Music stars have fans rocking at Azimuth festival in AlUla

The Azimuth festival is taking place in AlUla. (Instagram)
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Updated 22 September 2023
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Music stars have fans rocking at Azimuth festival in AlUla

  • Third edition of the event part of Saudi Arabia’s 93rd National Day celebrations which falls on Saturday

ALULA: The third edition of Saudi Arabia’s Azimuth festival in AlUla began with a bang on Thursday with performances by several top international musicians.

Australian singer and songwriter RY X was the opening act for the festival which forms part of Saudi Arabia’s 93rd National Day celebrations.

“I have never been to this place in my whole life. I would love to come back and spend more time. It is truly an incredible place,” said RY X of AlUla on stage.

US electronic music duo Thievery Corporation, famous for their song “Lebanese Blonde,” were up next, and performed several of their hits.

Fans then welcomed legendary UK rock band The Kooks, comprising Luke Pritchard, Hugh Harris and Alexis Nunez. “We are so happy to be here … Probably the most beautiful place we’ve ever played,” said Pritchard, the band’s lead singer.  

Egyptian band Cairokee also made their presence felt by belting out some fan favorites including songs “Nefsi Ahebek,” “Samurai,” and “El-Seka Shemal Fe Shemal.”

South Korean DJ and record producer Peggy Gou, and DJ Nooriyah — who was born in Bahrain, raised in Saudi, and now based in the UK — ended the eventful night with their upbeat mixes.

AlUla Moments’ collaboration with Spotify allowed fans to check out the lineup on the Azimuth AlUla Official Playlist.

The festival vibes were enhanced with Azilook stations for makeup, hair, nails and henna tattoos. There was also an opportunity to shop for attire from Creative Collection, accessories from Qurmoz, or perfumes from SURGE.

In addition, several food vendors were available including Gun Bun, SALT, Out of Line, Just Chill, Creamery, Baroque and Maui.


Where We Are Going Today: Brown Branch Bakery and Cafe

Updated 13 February 2026
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Where We Are Going Today: Brown Branch Bakery and Cafe

  • New cafe alert in Alkhobar’s Olaya

While leaving my friend a voice note as I exited a popular local cafe across the street, I stumbled upon the building that houses Brown Branch, a newly opened bakery and cafe, and decided to head over and check it out.

I was intrigued enough to step inside after spotting the window lush with fresh flowers.

The well-lit, well-decorated, aesthetically pleasing interior was fragrant and full of life.

Up the flight of stairs, there is ample seating both indoors and outdoors — for those who prefer fresh air or a view of the surroundings.

The cafe is so practical for work or study. Outlets are aplenty so you can charge your device while you recharge. (AN photo by Jasmine Bager)

The cafe is so practical for work or study. Outlets are aplenty so you can charge your device while you recharge.

Having opened just this month, it only had a few customers during my visit, but I am sure the cafe will grow and blossom once more people discover it.

Two customers — who turned out to be nurses — were enthusiastically finishing their order, of which only crumbs remained. We had a pleasant chat and I asked what they had tried.

They had devoured the blueberry cheesecake, priced at SR29 ($7), and highly recommended it. The cheesecake is round and perfect for one or to share. I immediately placed that order.

Some of the offerings of Brown Branch Bakery and Cafe. (AN photo by Jasmine Bager)

What made it fun was that the crust encased it, with fresh berries decorating part of the top. For me, the crust is always my favorite part, so having it be where my spoon dug into first was such a pleasant surprise. The creamy interior with some fruit tucked within was really good. I ate it all in one go.

They also raved about their cups of hot chocolate (SR15 each).

Since I was well caffeinated from the neighboring cafe, I opted for an iced hibiscus tea for SR17, which was very refreshing — though the size was small and finished quickly. Wish it was larger.

I also tried a slice of lemon cake for SR13 with icing on top. It was enjoyable but not memorable.

The owner is already established in the local cafe community. She opened the Meow Cafe at Amwaj Mall a few years ago and later expanded to Dammam.

Brown Branch's owner also owns Meow Cafe at Amwaj Mall, which had expanded to Dammam. (AN photo by Jasmine Bager)

With this new venture, she is showcasing a fresh sensibility.

The name Brown Branch alludes to growth, picking fruit and relaxing together on a branch — a connection with nature that reflects the ambience and overall vibe.

There is a glass display filled with pastries — you would be spoiled for choice — and the drink menu is also extensive.

I am definitely coming back to try even more offerings.

Visit them on Instagram @brownbranch.sa.