Saudi Arabia takes Soundstorm to global audience with Apple Music partnership

Saudi Arabia takes Soundstorm to global audience with Apple Music partnership

MDLBEAST and Apple Music have launched a curated collection of live sets from Soundstorm 2025, making them available globally on Apple Music. The release utilizes Spatial Audio with Dolby Atmos, marking the first time a live festival collection from the Middle East has been released in this immersive format.

The collection features a mix of international stars and regional talent recorded at the Riyadh festival. Featured artists include Steve Aoki, Armin van Buuren, Alok, Sidney Samson, Gino & Enzo Ingrosso, and regional performers such as Elfuego, Omar Basaad, N.A.H, Nikaya, DJ Viva, and The Engineers.

For listeners using compatible AirPods with Personalized Spatial Audio and dynamic head tracking, the sound is designed to move around the user. Stephen Campbell, Apple Music’s global head of dance, electronic and DJ mixes, stated the goal is to bring listeners as close as possible to the experience of standing in front of the stage.

Talal Al-Bahiti, chief operating officer and head of music at MDLBEAST, said the collaboration focuses on accessibility rather than just technology. He noted that while Soundstorm brings talent together at scale, not everyone can attend in person.

"Five or six years ago, the conversation was about potential. Today, we’re seeing the results of that investment in the ecosystem through artists, labels, venues, events and original music reaching wider audiences far beyond the region."

Talal Al-Bahiti, COO and Head of Music at MDLBEAST, via Arab News

Saudi DJ and producer Elfuego, who is featured in the release, described the Spatial Audio format as a way to preserve the atmosphere of the festival. He stated that revisiting his set in this format takes him straight back to the energy and connection of the stage.

Building a Sustainable Ecosystem

The partnership is part of a broader strategy by MDLBEAST to build a long-term music ecosystem in Saudi Arabia that encompasses distribution, recording, and education. Al-Bahiti stated that the challenge was not the existence of talent, but the creation of the platforms and infrastructure necessary for that talent to be discovered.

This growth aligns with Saudi Arabia’s Vision 2030, a strategic initiative to diversify the economy. Ramadan Alharatani, CEO of MDLBEAST, said the festival is intended to create long-term economic and social value by creating jobs and attracting international talent.

The MDLBEAST Foundation, led by general manager Nada Alhelabi, operates nine year-round initiatives to support this goal. These include:

• XP Music Futures: A program providing workshops and mentoring in sound engineering, artist management, and event production.
• Hunna: An initiative supporting female talent and leaders in creative management and performance.
• XPERFORM: A program helping emerging artists grow their audiences, which recently partnered with the streaming platform Shahid to broadcast performances.
• Sound Futures: A program supporting music-tech startups.

Alharatani noted that the 2025 edition of Soundstorm, which runs until Dec. 13, has focused on sustainability and inclusion. Improvements include better recycling systems, energy use, and expanded transportation options. The festival layout was also redesigned to better highlight areas for hip-hop and emerging regional talent alongside global headliners.

Expanding Cultural Reach

MDLBEAST has evolved from a grassroots effort into a major entity. This growth was highlighted during Riyadh Music Week in December 2024, featuring a Soundstorm event that attracted over 450,000 attendees over three days. Past headliners have included Eminem, ASAP Rocky, Latto, David Guetta, The Roots, and Marwan Moussa.

Al-Bahiti recalled the inclusion of Metallica as a move to challenge perceptions and demonstrate the diversity of Saudi tastes. Similarly, Yasmine Rasool, head of programming, has used the WAASTAA platform to connect regional artists to global opportunities, including the introduction of Afrobeats to Saudi audiences.

The entertainment sector's growth has also intersected with global sports; Brazilian soccer icon Neymar appeared at Soundstorm to help announce that Saudi Arabia will host the FIFA World Cup in 2034.

Looking ahead, Alharatani stated that the priority remains sustainable growth. Plans include expanding the live event calendar, increasing year-round venue offerings, and further investing in talent development to create long-term value for the Saudi music scene.