An interview with - Nada Alhhehabi, General Manager at MDLBEAST Foundation & XP Music Futures Program Director
“Looking ahead, my hope for the future of the MENA music industry is that we build it the right way from the start. While invigorating our economy is a key priority, we have a unique opportunity to learn from global benchmarks”
Nada Alhelabi, a visionary leader in the expanding MENA music industry, has quickly made a name for herself. Born in Saudi Arabia and educated in California, she’s now a driving force behind MDLBEAST, instrumental in shaping Saudi Arabia’s expanding music scene.
In this interview, we explore Nada's passion for music, her vision for the future, and MDLBEAST's transformative impact on the region. Nada is also one of the jurors for our upcoming edition of Music Cities Awards.
An interview by Liliana Ramirez
Could you share a bit about your journey in the music industry and how you began working within the Saudi Arabian music scene?
I've always had an unconditional love for music. Even before joining MDLBEAST, I attended numerous music festivals and conferences, where I witnessed the incredible power of music to bring people together and positively impact their lives. This deep passion led me to explore the healing aspects of music, inspiring me to pursue a certification in sound healing and a master's degree in Global Entertainment and Music Business from Berklee College of Music. Driven by a desire to bring the vibrant energy of the music industry to my favorite place—my home, Saudi Arabia—I recognized the immense, untapped potential within the underground music scene. I felt a strong responsibility to create platforms and opportunities for these talented artists to shine. In 2019, I had a life-changing experience as part of Saudi Arabia's first-ever music festival. This event solidified my commitment to the music industry and inspired me to do even more to elevate and support the local scene, combining my background in wellness with my passion for music.
I noticed that you're also a sound therapist. How do you integrate this expertise into your work in the music business?
As the General Manager of the MDLBEAST Foundation, I oversee a range of programs and initiatives, with a key focus on "impact"—one of our core pillars. I strive to integrate my expertise in sound therapy across our work. For instance, during XP Music Futures, I ensure that we incorporate the positive effects of music as an educational element within our panels and weave it into our wellness activations. We also use our social platforms to promote the transformative impact of sound therapy.
Sound therapy plays a crucial role in supporting musicians, especially those facing burnout. The intense demands of constant performances, creative pressure, physical strain from an always-on lifestyle, heavy travel schedules, and the isolating nature of the profession can lead to significant stress and exhaustion. By employing sound therapy, we provide musicians with a valuable tool to reconnect with their creative energy, reduce stress, and enhance their mental and emotional well-being. This holistic approach leverages the healing power of sound to counteract burnout and uplift artists, helping them regain their sense of balance and creativity.
Through your company, MDLBEAST, how have you contributed to the development of Saudi Arabia's music industry?
Our debut event, SOUNDSTORM in 2019, created an unprecedented economic and social impact, exceeding all our expectations. It provided a powerful platform for regional talent, making local audiences more aware of their creative potential. According to surveys, 83% of Saudi youth believed SOUNDSTORM 2019 increased opportunities for local musicians and creatives, while 86% felt immense pride in Saudi Arabia's creativity and culture. Additionally, the IMS Report noted a 36.5% increase in demand for global artists who performed at the event, lasting 12 months after the festival. This milestone marked the beginning of a transformative journey.
By 2023, MDLBEAST had signed over 125 local artists, reflecting a 25% growth from the previous year. This progress extends beyond our large-scale events. We prioritize nurturing grassroots communities and underground scenes in Saudi Arabia and abroad, offering invaluable support to emerging artists. Through the MDLBEAST Foundation, we launched initiatives like “XPerform” and “Storm Shaker” for talent discovery, alongside educational programs such as Beast ED, XChange, and the Artist Management Bootcamp.
Empowering female talent is a cornerstone of our mission. In fact, 54% of surveyed individuals recognized MDLBEAST's role in encouraging greater female participation in the music industry. Our women-focused initiative, Hunna, plays a critical role in this progress, providing mentorships, listening circles, and masterclasses tailored to female artists.
