In just five years, MDLBEAST grew from a grassroots initiative to a global force that has helped to reshape the Kingdom of Saudi Arabia’s entertainment landscape. This transformation was evident during Riyadh Music Week in December 2024, which was bookended by the company's XP Music Futures conference and Soundstorm Festival.

During XP, attendees were able to check out countless panels, performances, and vendors, and MDLBEAST’s founders standing room-only session gave everyone a first-hand look into their journey, milestones and aspirations for the future. Following that, natives and visitors alike headed out to the desert for the celebration that is Soundstorm, which could easily be described as the festival of festivals thanks to its goliath setup and massive crowd of over 450,000 across three action-packed days. A wealth of entertainment heavyweights, including Eminem, ASAP Rocky, Latto, David Guetta, The Roots, and Marwan Moussa, kept the energy high throughout.

The origins of MDLBEAST align closely with KSA’s Vision 2030, a strategic initiative aimed at diversifying the economy and fostering cultural growth within the historic country. This national roadmap emphasized the development of non-oil industries, with the arts and entertainment at its core. Ramadan Alharatani, MDLBEAST’s CEO, spoke on how Vision 2030 enabled the creation of a robust ecosystem for the music industry, supported by regulatory bodies such as the Music Commission. “The vision gave us the framework to build a sustainable industry that contributes to both the economy and society,” he explained. Early images shared during the entity’s aforementioned panel, such as early photographs of the site where Soundstorm would eventually be built, accentuated the grassroots nature of the its beginnings.

Alharatani further highlighted the meticulous planning that has been pivotal to MDLBEAST’s success. “We take the guest journey and experience into account at every level of design,” he said, emphasizing their commitment to setting new standards for live entertainment. “We’re not just building events; we’re shaping an ecosystem,” he made clear. His vision reflects a broader cultural shift in Saudi Arabia, where initiatives like Soundstorm have redefined how local audiences experience music and entertainment.

Chief Operating Officer Talal Albahiti, whose career began as a DJ before transitioning into corporate strategy, brings a unique dual perspective to MDLBEAST. Reflecting on the rapid acceleration of the entertainment industry in KSA, Talal remarked, “When the country opened up with Vision 2030, it felt like the perfect time to combine creativity with structured strategy. That’s been a driving force behind our work.” His role in curating the music programs for Soundstorm and XP Music Futures often draws on his DJ background. “When I plan a lineup, I think of it as being in a car with friends,” he expressed. “Who’s in the front seat? Who’s in the back? What’s the soundtrack we’d all enjoy together?” This ability to blend personal passion with professional rigor has been instrumental in MDLBEAST’s success.

For Albahiti, moments of cultural transformation are particularly memorable. He recounted the inclusion of Metallica in the Soundstorm lineup, a bold move for a region less exposed to the rock and roll sound and its more aggressive subgenres. “We wanted to challenge perceptions and show that Saudi audiences are diverse in their tastes,” he explained. The overwhelmingly positive response reaffirmed MDLBEAST’s mission to push boundaries and embrace innovation.

Senior Label Manager Edwin Harb’s journey to MDLBEAST has been anything but conventional. Having traveled and worked across Lebanon, the Netherlands and the United States, Harb’s career was effectively shaped by his passion for supporting independent artists. Reflecting on his early days, he said, “My first job in the industry taught me a lot about consumer behavior and the importance of adaptability. Whether working with international DJs or regional artists, those lessons have stayed with me.” At MDLBEAST, Edwin found the resources to support his vision of an artist-focused label. “We’re not just signing artists,” he stated. “We’re equipping them with the tools to thrive in a competitive industry,” he explained. His perspective brought attention to the brand's commitment to balancing creative freedom with commercial success.

Edwin’s contributions extend beyond artist management. He has been instrumental in developing MDLBEAST Records, a label that prioritizes the voices of regional artists while ensuring their music reaches global audiences. “It’s about creating a platform where artists feel supported, not just creatively but also professionally,” he said. One of his proudest moments was working with TUL8TE, an artist from Egypt who became a breakout success under the MDLBEAST banner. Another key achievement was helping local Saudi talents secure international tours, which helped to foster cross-cultural exchange and introduce the world to MENA's rich musical heritage.

For Yasmine Rasool, MDLBEAST’s head of programming, the focus is on fostering collaboration and cultural exchange. Her platform, WAASTAA, connects artists from the region to global opportunities. “This is about more than just gigs; it’s about creating lasting connections,” she said. Yasmine’s infectious positivity and deep empathy for artists made her a cornerstone of MDLBEAST’s programming efforts. “We’ve seen artists grow from performing on small stages to commanding massive crowds at Soundstorm. That kind of growth is why we do this,” she shared. Her efforts have also inspired broader discussions about the role of music in bridging cultural gaps.

Yasmine’s leadership extends to curation. She described her approach to selecting artists for MDLBEAST events as both intuitive and intentional. “You have to think about the audience’s experience, but also about the artist’s journey. It’s a balance,” she stated. Her ability to identify emerging talent has been pivotal in shaping MDLBEAST’s reputation as a hub for innovation. One standout moment she recalled was introducing Afrobeats artists to Saudi audiences for the first time. “The energy and connection were palpable,” she said. “It was a cultural bridge in real time.”

Nada Alhelabi, a strategy consultant and sound therapist, adds a holistic dimension to MDLBEAST’s vision. Nada’s belief in music as a tool for inclusivity and well-being aligns closely with the organization’s broader goals. In a past interview with Grazia, she described music as “a universal language” that has “a positive impact” on humans. Her work has been instrumental in ensuring that MDLBEAST’s initiatives are as socially impactful as they are artistically ambitious. During an XP roundtable discussion, she further highlighted the power of sound, and shared anecdotes of how Soundstorm brought people from diverse backgrounds together.

Photos, videos, and other media displayed during the MDLBEAST’s XP panel brought all these narratives to life. Clips showing early brainstorming sessions and celebratory moments with A-list talent illustrated the blend of hard work and visionary ambition that defines the company. Images of the team’s early “offices” – modest spaces where ideas were born – highlighted the organization’s grassroots beginnings and relentless drive. These visuals served as a poignant reminder of how much can be achieved with determination and a clear plan for success.

This group's rise coincided with Saudi Arabia’s broader expansion as a cultural and economic powerhouse. As reported by Politico, the Kingdom saw exponential growth in its arts and entertainment sectors over the years and are now a key player in the global cultural landscape. Notably, Brazilian soccer icon Neymar appeared at Soundstorm to help announce that the country will play host to the FIFA World Cup in 2034, further solidifying its reputation as the place to be for all facets of entertainment. MDLBEAST’s initiatives were pivotal in this ongoing transformation, and the introduction of genres like heavy metal and Afrobeats into the proverbial stratosphere reflects this commitment to diversity, as does the inclusion of regional talent alongside international headliners.

Looking forward, MDLBEAST aims to deepen its impact both regionally and globally. With plans to expand its footprint and continue supporting emerging artists, the organization is set to play a significant role in shaping the future of entertainment in Saudi Arabia and beyond. “This is just the beginning,” Albahiti noted. “The opportunities are endless.”