Soundstorm

Until 2018, men and women were forbidden from attending music concerts – or any type of public entertainment together in Saudi Arabia. When the ban was lifted, people were looking to express themselves through dance, music, and art fueling a rising storm. MDLBEAST, an entertainment company anchored in the Kingdom, was looking to harness the storm’s energy hoping it would become a cultural catalyst for Saudi youth and drive change throughout the region. As music took root, MDLBEAST was eager to create something so powerful – the world would take notice – a high-octane, barrier-breaking music festival – powered by people. Where friends could forge indelible memories, and men and women could stand shoulder to shoulder experiencing music together, in public – many for the very first time. As beats were unleashed and absorbed by the crowd, barriers began to fall, and joy spread like wildfire. Patrons posed for cameras, wanting to express themselves, clamoring to be seen for who they really are. For three days, 200 artists played across 7 stages and 2 lounges as attendees circumnavigated the 5.3 sq km festival site encountering over-the-top immersive entertainment, stunning works of art, and heart-pounding experiences. The air was electric at this sold-out event as guests enjoyed the very best of Saudi arts and culture. Not only did Soundstorm herald a new era for live events, this need-to-see-it-to-believe-it experience broke records in pyrotechnics, and captured headlines around the globe. Most importantly, it united people to drive change and shattered perceptions through music.