With the confirmation of XP Music Conference (Nov. 28-30) and the Soundstorm Festival (Dec. 1-3), Midlbeast will once again deliver what the promoter has dubbed “the loudest week in Riyadh.”
There’s no lineup announced yet for what will be the third edition of Soundstorm, which counted more than 730,000 visitors enter through its gates across four days last year.
Since last year, the festival is preceded by a music biz conference called XP, which returns this year. Music industry professionals, creatives seeking inspiration and professionalization, music-tech start-ups, and government entities will come together for the second time to drive cultural and economic change in the Middle Eastern music industry. Workshops, panel discussions, networking opportunities, and nightlife activations are all part of the XP program.
Nada Alhelabi, strategy director at Mdlbeast, said, “XP is one of the main pillars of Mdlbeast as it aims at empowering the local scene, develop talents in music, art, & culture and technology. Through XP we are able to promote the region and accelerate positive change in diversity and gender equality through advocacy groups, research and knowledge-led insights. We can take things to the next level through the second edition of the XP Music Conference.”
The Soundstorm festival, despite usually featuring the world’s biggest names in EDM on its bill, is also all about “empowering talent, giving them opportunities, building the scene, and putting on legendary events,” according to Mdlbeast CEO Ramadan Alharatan
“To be confirming a third year of bringing this to life with the third year of Soundstorm is very special,” he continued, “Every year we look to make the festival bigger and better so we’re already planning, talking to artists, looking at new and exciting activations and we can’t wait to welcome Saudi and the world to the big stage later this year.”
Last year’s Soundstorm saw performances from international DJs and global stars including David Guetta, Steve Aoki, Afrojack, Jason Derulo, and Future. Overall 184 different artists performed on 8 stages.
Mdlbeast’s XP Music Conference was held for the first time in 2021 with 150 local/regional/international industry experts having discussions around four pillars: talent, the Middle Eastern scene, policy, as well as impact with regional audiences – all to support the growth of the music community, by Mdlbeast’s own admission.
Some of the artists later performing at Soundstorm held talks at XP, including Afrojack and Steve Aoki. XP 2021 welcomed almost five thousand attendees across three days, and hosted some 52 sessions in its inaugural year.