A few days ago, we had the opportunity to visit Riyadh, Saudi Arabia, at the invitation of MDLBEAST, the country’s premier entertainment company. The company has built on the success of its inaugural festival, SOUNDSTORM, which debuted in 2019. MDLBEAST is dedicated to nurturing talent, cultivating the regional music scene, and advancing the creative economy in Saudi Arabia. Their focus spans artist development, and establishing a vibrant nightlife and music industry within the kingdom. During our visit, we had the pleasure of speaking with Talal Albahiti, the Chief Operating Officer and Head of Talent Booking & Events at MDLBEAST.
Talal, a key player in Saudi Arabia’s burgeoning entertainment industry, shared his insights on the transformative journey driven by Vision 2030. This initiative, deliver events to the National Events Calendar, aims to diversify the economy and shine a spotlight on sectors like tourism and entertainment. Talal’s story offers a lively glimpse into the birth of a local entertainment brand and the passion behind it.
A New Era for Saudi Entertainment
When the entertainment authority was established under Vision 2030, Talal and his partner Ramadan Alharatani, MDLBEAST’s CEO, Ramadan saw a golden opportunity. They wanted to create a brand that truly spoke to the Saudi people, something homegrown and authentic. Having grown up amidst Jeddah and Riyadh’s underground party scene, they knew the pulse of the local audience. Their mission was clear: to ensure that the new entertainment wave felt genuine and locally nurtured, not just another import.
“We said this is the opportunity now to create our own local brand, so it speaks to the people,” Talal emphasized. “We wanted the people to feel it’s something from within, not an outside influence.”
Passion Fueled by Personal Experience
Talal’s love for music, especially house music, was a driving force. Despite the societal constraints and the challenges of accessing uncensored music, his passion never waned. His time in the United States, where he juggled studies and DJ gigs, deepened his commitment. Even though his parents worried about his dedication to partying over academics, this experience was instrumental in shaping his vision for Saudi Arabia’s nightlife.
“My dad and I still joke about it because when I was studying in the States, I was under a scholarship but spent my free time DJing at bars and clubs,” Talal recalled with a laugh. “It seemed like I wanted to party more than study.”
Birth of Beast House: A Hub for Local Talent
One of Talal’s crowning achievements is Beast House, a vibrant venue that’s more than just a party spot. It’s a creative hub where local DJs and musicians can shine. Beast House provides a continuous platform for local talent, ensuring there’s always something exciting happening, not just during annual festivals. This initiative aims to make diverse music genres a regular part of Saudi life and education.
“Beast House is a great achievement for us,” Talal noted. “It’s a space where local DJs can now become residents and perform regularly, which was not possible before.”
Overcoming Challenges and Cultural Shifts
The path wasn’t always smooth. Talal shared stories of societal resistance towards music and nightlife, which forced him and his friends to find creative ways to enjoy their passion. From sourcing censored CDs to hosting underground parties, these experiences were crucial in shaping their understanding and approach to building a legitimate entertainment industry.
“Throwing parties back then was risky,” Talal admitted. “We had to invite people we trusted because you couldn’t openly advertise a party.”
Middle Beast’s Impact and Vision
MDLBEAST, now Saudi Arabia’s largest entertainment company, symbolizes a cultural renaissance. Hosting massive events like Soundstorm and promoting local artists on international stages, MDLBEAST is putting Saudi Arabia on the global entertainment map. Their motto, “amplifying the unseen,” is all about bringing local talent to the forefront and giving them the spotlight they deserve.
“We want to show the world that Saudi talent is something to be celebrated,” Talal said proudly. “Our mission is to amplify the unseen.”
Future Prospects and Exciting Expansion
Looking ahead, MDLBEAST has big plans. Upcoming projects like Soundstorm Festival, XP Music Futures, and Riyadh Music Week promise to take Saudi Arabia’s entertainment scene to new heights. Collaborations with international artists and promoters will further enrich the local music landscape and open more doors for Saudi talent.
“We’re planning for Soundstorm and XP, and this year’s going to be quite special,” Talal revealed. “Riyadh is calling it the Riyadh Music Week, with various exciting events lined up.”
Talal’s journey from an underground DJ to a trailblazer in Saudi Arabia’s entertainment industry is a testament to the power of Vision 2030. Through MDLBEAST, Talal and his team are not just transforming the entertainment scene but also sparking a cultural revival that resonates with the aspirations of Saudi youth. As the nation embraces its rich cultural heritage while modernizing its entertainment sector, the world watches with anticipation, eager to see the next chapter in Saudi Arabia’s vibrant music scene.
“I hope that when people attend our events, they experience something new and unforgettable,” Talal said. “We want to expand their musical horizons and give them confidence that Saudi Arabia is a place for top-quality entertainment.”
