XP Music Futures, YouTube collaborate to support Saudi music industry

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The competition allows applicants to share their vocal talent and the opportunity to potentially grow their music careers with MDLBEAST Records. (Supplied)
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Saudi singer Asayel was discovered through XPERFORM in its 2022 edition and has signed with MDLBEAST Records. (Supplied)
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Updated 02 May 2023
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XP Music Futures, YouTube collaborate to support Saudi music industry

  • Backing for XPERFORM contest to find new Mideast talent
  • Kingdom’s MDLBEAST Records will sign promising artists

RIYADH: XP Music Futures, one of the flagship events of MDLBEAST, the Saudi music entertainment company, revealed on Tuesday its partnership with YouTube in support of Saudi Arabia’s music industry and emerging Middle East artists.

The partnership will see YouTube sponsor the XPERFORM initiative, which aims to discover and nurture emerging musical talent in the Middle East.

YouTube will also run a boot camp to help artists reach a wider audience using the platform’s multiple formats.

YouTube offers a platform for emerging artists from across Saudi Arabia to share their vocal talents with the world using different formats, including long-form, shorts and live streams.

Globally, YouTube has over 80 million music and premium subscribers. It has over 2 billion logged-in viewers who watch music videos every month as of June 2020.

XP Music Futures, the three-day annual conference held in Riyadh last December, launched XPERFORM, which is a music competition for vocalists.

The competition allows applicants to share their vocal talent and the opportunity to potentially grow their music careers with MDLBEAST Records, the company’s record label arm which produces and distributes music by local, regional and international artists.

XP Music Futures Director Nada Alhelabi said: “We are thrilled to partner with YouTube on XPERFORM this year, to discover and nurture the next generation of musical talent in the Middle East.”

“This initiative aligns with our mission to create opportunities for artists and showcase the vibrant music scene in the region,” she added.

The Saudi singer, Asayel, was discovered through XPERFORM in 2022 and has signed with MDLBEAST Records.

YouTube also shared that in January, artists active on Shorts saw more than 50 percent of their new channel subscribers coming directly from their posts.

Commenting on the partnership, Liliana Abudalo, the MENA head of YouTube Music, said: “We know that YouTube is where creators make the deepest connections with their audience at scale: Creators including artists tell us that the relationships they build with their fans are more lasting, and more meaningful than anywhere else.”

XPERFORM applications are open until May 20. The top 25 applicants will be invited for a live audition day on June 25 at the Music Hub, a music educational center part of the Music Commission in Riyadh.

The boot camp will also help coach the artists on channel optimization to increase their reach on YouTube and how best to prepare for the next stage of the competition.

The 10 finalists will then go through a popularity contest on YouTube Shorts where the audience will be able to vote for their favorite contestant, to help the judges decide on the top five contestants who will perform at XP Music Futures.


Showtime: The best television of 2025 

Updated 26 December 2025
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Showtime: The best television of 2025 

  • From belly laughs to gut punches, here are the must-watch shows of the year 

‘Adolescence’ 

This harrowing drama consisted of four episodes, all shot in a single take. It told the story of 13-year-old Jamie Miller (the debut role for Owen Cooper, who deservedly won an Emmy for his faultless performance), who is accused of murdering a schoolmate, and the aftermath of that accusation for his family. “Adolescence” was the perfect blend of style and substance; you could marvel at the “balletic production processes that must have been involved,” as our reviewer noted, even while squirming in your seat at the painfully raw performances of the excellent ensemble cast. “It may be one of the most upsetting shows released this year,” our review concluded, “but it is also a remarkable work of art.” 

‘Severance’ S2 

Apple’s absorbing sci-fi comedy-drama expanded its universe in season two, as Mark S (Adam Scott) and his team of data refiners dealt with the fallout from their successful, if brief, escape from their ‘severed’ floor — where work and out-of-work memories and personalities are controlled and delineated by a chip embedded in their brains — at Lumon, during which they tried to alert the outside world to the cruelties of their working conditions. “Creator Dan Erickson and director Ben Stiller waste no time in rediscovering the subtle blend of tangible oddness and sinister dystopian creepiness that made the first season such an uncomfortable joy,” our reviewer wrote.  

‘Stranger Things’ S5 Vol. 1 

At the time of writing, we don’t know whether volume two of the final season of this epic Eighties-set sci-fi horror drama — out Dec. 26 — will be able to maintain the quality of this first volume, but all signs are good. As our reviewer wrote of volume one: “The Duffer Brothers lay down a compelling claim to be the current best-in-class when it comes to making thrilling mainstream TV. Is there anyone better at consistently building tension, releasing it a little through comedy, action, or both, then applying the pressure once again? The four episodes fly by.” There was edge-of-the-seat action and high-stakes jeopardy aplenty, but tempered by the moments of emotional interaction that have been crucial to the show’s success. 

‘Mo’ S2 

In Mo Amer’s semi-autobiographical comedy drama, he plays Mo Najjar, a Kuwait-born Palestinian refugee living in Houston, Texas, with his mother Yusra (the superb Farah Bsieso), and his older brother Sameer (Omar Elba), who’ve been waiting more than two decades to have their asylum case heard. In season two, our reviewer said, Amer continued to explore “incredibly complex and divisive topics — family, religion, imbalance of power, exile, mental health, parenthood, multiculturalism and much more — with an artful lightness of touch, without ever taking them lightly.”  

‘Andor’ S2 

The best of the multitude of TV spinoffs from “Star Wars,” “Andor” was only two seasons long, and the majority of viewers would already have known what was coming (spoiler: the events of “Rogue One” were coming). But its story of a population rising up against the erosion of their rights was both convincing and timely. “With ‘Andor,’ (creator Tony) Gilroy and (star Diego) Luna have truly set the gold standard for what future ‘Star Wars’ can be,” our reviewer wrote. “Not just a space opera, but real stories of transformation and beauty.” 

‘The Studio’ 

With “The Studio,” Seth Rogen and his co-creators manage both to skewer Hollywood and remind us why it’s still (sometimes) great (because it can still produce shows like ‘The Studio’). The star-studded comedy about a newly appointed Hollywood studio head, Matt Remick (Grogan), who believes himself to be a supporter of great art, but quickly discovers that he’ll have to park his principles and chase the money, was as sharp a satire as you could wish to see, confronting the inherent silliness of showbusiness but remaining entertaining throughout. 

‘Slow Horses’ S5 

The fifth season of this excellent, darkly humorous espionage drama wasn’t its strongest, but even so, it trumped most of the competition. British super-spy Jackson Lamb and his crew of misfit agents at Slough House were once again embroiled in high-level conspiracies when their resident tech nerd Roddy gets a glamorous new girlfriend who everyone — or, at least, everyone except for Roddy — can see is well out of his league. That led us into a plot covering Islamic extremism, the British far-right, and much more, all held together by Gary Oldman’s scene-stealing turn as Lamb. 

‘Last One Laughing’ 

Putting a group of 10 comedians in a room for six hours and telling them not to laugh isn’t the greatest premise on paper, but this UK adaptation of the Japanese show “Documental,” featuring a stellar lineup of some of Britain’s funniest people — and host Jimmy Carr — was an absolute joy. From Joe Wilkinson being eliminated by Lou Sanders’ whispered “Naughty tortie” to eventual winner Bob Mortimer’s whimsical flights of fancy, there was so much to love about this endearingly silly show. And credit to the casting directors — the mix of comics was central to its success.