People entering festival site in the middle of the desert between rocky landscape on sand with red lighting



Project Development
Event Production
Vendor Management
Technical Direction
Asset Coordination
Show Control

To celebrate Saudi National Day, the Royal Commission for AlUla wanted to welcome travellers to the historic region in dazzling fashion. TAIT partnered with music event specialists MDLBEAST to transform this UNESCO World Heritage site into the setting for an unforgettable two-day festival.

AlUla is an area of outstanding beauty and historical significance in northwest Saudi Arabia, and it couldn’t have been a better spot to host the Azimuth festival. Its stunning rocky outcrops show evidence of human settlements that stretch back 200,000 years. This ancient landscape provided a magnificent backdrop for performances by international artists, including Peggy Gou and Jorja Smith, alongside regional favorites.
Person wearing fluorescent eye mask above crowd in festival in rock setting low lighting
woman wearing hat and sunglasses at festival low lighting setting
3 men on a wooden custom swing in the middle of the dessert at festival in front of rocky setting
Night festival stage with pink lighting and rocky background
TAIT worked closely with established partners MDLBEAST to deliver this must-see music festival. At the center of it all was the Eye of Azimuth, a custom stage that took inspiration from the surrounding landscape. Stories from Saudi culture were projected onto the rockscapes. Seesaws of light brightened the night alongside sway pole dancers, fire performers, and pom pom monsters.

The headlining performances at Azimuth were punctuated by a striking secondary stage, The Hive, where attendees got up close and personal with local talent. VIP areas provided pampering and a luxe viewpoint, with a stunning shaded canopy providing a kaleidoscope of color and much-needed respite from the sun. For two nights, Azimuth came alive, transforming into a magical celebration of music, art and Saudi culture.

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