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“We were existing, just now the world has realized we are here,” remarked one artist at a music event in Riyadh. For a long time, young Saudi music creatives performed in home basements, farms, and secluded houses that discreetly allowed them to be noisy. In the underground, the Saudi music scene was thriving on personal trust and access through connection, in the margins of visibility, and sometimes legality.
“We all [the DJs] found communities and venues that wanted our music and celebrated us secretly,” says Ahmed Alammary, aka “Baloo”, a long-time DJ in Saudi Arabia and a key creative force behind the organization MDLBEAST. In the desert of cultural life, “people always find ways,” Baloo stated, to create, express, and organize in urban environments that curtail personal freedom and undermine people’s individuality.
Before 1979, the Saudi government restricted hard-line Wahhabi traditions (a stricter interpretation of Islam). But Saudi society changed after 1979. It became more restricted and segregated. Baloo grew up between Saudi Arabia and the United States during this time. He loved music and began playing records in Washington, D.C. After graduating, he returned to Saudi Arabia but kept his DJing a secret; only his closest friends knew about it. Whenever a friend traveled abroad, he asked them to buy him records.
In 2019, an unexpected opportunity arose for Baloo. A friend offered him a job at a three-day music festival in Riyadh after Saudi Arabia hosted its first major concert during the Formula E race. This event sparked a growing interest in the entertainment industry as part of Saudi Arabia’s Vision 2030. MDLBEAST CEO and founder Ramadan Alharatani was assembling a team to create a homegrown festival brand to help develop a music ecosystem and provide local artists with platforms to showcase their talent.
The following year, Riyadh hosted Soundstorm, the first music festival in the country’s history. “It felt monumental,” Baloo said in an interview. “It was incredible to see everybody’s joy; none of the local artists got on stage without tears…. People were doing what I couldn’t do in my twenties.” He added that it felt as if his entire journey had prepared him to push local talent beyond their dreams, realizing his own too. The festival created a safe performance space for artists and people alike to be themselves, changing the world of Saudi young generations.
“We are being ourselves more than ever. We are no longer ashamed of playing music, dancing at a party, or attending one. We are earning enough money from music to become a career, a main source of income. Soundstorm ripped a huge band-aid off our restricted lives. We are freer than ever. We still think it’s our Woodstock,” explains Baloo.
In other countries, a festival is associated with partying. However, in Saudi Arabia, where dance and the music scene has often been linked to intoxication and drug abuse, the music festival has become a cultural phenomenon. “Saudi Arabia, with its young and vibrant population, is driving this evolution, creating a music scene full of energy, optimism, and creativity. The scene here feels akin to the early days of raves 30 years ago—electric, boundary-pushing, and fueled by a shared sense of discovery and community,” explains Nada Alhelabi, Senior Director of Strategy for MDLBEAST and General Manager of the MDLBEAST Foundation.
The uprising of local talent and music innovation has spurred a transformation towards the appreciation of music that connects people and shows that it does not harm. This movement does not seem to be at a crossroads with the government’s stance. “The Saudi government has been supportive in various ways. We collaborate with authorities during festivals to ensure safety and regulatory compliance,” says Alhelabi. The MDLBEAST Foundation has launched two key initiatives on well-being at all events. One is Hearful, a program designed to raise awareness about hearing health and protection at events to help fans and artists reduce the risk of tinnitus or other hearing-related issues.
The other initiative is the RESPECT Program, which fosters a safe and inclusive environment for all individuals, ensuring zero tolerance for harassment or inappropriate behavior. “We also maintain a close relationship with the newly-founded Saudi Music Commission, contributing to policies that support the growth of the music industry,” she adds. Meanwhile, a cultural infrastructure is being built for the nation.
MDLBEAST started as a festival organizer in Riyadh and Jeddah (and seasonal events in AlUla). Yet, it has evolved into a record label, a radio, and a talent incubator. In addition, the Foundation is built around four pillars that complement each other: nightlife, local talent development, innovation, and impact. Together, these elements create a comprehensive ecosystem that amplifies the voices of artists and nurtures the modern music scene in Saudi Arabia and the broader Middle East.
“This is a potential route for me to begin with,” says pop singer-songwriter Molham (Arabic for “Inspired”) about his career and his relationship with MDLBEAST. With no public nightlife in Riyadh, local artists depended on personal efforts that could not be scaled. “We waited so long to reach the world that we don’t want to wait any longer.” The venues and events created by MDLBEAST provide local talent with opportunities to perform and serve as testing grounds for artists on the MDLBEAST label, helping them to grow and connect with audiences.
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This is how, in Cairo, I discovered Kayan, a Saudi DJ-violinist and producer based in Riyadh. She seamlessly blends classical music with electronic soundscapes that energize the dance floor. “We know we have it in us,” said Haya and Nora, the members of Seera, the first Saudi female rock band. They have participated in MDLBEAST’s mentorship program, Hunna, which is designed for Middle Eastern women in the music industry. This program pairs aspiring talents with established professionals to guide their growth and career development. Additionally, 45% of MDLBEAST’s workforce is female, and “We actively strive to include more female artists in our festival lineups, ensuring greater visibility and representation for women in the region’s music scene,” states Alhelabi.
A shining example of this progress is artists like Fulana, who has made a name for herself as a groundbreaking performer in the indie music scene, and Gigi Arabia, a pioneer leading the charge in the regional metal scene. These women are not only redefining their genres but also inspiring others by showing that there is space for women to break into the music industry and thrive in the music scene in Saudi Arabia. “Their success stories highlight the changing landscape and the growing support for female artists in the region,” points out Alhelabi.
However, their journey has not been easy. Fulana started her career at a young age when being a musician was widely disapproved of by society and family. Similarly, Moayad, a musician, writer, actor, and comedian, began his professional life as a doctor. While working in the medical field during the day, he explored his creative path starting in 2011. In the region, I’ve met DJs who are businessmen or poets who are lawyers.
MDLBEAST’s team wants reserved or apprehensive individuals to express themselves openly as artists, come out and play their music. The growing presence of Saudi artists like Asayel, Tamtam, Jara, Mishaal Tamer, DJ , AJ Truth, Saint Levant, andMoayad Alnefaie, who span genres ranging from electronic and hip-hop to traditional and experimental music, is helping to reshape perceptions and inspire the next generation of young creatives. There is an increasing appetite for authentic, locally inspired sounds that reflect the region’s unique cultural heritage while incorporating global influences.
“Music is a big part of our lives; many Saudi musicians cultivated their talent out of sheer passion. They are rising to the surface because it’s now something they are celebrated for, talent, creativity, fearlessly,” says Baloo. “It’s a time of bold creativity and unbridled passion, and the Middle East is proving to be a region to watch for music and cultural innovation,” expresses Alhelabi. Music is powerful, Saudi new generations may be experiencing a counter-culture of their own, like Woodstock.