Following these achievements, we aim to inspire public trust and confidence in MDLBEAST’s vision. We want to be recognized not just as an entertainment company but as a community-driven enterprise dedicated to advancing Saudi Arabia's music economy. By supporting local and international success, we strive to define the next generation of music and entertainment creatives and professionals. However, our journey is a collaborative effort—we can only succeed if everyone joins us in shaping the future of the region’s music scene.
MDLBEAST Soundstorm
Riyadh, SA
As a leader in Saudi Arabia’s music market, can you describe the main key players and figures in your local scene, including notable artists, genres, and talent?
Saudi Arabia's music scene is thriving, driven by a diverse array of talented artists and supportive industry initiatives. Notable figures include Fulana, who blends with her unique indie style; Asayel, one of the “XPerform winners” is the country's pioneering female rapper; and Cosmicat, Saudi Arabia's female DJ, who has been pivotal in popularizing EDM across global stages like Tomorrowland, Exist Festival, and more. Emerging genres like hip-hop are gaining momentum with artists such as Ntitled and Moayed Alnafie, while alternative rock bands like Seera Band are shaping the indie scene. The rise of platforms like the MDLBEAST Foundation and the XP Music Conference has provided vital opportunities for artists to showcase their work and engage with a global audience, highlighting the Kingdom's commitment to fostering a vibrant and inclusive music ecosystem.
According to the 2022 Global Music Report published by the International Federation of the Phonographic Industry (IFPI), the MENA region recorded a 35% increase in music revenues, making it one of the fastest-growing music markets in the world. Could you share some insights on the factors that have driven this impressive growth?
The impressive 35% increase in music revenues across the MENA region, as highlighted by the 2022 Global Music Report, can be attributed to several interwoven factors. One of the most significant is the rise of streaming services and widespread digital adoption, driven by a young, tech-savvy population that has embraced music as part of their daily lives. Additionally, the region has witnessed a surge in investment in live music events and festivals, which have become cultural phenomena, bringing people together and elevating the overall music experience.
From my perspective, working closely with the Saudi music industry, I’ve seen firsthand how the strong localization of content, combined with global influences, has made the music scene more accessible and relatable to audiences. Government initiatives have also been game-changers, particularly those aligning with Saudi Vision 2030, which have helped nurture a creative economy and provided crucial infrastructure and support for artists. The globalization of music and the rich cultural exchange happening in MENA have fueled this growth, showcasing the unique and authentic sounds of our region to the world. It’s a truly exciting time, filled with boundless potential and opportunities for our music community.
Spotify reports that countries such as France, Germany, the USA, the Netherlands, and the UK lead in streaming MENA artists outside the region. Do you think this growing global audience could lead to more international touring opportunities for MENA artists in Europe and the USA?
Absolutely, the growing global audience for MENA artists, as highlighted by Spotify, is a promising indicator of more international touring opportunities in regions like Europe and the USA. Increased global exposure not only validates the immense talent coming out of MENA but also enhances the prospects for live performances in key music markets. This is particularly exciting for artists who are eager to bring their unique sounds and stories to audiences around the world.
One of the most rewarding aspects of this growing global audience is the potential for cultural exchange. When MENA talent collaborates with international artists, it leads to the fusion of different styles and the creation of new, groundbreaking sounds. MDLBEAST Records has played a significant role in this space, facilitating collaborations between regional artists like Ahmad Saad and international DJs like Afrojack. These partnerships have helped elevate the visibility of MENA artists and create tracks that resonate both regionally and globally.
Moreover, we actively promote international tours, recognizing the value of bringing MENA talent to global stages. This exposure has not only opened new doors for our artists but has also allowed them to build meaningful connections with audiences and fellow musicians worldwide. I am especially passionate about this because I've seen firsthand how these efforts spark creativity, broaden opportunities, and pave the way for MENA artists to thrive in the global music scene. The potential for our artists to tour internationally and make a lasting impact is immense, and we are just beginning to realize the full scope of these possibilities.
What has the experience been like running the XP Music Conference, one of the most significant music events in the MENA region, and what impact has it had on the local music industry?
