an escape to the desert | MDLBEAST’s XP MUSIC FUTURES x SOUNDSTORM

‘’It’s at its start now, and if you are not a part of it now, you miss out’,’ These are the words of Ramadan Alharatani, CEO of MDLBEAST. An event that should be marked in your agenda for December 2025 — we are talking about the Middle East’s biggest go-to event of the year. Located in the heart of Saudi Arabia, entertainment company MDLBEAST celebrated the fifth anniversary of Soundstorm and the fourth XP Music Futures with one bold vision: unite the unseen combined with the established. The leading platform invited Schön! to an unforgettable experience of music and dance enriched by a variety of diverse cultures and fresh new sounds that are ready to take over and redefine the music industry.

With a staggering 450,000 visitors, Soundstorm has cemented its status as a global trailblazer in the music festival scene, drawing industry titans like David Guetta, Eminem, Camilla Cabello, The Roots, 30 Seconds To Mars, Tems, A$AP Rocky, Linkin Park, and more to the heart of the desert for its highly anticipated 2024 edition. Just a week prior, the region came alive with XP Music Futures, a three-day creative playground connecting Saudi Arabia, the region, and the world. Attendees engage with over 200 expert speakers spanning genres from EDM and hip-hop to heavy metal and Afrobeat, offering an unparalleled opportunity for learning, collaboration, and inspiration.

But MDLBEAST’s impact goes far beyond this stage with MDLBEAST Initiatives such as XPERFORM: Competition Empowering Regional Talent, XCHANGE: Shaping the Region’s Music Conversations, HUNNA: Amplifying Female Voices in Music, Sound Futures: Investing in Innovation, Storm Shaker: The Ultimate DJ Competition, Artist Management Bootcamp: Shaping the Next Generation of Leaders and Xine: Capturing the Pulse of Regional Music Culture. With these, the platform is crafting a blueprint for the music industry’s future, giving the next generation access to the transformative power of music.

XP MUSIC FUTURES

“To have a music festival taking place here in Saudi Arabia, to many people, it might sound like a drop in the ocean, but here, it was forbidden before,” CEO Ramadan Alharatani tells Schön! during a sit-down at XP Music Futures. “Once the change happened, I wanted to showcase something special that was unseen to the world. And this is the beauty of the scene. It’s a historic moment!’’

XP Music Futures took off in the summer of 2019. It’s an initiative to connect with communities, targeting different groups within the music industry, with ‘growing together’ being at the core of its values. Ever since its launch, there has been a significant growth of young emerging talents in the region. All push the acceptance of music within the culture, emphasizing that music can be anything from enjoyment to professional careers for everyone. Its message is drawn to entertainment, acceptance and awareness about the industry. ‘’Currently, 70% of the population is under 30, so we are talking about the majority of an audience exposed to what the world has to offer within music culture. Many of these people went abroad through scholarships and universities and came back with a deeper understanding of what’s been happening outside of the country, and are welcoming and willing to make a change here in Saudi Arabia’’ Ramadan says.

The event contributes to the 2030 vision of the country, creating a new creative economy with a mature realization of different industries, with music and art at its core. ‘’At MDLBEAST and XP, we see ourselves as an example of talent growth and maturity, not just from a talent side, but also copyrights and venues for example. We have the beauty of taking off a new industry here where people left off in the past due to regulations. I feel blessed to contribute to the vision in our own creative way, where our talents are able to perform abroad and international artists join us to realize the vision. In 2019, everything opened up for foreigners and people got the opportunity to explore what this country has to offer. It also created a foundation for us to explore ourselves, which is what we are doing right now. ’’, Ramadan says.

Taking place in Riyadh’s JAX District, XP Music Futures created a hub for diversity. A place where everyone can be themselves through mutual respect and shared creative visions and interests. These key takeaways are translated through panel sessions such as Empowering The Next Generation, Music & Folklore in Arabia–Heritage & Cultural Preservation, Fueling the Economy Through Arts, Culture & Creativity, Women in Music, Introducing Music Therapy and many more. Alongside, XP offers intimate workshops, with Director X, known for working with talents such as Rihanna, Drake, Jay-Z and many more, explaining the art of making a music video. In another venue, David Guetta gives his Masterclass on the recipe for a musical hit!

