Once a quiet undercurrent in the global music tide, the GCC music scene is now cresting, fuelled by a host of factors that are metamorphosing the very pulse of Gulf culture. From novel strains of Khaleeji pop to the guttural cadences of their own flavour of hip-hop, a new wave of artists is emerging, their sound amplified through a dizzying maze of digital platforms and a nascent yet robust infrastructure.
The GCC youth are hungry and their overwhelming need for self-expression and connection is driving an unprecedented surge in music consumption and creation and an evolution of the GCC music scene. Streaming platforms have democratised access, allowing independent artists to bypass traditional gatekeepers and forge direct connections with their fans. As this scene buds and grows, an intricate ecosystem of recording studios, music festivals, and educational programs is taking root, nurturing the seeds of the next generation of hitmakers and industry leaders.
It’s a cultural zeitgeist – a generation scripting a new chapter for themselves, on their own terms, with new tools.
Blvxb (Instagram), one of Saudi Arabia’s leading artists, epitomises the spirit of the GCC music scene. The musical journey he has been on along with his peers, he explains, is akin to a “race and a fierce struggle” moving toward a lofty ambition: not merely to show his own voice, but to become a conduit for the voices of others. “My journey in music and passion is no different from any other artist,” he shares. “We are all dreamers, and we all want to express something that reflects who we are and that mirrors a large segment of people our age.”
His style of singing, characterised by an arresting blend of softness and precision, and anchored in philosophical depth, offers a melancholic counterpoint to rap’s often bombastic bravado. “My honesty with myself might be the missing currency in Saudi rap,” he remarks. Blvxb’s music firmly plants its feet somewhere along the increasingly blurred line between Saudi-native sounds and Western influences, a natural synthesis born from a childhood influenced by American music and movies.
“For me, it felt natural—I never felt like I was adopting a foreign culture,” Blvxb confides. Yet, introducing this novel musical culture to a society steeped in tradition has been an uphill battle. “We are still seeking to represent our countries, not just locally, but regionally and globally,” he states, highlighting the his ambition and that of many GCC artists, to break their music free from the shackles it finds itself in, to allow it them to mingle with artists from other regional cultural powerhouses, like Egypt, who have been revving up their sonic engines for decades.
The lack of financial stability is another hurdle. “Streaming platforms pay artists mere crumbs, which is not enough for basic living,” he laments. “This forces many artists to give up and look for other sources of income.”
Blvxb remains sanguine about the future. He perceives the GCC music industry as fertile ground teeming with opportunities, with social media acting as a crucial catalyst, connecting artists with a global audience. “Thanks to social media, the world now feels like a single living room for everyone on the planet,” he remarks.
“Perhaps consistency and increasing production are the solutions,” he suggests. “But maybe if we made more of an impact, the equation would change.”
This sentiment is echoed by Tamtam (Instagram), another Saudi artist making waves with her delectable blend of Alternative Pop and R&B. Like Blvxb, her music straddles the line between East and West, influenced by both Western icons like Britney Spears and Michael Jackson and the rich traditions embodied by Arabic music. She embarked on her career releasing English songs with Western flair, but gradually infused Arabic elements into her sound, reflecting a long journey back to self. “My goal has been to create a unique blend that feels authentic and makes sense,” she explains. Her lyrics often reflect her experiences as a Saudi woman, tackling social issues and celebrating milestones like the lifting of the driving ban, imbuing her music with a layer of social commentary.
Tamtam’s journey, too, has been fraught with challenges. The biggest hurdle, she admits, has been overcoming self-doubt and societal expectations, a struggle familiar to many artists charting new territories. However, she emphasises the importance of staying true to oneself and following one’s intuition, “Every new sound from the region adds something valuable and can influence the whole community,” she says.
Tamtam has observed a remarkable shift in the Saudi music industry. “When I started releasing music, there was no real music or entertainment industry in Saudi Arabia,” she recalls. Now, she sees an industry that’s growing, with music conferences, festivals, and government support. “It’s amazing to see so many artists emerging from the GCC now,” she exclaims.
This spirit of community and collaboration also surges through the work of Ugly Moss (Instagram), an Egyptian-Syrian artist based in the UAE. He brings a fresh perspective to the GCC music scene with his own iteration of super trap and trap music, drawing inspiration from American artists like Young Thug and Playboi Carti, but also incorporating Arabic influences into his sound. “I only recently started digging more into the history of our own Arabic music and world,” he shares, highlighting a growing trend among GCC artists to reconnect with their cultural roots.
His music is a product of his “third-cultured” identity and his desire to create something new and different to the ear. “My musical style, I’d say it’s unique and far from what’s commercial,” he states.
One of the biggest challenges Ugly Moss has faced is finding his niche in a diverse and multicultural environment like the UAE. “This place is filled with different nationalities, so it will be harder for everyone to relate or listen to your music if they are not from your country,” he explains. Another challenge is the limited number of concerts and events focused on Arab artists, a gap he’s actively trying to fill.
To address this, Ugly Moss and his fellow musical peeps launched an event called “Uglymoss & friends,” which focuses on spotlighting Arabic language rap and DJ sets. This initiative aims to build a community and provide a platform for artists in his genre to connect, showcasing the DIY spirit that’s driving much of the GCC music scene’s growth.
