XP Music Features, a game-changing music event in Riyadh’s JAX District, is redefining the MENA music scene. Running until Dec. 9, this three-day conference boasts live performances, showcases, and parties spanning genres like metal, indie, and electronic. With diverse talents from the region and beyond, XP Music Features is a dynamic celebration of music’s evolution— the immersive experience at the forefront of MENA’s musical renaissance.
Delving into the visionary minds steering this innovative event, MILLE had an insightful conversation with Nada Alhelabi, Director of Strategy at MDLBEAST and Director of XP Music Features. Alhelabi shares the latest initiatives, upcoming programs, and the pivotal role XP plays in Saudi’s rapidly evolving creative economy. At the helm of shaping a vibrant and inclusive future for the music industry, Alhelabi embodies the driving force behind XP’s transformative journey.
On December 7th, the third edition of XP Music Futures 2023 will kick off. What’s new this year for the emerging talent?
Our third annual XP Music Futures Conference this year, “We are Music Futures”, is set to be our most ambitious yet, with nearly 300 international speakers and more than 130 sessions. We have an increase in Arabic sessions offered, more hands-on workshops tailored to all skill levels with Khaled Rohaim as a featured instructor, sessions with speakers including Balqees Fathi and Golnar Khosrowshahi, and we have a dedicated healing oasis in partnership with Aeon collective.
XP Music Futures will also include year-long initiatives, such as ‘Hunna,’ our mentor-matching program for aspiring female artists, and ‘Sound Future’ an entrepreneurship incubation program designed to transform innovative ideas in music business and technology.
What is the main message of the XP?
XP focuses on developing four key pillars (talent, scene, impact, and innovation) of the music scene in Saudi and the broader MENA region. Growth in skills for talent is first and foremost, empowering artists and producers with the skills they need to succeed in the global music industry. We also work to build the music scene through curating community-driven spaces, underground parties, and educational events, with our largest being the XP Music Futures Conference.
As we are working to build an artist-centric music industry from the ground up, it is vital for us to measure the impact – building a community and industry that is equitable and focused on career-sustainability and longevity. Additionally, the music industry only succeeds in the twenty-first century with innovative concepts (curated experiences and technology for music creation), so, a target of development through XP is making available to our community the latest in the creative tech space, including understanding the Metaverse and it’s place in entertainment and music along with NFTs and the importance for artists.
What are XP’s key initiatives that help talent of both genders?
Whether it’s XPERFORM, Storm Shaker, Sound Future, or our Artist Management Bootcamp, all of our XP initiatives are aimed at developing all talent. Currently, XPERFORM [in partnership with Youtube and sponsored by the FORMULA 1 STC Saudi Arabian Grand Prix] is searching for the region’s emerging talent that bases the competition off of star quality, charisma, and vocal ability. Our Artist Management bootcamp focuses on developing the best Saudi candidates, with mentorship from globally renowned managers. All of our initiatives are open to all genders and are solely based on talent, dedication, and ability, as we believe the place we all meet is on the dancefloor.
In regards to XP, this year nearly half of our global speakers are females. At MDLBEAST Records our homegrown DJ, Cosmicat, is breaking boundaries in the region and all over the world.
Working towards female empowerment in the music industry and curating equity, we have a mentor-matching program this year, called ‘Hunna’, which specifically aims to empower aspiring female artists. Over the course of three months, rising female artists from the MENA region are trained with industry leaders on targeted areas including music management, production, and the music business.
What has XP achieved so far, especially in terms of enabling regional and local talent?
When we started the conference two years ago, it was the first of its kind in the region and set the standard for industry education and networking. Since then, we have been able to bring together the brightest, innovative minds in the international music industry to meet over a three-day-period in Riyadh with the goal to inspire and develop our emerging artists and teach about the business of music.
Through XP, we have been able to give regional and local talent a unique platform and we have cultivated a community of creatives who support one another in their artistic endeavors. Whenever we launch an initiative this year such as XPERFORM, XCHANGE, HUNNA, and STORM SHAKER, we do it based on the needs of our community to provide them with the direct support and education that they need.
How does XP enable tech and inclusivity for the Saudi music industry?
Innovation is necessary to all musicians in the twenty-first century in order to achieve growth in any capacity. No matter where an artist resides, the type of music they make, their background, their gender, their sound, in order to be on par with the best of the best in the industry, they need a thorough understanding of the tie between technology and music. With innovation as one of the pillars of XP, we have always offered these types of technology sessions. This year, we’ve dedicated 17 sessions to exploring cutting-edge topics like NFTs, Web3, and the Metaverse.
How do you evaluate the success of XP to date?
As our initiatives grow, we know we are reaching more and more creatives and making their dreams into legitimate possibilities. This year we have eight initiatives – XPERFORM, Storm Shaker, XCHANGE, XP Air, Sound Futures, Hearful, Artist Management Bootcamp, and XP Publications.
Over the last two years, we’ve also seen XP expand into the incredible event it is today–an attraction that will bring together 300 speakers from more than 30 countries. We have had incredible speakers, including Mathew Knowles, and we have been able to see some of the incredible artists who have attended XP and participated in our xPerform initiative get signed to major labels. I think we can say at XP we have achieved quite successful endeavors over the past three years, and will continue to push boundaries and grow.
What is the impact of XP on the music industry and other related industries?
XP has helped put the Middle East on the global music industry map, creating an international interest in our regional music and artists. Our music industry, although new, is vibrant and growing rapidly, and the world is watching.
Any last words for MILLE?
XP is for everyone who loves music, who wants to pursue music as a career, or who wants to learn more about building the industry. It’s also open to anyone who enjoys making music with their friends or professionally, who plays with different sounds and lyrics in their home studio, or anyone who just wants to come be surrounded by artists and creatives.
