Our region is unmatched when it comes to organizing some of the world’s most jaw-dropping parties; but what took place in Jordan recently practically had to be seen to be believed. Often dubbed the land where not much happens when compared to its neighbors, the Hashemite Kingdom defied expectations last week, becoming the epicenter of music through eight days of programming and two electrifying, music-packed nights. And it was with open arms that the Levantine State welcomed MEDAINA, a music festival spearheaded by sonic collective TITHOREA, who brought their famed formula to a corner of the map they had yet to explore.
One of the electronic music scene’s best-kept secrets, the NYC-founded initiative owes its appeal to a deliberate choice: prioritizing a close-knit community rooted in their own vision and ethos, rather than pursuing wide scale success through mass sale and gain at the expense of intimacy and integrity. It’s a stance the founders remain committed to today. As they explain, what began in the stillness of COVID has since taken on a life of its own, evolving into a movement powered by a group of loyal followers ready to invest— time, money, and miles— just to be part of the experience.
“The idea was let’s go somewhere our community hadn’t been, where we could have some creative freedom and build something in a place that wasn’t a traditional venue or too common,” co-founder Shahin Mani shared with a group of journalists, including MILLE, at a recent press event.
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Following a debut edition in Costa Rica over New Year’s 2021, quickly followed by events in San Miguel de Allende, Mexico, and then Turkiye, the founding trio shared that it was only then they landed on the exact blueprint that would shape their vision going forward; one that draws local culture and international music all in one place. “We started working with a lot of people from the local community: artists, creatives, everyone. Then, three or four months later (after Mexico), we went to Cappadocia. By that point, the concept had started to take shape: traveling to a destination and creating something that could act as a platform, not just for an international audience to come and experience the local culture, but also to showcase local craftsmanship, artists, and creatives to the world,” he added.
“What we did here was open up the platform to include a lot of artists from Jordan and the region. Even the people selling goods were all from here. Instead of flying in designers or vendors from abroad, we made sure all the tribes represented were local. The food and gastronomy were also locally curated. And the dancers you saw on the first day are part of a refugee group. We really tried to create something that showcases Jordan and what its people have to offer to an international audience, while also helping shape a new kind of tourism for the country,” Mani continued.
As he explained, TITHOREA’s concept doesn’t rely on spectacle or entertainment alone. Ensuring each host receives the recognition it deserves, every stop on their itinerary is rooted in the stories, traditions, and spirit of the place they temporarily call home. Their most recent edition in Jordan was no exception, conceived with the same vim and sparked, as with many of their past destinations, by a genuine interest to venture through territories where the idea of party seems impossible. But bringing this one to life came with its own struggles.
Pictures courtesy of Eva Wong (@evawng)
Originally announced in July 2023 for a May 2024 debut, the Jordan edition was unfortunately put on hold in the wake of October 7. Uncertain whether it would ever come to life, the team made the decision to step back out of sensitivity and respect—fully aware of Jordan’s demographic makeup, where a significant portion of the population is of Palestinian descent. Many of the organizers also had personal ties to the embattled parcel of land, making the postponement feel not only necessary, but the only responsible path forward. “We wanted to be mindful of everything. We paused and came back toward the end of 2024. The team was ready, the country was ready, and we decided to launch the project again for May (2025), which is now,” Mani shared.
Starting from scratch, the young board of directors found themselves navigating a complex set of challenges the second time around—from shifting municipal regulations to the influence of powerful local tribes that still hold sway in parts of the Kingdom, not to mention a local population that isn’t exactly thrilled by the idea of hosting a rave. Despite all the odds, it was with the help of strategic partnerships (with the country’s own tourism authority and national airline) that the collective found a way to build the necessary bridges and secure the green lights required to bring the project to life.
Curated as a comprehensive journey through the nation’s main sights and landmarks, the premium packages offered a day-tour of Amman and its Roman ruins, followed by a stop in Petra, where the festival’s first night took place. The experience continued with a stay in Wadi Rum, where the second half of the event unfolded, before wrapping up with a final dip in the Red Sea in Aqaba.
