Music + Stories - 1001 Beats

In this world, every participant is the hero of their own story. As their journey through an Arabian dreamscape, from stage to stage - each one paying homage to our legends. From the lush gardens of Bustan to the radiance of Sahaab, these are our stories.

• DATES: 24-25 April 2025

• DURATION: 2 Days, Over A Single Weeked

• CITY: Riyadh

• LOCATION: BANBAN SITE, Underground Area

 Capacity

• TOTAL CAPACITY - 24,000

• GA TOTAL CAPACITY - 20,200

• VIB TOTAL CAPACITY - 3,800
   

HER Zones

• TOTAL CAPACITY 1,180

 Stages:

QAFILAH

A caravan on an endless voyage towards the never-ending beat of music, Qafilah is a stage that has been captured in motion as it sails through golden dunes. Colorfully vibrant ships with traditional patterns, their bows adorned with camel heads carrying a DJ that keeps the caravan alive.

SAHAAB

Drifting between reality and fantasy, Sahaab brings the magic carpet to life—a stage suspended in motion, wrapped in a sea of woven patterns. This space is covered by a vast, traditional carpets that drape the containers, shimmering with LED lights that dance to the rhythm of the night. A massive screen is behind the DJ stage giving people a portal to see the land of dreams with flowing visuals of a journey through the sands.

BIZARRE BAZAAR

Is it a cave, a vault, or a souq? Dahab is where you'll find jars of gold coins everywhere and in every form. The DJ booth sits by gold bars, and golden lanterns. Every surface–from the floor to the ceiling–gleams, glows, and radiates…
 

BUSTAN

Step into Bustan, a surreal oasis where music weaves through otherworldly trees and a lush canopy encloses the space. The treehouse DJ booth sits above vines and floral installations,creating a surreal jungle. LED fireflies flicker across the branches, pulsing in sync with the music, casting a soft, hypnotic glow through the forest.

QASR

Welcome to Qasr, where the pages of the Sultan’s ballroom unfold into a larger- than-life spectacle. This palace sits atop a pop-up book. Towering stacks of books surround the space, making every dancer feel like a character in a tale too grand to be real.

Balad Beast is an annual music festival that celebrates the diversity of musical genres while showcasing the rich cultural tapestry of Saudi Arabia. With a commitment to providing an unforgettable experience for attendees, Balad Beast brings together international and local talent on one stage, creating a vibrant and inclusive celebration of music and culture.
 

1. EVENT OVERVIEW

• Location: UNESCO World Heritage site of Al Balad

• Dates: 29-30 January 2026

• Duration: 2 days 

• Daily Timings:

• Gates: 20:00 - 02:00

• Programming: 20:00 - 03:30

2. PROGRAMMING 

• 4 stages (Bab, Omda, Roshan, Souq)

• +70 artists (regional, international)

• Balad Town hosted the MDLBEAST Radio Mixtape stage

• 16 Hours of music

3. COMMERICIAL

• 9 Brand activations in 2026 

• Including Sting, Pepsi, Zain, Garnier, IQOS, Desperados, Heineken, Glam Station, and Merch store

4. ATTENDANCE

• +25,000 attended Balad 2026.

• %Saudi VS International

• (Saudi Arabia: 98.2%, Kuwait: 0.5%, UAE: 0.3%, Bahrain: 0.2%, China: 0.2%, USA: 0.1%, UK: 0.1%, Russia: 0.1%,Others: 0.3%)

• Male VS Female

• (Male: 80%, Female: 17%, Not provided: 3%)

5. SUSTAINABILITY 

• Digital Transition

•  The core planning team was equipped with iPads and supported by a central Smart TV coordination board, reducing paper usage while improving real-time planning visibility and operational efficiency.

• Water Management

• Water stations were installed across the BOH village, including all cabins and welfare areas, significantly reducing reliance on single-use plastic bottles.

• Reusable Crew Uniforms

• Hi-vis uniforms were designed with interchangeable Velcro patches, enabling reuse across multiple events and reducing material waste.

• Food Waste Reduction

• BOH catering was optimised through accurate demand planning to minimise excess. Live BBQ stations were also introduced, allowing for better portion control and reducing food waste.

• Low-Impact Transportation

• Crew transportation was centralised through shuttle systems, minimising the use of private vehicles and reducing on-site traffic and emissions.

• On-Site Mobility

• Bicycles were utilised for internal movement across the venue, limiting vehicle dependency and supporting a lower-carbon operational footprint.

6. WHAT WAS NEW IN 2026 VS 2025

• Balad Beast 2026 introduced a new enhanced ticket tier, “Backstage”, providing access to the full festival grounds alongside backstage viewing areas across all stages.

• The tier included dedicated entry lanes, VIB parking access, exclusive merchandise, and a daily SAR wallet credit.

• Backstage areas were operated with controlled capacity in line with safety regulations, ensuring a premium and comfortable viewing experience for all attendees.

• This tier was designed to elevate audience experience while supporting improved crowd distribution and operational flow across the site.

7.  COMPLIANCE WITH UNESCO SITE 

• All event infrastructure, staging, and installations were developed using temporary and non-invasive structures, ensuring no permanent impact on the historic site.

• Close coordination with relevant authorities and heritage stakeholders was maintained to ensure full compliance with site regulations.

