Ramadan Alharatani leans back, a composed yet palpable energy radiating from him, an unmistakable presence in the room. As the CEO of MDLBEAST—the music entertainment company that has helped to rapidly transform Saudi Arabia’s cultural landscape—he plays a fundamental role at the centre of the seismic shift. In just a few short years, Alharatani has not only helped position Saudi Arabia firmly on the global music map but has also championed a homegrown creative resurgence, meticulously building an ecosystem that is both ambitious in its scope and deeply authentic in its roots.
“When we launched MDLBEAST in 2019, the vision was never just to put on events—it was about building a creative economy in Saudi Arabia,” Alharatani explains, his words echoing the grand aspirations of the Kingdom’s Vision 2030. “We wanted to help position the Kingdom as a global hub for music, entertainment, and cultural tourism”.
Six years on, that ambitious vision is tangibly manifesting, with MDLBEAST evolving into a cultural force that harmonises music, lifestyle, travel, gaming, and fashion.
Alharatani’s journey into the world of music began early, rooted in a fascination that predates the big stages and international headline acts. “I got into music pretty young,” he recalls, painting a picture of a childhood immersed in sound. “I used to make a mixtape series—Summer and Valentine’s editions—and sell them in local gift shops or at my uncle’s record store”. This hands-on, entrepreneurial spirit was nurtured during his early years, part of which he spent in the U.S., a period he describes as formative.
“This was back when new music would drop on MTV during the early days of satellite TV in the ’90s”, he muses, highlighting an era that profoundly shaped his musical palate. He would return back to Jeddah with “suitcases full of CDs” a habit that underscores his appetite for diverse sounds, and a trait that clearly informs his self-proclaimed “eclectic” taste today. His personal playlist is a testament to this variety, featuring Eminem, “who came to perform in Soundstorm last year,” and a whole lot of electronic music DJs. The raw, unadulterated energy of live music first captivated him at “underground parties in my hometown of Jeddah, back in the day when everything happened behind closed doors, with a minimal setup and local DJs performing”.
These below radar gatherings were, in essence, the quiet precursors to the massive spectacles MDLBEAST now orchestrates, hinting at a vibrant, albeit hidden, musical pulse that beat beneath the surface of Saudi society long before 2019.
MDLBEAST’s most visible triumph is undoubtedly Soundstorm, the flagship festival that has rapidly become a regional phenomenon. The recent Guns ’N’ Roses concert in Riyadh stands as a powerful emblem of this transformation. “It was an incredible night—15,000 people, completely sold out, at the Mohammed Abdo Arena,” Alharatani recounts with a discernible pride. “It was the biggest standalone rock concert Saudi has ever seen, and to have Guns ’N’ Roses headline made it all the more surreal”. The overwhelming response, he notes, was not a surprise. “Rock has always had a strong following here, and that really
came through”. “The energy was electric, and the reaction from the crowd was fantastic”.
The success of such events isn’t left to chance or personal preference. When identifying international talent that genuinely resonates with Saudi audiences, Alharatani details a meticulous approach. “We start by looking closely at listening habits and audience trends—not just in Saudi, but across the wider MENA region,” he explains. “That data really informs our direction. From there, it’s about finding artists who are the right cultural and energy fit for each event”. This strategic balance is evident in lineups that are selected to blend global headliners with standout local and regional talent, particularly during major moments like the Saudi Grand Prix Formula 1 concerts. “It’s a commitment that extends beyond booking,” Alharatani stresses. “it’s never about just personal taste—it’s about community insight, cultural context, and making strategic choices that resonate with the audience”.
MDLBEAST’s impact transcends large-scale concerts; currently Alharatani and his teams are actively constructing a comprehensive ecosystem designed to foster and sustain a thriving music industry within Saudi. “The music industry thrives on collaboration, and at MDLBEAST, we’ve created a full ecosystem to support that,” he states. This comprehensive framework includes Beast House, an incubator for local talent where music production, sound engineering, and event logistics all come together. There is also, Attaché, a dynamic day-to-night venue located in Riyadh’s Diplomatic Quarter that operates as a restaurant, members’ club, and has an event space UNSTABLE.
MDLBEAST Records is a pivotal component of their work, which Alharatani describes as an “independent label with a progressive, multi-genre approach, designed to release, distribute, and amplify talent from Saudi, the wider region, and beyond”. Through its sublabels—WTR, MAHOOL, and Gabu—they explore a wide range of sounds, aiming to blend regional influences with global music trends. “The core objective is to diversify the roster while staying deeply connected to the culture and identity of the region”, he says, reinforcing the commitment to “showcasing Saudi and regional artists by giving them the tools and opportunities to break onto the international stage”.
