MDLBEAST’s Ramadan Alharatani Is Redefining Saudi Music Culture

Ramadan Alharatani, the CEO of MDLBEAST, is overseeing one of the most striking cultural shifts in modern history.

What began as the first major Saudi music festival in 2019 has grown into a fully developed ecosystem: supporting artists, building venues, elevating regional talent, and expanding Saudi Arabia’s presence on the global music map. The foundation’s work now spans record releases, training programs, large-scale events, radio, and year-round venues – forming a structure that didn’t exist just a few years ago.

Alharatani’s vision is rooted in future-proofing. And with Saudi Arabia rapidly becoming one of the world’s most dynamic entertainment markets, his work is bridging cultures, redefining narratives, and composing the soundtrack of a nation in transformation.

In this exclusive interview, he shares insights into MDLBEAST’s evolving mission, the rise of regional talent, the future of festival culture, and how Saudi Arabia is positioning itself as a global hub for music and creativity.

Sydney: The region saw an explosion of new talent after the rise of platforms like SoundCloud, but the industry lagged behind. What role do you see MDLBEAST playing in closing that gap?

Ramadan: For years, artists were building audiences without having an industry to support them. Our job is to close that gap by giving them structure: development programs, performance opportunities, professional guidance, and global visibility. Through initiatives like XP Music Futures, HUNNA, XPERFORM, and our label strategy, we try to create bridges between raw talent and the professional world. The goal is to help young artists grow sustainably, not just go viral for a moment.

MDLBEAST started as just one festival in 2019 and is now a full ecosystem. What is the bigger mission behind all these verticals?

The mission has always been bigger than one event. When we saw how people reacted to the first Soundstorm, we understood we had unlocked something much more powerful. That moment made us realize that Saudi Arabia needed a full ecosystem that could support talent, create jobs, build industries, and open cultural doors. MDLBEAST became a platform for that transformation and now operates across our six pillars: Brand, Radio, Foundation, Records, Events, and Venues.

MDLBEAST is known for massive productions. What would surprise people about the creative or operational process?

People often don’t realize how collaborative the process is. From city authorities to production teams to local communities, building Soundstorm requires thousands of people working in sync. Instead of just building stages, we’re building systems, safety, transportation, tech, culture, and community all at once.

As a record label, your roster seems to be built around future-proofing. How did this direction come together?

From the start, we wanted the label to reflect the future of our region rather than repeat what already exists. There was a clear gap between the new sounds being created online and the opportunities available to these artists. We started signing artists who were shaping the next wave, people experimenting at the edge of genres, blending Arabic identity with global influences. It grew naturally from our belief that the region has something new to offer, not just something to follow.

Your roster also brings together local, regional, diasporic, and international talent. What motivates this scope?

Music in the Middle East has always been shaped by exchange. People here mix cultures, languages, and identities in a very organic way. Our roster reflects that reality. We don’t see borders when it comes to talent. What matters is whether the artist has a strong voice, a unique sound, and something meaningful to say. Bringing all these perspectives together helps us show a broader and more accurate picture of what Arab music can be today.

Revamping the live music industry is also about infrastructure. What can you tell us about making Saudi Arabia ready for major events, especially with the new Onyx Arena?

Onyx Arena is our next big step. Saudi Arabia needs permanent, high-quality venues if we want to be a real global destination for live music. Temporary sites can only take you so far. Our venues like Onyx, Attaché, and now Downtown on the Soundstorm grounds which will be operating year-round will allow us to host continuous shows with top production standards. It’s part of a larger plan to build the physical backbone of the entertainment industry: venues, production facilities, training centers, and technology platforms. You can’t grow a sector without building its foundations.

Soundstorm 2025 returned at an even larger scale. How did this year’s edition evolve?

