XP Music Futures 2024 Day Two: Celebrating Heritage, Innovation, and Rising Talent

The second day of XP Music Futures 2024 lit up Riyadh’s JAX District with dynamic discussions, groundbreaking performances, and bold visions for the future of music. As part of Riyadh Music Week, the event continued its mission to blend Saudi Arabia’s rich heritage with cutting-edge innovation under the theme ‘Flourish,’ exploring the endless possibilities of the music industry.

With attendees from across the MENA region and beyond, Day Two spotlighted Saudi Arabia’s role as a global cultural hub and its growing influence in shaping the future of music.

Cultural Preservation Meets Innovation One of the standout sessions of the day, Music & Folklore in Arabia – Heritage & Cultural Preservation focused on preserving Saudi Arabia’s ancient musical traditions. Ahmed Karkanawi, Music production director at the Music Commission, shared exciting developments:

“We are discovering how music was at the heart of social life in our nation, and now we’re preserving and documenting it,”, highlighting the rediscovery of unique musical notations and rhythms from regions like Asir. These elements are now being integrated into modern Saudi music, bridging the past with the present in fresh and innovative ways.

The Sound Futures session featured promising new businesses like Narratives and Maqam Labs, who pitched their ideas to investors, underscoring the growing entrepreneurial spirit in the region’s music scene.

A Global Spotlight on Regional Talent MENA music’s global rise took center stage, with the A&R in Saudi and MENA session led by Rawan Alfassi, A&R Manager at MDLBEAST Records. Alfassi highlighted the immense potential of regional music to gain international traction:

“Genres like Afrobeats and reggaeton have gone global—now it’s our turn. We need to support each other and grow this movement.”

She emphasized the importance of building infrastructure to help artists showcase their music on the world stage while remaining true to their cultural roots.

Meanwhile, in the Sonic Branding session, Daniel Jackson, CEO of Sonic, explored how music is becoming a powerful tool for shaping brand identity. He explained how companies are leveraging music’s emotional power to create deeper connections with audiences, particularly in the culturally rich MENA region.

Buzzing Performances and Day Three Anticipation The energy on Day Two spilled beyond discussions and into electrifying live performances. The XPERFORM showcase, featuring rising regional talents, had the crowd buzzing when the winner was announced today.

The JAX District was alive with the sounds of music, delicious food, international networking, creating an atmosphere of excitement and unity. As the day wrapped up, attendees were left inspired by the fusion of Saudi heritage and contemporary beats, eagerly anticipating Day Three.

Looking Ahead The final day of XP Music Futures 2024 promises to deliver more transformative experiences, culminating in high-energy performances and thought-provoking discussions about the future of music.