Aiming to transform the MENA music industry, XP Futures has revealed an ambitious range of initiatives for the rest of the year to support emerging artists.

XP Music Futures, the driving force behind the burgeoning music scene in the MENA region, has revealed an ambitious array of initiatives for 2024 designed to nurture talent, foster innovation, and elevate the region’s music culture on the global stage. The organisation’s latest efforts reflect a deep commitment to supporting emerging artists, empowering industry professionals, and addressing some of the most pressing challenges in the music industry today.

At the heart of these initiatives is XPERFORM, a talent competition offering regional singers the opportunity to perform at two of the MENA region’s biggest events: XP Music Futures and Soundstorm. Launched earlier this year, the competition not only provides exposure but also opens doors to career-boosting opportunities with MDLBEAST Records. Live auditions were held in Riyadh this summer, with new judges Shamma Hamdan, Defencii, Hassan Abouelrouss, and Rawan Alfassi lending their expertise. The winner, chosen in December, will perform at Soundstorm. There have been 1000 applications for the XPERFORM initiative. Last year, XPERFORM finalists performed at the Saudi Arabia Grand Prix in Jeddah to an audience of over 30,000 guests.

Another major initiative shaping the future of the regional music industry is XCHANGE, a series of workshops that address key challenges and trends across the MENA music scene. Workshops have already been held in Kuwait and Tunisia, with another scheduled for Oman. These events are part of a larger conversation that will culminate at XP Music Futures in December, bringing together industry leaders and enthusiasts to discuss the evolving landscape of music in the region. The workshops aim to foster connections and spark discussions that will influence the direction of the MENA music ecosystem in the years to come.

Gender equity in the music industry is also a central focus for XP Music Futures, and the HUNNA initiative has been instrumental in championing women’s voices. HUNNA, derived from the Arabic word for “she”, is dedicated to amplifying the presence of female artists and professionals. With a network of over 100 members of the HUNNA community, the initiative offers mentorship, master classes, and networking opportunities designed to break down barriers for women in the industry. HUNNA’s mission is to reshape outdated systems and create a more inclusive and diverse music scene.

Meanwhile, Storm Shaker, a DJ competition launched in August, invites up-and-coming DJs from across the region to showcase their skills before a panel of top industry professionals. Over 250 people have applied already. The winner will be given the chance to tour internationally, performing at Soundstorm, festivals like MOGA Festival in Morocco and Exit in Serbia, and clubs across MENA and Europe like Obeach Dubai and BSMT the Club in Tunisia. This initiative highlights XP Music Futures’ commitment to giving talent in the region a platform to shine on a global scale.

XP Music Futures’ efforts in 2024 don’t stop at supporting artists. They also include the Artist Management Bootcamp, a two-week program designed to equip the next generation of artist managers with the skills and knowledge they need to succeed; over 80 people have applied already. Partnering with industry giants like YouTube, Warner Music, and Sony Music, the boot camp will offer participants mentorship and networking opportunities, along with the chance to earn certification and explore internships.

Through these pioneering initiatives, XP Music Futures is not only shaping the future of the music industry in the MENA region but also positioning itself as a global leader in talent development and innovation. As the region continues to grow as a cultural hub, XP Music Futures is providing the tools and opportunities needed for artists, professionals, and innovators to thrive, ensuring that the MENA music scene takes its rightful place on the world stage.