December 16-19.

“We want everyone, male or female, to have the best possible experience at SOUNDSTORM this year. We are implementing safety measures that are well above the set global standards to ensure every incident is dealt with as necessary. We are working for everyone to feel like they are in a safe space where they can just enjoy themselves, ” said Nada Al Helabi, strategy director at MDLBEAST.

“To implement those safety measures and make everyone at ease we have supported the police force, MDLBEAST security personnel and ushers, with a team of over 1500 volunteers, equally split between males and females, acting as our safety ambassadors.” she added.

Over 8,000 security professionals and response teams will be on ground at SOUNDSTORM 21, providing a ratio of approximately one guard for every 30 festival-goers. Every spot at SOUNDSTORM 21 will be consistently monitored through 335 CCTV cameras and security professionals active across the entire venue. A team of security professionals will be monitoring and reporting every incident from a centralized location, where issues are evaluated, responses are monitored and decided in collaboration with the local authorities.

As part of the measures, attendees can expect swift responses to reports of misconduct and safety issues, and appropriate consequences for wrongdoers. Anyone found to be violating the MDLBEAST Code of Conduct  will face immediate removal from the event site without refund and will be presented to the authorities for legal recourse. Attendees and participants are encouraged to become “active bystanders”, intervening during any incidents of  wrongdoing they might witness through non-violent language and actions. All participants should remember that if they see something, they should report it using the official MDLBEAST app.

“We want everyone who comes to our events to have the best possible experience. Safety, security, and the opportunity for great fun is something we at MDLBEAST are striving to provide for all our attendees, female and male, as we will not accept any form of misconduct. We’ve had dedicated teams, bringing best-practice from around the world, working tirelessly to create a safe and fun place for all,” said MDLBEAST CEO, Ramadan Alharatani.

“We ask all attendees to read our Code of Conduct and familiarize themselves with reporting mechanisms as well as ways to support others in need. This is our community and we want to keep it safe.”

SOUNDSTORM participants, including ticket holders, staff, vendors, artists sponsors, and crew, are expected to abide by our code of conduct. A thorough training program was also conducted to all on ground staff representing MDLBEAST on how to identify misconduct, how to report it and how to follow all the subsequent protocols, as the repercussions of misbehavior results in immediate expulsion from the site festival.

Everyone attending SOUNDSTORM 21 is advised to locate at arrival all the surrounding security and safety points to be used in case of any emergency. The festival goers are also advised to agree with their companions on specific meeting points at the festival in case they lose each other, given that crowds can interrupt the signal of mobile services.

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XP Music Conference Kicks off Today in Riyadh

MDLBEAST XP 2021 - Day 1

The three-day conference by MDLBEAST is set to become the largest gathering of world music professionals ever seen in the region.


The XP Music Conference by MDLBEAST launched its activities in Riyadh today gathering some of the world’s leading music industry figures.

The conference hosts 58 activations over three days at Jax, Diriyah, with the first day featuring 17 different workshops, fishbowls, keynotes and discussion panels that aim to lay the foundation for a thriving music industry in Saudi Arabia and the Middle East. MDLBEAST XP 2021 - Day 1

Speaking at the conference, Nada Alhelabi, Director of programming for XP said, “In collaboration with the Music Commission we launch the XP Music Conference today in a quest to expand opportunities for music industry professionals of all backgrounds including artists, entrepreneurs and policymakers. These are exciting times for the music scene in Saudi Arabia and the region as there’s an enormous amount of potential to exploit, and XP represents the perfect platform to enable the laying of strong foundations ahead of the upcoming unprecedented surge of growth.”MDLBEAST XP 2021 - Day 1

Attending audiences at XP represent diverse backgrounds including labels, publishers, talent, NGOs, GOVs, events’ companies, entrepreneurs and music media. The conference brings together 150 leading music industry figures from 26 countries around the world, including 63 female music professionals. All activations are categorised under four main pillars which are considered the building blocks for the development of the regional music industry: Talent, Scene, Policy, and Impact.MDLBEAST XP 2021 - Day 1

On day one of XP, the Talent building block will be addressed through six activations, including the opening which will feature some of the best local up and coming musical talents, followed by a reaction panel titled “How do I get into the music industry”. Later in the day a fishbowl will cover the regional nighttime economy and a discussion panel will provide insights that help create a successful music industry in the region. Two other discussion panels moderated by the renowned music producer and DJ, Carly Wilford, will focus on how to build a DJ career. MDLBEAST XP 2021 - Day 1

The Scene building block will be thoroughly covered through 10 different activations on the first day of XP, starting with an open educational workshop covering music copywrites. This will be followed by an in-depth discussion in a fishbowl setting covering the growth of the music media industry in Saudi Arabia. MDLBEAST XP 2021 - Day 1

Tarek Mounir, ex-CEO of Deezer MENA, will also deliver a keynote that examines the current regional music industry and presents solutions to create a new economy for artists. In addition to that, the program includes five different discussion panels that will cover topics such as the role music plays in positioning a city on the global map, music and film, funding artists, intellectual property and the middle east music economy. A closed-door session will also be held during the day by the Music Commission to cover education initiatives. MDLBEAST XP 2021 - Day 1

Day one of XP addresses the Impact of the music industry through two different activations. An engaging workshop operated by the founding members of collective SheSaid.So who share their vision on how to achieve gender parity in the music industry. A panel discussion will also cover the future of creative leadership, highlighting the commercial power of diverse leadership sitting in the top seats.

For further details about XP Music Conference, please visit: mdlbeast.com 

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