Currently, the label’s catalog boasts collaborations with global stars such as Afrojack, CamelPhat, R3HAB, Salvatore Ganacci, and Moontalk, alongside rising regional talents including Saudi female rapper Asayel; Palestinian-Jordanian pop star Zeyne; Sudanese-Saudi rapper Dafencii; Saudi singer-songwriter Yazeed Fahad; and Egyptian crossover artist TUL8TE.
Then there is MDLBEAST Radio, which connects listeners across Saudi cities with the mission to deliver the best global beats with a focus on rising Saudi musicians. The MDLBEAST Foundation operates in close collaboration with the Ministry of Culture to promote a sustainable, human-centered music ecosystem. It spearheads initiatives like XP Music Futures, described as ‘a conference and scene-building lab, and programs that support emerging talent, gender equity through the HUNNA initiative, and industry workshops across the region’.
The Foundation also orchestrates competitions such as XPERFORM, which offers regional singers a significant stage at major events like Soundstorm and the Saudi Arabian Grand Prix, and Storm Shaker, designed to support emerging DJs with opportunities to perform locally and internationally. Furthermore, their Artist Management Bootcamp provides mentorship and training in partnership with YouTube, Warner Music, and Sony Music, preparing the next generation of music managers. Beyond their internal initiatives, MDLBEAST actively collaborates with major national events including Formula 1, Formula E, AlUla Season, Riyadh Season, and the Esports World Cup, all elements which Alharatani sees as “helping shape their artist lineups and experiences”.
One of the significant misconceptions Alharatani persistently seeks to dismantle is the notion that Saudi didn’t have a music scene before the changes in 2019. He firmly corrects this, emphasizing that “music has always been an important part of our culture. It just existed more privately, in homes or underground gatherings. There was a vibrant, thriving scene beneath the surface”. He readily points to “underground legends” like Baloo—who now holds the position of Chief Creative Officer at MDLBEAST—and Vinyl Mode, noting that “these are underground legends who were making waves long before public live music events became possible here”. The commitment to nurturing homegrown talent remains paramount. “Supporting homegrown artists is a big part of our mission,” Alharatani asserts.
He highlights artists like the Egyptian talent TUL8TE, with whom MDLBEAST Records has been working closely, having helped him develop his sound and vision, and recently released music together. “Supporting emerging artists like TUL8TE is a big part of what we do at the label, and it’s incredibly rewarding to see his work gaining recognition not just regionally, but internationally as well”.
Mishaal Tamer is another artist who has received early support from MDLBEAST and is now touring globally, performing regularly at local flagship events, and building a strong following both in Saudi Arabia and abroad, “Mishaal Tamer has become an important figure for many young Saudis exploring music and identity,” says Alharatani with an unmistakable sense of pride. Another particularly exciting development is the rise of Asayel, an emerging Saudi female rapper, whom Alharatani describes as “seamlessly blending singing and rapping, crafting a unique sound that’s all her own. As the 2022 winner of the XPERFORM competition, her career has rapidly gained momentum, having performed at numerous regional events and is steadily gaining an international audience.
Looking ahead, Alharatani envisions a future where Saudi Arabia solidifies its position as a vibrant cultural and entertainment hub. “The country is evolving rapidly into a vibrant cultural and entertainment hub,” he says pointing out the increasing influx of people to Saudi Arabia for experiences that blend tourism, culture, sports, and entertainment—all while showcasing the country’s rich heritage. “It speaks volumes about this profound transformation. At events like Soundstorm, we’re seeing a growing international audience, with fans travelling from abroad just for the festival”. The demand, Alharatani notes, has surged on both sides where “global music lovers are eager to experience Saudi, and international artists excited to be part of this emerging scene.”
The debuts of major names like Eminem, Camila Cabello, and Guns ’N’ Roses alongside the consistent return of artists such as David Guetta and Armin van Buuren, underscore this mutual enthusiasm.
For Alharatani, the journey is still in its nascent stages, but the potential is immense. “We’re still at the beginning of this journey, but the energy, talent, and vision are all there. The next chapter is about deeper collaboration and cultural exchange—building something that not only matches other global destinations but is uniquely our own. It’s about seeing more local artists gain international recognition and creating opportunities for the next generation to build sustainable careers in music.”
At MDLBEAST, Ramadan Alharatani stands as one of the architects helping orchestrating a cultural revolution— transforming a nation’s soundscape, while inviting the world to listen in. With every sold-out show, every emerging artist nurtured, and every strategic partnership forged, he is helping build Saudi Arabia’s legacy as a formidable and authentic force in the global music scene.
Photography by Ben Cope / Styling by Imogene Legrand / Make-Up by Inas Hammoud / Senior Producer: Steff Hawker / Special Thanks to The Jeddah EDITION
