XP for the future of music: New strategies in Riyadh
The “XP Future of Music” conference launched its fifth edition in the Jaxx district of Riyadh, with the participation of a select group of global industry leaders and emerging talents, to chart a new roadmap for developing the music infrastructure in the Middle East and North Africa over three days, celebrating five years of growing influence in the region’s creative economy.
Cultural context and historical transformation
This conference comes at a time when Saudi Arabia is undergoing radical transformations in the culture and arts sector, in line with the goals of Vision 2030, which places quality of life and diversification of income sources at the heart of its priorities. After decades of limited musical activity, Riyadh has become a global destination attracting leading artists and decision-makers. The XP Conference serves as the intellectual and strategic arm of the MDLBEAST Festival, aiming to establish a sustainable music industry that goes beyond simply holding concerts to building an integrated system for production, distribution, and rights protection.
Sector maturity and talent development
The opening ceremony featured a celebratory pause that reviewed the radical transformation led by the conference, where Nada Al-Halabi, the conference director, emphasized in her speech that the continuation of the event for the fifth year is tangible evidence of the sector’s maturity and the development of artists’ talents, noting that the discussions are no longer limited to the establishment but have moved to professionalism and globalization.
For his part, Talal Al-Bahiti, Chief Operating Officer of MDLBEAST, pointed to the fundamental shift in the new generation's view of music, emphasizing that it has moved from being a mere hobby to a genuine career path thanks to the availability of infrastructure and global opportunities that were previously unavailable. Creative Director Ahmed Al-Ammari “Baloo” stressed that the Saudi music scene is redefining the concept of creativity, noting that the organization is committed to providing open spaces for growth and experimentation that support and empower emerging artists.
Intellectual property issues and economic impact
The Jaxx neighborhood transformed into an interactive knowledge platform, where sessions addressed complex and vital issues, foremost among them intellectual property rights, mechanisms for protecting creativity and generating revenue—topics considered cornerstones for guaranteeing artists' material and moral rights. The growing relationship between musical composition and the rapidly expanding video game industry in the Kingdom was also explored, opening new investment opportunities for local musicians.
The dialogue sessions explored the concept of “contemporary heritage,” researching ways to archive and reimagine the rich Saudi heritage aurally to present it to the world in a modern spirit, while the “YouTube Music” platform presented advanced insights on visual storytelling in cooperation with Zain, which enhances the presence of digital artists.
XP Night events
The conference also included a practical component, featuring intensive technical workshops focused on songwriting and music production. These workshops provided participants with practical tools for understanding the legal foundations and building a sonic identity. As evening fell, the event transformed into an artistic carnival with "XP Night," showcasing the conference's cultural diversity through live performances by international and regional artists such as Lina Makhoul and the band Bab Blues.
The evening performances showcased the talents of Betrout Records, featuring up-and-coming artists such as Ziad Zaza and Asayel, reflecting the conference's commitment to supporting diverse musical genres from hip-hop to alternative and electronic music. Now in its fifth edition, XP continues to solidify its position as a soft power and strategic driver of the music ecosystem, combining professional development with meaningful entertainment to connect innovators with decision-makers in the region.
