Christopher BarrettOn 11-13 December the MDLBEAST-produced Soundstorm festival saw around half a million people attend the event, featuring a lineup including Cardi B, Post Malone and Pitbull.
Here, MDLBEAST executive director of marketing, commercial and products Mazen Khamis discusses the impact of the 14-stage event, the plans for the future, and why female-only areas were introduced for fans this year.
Soundstorm is well known to involve one of the most complex and impressive productions of any live music event worldwide, how big is the MDLBEAST in-house team?
Our in-house staff has grown to over 400 employees. For events of Soundstorm’s scale we employ 15,000 on-site staff members, which include, hospitality teams, production, crew, security, content, medical, build and break teams, and many more.
From an event production delivery perspective, was there anything new this year?
Each year at Soundstorm, we aim to keep the surprises coming and push the production to new levels. In 2025, we had 14 stages across a fully redesigned site divided into four districts, creating what we call the City of Beats. Every stage has its own character, with enhanced lighting, pyrotechnics, drone shows, and digital art. The layout is centred around a main square, allowing us to deliver a festival that feels larger than ever while still giving attendees a sense of connection and community when they walk around the festival or are watching a show. With this remodelling we really kept the visitors in mind to try and make the experience as smooth and as comfortable as possible, distances in between stages have been carefully thought out not to be too far apart while still offering a wider range of experiences.
What is the events’ maximum audience capacity per day, and are there plans to expand?
The Banban terrain can host approximately 150,000 attendees per day. For 2025, we anticipated total attendance of around 500,000 across three days. We are focused on maintaining a balance between scale and experience, ensuring the festival feels grand yet allows attendees to engage and connect with the music, artists, and each other.
“Our goal is to solidify Saudi Arabia as a global destination for music and entertainment.”
With such a huge and complex production, it’s surprising to see such affordable ticket prices. What’s the strategy behind that?
We want live events to be accessible to everyone in Saudi. People from all over the country should be able to see their favourite artists perform here. The experience is designed to be welcoming and inclusive to all, regardless of socioeconomic background, age, or gender. At the same time, it allows us to expand Soundstorm’s appeal to regional and international audiences, who can combine attending the festival with travel or holiday plans, making it a global cultural experience.
How much of a focus is VIP hospitality and what are the key elements of the offering?
VIP hospitality is a key part of the Soundstorm experience, designed to cater to different preferences while maintaining the high production standards the festival is known for. Our General VIP, or VIB (Very Important Beast) tickets, include fast-track entry, priority parking, elevated viewing platforms across all stages, exclusive Storm Loop access to move easily between zones, and a wallet credit for on-site purchases. It’s an entirely different experience that makes it feel like we are operating two different festivals. For those seeking a more premium experience, we offer VIB Balcona, which provides a private raised balcony with views of the Big Beast stage, dedicated service, and substantial food and beverage credit. VIB BOX offers a central, elevated private space with luxury and privacy, ideal for small groups. For larger groups, Private Suites provide dedicated concierge service, private entrances, premium complimentary food and beverages, and prime viewing platforms. Every element is designed to enhance the festival experience while offering comfort, convenience, and exclusivity.
Who is responsible for booking the artists?
We have a dedicated in-house booking team at MDLBEAST responsible for curating the incredible line-ups you see each year. Talal Albahiti, our COO and head of music, spearheads the process. He plays a central role in securing high-profile international artists and coordinating with their touring schedules, ensuring Soundstorm is included in global circuits. All decisions are informed by local listening habits, regional trends, and the broader cultural context, so each line-up resonates both with our Saudi audience and international visitors.
“We want female music lovers and artists to feel fully included in the festival.”
You introduced private areas for female attendees this year. Why?
Women are a key part of our community, and we want every woman to feel welcome at Soundstorm, this is why we created the HER Zones. This year, we had dedicated drop-off zones closer to the gates, a women-only entrance, and clearly marked pathways leading directly to female-only viewing zones and lounges. For many attendees, this may be their first live music experience, so creating an environment that is safe, inclusive, and welcoming is essential. We want female music lovers and artists to feel fully included in the festival and to actively participate in building the local music culture.
Since MDLBEAST was launched in 2019, how has the company evolved, and what are the plans for the future?
MDLBEAST was founded to build a creative economy in Saudi Arabia and establish the Kingdom as a global hub for music, entertainment, and cultural tourism in line with Vision 2030. Over six years, we have grown far beyond events. Our ecosystem now includes Brand, Radio, Foundation, Records, Events, and Venues.
We operate Beast House as a production and logistics incubator, Attaché in Riyadh as a day-to-night venue, and Onyx Arena in Jeddah hosting international, regional, and local acts. Landmark productions we have powered this year included Guns N’ Roses in Riyadh and the afterparties of the E-sports World Cup, while partnerships with Formula 1, Formula E, and other white-label clients bring world-class experiences to Saudi audiences.
The impact is measurable: over 1,400 full-time jobs, more than 14,000 part-time roles, and engagement of 540 vendors in 2024, representing a 119% increase from the previous year. Artist signings exceeded 125, a 25% growth year-on-year, while 72% of our fans now prefer attending events in Saudi Arabia.
For the future, our goal is to solidify Saudi Arabia as a global destination for music and entertainment, with local artists and events achieving international visibility. We aim to expand partnerships with white-label clients, roll out the MDLBEAST Blueprint for live entertainment to other countries, and attract more vendors and brand partners to do business in Saudi Arabia. At the same time, we continue to invest in talent, infrastructure, and mentorship programs, fostering a sustainable creative economy and shaping the next generation of music professionals.