As everyone in Riyadh geared up for Soundstorm, the region’s massive music festival that pulled in over 1.7 million attendees in past years, the ripples of XP Music Futures (Instagram) were still being felt across the city. In hotel lobbies and busy restaurants, you’ll hear people talking about ideas sparked at XP—collaborations forming, plans taking shape. This year felt like more than just an industry conference. It was a real meeting of minds, a homecoming for the creative community, and a chance to welcome new faces into the fold.
We were at XP last year, and it’s clear how much has changed since then. Over the past year, the music scene in the MENA region has grown fast. There’s more infrastructure, more attention from international players, and more local artists finding their footing on global stages. XP 2024 really captured that momentum. Last year felt exploratory—a lot of people testing the waters and making introductions. This year, the vibe was different: more confident, more established. Artists are building on bigger successes, industry players are more connected, and the ecosystem feels ready for what’s next.
This year, XP Music Futures felt less like a big showcase and more like a space for real conversations about where the MENA music industry is headed. It wasn’t about convincing people of the region’s potential—it was about showcasing the results. With over 200 speakers and 150 artists from around the globe, the conference hosted panels, masterclasses, and showcases that celebrated the region’s growing influence. One of the standout moments was David Guetta’s masterclass, where he broke down how Arabic scales could bring something unique to global music trends. It felt like a reminder of how much this region has to offer creatively. Then there was Panos Panay, President of the Recording Academy, announcing plans to bring Grammy programs to the Middle East. That sparked some interesting debates about what international recognition means for artists here.
As for YUNG, we hosted our own panel this year, bringing core members of our team to Riyadh to talk about our journey so far, the real impact we have been making and the power platforms like ours have in creating an even more well-connected creative ecosystem. Joined by 2x cover star Zeyne and one of our favorite music industry players Tarek El-Mendelek, we were in good company as we shared our experiences, expertise, insights and lots of stories. Titled “Platform Power-Up with THIS IS YUNG: Amplifying Artist Narratives & Rollout Strategies in the MENA Region” we talked everything from how platforms can serve as collaborators in developing an artist’s identity to practical strategies that highlight the crucial role of timing, market penetration, and cross-platform synergy. We felt we were in good hands, in a room filled with friends, colleagues, artists and two of our very own cover stars. It felt like a homecoming and a celebration of how far YUNG has come and how far it will go.
On the performance side, there were some real highlights. The Warner Music showcase, featuring Joeboy, Kold AF, and Wizard Chan, brought a ton of energy and showed how Afrobeat is resonating with audiences in Saudi Arabia. Local acts brought their own spark, too. Haya Alhejailan from the band Seera performed and spoke on a panel about women in music, sharing a personal take on how things are evolving for artists in the region. It wasn’t all about celebrating milestones; there were honest discussions about the challenges still ahead, especially when it comes to inclusivity and building something sustainable.
One of this year’s recurring themes was the influence of the Arab diaspora on the regional industry. The fusion of perspectives—from artists raised abroad to those rooted in the MENA region—fueled conversations about representation, and equity. While the diaspora brings connections and visibility, there is a need to ensure that local voices remain central to the narrative.
This commitment to collaboration was palpable throughout the event. Showcases like the MJLS x NOORstudios collaboration brought together women-led creative hubs from Egypt and the U.S., while performances by Warner Music artists such as Joeboy and Wizard Chan highlighted the rising influence of African music on Saudi audiences.
The nightlife, XP NITE, was another highlight. The stages curated by collectives like Heavy Arabia and Brij Entertainment brought a huge variety of sounds, from underground techno to Saudi hip-hop. Seeing acts like Bas from Dreamville Records alongside rising local stars made it clear just how much creative diversity is bubbling up in the region.
This year’s XP wasn’t about big declarations or flashy announcements. It was more grounded—a chance to share experiences, connect, and think about what still needs to be done. The overall takeaway was that while the MENA music scene has come a long way, there’s still room to grow, and that growth needs to be thoughtful and inclusive.
As Soundstorm approaches, it’s exciting to think about how the ideas and partnerships sparked at XP will play out. XP Music Futures has grown into more than just an annual event. It’s become a real barometer for where the region’s music industry stands and where it’s heading next.’
For more stories of music, art and culture, like this story of XP Music Futures, visit our dedicated archives.
