The music festival “Azimuth” in Saudi Arabia reflects the liberating winds sweeping through the Kingdom, providing artists from around the world with the opportunity to showcase their music to a new and enthusiastic audience.
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Ryan Al Rashid, the Senior Operations and Artist Booking Manager at MDLBEAST, says in an exclusive interview with “Al Arabiya English” that continuously providing great experiences for international artists and participants during events in Saudi Arabia will help put the Kingdom on the global entertainment map.
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Al Rashid adds that global artists do not come “primarily for the money.” He mentions that the feedback they received from artists who performed at Azimuth was “exceptional.” He explains that they love everything Saudi Arabia is offering to the entertainment and music industry, and they can see the energy radiating from the Kingdom these days.
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Al Rashid points out that Saudi Arabia had a conservative local music scene for many years before Crown Prince Mohammed bin Salman began to push for music, arts, and entertainment to be made accessible to audiences as part of the Vision 2030 initiative.
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Al Rashid says that when they organize an event, they feel amazed and wonder if they are really doing this in their own country. He notes that they love music and it has always been a part of their culture, but they did not have an organized music scene. He adds that there was a learning curve when he first joined MDLBEAST.
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The Azimuth event was held at the heritage site in Al Ula, concluding on September 23, after a series of performances by local and international artists on two stages in the canyon valley to celebrate the Kingdom’s 93rd national day.
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These events, alongside the main SOUNDSTORM festival in Riyadh, which saw attendance of over 600,000 people over three days in 2022, are critical to the thriving entertainment scene that boasts many undiscovered talents. Both festivals are organized by the Saudi-based MDLBEAST music and entertainment company.
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These events, in addition to hosting international artists, provide a platform for local and regional artists who may not find an opportunity to showcase their skills elsewhere.
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Al Rashid refers to local artists who have gained international recognition thanks to their music. He mentions that they were performing in the underground scene before they became famous. He notes that when they are on the big stage and the lights are on them, they evolve and gain respect not only in Saudi Arabia but also abroad.
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Al Rashid cites examples of some Saudi artists who have become internationally known thanks to their music. He points out that these artists represent a small number of Saudi artists who have gained global fame through their work.
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Last year, many other regional artists urged Arab countries to follow Saudi Arabia’s lead and promote local talents. Adam Hasa from the Egyptian-Canadian duo “Hasa and Zeeda” expressed admiration for Saudi Arabia’s opening up and said it offers many new opportunities.
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Zeeda described the event in the desert valley as a “perfect blend of arts and nature,” stating that it will witness significant growth over the coming years. The duo expressed hope to increase their audience in the Arab world.
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Zeeda added that the music they present resonates with the Saudi audience due to its novelty and cultural aspects. She said it combines indie rock and electronic music.
In summary, the “Azimuth” festival and other entertainment events in Saudi Arabia reflect the significant transformation the Kingdom is undergoing in the field of culture and entertainment, offering opportunities for local and global artists to express their talents and connect with a new audience.
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