We redesigned the experience to make it feel more like a real city. There are more stages, more districts, more curated cultural spaces, and a stronger focus on crowd flow and comfort. Artistically, we expanded both ends: global names and emerging regional voices. We learned a lot from past editions, and every year we try to make the festival easier to navigate and more immersive for the audience.

“For years, (Arab) artists were building audiences without having an industry to support them. Our job is to close that gap by giving them structure.”

You’ve described Soundstorm as a “festival city.” What does that concept mean to you?

A festival of this scale needs its own logic, its own streets, landmarks, districts, and rhythm. When we say “festival city,” we mean a place where people can move naturally, discover new sounds, take breaks, explore food, fashion, art, and community spaces. It’s a cultural micro-city that exists for three days, but its impact lasts much longer.

How do you balance global production standards while keeping a strong Saudi identity?

The production has to meet global expectations, that’s non-negotiable. But the soul of the festival must stay Saudi. We highlight local food, local fashion, regional artists, and cultural elements that make our identity unique. The goal is not to copy Western festivals, but to create something that stands confidently on its own, rooted in our culture while open to the world.

The festival culture is new to the region. How do you plan to leave an Arab fingerprint on the global industry?

We do it by being ourselves. Soundstorm doesn’t try to blend in; it presents a new point of view. The Middle East has a rich cultural history, and we’re bringing elements of that into our visuals, community spaces, artistic collaborations, and talent choices. Over time, these signatures become recognizable globally as part of the MDLBEAST identity.

MDLBEAST lineups mix global icons with rising Saudi and regional artists. What’s the strategy behind that?

We want to build credibility and opportunities at the same time. Big names draw global attention, and regional artists benefit from the same stage, the same production quality, and the same spotlight. This exposure can change careers. It also sends a message: Saudi and regional talent deserve to stand beside the best.

How do you identify artists who are ready for the Soundstorm stage?

We look for artists who have built momentum, who have a unique sound, and who can deliver a strong live performance. We also keep an eye on talent coming through our programs, through the label, and through the wider scene. There’s constant scouting, mentorship, and a lot of internal discussion. We try to give opportunities to artists who are ready, but also to those who are close and need that step to grow.

What impact have you seen on local artists after performing next to major international acts?

The impact is immediate. Their streaming numbers go up, their confidence grows, and they get more bookings inside and outside the region. For many, it’s the first time they perform in front of massive crowds. It changes how the industry sees them, and how they see themselves.

MDLBEAST events include initiatives such as women-centered entrances, private viewing zones, and camera-free areas. What inspired this?

Safety, comfort, and respect are core values for us. Ensuring that everyone feels comfortable at our events is a priority for us, and for some people this may require alternate spaces which we are happy to create. These spaces make the event more inclusive and make sure everyone feels welcome. It’s about giving people choice, not limiting it.

Have you noticed shifts in audience behavior as a result?

Yes. When people feel comfortable, they participate more. We’ve seen more mixed groups, more women attending, and more confidence overall. These small changes create a big difference in how the festival feels.

“It grew naturally from our belief that the region has something new to offer, not just something to follow.”

With new acquisitions and major local projects, how do you see Saudi Arabia shaping the global music industry in the next decade?

Saudi Arabia is building one of the most active entertainment markets in the world. We are investing in venues, talent, technology, and global partnerships. The country has the scale, the youth, and the ambition to become a global hub. I believe we will play a central role in shaping touring routes, festival culture, artist development, and creative collaboration.

How do collaborations between global and local artists happen?

It’s a mix. Some collaborations happen naturally when artists meet backstage or during XP. Others we help spark by creating the right environment for artists to connect. Once the chemistry is there, it often continues organically.

Live entertainment is becoming a major economic driver in Saudi Arabia. What role do you see MDLBEAST playing in that future?

Our role is to be a catalyst. We help create jobs, attract tourism, develop talent, and build the infrastructure needed for a real creative economy. We want to help make Saudi Arabia a place where artists can build careers, where businesses can grow, and where culture becomes an economic engine for decades to come.