How MDLBEAST Foundation is changing lives in Saudi Arabia

Resources like recording studios, music lessons, industry events and networking platforms barely existed domestically in Saudi Arabia. The fragmented cultural landscape presented huge obstacles for Saudi musicians in reaching broad audiences or progressing professionally.

However, things are changing for the better. In 2020, Saudi Arabia developed a plan to incorporate music education into the primary school curriculum. Then, in 2023, Saudi Arabia launched its first accredited music diploma, allowing graduates to become music teachers or professional instrumentalists.

Now the three-day XP Music Futures conference spotlights Saudi Arabia’s previously underground music scene, spreading its influence to the wider Middle East and North Africa region (MENA). The confex-style event includes a wide range of talks, workshops and competitions, elevating the region’s music industry for a worldwide audience. 

However, this is far more than just another conference. Thanks to the work of the XP team at MDLBEAST Foundation, XP Music Futures has become a year-round platform for musicians and enthusiasts in the industry, offering support and helping them grow their careers.

“The idea is to add to the innovation of the scene, let people know what’s happening,” explains Bastien Roudaut, Stakeholder Manager, MDLBEAST Foundation. “We’re trying to bring the region together and get them speaking the same language with these international associations. This is so they’re able to connect and go further as well as promote the local culture and flare to the global scene.”

Putting MENA musicians center stage

The conference gives space for both aspiring and established artists across a wide variety of genres to perform in front of record labels, talent managers and others from around the world.

Alongside the performances, the event has different initiatives designed to support the music industry in the region. Highlights include: 

• Hunna, a one-to-one mentoring program connecting rising female stars with established women in the music industry
• Sound Futures, a “Shark Tank” style incubator program for entrepreneurs in the region’s music, business and tech industry
• Artist Management Bootcamp, helping foster the next generation of talent management so they can better promote regional musicians
• Storm Shaker, where up-and-coming DJs compete for an opportunity to perform in the region’s biggest music festival
• XChange, is a series of touring workshops catalyzing the growth of MENA region’s music industry
• XPERFORM, unleashing the next wave of MENA's musical talent. XPERFORM is MDLBEAST Foundation’s premier vocal competition, showcasing raw talent and unforgettable performances. Follow the journey on a weekly YouTube series, where contestants battle it out for their place in the spotlight
• PWR CHORD, XP Music Future’s latest guitar shredding competition where acts have a chance to showcase their skills and leap into the music industry 

Outside of the big events and competitions, there’s always something going on to get involved in. 

For example, participants can drop into one of the many jam sessions and play an impromptu set with some of the other attendees. 

There are also wellness sessions, combining activities like meditation, yoga and pilates with live music. “I’m one of the people whose life was saved by music,” says Bastien, “so I really appreciate these sessions. Music can put you in a very good place and it can calm you down.”

XP Music Futures has big goals, not just for itself but for the region’s music industry as a whole. The event’s mission is to increase the GDP of the MENA music and entertainment industry and position the region as a global player in the culture.

“It’s about building a community and paving the way for the future of music in the region,” explains Bastien. “We aspire to be one of the main players in the world.”

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Delivering a personalised program 

It takes more than putting on a large music conference to achieve these goals though. The organizers need to effectively educate the audience and ensure they’re getting the most out of the event.

XP Music Futures gives attendees a glimpse of what’s coming in the industry and helps them be a part of that future. Whether highlighting new trends or showcasing the latest technology, the event helps aspiring artists find the best way to make money with their music. 

A key part of this is the white labelled mobile event app, provided by Grip. The app has a host of intuitive features that help attendees get the most out of  the show with a personalized schedule, networking and real-time updates across the event. 

When participants first register through the app, they specify details like their industry, role and interests. These classifications unlock recommendations like the most relevant sessions and activities matched to each group, ranging from talent scouts to music educators.

With over 200 sessions across the three days, personalized guidance via the app is invaluable for efficiently directing people to the most relevant workshops and talks. Targeted push notifications also direct attendees to hot events about to start or alert them to schedule changes. According to your classification on the app, you’ll then be guided to the panels, workshops and other events that will give you the most value. 

“We want people to be informed,” explains Bastien. “It’s about the ease of the customer experience and the journey itself more than anything.”

Additionally, the app’s badge scanning capabilities help people connect and network more effectively. For example, if you’re a production company or talent agency, you can attend one of the many different mixers to talk with artists in the region. Then by simply scanning their badge, you can exchange contact details and follow up after the event. 

Participants with common goals can meet to forge future partnerships, collaborations or mentorships. By using technology to create opportunities for in-person connections, XP Music Futures is fostering the musical community that’s central to its vision.

Amplifying audience engagement

As XP Music Futures continues to grow, it has become increasingly challenging to retain the more intimate connections between talent and industry influencers. To overcome this, the organizers have come up with new ways to keep the audience engaged. 

For example, in panels and workshops, the app encourages participatory conversations via live polling questions and moderated Q&A functionality. Attendees can vote on topics or ask a question at the touch of a button, wherever they are in the audience.

Recognizing the candor and wisdom gleaned from smaller groups, the Grip platform also enables the organizers to coordinate specialized virtual meetups before, during and after the festival. 

“This year we’re holding the third listening circle for women in the industry,” said Bastien. “Everyone gets the space to talk, to be heard and get the answers they’re looking for. It’s a trusted atmosphere for artists to support each other in addressing sensitive challenges unique to them without judgment.” 

Content and recordings from the most compelling sessions get published through the event’s social media channels for those unable to attend in person, magnifying the event’s reach.

As XP Music Futures pioneers positive associations between music and national heritage, both veteran musicians and curious newcomers can use Grip’s platform to become a part of the progress.

This is what success sounds like

The XP Music Futures event is a huge success. By combining multiple elements into one event MDLBEAST Foundation is able to showcase the region’s best talent while also using it as a platform to help them connect with music industry insiders. This has enabled thousands of people in the scene to advance their professional careers. 

The one stat from Grip’s dashboard that demonstrates this is that each participant connects with nearly three people who can make a difference to their career trajectory. In addition, the number of connections are increasing by 50% each year the event is held. Therefore, as subsequent XP Music Future events are held (and Grip’s matchmaking AI learns from more data being ingested into the system), a snowball effect takes place: more people attend, which results in even more valuable business relationships being made. 

Beyond the metrics, XP Music Futures is successfully showcasing previously unknown talent and bringing them to a worldwide stage. 

The event has previously featured artists like Cosmicat, Saudi Arabia’s first female superstar DJ and a household name in the music scene. Others, like DJ Baloo, have been instrumental as pillars in the community, paving the way for the next generation. 

With the Storm Shakers competition, up-and-coming artists are getting the opportunity to share the stage at Soundstorm with musicians like Calvin Harris, Black Eyed Peas and Metallica. 

As these homegrown stars inspire peers dreaming of pursuing music as more than a hobby, it’s clear that the music scene in Saudi Arabia has a bright future. The change that so many have been waiting for is here. 

Each session, workshop and initiative is another step towards establishing Saudi Arabia as a competitive cultural hub. Thanks to an ambitious cultural reset and visionary platforms like XP Music Futures, artists who once cautiously practised in basements can now proudly amplify their voices from global stages while inspiring future generations. 

The song of a new, more hopeful future echoes far beyond the event venue walls.