XP defines what a platform should be about: there is no competition, it’s about thriving and uplifting each other through community and knowledge exchange, something one can feel by visiting this dazzling event, ready to take over the region. ‘’From the beginning, we said we need to win locally. Meaning, we need to create something fresh, something that works for us and is something new. Our focus is to engage with the unseen and unheard. We can do this by maintaining our brand and our ethos. But also allowing the diversity of the mindsets we acquired within our organizations. I think we developed an interesting DNA in the last five years. Whether it be in the songwriting camps that we produce or the creative workshops where we push new sounds and concepts. At XP, we really explore these new ideas, but it doesn’t stop there, as we continue these activities throughout the whole year. We exchange this through different cities around the Arab world. But we bring that together at XP and amplify those efforts here. What you are seeing here, you will not see anywhere else. It’s rich, it’s culture, it’s new! ‘’ – Ramadan Alharatani, CEO of MDLBEAST.

SOUNDSTORM

For three electrifying days, the vast Saudi desert underwent a jaw-dropping transformation into a colossal 5.5-million-square-meter dance floor. With a staggering 260 hours of non-stop entertainment, this isn’t just a local spectacle — it’s a global phenomenon that reaches beyond the borders of the region. Music lovers from every corner of the world gather to witness their favourite artists from the heights of the tallest stage ever recorded, but the experience runs deeper than the music. It’s a celebration of togetherness and cultural fusion, where visitors are invited to immerse themselves in a richly curated program that bridges music, art, dance and the essence of the Middle East.

Day 1 set the tone with an unstoppable lineup featuring the iconic Eminem, Linkin Park, Akon, David Guetta, and Martin Garrix, igniting the crowd with performances that sent shockwaves across the desert. Day 2 took things up a notch as the stage became the kingdom of A$AP Rocky, Muse, Busta Rhymes, G-Eazy, Jason Derulo, and Calvin Harris, each act pushing the limits of sound, light, and spectacle. By Day 3, the momentum was unstoppable, with Camila Cabello, The Roots, and Thirty Seconds to Mars delivering powerhouse performances that reached across the desert clouds, their vocals and energy vibrating through every grain of sand. It wasn’t just a festival — it was a movement, a moment, and a memory that will echo in the hearts of every visitor long after the final beat dropped.

Beyond the headline acts, attendees of Soundstorm 2024 cannot afford to miss the UNDERGROUND stage experience, a space with four stages that transport music lovers into the heart of global electronic music culture. This exclusive zone offers access to some of the most innovative and influential techno and house DJs in the world — names that have reshaped the landscape of modern dance music. Legends like Black Coffee, Joris Voorn, Zone+, Richie Hawtin, Adam Beyer, Boris Brejcha, and Marco Carola will push the boundaries of sound, while Paco Osuna, Solomun, Kölsch, Kitty Amor, Mind Against, Adriatique, and many more industry riots bring their signature mixes to life. These artists have sparked global movements in the last decade, and their performances will echo through the desert night, creating a hypnotic, unforgettable atmosphere.

Shifting to the DOWNBEAT stage, an eclectic mix of international talents takes the crowd on a journey through the desert landscapes. Artists like Zeyne, Bayou, Latto, Tems, TUL8TE, and Hassan Abouelrouss turn the air electric, their performances igniting the crowd late into the night. As the temperature drops, their beats and captivating sounds raise the energy to new heights, ensuring the festival’s life and rhythm well into the early hours.

Meanwhile, in the DANCE TENT, the energy is even higher, as superstar DJs like Don Diablo, Meduza, DJ Snake, Afrojack, Gordo, and other world-renowned artists deliver some of the best music performances of the event. Crowds are being swept away in a tidal wave of banging bass and iconic tracks. This stage is where the heartbeat of Soundstorm goes on till 4 AM, bringing people together through the undeniable power of pure dance music.

Finally, the dust settles down into the early morning hours, but for sure SOUNDSTORM’s musical heart will beat on and doesn’t stop here. A defining moment for the Middle East’s cultural evolution. With each passing year, the event promises to continue to push boundaries, breaking down barriers, and providing a platform for both emerging and established artists to thrive. MDLBEAST is crafting an unparalleled legacy, not just in music, but in cultural exchange, education, and the celebration of diversity.