by XP Music Futures 2025, organized by MDLBEAST, concluded its three-day run on Saturday after delivering its most expansive and ambitious edition to date. Celebrating its fifth year, the conference once again cemented its position as the region’s leading platform for music industry development, creative exchange, and cultural innovation.
The final day brought together artists, executives, policymakers, entrepreneurs, and creators for a full schedule of panels, workshops, networking forums, and showcases aimed at accelerating the future of MENA’s music ecosystem. Notable sessions included “5 Years XChange Riyadh & XP Zine”, hosted by artist Saheera, and Tanya Awad, XP & MDLBEAST Foundation Head of Experiences. The panel highlighted the XChange programs, bringing together key voices from the workshops held in Riyadh, Qatar, and Bahrain, to reflect on shared insights, local learnings, and regional takeaways, showcasing the unique contributions of each city.
Moreover, “From India to the World: The Expanding Influence of Indian Music”, with India being the focus country at XP Music Futures 2025, featured Ahmad Alghawanmeh, Vice President of Revenue & Growth at Sony Music Middle East; Rami Mohsen, Managing Director, Sony Music Middle East; and Vinit Thakkar, Managing Director of Sony Music India. The session highlighted the growing global footprint of Indian music and its rising cultural influence across international markets.
Meanwhile, following the collaboration between Soundstorm Festival and Inter Milan FC, the session “How Music Shapes National Sporting Identity” featured Luca Adornato, Brand and Marketing Director at Inter Milan FC; Mashael Alaskar, Marketing and Branding Director; Matthew Dicks, Executive Director for Music & Talent at MDLBEAST Records; and Rasha Alkhamis, Chairwoman of the Saudi MMA. The panel explored how sound design, anthems, and curated fan experiences energize athletes, unite fans, and shape the atmosphere across stadiums and broadcast screens.
During the XP Day session “Off the Grid to Center Stage: How Music Shapes Destinations,” the conversation brought together Mohammed A. AlModhayan, CXO at Visit Saudi, Yasmine Rasool, Founder of WAASTAA and Senior Programmer at Linecheck Festival, Neda Almubarak, CEO at SRMG Media Solutions, and Hamad Alhomiedan, Arts and Creative Industries Director at the Royal Commission for AlUla. The discussion highlighted the role of sound, storytelling, and creative collaboration in shaping cultural identity and attracting global audiences. They examined how music gatherings of all scales can drive creativity, support cultural exchange, and strengthen the international profile of the MENA region.
As with previous nights, XP’s NITE program delivered diverse, genre-spanning performances across electronic, R&B, alternative, hip-hop, and experimental sounds. The closing night highlighted standout sets from artists including Sama’ Abdulhadi, and from Gabu Records Baloo, Bood, Omar Fayyad, and Solskin, alongside an electrifying performance by AKHRAS.
This year also celebrated standout achievements across MDLBEAST Foundation’s’s talent and innovation initiatives, with Jafar Amin crowned the 2025 XPERFORM winner of the fourth season of the hit talent-discovery show, while Radish.world won the fifth edition of the electrifying DJ competition Storm Shaker, with both winners earning the opportunity to perform at Soundstorm Festival 2025.
Across its three days, the event hosted a record 101 sessions, 20 workshops, and a diverse speaker lineup totaling 284 speakers: 125 female and 159 male, representing 39 nationalities. This year also saw an elevated F&B experience with 10 food and beverage partners including Jon & Vines, SEKH HAYA, Dukan Balilah, and more, alongside participation from over 20 brands across music, technology, lifestyle, and culture, contributing to the most immersive and multidimensional XP edition to date.
This year’s NITE program also showcased XP’s most expansive nightlife offering to date, featuring 203 artists across 113 acts, representing 38 countries. The lineup reflected XP’s commitment to diversity and regional representation. The experience was further elevated through the participation of 20 brands, including key cultural and creative collaborations, contributing to the most dynamic and globally connected NITE edition since XP’s inception.
This year’s edition reinforced XP’s role as a key driver in shaping the future of music in Saudi Arabia and the wider Middle East. With a focus on long-term ecosystem building, XP 2025 delivered a platform for education, innovation, and artistic expression, setting the stage for another year of growth within the region’s creative industries.MDLBEAST Foundation will return in 2026 with new programs, expanded initiatives, and continued commitment to empowering the next generation of artists, professionals, and music-tech innovators.
