Saud AlTurki – known by his stage name, Saüd – has just returned from an extensive business trip across Europe. Despite the journey, there’s no sign of fatigue or diminished enthusiasm; like a maestro in his element, he thrives amidst the controlled chaos. “It’s better to be busy than not, right?” he says with a smile. “Even on weekends, I’d much rather be doing something than just sitting around.”
As the head of Brij Entertainment – an independent record label and creative consultancy based between Riyadh and Los Angeles – and a prominent producer, it’s no surprise that AlTurki’s schedule is packed. But like all successful entrepreneurs, his work is more than just a job. Music is not merely what he does; it’s the very rhythm of his being. “Music has always been a huge part of me, woven through all the moments that have shaped who I am,” he explains. “Nothing I can say will do justice to how much I love it.”
Growing up in Khobar as the youngest of five siblings, AlTurki was instilled with the values of respect, kindness, compassion, and hard work – qualities that still define him today. His father introduced him to a harmonious blend of Arabic and Western classics, while his mother filled their home with the traditional sounds of Saudi Arabia. This rich mix of influences became the wellspring of inspiration from which AlTurki still draws today, forming the seasoned musical ear he now possesses. “One of the best gifts I ever received from my mother was a Sony Walkman,” he recalls. “It really sparked my interest in music and led me to start collecting CDs at a young age.”
This early passion became a fire that blazed as he moved to Los Angeles for university. “I spent about a year in Montreal before moving to LA, where I started meeting producers and seeing how they worked. I just thought, ‘I could do this’,” AlTurki recalls.
“So, I invested in my first set of equipment, and that’s where the journey really began. It started with my phone and whatever cheap gear I could afford as a student, learning as I went until I was finally able to produce my own beats.” Despite his current confidence – having worked with DJ Khaled, Swizz Beatz, and Wiz Khalifa – he admits it wasn’t always easy, and it took “a good seven or eight years” before he felt comfortable calling himself a producer.
Unlike many musicians who remain solely focused on their craft, AlTurki decided to delve into the business side of the industry, founding Brij Entertainment in 2017. “To be honest, the start of Brij was driven by my desire to be seen as reputable and legitimate within the music industry,” he admits. “I wanted to release my music through a label, knowing that traditional labels were unlikely to sign me.”
The label’s name encapsulates his mission perfectly: to be a bridge connecting Saudi music and culture with the Western world. “It started as more of a personal thing, but as we progressed, it became our mission statement,” he explains. With this vision in place, AlTurki set the wheels in motion. “I met a lawyer who explained how easy it was to establish an LLC in the States, as long as you had an American partner,” he recalls of the business’s beginnings. “So I thought, perfect – I’ve got my nephew, and I gave him 2 per cent. We still laugh about it to this day.”
To say that the shift from being in the business to running the business can be daunting is an understatement. Monetising art is perhaps the trickiest part of the industry, with many acts struggling to cross that bridge. However, AlTurki embraced this shift, realising that mastering the industry side was just as essential as mastering the music. “Early in my career, I recognised that being a musician entailed more than just creating; it demanded a thorough understanding of the music sector,” he explains.
“I dedicated a lot of time to researching on the internet, studying industry veterans to gain insights and avoid common pitfalls.” His disciplined approach allowed him to navigate the often turbulent waters of contracts, royalties, and distribution, enabling him to flourish where others might flounder. “It was also a time when there was a big independent label boom. Seeing that it was actually possible to do this without the help of a major label made things a lot easier and sort of provided a blueprint for us to follow.”
In 2018, AlTurki expanded operations to Saudi Arabia, riding the wave of the Kingdom’s investments in music and culture as part of Vision 2030, which aims to diversify the economy and provide greater creative opportunities. The Middle East and North Africa (MENA) region – with Saudi Arabia at the helm – is now the fastest-growing music market in the world, with recorded music revenues surging by 35 per cent in 2021, according to the International Federation of the Phonographic Industry (IFPI). This cultural renaissance has opened the floodgates to major music festivals like MDLBEAST Soundstorm and fostered a burgeoning community of local artists eager to express their creativity.
“Witnessing the government’s supportive initiatives, the enthusiastic response from the youth, and the chance to contribute to the development of the ecosystem, I knew we had to be part of this extraordinary change,” AlTurki says. Brij now represents a variety of acts, including R&B artist Saudi singer Hajaj, and Egyptian artist Pre Kai Ro, as well as their latest signee, Kali-B. It’s a far cry from when AlTurki was the sole artist on the label’s roster.
