Person touching a large interactive screen, the content on the screen is thin white lines angled towards the person.
Brand Experience


XP Music Futures

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

Assembling the music industry’s brightest minds for the XP Music Futures three-day event in Riyadh, Saudi Arabia, with over 100 musical performances, was not for the faint-hearted. But we love a challenge.

Four speakers sitting on chairs on stage, a screen behind them has the text "Rave in the New World: Web3 & The Metaverse"
Alongside building an event for aspiring musical creatives, MDLBEAST wanted to celebrate the tangible progress being made in the Middle East & North Africa (MENA) region while offering a platform that celebrated creative entrepreneurship.
Large sign made out of shipping containers with the text THIS IS XP
Mural of two women wearing facemasks
Drummers on stage
Conference attendees sit in a circular pattern in an industrial style room
The result was XP Music Futures, a multi-genre music conference in Riyadh, Saudi Arabia. For three days and three nights, XP Music Futures 2022 attendees exchanged ideas and immersed themselves in scintillating performances. As the sun set, regional artists lit up the night on seven stages and in three warehouses with over 100 musical performances.
MDLBEAST’s ambitious annual XP Music Futures conference brought brands, labels, artists, and key players together for candid conversations and hands-on workshops that inspired discovery. With 222 Speakers and 76 sessions, artists could attend writers’ workshops, sift through vinyl, catch a keynote, or take in a panel discussion about the evolving industry. Sound rooms immersed guests in music, poses were struck in the album cover photo booth, and guests relaxed in neon playgrounds. Intensive professional training sessions helped XP Music Futures attendees hone their skills and showcase their star power with a talent competition. Spotify’s drum circles and live graffiti layered in a level of energy and artistry that sent the experience stratospheric.

XP Music Futures built the foundation for the music industry to thrive in Saudi Arabia, earning extensive media coverage from publications like IQ Magazine and Cosmopolitan Middle East.

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