Breaking Records: Reflections From MDLBEAST's Ramadan Alharatani
Back in the 90s during the early days of satellite TV, Ramadan Alharatani would record mixtapes when music debuted on MTV, and sell them at gift shops. Then, when he went to high school in the United States, he would return to Saudi during holidays with suitcases full of CDs that hadn't yet reached local stores, reselling them at his uncle's record shop. He never imagined that his personal passion for music would evolve into something more. 'It's still hard to grasp that what was once an underground music scene in my hometown, Jeddah, would evolve to a thriving music scene globally,' says Alharatani, who, as CEO of MDLBEAST, has helped elevate the local industry to global prominence.
It all started with Soundstorm – a milestone for musical performances in the Kingdom. 'It was the first public event where men and women could be in the same space, enjoying live music together at scale. It marked a cultural shift and opened the door for a more inclusive music entertainment offering,' he reflects. In 2021, the event saw 700,000 attendees over four days, becoming a large-scale, multi-genre festival attracting visitors from Saudi and beyond. MDLBEAST's other flagship events – XP Music Futures, Balad Beast and A Thousand and One – spotlight talent while also supporting the next generation of Saudi artists through workshops and networking opportunities. And, its record label helps emerging Saudi talent release original music and reach global audiences. The platform has brought international stars to Saudi's sands too, from Eminem and Metallica to Camila Cabello and David Guetta. 'One thing global performers consistently highlight is the electric energy of Saudi crowds, who are young, passionate and deeply engaged,' shares Alharatani.
Photo: MDLBEAST
MDLBEAST is elevating the nation's offering of music festivals and events, and it's doing so within a cultural framework. At Keinemusik in AlUla for instance, the programme incorporated prayer breaks. 'This balance of global and local is key to our identity,' says Alharatani. 'Ultimately, music creates a sense of community. On the dance floor, people from different backgrounds, cultures, and countries come together, united by a shared love for music. It's in those moments that we focus on what connects us, not what separates us.
With lights that illuminate the desert sky, and added effects from drones, pyrotechnics, lasers and massive LED screens, the festival has made international headlines as a 'Saudi rave'. This year, MDLBEAST plans to inaugurate a HiFi listening bar in Jeddah's historic Al-Balad as well as a members-only pool club concept, in addition to ongoing Esports World Cup and Formula 1 events. The momentum is only escalating, according to Alharatani: 'We're excited to keep growing, breaking Arab artists internationally, expanding our reach and working with partners to continue building a creative and subcultural ecosystem for the next generation.'
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