It’s Monday, and we’re still recovering from the whirlwind that was the latest edition of MDLBEAST XP. The famed sonic gathering— celebrated for its blend of insightful panel talks, immersive workshops, and performances that stretched from dusk until dawn— just wrapped up a weekend packed with nonstop creativity and energy. The result? A crowd of inspired—but undeniably spent—attendees, ourselves included.
From Dec. 5 to Dec. 7, Riyadh welcomed some of the region’s savviest minds, rising stars, and creative fiends in the fields of music, management, and pretty much anything related to the world of sound. Over the course of 72-hours, Saudi Arabia’s administrative capital turned into the Arab World’s cultural nexus, bringing artists, managers, and industry insiders to share ideas, connect, and find different ways to improve our growing industry. The event offered a space for musicians and their teams to learn, network, and perhaps even explore opportunities that would’ve otherwise felt out of reach.
Held at Jax District— a complex made up of refurbished warehouses that play host to a number of artistic events and creative showcases— MDLBEAST XP’s most recent iteration was a “a one-of-a-kind event that unite(d) people and talent from the music industry through forward-thinking programming.”
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Divided into two distinct segments— XPDAY for insightful daytime talks and panel discussions, and XPNITE for evening performances— the three-day-festival festival once again set out to celebrate and empower those driving, or aspiring to drive, the region’s music industry further. That said, organizers are keenly aware of the broader ripple effects their event creates—most of which are, undeniably, positive.
“Music in Saudi Arabia is still in its early stages, especially considering we didn’t have access to music schools, shops to buy equipment, and other resources,” said Nada Alhelabi, Director of XP Music Futures at the MDLBEAST Foundation, during a roundtable on the opening day of the mini-festival. “We can see a lot of upcoming artists. The thing they all share is the desire to have access to places like studios, while pushing for the cultural acceptance of music,” she added, revealing the motivation behind the newly-opened children’s space was to challenge preconceived notions many can have about this specific art form. “Maybe someone’s kids have a talent just waiting to be discovered, and we want to show that music can be a career. It’s not just parties; it can be so much more than that. We’re at a point where we want to educate and raise awareness about the potential of music,” she explained.
Tackling a wide range of topics—from the art of sampling to the importance of social media and the essentials of launching your own label—XP offered industry veterans and newcomers alike a chance to explore often overlooked or hard-to-access aspects of the music world. Beyond the knowledge-sharing, one of XP’s unspoken successes lies in its ability to bring people together. Whether locals or international attendees, many found themselves meeting new faces or finally connecting in person with individuals they’d previously only encountered online.
“The nature of the music industry is that it exists almost exclusively online. That’s what makes XP such a unique experience as we all, for once, get to meet up in real life. You leave feeling more connected, inspired, and purposeful,” Menna Shanab, from This Is Yung MEA, said.
As night fell, ticket holders and guests were treated to a five-star sonic experience, with performances from some of the region’s most promising talents and well-established artists. While electronic music took center stage, anchored by the pulsating energy of Beast House, standout acts in other genres included sets from Egyptian star Marwan Moussa, Sudanese rapper Bas, and Algeria-born London-based singer Mira May, and—many of whom happened to be performing in Saudi Arabia for the first time.
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“It’s about shining a light on talent from the region, not just Saudi Arabia. It provides a platform for artists who might not have had the opportunity to perform outside their countries to showcase their work in front of bookers, promoters, and labels. It’s also about connecting these artists to an endless pool of opportunities. Additionally, they also get to experience the culture, hospitality, and even begin building a fan base here,” said Tarek el Mendelek, product manager at MDLBEAST Recordings. “As for established artists we get to host, it’s a great source of pride. We get to say that these artists performed here in Saudi Arabia for the first time with us. It’s a proud moment for the country as well, as the event takes place in KSA,” he added.
As Mendelek explains, championing the next generation of talent is of utmost importance, whether it’s by organizing masterclasses to teach them the ropes, or providing them with a platform to perform. And many could argue that it is the latter that has the potential to be the most pivotal for one’s career. Well aware of the catalyzing role such activity may have on a young artist’s career, a competition was held, dubbed “XPShaker,” in which a chosen jury aims to identify the region’s next star.
The initiative, which is in its first year, rewards the winner with a cash prize and a spot on four regional festival lineups. This year’s panel of judges included Emirati singer and songwriter Shamma Hamdan, who made history as the first woman from the UAE to reach the finals of Arabs Got Talent. She was joined by Saudi-Sudanese rapper Dafencii, along with Egyptian actor Hassan Abouelrouss as well as MDLBEAST Records A&R manager Rawan Alfas. For its debut edition, it was 28-year-old Egyptian singer Lamia Khattab who claimed first prize, impressing judges with her wide vocal range.
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Over the three days the event took place, crowds were also drawn to several different activations— all related to music or to stimulate creativity. That included a space where ticket holders could show their skills with live instruments, a silent disco, a karaoke, a live DJ booth, and much more. Fashion was also given room to make some noise, with a slew of regional brands being showcased and spotlit from Personal Issues, Sn3studios and Out Of Office, to Les Enfants Terribles and Urban Lot, amongst many others.
All in all, Saudi Arabia is once again proving it’s serious about cementing its position as the region’s premier hub for music and culture. Acting as the prelude to their flagship music festival—the biggest and arguably the boldest in this part of the world—XP sets a high bar that’s tough to match, let alone surpass. With each edition, the kingdom edges closer to achieving the global recognition it has long aspired to, and it’s becoming clear that its rise is not just inevitable—it’s unfolding right before our eyes.