Running the XP Music Conference has been an incredibly rewarding and transformative experience. Now in its 4th year, XP has grown into one of the most significant music events in the MENA region, continually evolving to make a meaningful impact on the local and regional music industry. One of our proudest accomplishments this past year was achieving near gender balance. With 48.25% female and 51.75% male participation, we reflected our commitment to inclusivity. We also partnered with 22 diverse organizations, ranging from local to international, and hosted 296 speakers from 54 countries, fostering a rich exchange of knowledge and ideas.
The impact of XP is evident in multiple ways. Our new initiatives, such as XPERFORM, have given emerging artists a platform to showcase their talent while fostering regional collaborations has sparked creative partnerships and the emergence of exciting new party brands. It’s incredibly rewarding to see the growing demand from artists wanting to participate and from audiences eager to be part of the experience. This has also encouraged us to expand our offerings to be more inclusive of all age groups and to continuously engage our returning partners like Youtube, Spotify, Billboard and many others. Every year, we introduce new initiatives based on the feedback we receive and the gaps we identify, ensuring XP remains responsive and forward-thinking. This ongoing cycle of listening, innovating, and adapting has helped us strengthen and professionalize the MENA music ecosystem, and being part of this journey is truly fulfilling.
Could you share some of the main highlights and key themes discussed at your conference? What topics of conversation do you consider the most relevant these days?
At XP Music Futures, our discussions and programs are guided by our 12 Building Blocks and 4 Pillars, which together form the foundation of our mission. We cover a wide range of topics, from Talent Development to Music Policies, aiming to support and nurture the growth of emerging talent. Our goal is to empower young artists and provide a clear pathway for developing talent to succeed in the music industry. We also aim to bring established industry leaders together to share their insights with our audience and inspire the next generation.
Key themes at the conference reflect the rich and multifaceted nature of today’s music conversations, delving into cultural identity, the impact of technology, business growth, and social responsibility. We explore crucial topics such as the relevance of live music events, the influence of social media trends, and the role of music in driving political and social change. These conversations not only highlight the rapidly evolving music scene in the region but also emphasize the significance of music as a force for both cultural expression and social impact.
Looking ahead, what are your hopes for the future of the MENA music industry, and what role do you envision for your company and initiatives in this evolution?
Looking ahead, my hope for the future of the MENA music industry is that we build it the right way from the start. While invigorating our economy is a key priority, we have a unique opportunity to learn from global benchmarks. We can adopt best practices and understand the systemic gaps and issues that have emerged internationally. By doing so, we can shape an industry that is equitable, sustainable, and forward-thinking.
Our company and initiatives are committed to setting high standards and benchmarks through our events, production quality, and booking practices. We play a crucial role in nurturing grassroots talent through initiatives like XPerform and Storm Shaker, which are dedicated to discovering and supporting the hidden gems in our community. To address the gender gap, we launched Hunna, a female talent incubation program that empowers women in music. To address the shortage of artist managers, we launched our Artist Management Bootcamp to provide essential training and support.
Additionally, I hope to push the thinking of innovation in the region and shift audiences from being mere consumers of music and technology to becoming active contributors and creators. We are driving this through Sound Futures, our initiative for music entrepreneurs, which equips them with the skills and resources needed to innovate and shape the industry. These efforts are just a few examples of how we are contributing to a holistic, vibrant, and healthy music ecosystem, ensuring the MENA music industry continues to thrive and evolve. Lastly, I truly believe that our region has the potential to become a global hub for music, attracting and exporting the MENA like Beyoncé and world-class acts across all genres. With the right investments, innovative thinking, and a focus on sustainable growth, the MENA region is poised to be a platform where both established international stars and emerging local talent can thrive and make a lasting impact.
The XP Music Conference
Did you enjoy exploring the dynamic journey of the music industry in the MENA region? Are you captivated by the vibrant contrast between Riyadh's rich culture, stunning venues, and thriving music ecosystem? Do you want to uncover exciting opportunities at the crossroads of music and tourism? If so, continue your exploration with our Music Tourism Hub and join us at the upcoming Riyadh Music Tourism Convention 2025. Together, we’ll delve into the most innovative music tourism initiatives across the MENA region and unlock a gateway to the vibrant tourism landscape of the Middle East and its neighboring countries.
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