• Site planning prioritized the protection of existing architecture, with carefully controlled access points and designated pathways to minimize pressure on sensitive areas.

For more info, please visit: https://mdlbeast.com/events/balad-beast-2026

XP Music Futures was established to accelerate the growth of MENA’s music industry – launching with an annual 3-day music conference in Riyadh in 2021. Featuring workshops, panel discussions, and networking opportunities, along with distinct DAY and NITE programming, XP is dedicated to opening new pathways for music industry professionals from all backgrounds.

• Official Name: XP Music Futures

• Organizer: MDLBEAST, a leading Saudi entertainment company.

• Location: Jax District, Riyadh.

Past Editions:

• Inaugural Edition: Launched in December 2021, in Jax District, Diriyah.

• Second Edition: Held in November 2022, rebranded as XP Music Futures under the patronage of the Saudi Music Commission.

• Third Edition: Took place in December 2023, in partnership with the Saudi Music Commission.

• Fourth Edition: Held in December 2024, under the slogan “Flourish.”

XP Music Futures 2025: The 5th Anniversary

• Date: December 4–6, 2025.

• Theme: "5 Years of XP" – Celebrating half a decade of building communities and shaping the region's music future.

• Guest Country Focus: India (Highlighting cross-cultural exchange and the expanding influence of Indian sounds in the MENA region).

Agenda:

• XP DAY: An immersive daytime program featuring 100+ speakers and 70+ sessions. It focuses on four core pillars: Talent, Scene, Impact, and Innovation.

• XP NITE: A nighttime takeover where 100+ artists and regional party brands activate warehouses across Jax District, showcasing the best emerging talent from MENA and beyond.

Sessions & Spaces:

• The Arena: The main hub for keynote discussions and visionary panels defining the future of the industry.

• Fishbowl: A barrier-free, circular setup designed for intimate and interactive dialogue between industry icons and the audience.

• Theatre: A dedicated space for visual storytelling, fireside chats, and creative showcases.

• Nafas (Healing Oasis): A wellness-centric space focused on the "Healing Arts," offering yoga, sound meditation, and discussions on mental health in the music industry.

• Demo Lab: A high-tech playground for testing the latest music gear, AI tools, and digital production innovations.

• Jalsa: A performance-led space celebrating traditional heritage and modern reimagining of sound.

Workshops & Initiatives:

• Workshops: Practical, hands-on masterclasses covering everything from Ableton Production for Teens to Music Licensing and IP Protection in Saudi Arabia.

• XP Initiatives: Showcasing the year-round impact of programs like:

• HUNNA: Empowering women in the music industry.

• Hearful: Promoting hearing health and safety for performers and fans.

• Storm Shaker & XPerform: Final stages of talent discovery competitions.

• Networking (The Hangout): Exclusive meetups (e.g., Artist Management Gathering) connecting talent with booking agents, promoters, and global experts.

For more info, please visit: https://mdlbeast.com/events/xp-music-futures-25/program/day

SOUNDSTORM

Since its launch, SOUNDSTORM has grown into one of the largest music festivals in the region, evolving in scale, impact, and cultural influence year after year.

⸻

SOUNDSTORM 2019 (First Edition)

• 400K+ attendees

• 80 artists

• 6 stages

• 16,000 direct and indirect jobs created

•  $118.5M contributed to the Saudi economy

• 86% of young Saudis reported increased pride in local creativity and culture

⸻

SOUNDSTORM 2021 (Second Edition)

• 730K+ attendees

• 184 artists

• 8 stages

• 28 non-music acts

• $105M generated in external spending during the festival period

• 47.3% regional and homegrown talent

• 20 nationalities represented

• 10 Saudi female artists performed

• 89% of young Saudi artists see MDLBEAST as a platform for growth

• Achieved 2 GUINNESS WORLD RECORDS™:

• Tallest temporary stage (41.268m)

• Most LED lights in a display (60,053,376 lights)

⸻

SOUNDSTORM 2022 (Third Edition)

• 200+ artists

• 7 stages

• 260+ hours of live music

• Total site size: 5.5M+ m²

• Expanded genre diversity (EDM, hip hop, R&B, indie)

• Maintained GUINNESS WORLD RECORDS™ titles

• Added new record: 4,000 m² LED surface on Big Beast stage

• 100+ F&B vendors

⸻

SOUNDSTORM 2023 (Fourth Edition)

- 200+ artists

- 8 stages

- Continued multi-genre programming

- Maintained GUINNESS WORLD RECORDS™ titles

- 100+ food & beverage outlets

⸻

SOUNDSTORM 2025

• 310,000 total tickets issued

• 100,000 daily capacity

• 14 stages (9 main + 5 Downtown)

• 250+ artists

•  57 nationalities

• 325+ hours of performances

• 96% of ticket sales within KSA

• 80 countries represented

Audience Behavior

55% of tickets issued on the same day (vs 26% in 2024)

Media Impact

• 424M total reach

• 1,973 media placements

• SAR 106M media value

Commercial Growth

• 27 partner activations

• 16 local retailers introduced

• 100+ F&B outlets

Sustainability

• 41% recycling rate

• 100.5 tons waste diverted from landfill

SOUNDSTORM has evolved from a music festival into a large-scale cultural platform:

• Experience-led festival model

• Strong global media presence

• Growing focus on sustainability and inclusivity

• Expanding commercial ecosystem