Despite these challenges, he’s seen positive changes in the industry over the years. He’s had the opportunity to open for major artists and has witnessed a growing appreciation for Arabic rap. “Ever since I switched to Arabic, things completely changed,” he shares. “A lot of opportunities came up.”
His vision for the future is one of continued growth and community building. He advocates for more events and workshops that bring artists and industry professionals together. He also emphasises the need for a support system for emerging artists and improved quality in recording studios and sound engineering.
Ntitled (Instagram), a producer and rapper from Saudi Arabia has been working on the boundaries of hip-hop, reimagining it with traditional Arabic elements, diving into the intricate maze of the maqam system to create something that is both fresh and culturally resonant. “My style is gravitating more towards blending modern hip-hop with Arabic elements like traditional scales and rhythms,” he explains. He’s part of a movement of Saudi producers who are working towards establishing a distinct sound that reflects their identity. “It’s a vision I share with other producers in Saudi,” he says, “as we’re all working toward creating something unique to our region, something that represents us.”
His initial foray into music was driven by a burning desire to create something different in a scene that lacked any real infrastructure for artists trying to break new ground. He faced challenges in terms of gaining recognition and acceptance for his experimental sound. “There’s this constant pressure to give people what they already like or expect,” he observes, “especially in a region where certain genres dominate,” highlighting the tension between artistic innovation and commercial viability.
Despite these obstacles, he remains committed to his vision. He believes in creating music that represents his own experiences, even if it means going against the grain. “Originality takes time to be appreciated,” he asserts, “I believe in creating music that represents my vision rather than just following trends.”
He’s observed a positive shift in the perception of local talent in recent years. With the rise of social media and streaming platforms, there’s more space for Gulf artists to be heard and appreciated. “People have always listened to hip-hop here,” he notes, “but local hip-hop was something new. Now, with social media and streaming, there’s more space for Gulf artists to be heard.”
Shargeeya (Instagram), one of Saudi’s freshest artists, describes her journey into music as a series of “constant mistakes and newfound reflections” that led her to her true calling. As a dancer and choreographer, she was always drawn to the expressive power of performance art. However, it was her move to New York City and the challenges she faced there that sparked her songwriting journey. “Writing was a way for me to feel grounded,” she shares, “no matter where I was.”
“I realised the potential that making music offered,” she says. “It allows me to be my own creative director and connect with people I never imagined I could reach.”
Her musical style is still evolving, but she draws inspiration from her dance background, traditional instruments, and Afrobeat rhythms. She’s particularly fond of the oud and plans to incorporate it into her future tracks, showcasing the blend of traditional and contemporary influences that characterises much of the GCC music scene.
Shargeeya is thrilled about the rapid growth of the GCC music industry, especially in Saudi Arabia. “We went from not being able to perform publicly to hosting some of the biggest performance venues in the world,” she marvels. She sees endless possibilities for artists in the region and is grateful for the industry’s support and investment in emerging talent.
Yet, she also recognizes the challenges of staying grounded amidst this rapid change, emphasising the need to “trust the process”.
Shargeeya envisions Gulf artists playing a pivotal role in shaping the MENA music scene. She sees the Khaleeji sound, with its potential for experimentation, as filling a gap in the regional landscape. As more artists emerge and embrace their unique voices, she predicts a future where Gulf music inspires cross-regional collaborations and pushes the boundaries of what MENA music can be.
This industry support is exemplified by MDLBEAST (Instagram), a leading music entertainment company and label in the region based in Saudi Arabia. Edwin Harb, Senior Label Manager at MDLBEAST, describes it as a “catalyst for change,” with a vision “to foster a thriving music ecosystem that celebrates local talent, inspires regional creativity, and positions MENA as a global hub for music.” He’s observed unprecedented growth and momentum in the industry, driven by a wave of rising local talent and increased digital consumption. “We’re extremely happy to see artists from the region achieving international recognition and playing on the world’s biggest stages,” he states, highlighting the growing global reach of GCC music.
Harb emphasises MDLBEAST’s commitment to staying ahead of the curve and adapting to the ever-changing music landscape. “We really pride ourselves with being disruptive and always bringing innovation and something new to the table,” he asserts.
MDLBEAST plays a crucial role in discovering and supporting emerging artists and is always on the hunt for authenticity, originality, and passion when identifying new talent. The company has been instrumental in launching the careers of several artists. He points to success stories like Cosmicat and Tul8te as examples of artists who have benefited from MDLBEAST’s support. “Our platforms have provided these artists with the right strategies and opportunities they needed to succeed,” he states.
“I anticipate further growth for the GCC music industry as it is currently still in the very early stages of its development and we can already see all the great signs that this is only the beginning,” he says enthusiastically.
Harb’s vision for a sustainable and thriving music ecosystem involves investment in talent development, support for music education, and the protection of intellectual property. He emphasises the importance of collaboration between artists, labels, venues, and collectives, as well as advocating for fair compensation for artists and creators. “To create a sustainable and thriving music ecosystem, the industry must invest in talent development, support music education and creative development,” he states emphatically.
The GCC music industry is undeniably on an upward trajectory, driven by a wave of talented artists, supportive industry players like MDLBEAST, and a growing appetite for home grown music. Artists like Blvxb, Tamtam, Ugly Moss, Ntitled, and Shargeeya are at the forefront of this movement, each stamping their unique thumbprint on the new musical identity being forged.
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