Dreamrock teaching Saudi youth ‘one performance at a time,’ CEO tells ‘The Mayman Show’

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Updated 09 February 2023
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Dreamrock teaching Saudi youth ‘one performance at a time,’ CEO tells ‘The Mayman Show’

  • Alanoud Al-Hejailan quit prestigious law career to produce Arabic content for children

Riyadh: “The Mayman Show” guest Alanoud Al-Hejailan is educating Saudi youth “one performance at a time” after quitting a prestigious law career to combine her passion for entertainment and parenting.

In 2019, the co-founder and CEO, together with partner Sara Ashemimry, set up Dreamrock Entertainment LLC, which produces online Arabic content for children.

“It was initially called Azooz and Jude after IP. Then we changed the name to Dreamrock Limited because we wanted to do more IPs in the future,” she told “The Mayman Show.”

 

 

“Basically, we started off by producing online content for children in Arabic. We’d post them on YouTube and iTunes, Spotify and Anghami, and now on Shahid as well,” she added.

Al-Hejailan and her partner started Azooz and Jude as a platform for songs, nursery rhymes, original Arabic content and traditional Arabic music. “So that’s how we started and then we ended up creating mascots and doing kids’ corners, live events and the immersive musical theater as well,” she added.

Dreamrock’s launch “was very interesting and a crazy experience with challenges,” Al-Hejailan said.

 

 

“So, at the time, we would do live events in malls mostly. I mean, it was great. We got great feedback, but we felt like we wanted to do something bigger, more creative, with more impact. So, we wanted to do our own theatrical show,” she added.

The two partners then launched an immersive musical theater experience.

Al-Hejailan said: “So basically, rather than being a traditional theater where you just sit down and watch the show, it’s a flat stage and the kids are called on to the show to come up and be part of it, selected to help solve a mystery and there’s different rooms and the kids are really involved.”

The Dreamrock CEO and co-founder outlined some of the challenges involved in launching the platform: “First of all, we’d never done a show of that magnitude before.

 

 

“And second of all, we had to get into casting — training the actors. The mascots don’t speak because, you know, they’re mascots. So, we had to record voiceovers, so I recorded children. One of them is my son doing the voiceovers for the mascots’ voices.”

She added: “So we did that and then after we recorded, you have to, of course, do the whole production. 

“So, you have to edit it, you have to put the background music and then also train the actors and the sound engineer, you know, the actors to give certain cues, and the sound engineer, to play certain tracks on the cues.

“It’s a very complicated endeavor.”

 

 

Al-Hejailan added that the Saudi Ministry of Culture was “very helpful” in the launch, buying 3,000 tickets. A range of companies and individuals also offered to sponsor Dreamrock.

“With the help of all these different parties, we were able to start the show last Ramadan in 2022. It lasted for three months.

“Thousands of children attended from public schools, private schools and charities. It was a really nice experience overall,” Al-Hejailan added.


Historic Bab Al-Bunt in Jeddah reborn as Red Sea Museum

Updated 07 December 2025
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Historic Bab Al-Bunt in Jeddah reborn as Red Sea Museum

  • From manuscripts to contemporary art, the museum takes visitors on a journey through seven galleries celebrating the Red Sea’s heritage

JEDDAH: The recently renovated Bab Al-Bunt building in Historic Jeddah, known as Al-Balad, opened on Saturday night as the Red Sea Museum, giving visitors a first glimpse of a space celebrating the region’s cultural and natural heritage.

The exclusive preview marked the culmination of years of meticulous restoration, preserving one of Jeddah’s most historic landmarks while creating a space that bridges past and present.

The event was attended by Prince Saud bin Mishaal bin Abdulaziz, the deputy governor of Makkah, and Prince Badr bin Abdullah bin Farhan, minister of culture and chairman of the Museums Commission.

Prince Badr said that the Red Sea Museum provides a broad space for creativity and provides a comprehensive cultural platform that fosters dialogue between civilizations and encourages cultural and intellectual exchange.

He noted that the museum reflects the Kingdom’s commitment to preserving its cultural and natural heritage and is a key part of the effort to revive Historic Jeddah. Supported by the Kingdom’s leadership, this initiative contributes to building a vibrant cultural future where diverse forms of culture and the arts can flourish.

