Soundstorm 2025: How MDLBEAST turned Riyadh into a global festival city
In partnership with MDLBEAST
By Susan Hansen
The neon pink light colour catches the eye, without being overpowering. Independent shops, food and drink outlets are within touching distance. There are roads for pedestrians, benches and tables, palm trees and a zebra crossing, charming features that take inspiration from capitals around the globe.
Eye of the Storm is the name of the Downtown area of Soundstorm, in Banban, a rapidly developing district in northern Riyadh, where a new a festival ‘city’ emerges. Reaping the benefits of a makeover, a reimagining that plays on city vibes, capturing the spark, the hustle and bustle of some of the world’s most iconic hotspots.
With four zones, North, South, East and West, MDLBEAST, the entertainment company that’s also behind Balad Beast, A Thousand and One and XP Music Futures, goes for a theme-oriented approach for an intuitive experience, allowing concert goers to dip in and out, chill or party, as they see fit.
With emphasis on city-based storytelling, talking to different music fans, entice them to go exactly where their favourite music plays. The ease of navigating the site makes the experience smooth. North zone zooms in on R&B and hip-hop, South is about ambient, West is for techno fans and East supports local and regional talent like Ayed, Zena Emad and Balqees.
With 500,000 guests, 14 stages, over 250 performing artists, the sixth edition takes you by surprise. It offers ‘Her’ female only lounges and viewing zones, well-equipped recycling stations and presentations powered by 1,600 drones. As with everything that happens at this Saudi spectacle, it’s done with a flair.
The artist lineup steers away from rock and alternative to focus on large-scale, international music entertainment. The shift is noticeable around Big Beast, the main stage, it’s a change that elevates the atmosphere. MDLBEAST does not settle for second best, the determination to lead, to be among the best, runs deep. Driven by a motivation to secure some of the biggest global and regional talent, the reluctance to compromise on quality is a thread.
On an explosive journey, DJ Snake is an example of an international artist who embodies the vision. As one of the first DJs to perform in Saudi, it’s clear seeing and feeling the vitality at the shows has been a thrill. With no pre-conceptions or traditions, it has inspired freedom. Uncompromising, trailblazing, the French DJ rates artistic freedom and independence above all else. “I’m not trying to please nobody but me. It’s selfish, but I don’t make music to please the audience. I like to take risks, I try new things, challenge myself and represent different cultures to my fans. I’m very blessed to travel a lot.”
Also an artist on the international arena, singer Benson Boone explains the background of his song ‘Drunk in My Mind’. “It’s about someone who came into my life and screwed a lot of things up.” While the equally personal ‘Man In Me’ demonstrates that his qualities stretch further than entertainment alone. There’s much to be said for a performer carrying the youth of a 23-year-old, with the confidence of someone who’s older.
MR Worldwide; Pitbull’s appearance is a hot topic. Armando Christian Pérez’s contribution sees him pull out the show biz stops with an amusing set. A huge Friday night crowd gathers in front of the stage, with some adhering to the doppelgänger effect, wearing rubber bald caps and shades, which is custom at the shows. The singer goes through a setlist of sampled hits that’s right for a dance and a singalong.
Few artists take musical entertainment to the level Cardi B is capable of doing, however. A multifaceted performance, a diverse display that punches above its weight. Loaded with energy, the rapper shows she has it all. Not one for wasting time, every second is utilised. The setlist balances the old with the new, and includes the magnetic ‘Money’, clever cover versions of Bruno Mars’ ‘Finesse’ and DJ Snake’s ‘Taki Taki’ and ‘Bodega Baddie’.
On Big Beast, the excitement continues to unfold. Post Malone, ‘or Posty’, is known for his ability to rock an outdoor set and lives up to the hype. The Syracuse-born singer has a special way of connecting with fans and large crowds, it’s fascinating to see in real life, as songs like ‘I Had Some Help’, ‘Rockstar’ and ‘Congratulations’ fly off the shelves.
Elsewhere, on Park stage, singer The Kid Laroi meets fans from the Middle East. The Australian rapper has come a long way since emerging on the scene as a teen. The tension between pop, rap and alt-rock is what gives Laroi the extra edge. The ability to tear through the set with tracks that rarely last more than two minutes keeps the affair fresh. He talks, plays and the fans are happy.
Music is the magnet, but there’s no need to limit ambition. There’s scope to innovate, room to pursue an opportunity when it presents itself. Strengthening the relationship between music and football is a new cross-cultural partnership that sees Inter Milan and MDLBEAST join forces. Haitian DJ Francis Mercier wore the club’s limited-edition jersey at his live set. Contrary to the classic jersey, it comes with a special pattern around the number.
Chief Marketing Officer Luca Danovaro is excited about the project, saying he sees music as central to what Inter wants to achieve. “We have the ability to create a deeper connection with our fans and the stadium, thanks to the music. We’ve been partnering with several artists and music labels.”
This partnership is part of a broader campaign in the Middle East. Passion is a powerful tool – it can be used to develop long-term relationships and connect people across language, border and background. The club has relationships with record labels, artists and festival promoters.
Essentially, this event giant pushes boundaries right across the spectrum. British-Lebanese producer, DJ and radio host Nicole Moudaber has a fanbase in the region, and appearances at Soundstorm play a significant part. “There’s motivation and eagerness,” she enthuses. “People are really clued up, they’re well-travelled. They love music. This is on par with anything in the world, it’s mind-blowing. In the beginning we weren’t sure about Saudi, but it’s overtaking everything right now, there’s so much happening, everything is well-organised.”
Emerging American DJ and producer HoneyLuv views things in a similar way to Moudaber. The eclectic artist is no stranger to playing this neck of the woods, so when her agent presented her with the idea of appearing in Banban, the decision to play was easy. Having spent a large part of the year playing around the world, bonding with audiences, there are special moments to store. With new music on the way, she knows her access counts.
“I want to continue using my platform to speak. It makes a difference. Black people often come to me and say they appreciate that I speak out on issues. So that’s what I will keep doing, donating and putting on shows to help other people by raising awareness.”
Three groundbreaking days of glorious entertainment, another epic edition of Soundstorm is delivered. A location where international and regional talent, festival guests and working industry come together to make the cultural extravaganza, the MDLBEAST celebration that it is and deserves to be. What a blast it’s been!