As Brij progressed, one major milestone stands out: reaching one million streams as an independent label. “It was insane. I threw a whole party because, as an independent artist, that was a moment where I felt like I’d actually accomplished something,” he recalls. Yet, even in that moment of triumph, AlTurki’s ambition urged him to aim higher. “Once you hit that one million streams, you’re like, ‘Okay, what’s next?’” he says candidly.
“A million streams today is about $4,000. When it comes to ROI, that’s not going to cut it, so let’s look at what else we can do. What do people need help with? Oh, people need sonic branding – we get into sonic branding. Artists need development – we do that too. Concert curation? Easy, done. But we make sure we don’t bite off more than we can chew.”
Despite Saudi Arabia’s rapidly growing music sector, AlTurki’s sights are set on one key goal: global expansion. “My whole thing is I want to export. We’ve been importing a lot of artists and producers, but we’re about to export, and these people better be ready.” Brij recently took a significant step in that direction with their first show in London, featuring Hajaj at Soho’s Lower Third.
“There were 300 tickets, and they sold out in a day. For us, that was like, ‘What!? We sold out 300 tickets, and you thought you didn’t have a fan base like that over there?’ It really puts things into perspective – we can take this global.” The world hasn’t yet fully glimpsed the immense talent rising from the Kingdom, but AlTurki is determined to ensure they are no longer ignored.
At this stage in his career, AlTurki views himself as more of a mentor, guiding the next generation of artists through the labyrinth of the industry. “A lot of artists coming up today are so young, and I want to make sure they don’t make the same mistakes we did,” he explains. “They know music, but they don’t know the business side yet. It’s really important to understand publishing, distribution, and what happens if you get an offer from a label. Are you just going to sign blindly because of the name? You need to understand things like a sunset clause – know what you’re signing, or you might be stuck forever.”
While there are no specific statistics on the number of independent record labels in Saudi Arabia, the rise of local labels and collectives, such as Brij, has been notable. “I think now you’re really starting to see how important this music stuff is for everyone in the country,” says AlTurki. “The number of people not only making music but trying to get into the music business too is really incredible to see. We’ve come a long way.” Major labels like Universal and Sony have established a foothold in the Kingdom, but AlTurki believes it’s crucial for grassroots independent labels to have a clear path to success.
“Growing the industry organically is the most beautiful thing. It’s like cultivating a garden from seed, seeing what truly takes root and resonates with people. Like I keep saying, this is a blank slate, and we now have the opportunity to give our music every chance of success.” It’s a sentiment echoed by Paul Pacifico, CEO of Saudi’s Music Commission, whom AlTurki believes has been instrumental in the industry’s growth. “We are not yet a fully established industry, but under the guidance of leaders like Paul Pacifico and the Ministry of Culture, we are rapidly evolving into one.”
In three years, Brij will celebrate its 10th anniversary. Over that time, its artists have amassed more than 80 million streams, partnered with brands like Apple and Adidas, and become a pillar of Saudi Arabia’s emerging creative scene. Considering that music was highly restricted just a few years ago, AlTurki’s achievements are nothing short of remarkable. What began as a platform for his own music has blossomed into something far greater.
“Our role now is to facilitate whatever a musician needs, whether it’s curating events, providing education, or getting them in rooms with people they wouldn’t normally have access to,” says the label head. “All of these things that, as a musician, you might not want to do, or have the know-how, we can provide that for you.”
Brij has already established itself as a cornerstone of the Saudi music industry, and from conversations with AlTurki and observing his undeniable success, it is evident that it will continue to lead the Kingdom’s music scene for decades to come. With the music market in the MENA region projected to grow annually by 12.3 per cent over the next five years, according to the IFPI, Brij is uniquely positioned to thrive in this expanding landscape.
Yet, Brij is far more than a mere business, record label, or creative consultancy; it is a nurturing environment where artists are finally equipped with the resources they have long been denied. With that mantra in mind, AlTurki and Brij’s mission can be summed up in one succinct message: “Give the bread to the bread maker. At the end of the day, musicians shouldn’t be exploited with bad deals when they’re the ones creating all the art. Labels might manage the money, but are they making the bread? No… The industry needs to reflect that, and that’s what we’re here to try and do.”
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