The fifth edition of the XP Music Futures 2025 conference, organized by MDLBEAST, concluded on Saturday after three days of action in Riyadh, Saudi Arabia. This year's event was described as the largest and most comprehensive since its inception, further cementing its position as a pivotal platform for developing the creative economy and the music sector in the Middle East and North Africa region.
A strategic platform to support Vision 2030
The success of the fifth edition of “XP” is the culmination of five years of effort, directly aligned with the goals of the Kingdom’s Vision 2030, which aims to diversify income sources and enhance quality of life by supporting the culture and entertainment sectors. The conference has become more than just an annual event; it has transformed into a cornerstone in building a sustainable music ecosystem, working to transform the region from a consumer market for music into a global hub for production and creativity, thus contributing to the creation of new job opportunities for young people and supporting local talent.
International partnerships and cultural bridges: Focus on India and sports
The closing day witnessed a remarkable turnout of artists, policymakers, and global executives. A highlight of this year's conference was the selection of India as the focus country, featuring a session titled "Inside India: Exploring One of the World's Largest Music Markets." Sony Music leaders, including Ahmed Al-Ghawanimah and Vineet Thakkar, discussed avenues for collaboration between the Saudi and Indian markets and how to leverage India's experience in exporting musical culture globally.
In the context of the intersection between sports and music, a session stood out that discussed the partnership between the “Soundstorm” festival and the Italian club “Inter Milan”, with the participation of representatives from the club and the organizing committee of the Asian Cup 2027. The session reviewed how music and sonic identity contribute to enhancing public enthusiasm and building sports brands, a topic that is gaining particular importance with the Kingdom hosting major sporting events soon.
Music as a tool to promote tourist destinations
The conference also discussed the vital role of music in the tourism sector during a session titled “From the Margins to the Forefront,” with the participation of representatives from “Spirit of Saudi Arabia” and the Royal Commission for AlUla. The discussion highlighted how musical events and sound storytelling can be used to attract tourists from around the world, enhancing the international profile of Saudi heritage and tourist sites and creating a holistic visitor experience that blends history and contemporary art.
XP Nights and Honoring Rising Talents
The event wasn't limited to theory; the "XP Night" program featured dazzling musical performances covering a wide spectrum of genres, from electronic to hip-hop and alternative music. The closing night featured prominent names such as Samaa Abdelhadi, the artist "Akhras," and performances from "Gabo Records.".
In celebration of talent, artist Jafar Amin was crowned the winner of the fourth season of “X Perform 2025,” while “Radish World” won the “Storm Shaker” DJ competition, with both winners receiving a golden opportunity to perform at the region’s largest festival, “Soundstorm 2025.”.
Record figures reflect the scale of growth
In terms of numbers, the conference achieved unprecedented growth, hosting 101 panel discussions and 20 workshops, with the participation of more than 250 speakers representing 39 different nationalities. The nightly performance program also presented 113 shows featuring 203 artists, reflecting XP's commitment to delivering a comprehensive and multicultural music scene, thus laying the foundation for a new year of prosperity for the region's creative industries.
