Balad Beast

Nestled on the eastern shore of the Red Sea stands Al-Balad. Known as the Old Town, this 1-mile area of Jeddah, Saudi Arabia is imbued with a rich and vibrant history. This royal seaport has been in use since 657 A.D., a place where culture and commerce has thrived for nearly 1,400 years. But Al-Balad has seen better days. Its stunning coral, limestone, and wood façades fell into disrepair, and for decades it stood in decline. To preserve this architectural gem, a bold plan was set in motion that would empower communities and revive an important piece of Saudi culture for future generations. In 2014, Al-Balad earned its spot on the UNESCO World Heritage Preservation List. MDLBEAST, an entertainment and music company anchored in the Kingdom, was looking to forge new traditions, and wanted to create a need-to-see-it-to-believe-it music and art festival in Al-Balad where the past and present would converge in perfect harmony. Transforming this Old Town into a place for the unimaginable. Meet Balad Beast. Where creativity plays out on walls, on and off stages, in crevasses, and courtyards. Where traditions are preserved, and new ones forged. Meandering narrow pathways, where scintillating scents from the spice souks permeate the air as a dizzying array of textile patterns sway in the breeze. 2 days. 5 stages, 81 artists performing inside a UNESCO World Heritage site. This multisensory experience turned nooks and crannies into projection mapped works of art, honoring Al-Balad’s storied past. Where indie artists entertained, and international acts brought culture and commerce together – again.

Not only did this next-level festival make history it delivered brilliantly for MDLBEAST generating 146 headlines including Esquire Middle East, GQ, The National, Harper’s BAZAAR Arabia and Arab News, reaching 285M and fueling a social media frenzy that generated 277M impressions and 13.1M clicks. This brilliant activation had creativity playing out in crevasses and courtyards, helping to persevere Al-Balad’s rich traditions while forging new ones. Making what’s old new again.