RIYADH: MDLBEAST is placing sustainability and the growth of Saudi Arabia’s creative economy at the center of Soundstorm 2025, its annual music festival which is taking place until Dec. 13. 

In an exclusive interview with Arab News, Ramadan Alharatani, the CEO of MDLBEAST, said the festival was not just about entertainment, but about creating long-term economic and social value.

He said: “Soundstorm plays a major role in the creative economy by creating jobs, attracting international talent, and giving local artists real opportunities to perform on a large stage.

“We are also investing in long-term programs that support training, production, and creative development beyond the festival weekend.

“This year we are focusing more on accessibility and sustainability. We are improving transportation options, making the site easier to navigate, and introducing better systems for recycling and energy use. Inclusion is also a priority, so we are working on creating spaces and experiences that welcome all types of audiences.” 

Looking at the festival’s role in nurturing emerging talent, Alharatani said: “We are continuing to build on programs that help new talent grow.

“Through XP Music Futures, our year-round initiatives under the MDLBEAST Foundation, and partnerships with regional and international labels, we are giving young artists more access to mentorship, training, and performance opportunities. 

“We are also supporting new ideas in music tech, sound design, and creative production, so emerging talent can experiment with different forms of expression. These partnerships help us develop the next generation of artists and build a stronger presence in the region.”

This year’s edition of Soundstorm offers audiences more stages, a wider variety of genres, and increased international collaborations.

The festival layout has been redesigned to make it easier for fans to explore areas dedicated to live music, hip-hop, regional talent, and emerging artists, alongside the main stages featuring global performers.

These changes focus on the rapid growth of Saudi Arabia’s music scene, with local audiences embracing diverse genres, and international artists showing greater interest in performing in the Kingdom.

“Soundstorm has always been a place where these worlds meet, but this year that connection is stronger and more visible,” Alharatani said. 

Regarding the future and MDLBEAST’S vision, he said: “Our main priority is growth that feels sustainable and meaningful.

“We want to build more cultural experiences, support more local talent, and expand our presence globally without losing our connection to the region. In the next few years we will continue developing our festivals, expanding our live event calendar, increasing our year-round venue offerings, and investing in talent development. 

“The goal is to create long-term value for the music and entertainment scene in Saudi Arabia.”

Building on MDLBEAST’S efforts to expand the Kingdom’s creative ecosystem, Nada Alhelabi, general manager of the MDLBEAST Foundation and founder of XP Music Futures, said the foundation was creating professional pathways for emerging talent.

She said: “This year we are expanding XP’s educational and professional programs to give young people clearer pathways into the music industry. We are introducing more workshops, mentoring sessions, and hands-on training across areas such as sound engineering, event production, artist management, and creative business.

“The aim is to help young talent understand how the industry works and how they can build real careers in it. Alongside our XP Music Futures program we have nine initiatives that the MDLBEAST Foundation works on all year round to develop a sustainable music ecosystem in our region.”

She added that the landscape of creative careers in Saudi Arabia had transformed rapidly, with more venues, festivals, and studios creating a growing demand for skilled professionals.

Alhelabi added: “Young people now see music as a real industry with a variety of career paths beyond performing. XP Music Futures provides a space where talent, executives, startups, and educators can connect, giving young creatives access to industry leaders, hands-on learning, and opportunities to network and exchange ideas.”

On the impact of key programs, Alhelabi said: “This year we saw strong progress across all three programs. Hunna continues to support the development of female talent and leaders, and several participants have already stepped into new roles across production, performance, and creative management. 

“XPERFORM (has) helped emerging artists grow their audiences and secure new performance opportunities, and a major milestone this year was our new partnership with Shahid. 

“As the region’s leading streaming platform, Shahid is now broadcasting XPERFORM, giving our artists wider visibility and bringing their stories to a much larger audience.

“Sound Futures also supported a new wave of music-tech startups, many of which are now testing or launching their ideas in the market. 

“Together, these stories show how year-round support can make a real difference and they highlight how XP is helping shape the next generation of creatives.”