The fourth edition of XP Music Futures culminated in an inspiring finale yesterday, with Ramadan Alharatani, CEO of MDLBEAST, reflecting on the remarkable journey transforming Saudi Arabia into a global music hub in just five years.
The Arena space was filled during the session titled “5 Years of MDLBEAST: Building A Future Where Creatives Can Flourish”, Alharatani recounted the early days of MDLBEAST and its ambitious vision to shift from importing entertainment to creating it:
“There was a treasure of untapped local talent that hadn’t had the chance to perform at the right platform. Everyone used to go abroad for it. It made perfect sense to say: let’s bring it home, let’s do it our way, let’s celebrate our talent, and let’s do something that hasn’t been done before.”
Under Alharatani leadership, MDLBEAST launched Soundstorm, the flagship regional music festival amassing over 1.7 million attendees across its past three editions. Alharatani credited the collaborative efforts of stakeholders for this success:
“The entire ecosystem came into play to make magic happen, proving that we could deliver quality at an unprecedented scale and speed.”
Nada Alhelabi, General Manager of the MDLBEAST Foundation, reflected on MDLBEAST’s transformative impact:
“Festivals like XP don’t just showcase talent; they push mindsets and creativity forward. Within one festival, you can accelerate this kind of exciting progression.”
Day Three Highlights: David Guetta, The Grammys & Empowering Women
Day Three featured the standout David Guetta Masterclass, offering attendees a rare glimpse into the creative process of one of the world’s top DJs. Guetta encouraged artists to embrace their local culture and explore Arabic scales to craft globally resonant music:
“If I were in the Middle East, I would try to harness the power of the unique Arabic musical scales. In the West, we use scales drawn from the classical period. But here you have so many unique semitones that can be used to create great dance music.”
In another keynote session, Panos Panay, President of the Recording Academy, announced exciting plans to bring Grammy initiatives to the Middle East:
“We are embarking on a strategic plan to expand the mission of our Academy globally. This region will be among the first to benefit from new educational programs, collaborations, and member recruitment.”
Empowering Women and Celebrating Diversity
The session “Women in Music: Celebrating Milestones & Identifying Gaps to Be Closed” explored the strides made by women in Saudi Arabia’s music scene. Panelists, including guitarist Haya Alhejailan of the band Seera, an all-female Arabic psychedelic rock+ band, emphasized the importance of continued progress and the need to keep promoting the role of women in the music industry.
Final Performances and Celebrations
The event closed with a series of unforgettable performances:
Warner Music Group took over the main stage with their artists; Joeboy, KOLD AF, and Wizard Chan delivered an electrifying Afrobeat set that had the audience dancing late into the night.
● The grand finale crowned the winners of XPERFORM and the Storm Shaker Finals, celebrating the next generation of stars in the MENA music scene.
JAX District transformed into a playground of sound, light, and culture, leaving attendees inspired by the connections and creativity that sparked in every corner over the three days.
XP 2024: A Spectacular Success
XP Music Futures 2024 brought together over 200 speakers and 150 artists over three transformative days, blending cutting-edge day programs and electrifying night performances in Riyadh’s JAX District.
With 45% of speakers being female, the event highlighted inclusivity alongside its focus on fostering youth leadership, showcasing MENA music’s global influence, and creating platforms for local talent through initiatives like XPERFORM, Storm Shaker, and HUNNA.
Workshops, showcases, and discussions that explored regional identity, cultural authenticity, and the growing acceptance of music as a career, driving tourism, hospitality, and creative industries while shaping the future of the MENA music ecosystem.
With the momentum of XP Music Futures, all eyes now turn to Soundstorm 2024, poised to carry forward the energy, innovation, and collaboration inspired by these three transformative days.
