From Afterthought to Hotspot: How the MENA Region Became a Must-Stop for International Artists

Eminem performs during the concert for valor in Washington, DC. CREDIT Shady Records.

Not too long ago, if you were a major artist planning a world tour, the Middle East and North Africa (MENA) region was an afterthought—if it crossed your mind at all. Europe, North America, and parts of Asia? Absolutely. But the MENA region? It barely registered on the radar of many artists, often seen as too volatile, too logistically challenging, or simply not worth the hassle.

Fast forward to today, and the game has completely changed. The MENA region is now a booming hotspot for the world’s biggest acts, with cities like Dubai, Abu Dhabi, Riyadh, and Cairo cementing their places as essential stops for global superstars. From Beyoncé to The Weeknd, and from Coldplay to Travis Scott, artists across genres are lighting up stages in this historically overlooked part of the world. The question isn’t *why* tour in the MENA region anymore—it’s *how soon can we get there*?

 

Welcome to the New Stage: Dubai, Abu Dhabi, Riyadh, and Beyond

At the heart of this shift is the explosion of the Gulf music scene. The UAE, especially Dubai, has become the undisputed cultural epicenter of the region, and with good reason. It’s a city that’s long thrived on being a melting pot of international influences, where East meets West in dazzling fashion. Dubai has been making headlines for years as a destination for luxury and excess, but in recent years, it’s also earned its place as a major player in the global music market alongside its cultural hub, Abu Dhabi. 

Artists don’t just tour Dubai—they launch world tours there. Just look at Justin Bieber, who made the city one of the major stops on his Justice tour, or Dua Lipa, who headlined in front of thousands at the Coca-Cola Arena. It’s not just about playing a show—it’s about reaching a fanbase that’s as diverse as the city itself. Whether it’s international expats or locals with deep-rooted music tastes, the region is ready to embrace every genre, from EDM and pop to metal and hip-hop. As Dubai swells with populous, Abu Dhabi has become a destination synonymous with big acts. The annual F1 race shows constantly featuring major talent. This year being Eminem. 

Advert for Eminem performing at Soundstorm in December 2024. CREDIT: MDL Beast.

But Dubai’s popularity doesn’t overshadow the rapid rise of other MENA cities on the tour circuit. Riyadh, in particular, has burst onto the scene as Saudi Arabia continues to invest heavily in its entertainment and cultural sectors. A country once tightly closed off to live music is now throwing some of the most extravagant festivals the region has ever seen. The MDLBEAST Soundstorm festival, with its massive stages and star-studded lineups featuring Tyler The Creator, Muse, David Guetta, Steve Aoki, and Tiësto, showcases the kingdom’s new cultural ambitions. Riyadh isn’t just catching up—it’s making a statement.

And it’s not just the Gulf. Cairo, with its vibrant music scene and rich cultural history, has always had a pulse, but now it’s seeing bigger artists from around the world set their sights on the Egyptian capital. Major artists like Red Hot Chili Peppers have performed against the backdrop of the Great Pyramids, adding a sense of historical gravity to their shows that no other venue on the planet can match.

 

Breaking Through the Stereotypes

For years, the MENA region was often unfairly boxed into a singular image in the eyes of the western music industry—a place defined by political instability, regional conflict, and conservative values. But the reality is far more nuanced, and the music scene reflects that complexity. Countries like the UAE, Saudi Arabia, Lebanon, and Egypt all have rich, evolving music cultures that are increasingly outward-facing and cosmopolitan.

Lebanon, despite its challenges, has always been a beacon for creativity. Beirut’s underground music scene is legendary, blending electronic beats with the chaos of the city’s streets. Beirut’s nightclubs and festivals, like the iconic Beirut & Beyond, have drawn in international talent, reminding the world that this city is one of the Middle East’s cultural capitals.

For the artists themselves, touring in the region offers more than just a new market—it’s a chance to connect with an audience that’s starved for live performances. Years of being overlooked meant that fans in the MENA region were often traveling to Europe or the U.S. to catch their favorite artists live. Now, they get to see those acts perform on home turf, and the energy in those crowds is electric. 

And it’s not just the fan enthusiasm that’s catching the attention of global acts—there’s also the money. The MENA region is investing heavily in its entertainment sectors. From building state-of-the-art arenas to offering lucrative deals to artists, the region is positioning itself as a cultural powerhouse. Countries like Saudi Arabia have been signing massive contracts with artists, securing some of the biggest names in the industry for performances that are nothing short of spectacular.

 

Festivals That Rival the Best

Beyond individual tours, the region’s growing festival circuit is turning heads. In a few short years, events like Abu Dhabi’s BRED and Saudi Arabia’s Soundstorm have started to rival the likes of Coachella and Glastonbury in terms of both lineups and production values. These festivals are bringing together not just regional talent, but some of the biggest names in the industry.

 

A New Era of Musical Diplomacy

There’s something undeniably powerful about seeing global music icons perform in places that were once considered off-limits. Music, after all, has always been a form of diplomacy. When artists perform in the MENA region, they’re helping to break down narrow minded perspectives and challenge stereotypes. It’s a sometimes cultural exchange that transcends borders, bringing people together in ways that politics never could.

And for the artists, there’s a growing realization that playing in the MENA region offers something more than just another paycheck. It’s a chance to make history, to perform in places where live music was once a rarity.

“Performing in front of the Pyramids was one of the most incredible experiences of my life,” said Flea, bassist for Red Hot Chili Peppers, after their 2019 Cairo show. “It’s moments like that that remind you of the power of music to connect people, no matter where you are.”

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