Eman Zidan, director of the Red Sea Museum, said: “Red Sea Museum is a revival of Bab Al-Bunt, originally built in 1866. It once served as a bustling port for travelers, pilgrims, and adventurers arriving by sea, and now it opens its doors to visitors, retelling the stories of the Red Sea. It is a cultural anchor that celebrates the legacy, heritage, and rich diversity of the people of the Red Sea."

Zidan detailed the care taken in the restoration, noting the use of original materials such as coral stone and concrete to return the building to its original form.

“This was achieved through a thorough study by experts — architects and heritage specialists — who were able to restore Bab Al-Bunt to its origins. Now the museum speaks to the people and the community, telling the stories of pilgrimage, biodiversity, maritime exchange, and the open dialogue between the countries on the Red Sea,” she added.

Zidan also emphasized the museum’s commitment to providing an enriching visitor experience through diverse programs, from archaeological objects and historical artifacts to modern and contemporary artworks.

Collaborations with local artisans and artists, including Ahmad Angawi, founder of Zawiya97, have produced Red Sea-inspired projects, while the Red Sea Symphony, featuring children’s choirs, is organized with the Tariq Abdulhakim Museum to celebrate the region’s musical traditions.

“Composing a symphony of seven movements representing the countries of the Red Sea, with the participation of the children’s choir, adds a lot, because this is the kind of rebirth of music that unites people and connects them from everywhere,” Zidan said.

Ibrahim Alsanousi, CEO of the Museums Commission, said: “What makes this museum unique is that we rehabilitated and revitalized a historic building with a powerful story to tell, transforming it into the Red Sea Museum, which is now a public space, just as it was before as a port building.”

Alsanousi added that the museum not only displays artifacts from the Red Sea region but also integrates contemporary art to create a dialogue between past and present.

“We hope first and foremost that it is an open and accessible museum, a living space where people feel welcome and a sense of belonging. This is a place for them to come, learn, create, and discover,” he said.

“We also hope that, in the future, there will be more museums reflecting Jeddah’s historic district. While nothing specific is planned yet, several excavations have uncovered numerous objects, some of which will be exhibited here. There may even be potential for a museum dedicated entirely to the district’s artifacts.”

Tayeb Altayeb, acting director of the Tariq Abdulhakim Museum, said: “The Red Sea Museum is one of the unique additions to the historic district. It is a great addition to the city of Jeddah and a testament to how we view experiences through museology — in a modern way, while preserving heritage.”

Speaking about the Silk Road Symphony, Altayeb emphasized the museum’s focus on connecting the Red Sea’s seven countries through music. He highlighted the extensive research and collaboration that went into composing the seven-movement symphony, which draws inspiration from the traditional music, soundscapes, and coastal cultures of Saudi Arabia, Yemen, Jordan, Egypt, Sudan, Eritrea, and Djibouti.

The symphony was performed by the acclaimed Silk Road Ensemble during the opening ceremony, accompanied by a children’s choir, bringing the region’s diverse musical heritage to life. “The idea is communication through the universal language that is music,” he said.

Angawi also highlighted his collaboration with the museum, creating works inspired by the Red Sea’s natural and cultural heritage.

“I was inspired by the sea, its waves, and sea creatures like fish. In my work with the Mangurs, I have been documenting this for many years and innovating new units and openings. With the Red Sea Museum, I developed the idea of the wave, designing pieces that align with the sea view and the beautiful directional geometry.

“Each design works with the museum team to develop a full story and narrative,” he said, noting that this project is just the beginning of ongoing collaborations to produce Red Sea-inspired objects and products.

The museum offers visitors a journey through seven thematic sections that span 23 galleries, displaying more than 1,000 artifacts and artworks. From manuscripts and maps to coral reef specimens and contemporary art, it celebrates the Red Sea’s tangible and intangible heritage.

Temporary exhibitions, such as The Gate of Gates by Saudi photographer Moath Alofi, along with workshops, talks, and special events such as Music of the Red Sea, complement the permanent displays, inviting visitors of all ages to engage with the region’s cultural and natural legacy.