With guided tours, wellness sessions, and countless moments spent immersing in the country’s history and culture, the sonic element at times felt almost secondary. Yet, it didn’t take a single bit away from the whole experience. In hindsight, it’s hard to put into words what it feels like to fully let go beneath a maze of stars beside a civilizational wonder, only to pick it all back up in the middle of an orange-hued desert the next day.
The first chapter, in Petra, was straight up bucket-list material. For many (ourselves included) it wouldn’t take much to justify a five-hour flight to the ancient city. The idea of dancing there? Say less, we were all in. Within a relatively compact space, two bars flanked the setup, while the entrance featured a stream of local vendors selling handmade goods. The stage, carved into the rock and overlooking a sandy stretch once trodden for entirely different reasons, felt like a natural amphitheater, framing the perfect venue for one that was probably never supposed to be. Typically home to Bedouins, the site was dotted with caves that, according to legend, can lead you anywhere if you know how to navigate them. This time, every crevice had been carefully secured to prevent intrusions, though a few still managed to slip through without disrupting the atmosphere shaped by a thoughtfully curated lineup that included American DJ duo Bedouin, Bern-born selector Jimi Jules, and Italian techno heavyweights Mind Against.
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Festival-goers, clearly no strangers to this kind of scene, mingled with ease, dressed to the nines in the most opulent outfits for the occasion; some of which pushed well past the boundaries of Jordan’s conservative norms. Having left any sense of restraint or fear of judgment at the gates of their departure airports, their carefree spirit was, in many ways, admirable, even enviable. But at times, it edged uncomfortably close to tone-deaf.
Several locals who joined parts of the journey expressed confusion, pointing out the double standards at play. In a culture where modesty isn’t just a preference but a cornerstone of society, we overheard jokes about the charges they’d face if they dressed or behaved the same way. Not necessarily because they didn’t want to (temptation is universal), but because local laws, societal expectations, and family pressures simply don’t allow for that kind of freedom.
Either way, the night was electric. The morning, a little less so, but all for the right reasons. As the sun rose over Petra and light started spilling over the sand-colored cliffs, adrenaline gave way to a calmer mood, allowing everyone to slow down and bask in the present moment.
The second night of the festival followed the same rhythm, only in a different setting. This time, the venue was in the heart of Wadi Rum, nestled between sweeping dunes and surrounded by towering sand formations that reflected the night sky and glow of the event’s lights. Detached from any notion of normalcy (at least as defined by globalized city life), we found ourselves in a kind of haven, a place where stress simply wasn’t welcome. Booths were scattered around the main bar area, offering comfort to those still recovering from the first round of festivities.To the left, a circular capsule bathed in trippy, low lighting served as a zone to breathe, zone out, or recharge before heading back into the mix. Others stretched out on the natural curve of a nearby sand dune, which offered a panoramic view of the entire site. That’s where we spent most of the night—and if you saw what we saw, you’d understand why.
Pitcures courtesy of Raul Aragão (@raul)
Speaking with locals here, it felt as if they were more accustomed to the kind of behavior or dress that had visibly unsettled some of those back in Petra. There was a sense of acceptance, maybe not total agreement, but at least some familiarity perhaps shaped by all the encounters with tourists over the years.
“Petra and Rum are like two opposites. (…) That’s part of why we do this too. We go to a different country. You meet new people. You understand their culture, their work culture. We come from New York, and we have this very aggressive, quick, fast-paced way of doing things. So we come here, and you have to slow down a bit and understand how to communicate, how to get things from them, and give things back too. Because it’s always a give and take. (…)” Sherif Koyess, TIHTOREA co-founder, said answering a journalist’s question on that exact matter.
The festival came and went, but what it left behind will stay with us (and all of our followers on IG) for a while. Will it return to Jordan? Maybe, who knows. Will we be there if it does? Without a doubt.
