The fifth edition of the XP Future of Music conference kicked off at the Jax Creative District in Riyadh, with a notable attendance of leading figures in the global music industry and emerging talents. This annual event, organized by MDLBEAST, will run for three days, charting a new course for developing the music infrastructure in the Middle East and North Africa region, celebrating five years of its growing impact on the region's creative economy.
The context of cultural transformation and Vision 2030
The launch of the fifth edition of the conference cannot be separated from the broader context of the major cultural transformations taking place in Saudi Arabia as part of Vision 2030. Since the establishment of the Music Commission and the launch of the National Cultural Strategies, Riyadh has transformed into a global arts destination. The “Jacks” district, which hosts the events, is a prime example of this transformation, having been converted from an old industrial area into a vibrant arts hub, reflecting the Kingdom’s commitment to fostering an environment conducive to creativity.
The sector matured and the hobby turned into a profession
The opening ceremony featured a celebratory moment showcasing the radical transformation spearheaded by the conference. In her address, Nada Al-Halabi, Director of Strategy at MDLBEAST, emphasized that the event's continuation for a fifth year is tangible proof of the sector's maturity and the evolving talent of its artists, noting that the conference has transcended its role as a mere platform for discussion and has become a catalyst for growth.
For his part, Talal Al-Bahiti, Chief Operating Officer, pointed to the fundamental shift in the new generation’s view of music, stressing that it has moved from being a mere personal hobby to a real and sustainable career path, thanks to the availability of infrastructure and global opportunities that were not previously available, which contributes to reducing unemployment rates among creatives and opening up new economic horizons.
Redefining creativity and protecting rights
Creative Director Ahmed Al-Ammari, known as “Balo,” emphasized that the Saudi music scene is redefining the concept of creativity, noting that MDLBEAST is committed to providing open spaces for growth and experimentation that support and empower artists. The conference transformed into an interactive knowledge platform, with sessions addressing complex and vital issues, most notably intellectual property rights, mechanisms for protecting creativity, and monetization – essential pillars for ensuring the industry's sustainability and safeguarding the rights of authors and composers in the digital age.
Technology and Heritage: The Future's Blend
The panel discussions explored the concept of “contemporary heritage,” examining ways to archive and reimagine Saudi Arabia’s rich musical heritage for a modern presentation. The growing relationship between musical composition and the rapidly expanding video game industry in the Kingdom was also explored. YouTube Music, in collaboration with Zain, offered advanced insights into visual storytelling, while technical workshops focused on songwriting and music production, providing participants with practical tools for building a sonic identity.
XP Nights: A Global Art Carnival
As evening fell, the event transformed into an artistic carnival with "XP Night," showcasing the conference's cultural diversity through live performances by international and regional artists such as Lina Makhoul and the band Bab L'Blues. The performances also highlighted the talents of Betrout Records, featuring up-and-coming artists like Ziad Zaza and Asayel, reflecting the conference's commitment to supporting diverse musical genres from hip-hop to alternative and electronic music, thus solidifying its position as a soft power and strategic driver of the region's music scene.
