Meet the leaders transforming Saudi Arabia’s music landscape

Live Nation Entertainment is the world’s leading live entertainment and eCommerce company, comprised of four market leaders: Ticketmaster.com, Live Nation Concerts, Artist Nation and Live Nation Network. Live Nation manages or operates 140 venues around the globe. Artist Nation is the world’s top artist management company, representing over 250 artists. Craven leads some of the biggest festivals and live events in Europe and the Middle East.

“Over the last seven years, Saudi Arabia’s live entertainment scene has experienced remarkable growth, establishing itself as a dynamic hub for world-class events and international talent. Live Nation delivered the first-ever international music series at the Formula E event in 2018; something the team remains very proud of.

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The private sector plays a vital role in enriching the diversity and quality of live events, and we would like to play our part in contributing to that growth. One advantage of opening international music to a wide range of competitors is that it will encourage significant foreign investment into the Kingdom through venues, tours, festivals and other live entertainment businesses.

The nature of the market in Saudi Arabia has led to significant inflationary pressure on artist fees over the last five years, creating an inflated marketplace that challenges the private sector’s commercial sustainability.

Greater competition would create a virtuous circle, attracting more private companies, improving market quality, increasing shows, and offering ticket buyers more options. Live Nation welcomes the empowerment of the relevant authorities to create a fair and competitive landscape, and enable private companies to play their part in taking the KSA music industry to the next level.

We have seen in other markets the successful use of content development funds to grow the sector and help move from a government-funded marketplace, to private sector driven. These funds have allowed the local promoters to apply for sponsorship to support shows and content and create even more competition in the marketplace. Such an approach firmly put the emphasis on the private sector to bring more content and shows.

We’re eager to help take the Saudi music and entertainment scene to the next level while ensuring a vibrant, sustainable future for all players involved.”

Eddy Maroun
Co-founder OF Anghami

Anghami is the first legal music streaming platform in the Middle East and North Africa, giving more than 70 million users in MENA, Europe and USA, access to over 57 million Arabic and international songs to stream and download, in addition to around 20,000 Arabic and international podcasts. Co-founded by Elie Habib and Eddy Maroun, the service was launched in November 2012 in Beirut but is now headquartered in Abu Dhabi.

Anghami has collaborated with the Saudi Music Commission on the Moja programme to activate the Saudi music community and elevate local talent to the global stage. Moja provides aspiring musicians and artists with the essential skills to launch their musical careers through a series of workshops delivered by industry experts.

“Saudi Arabia’s music market is experiencing a massive renaissance, driven by its youthful population and rich cultural depth. This transformation is supported by the country’s leadership, which is committed to developing and enhancing the Saudi creative and music economy.

Being local first, Anghami has established itself as the de facto partner for the local scene, thriving as an Arab company born in the Middle East with an intrinsic understanding of the region. We have participated in numerous government initiatives that drive growth within the ecosystem and on our platform. We’ve played an active role in bridging gaps and creating opportunities for music fans, artists, labels, producers, brands, media, telcos, and the public sector. This has contributed to the growth of the music industry in Saudi Arabia and helped the MENA region earn the number one spot as the fastest-growing music market globally.

There’s a clear need for greater support across the different elements that make up the music ecosystem. It’s important to create more opportunities that uplift smaller-scale creators, allowing them to produce and monetise their work. By expanding these efforts, we can help ensure that independent artists have the means to build a sustainable career and thrive through their passion and talent. Empowering these voices not only enriches the music scene but also inspires the next wave of creativity in the region.”

Daniel Goldberg
CCO & Co-founder of MAC Global

Founded in 2014 by Rob McIntosh and Daniel Goldberg, MAC Global is recognised as a leader in the live music and live entertainment industry in the Middle East, known for bringing big-name international touring acts to the region, such as Ed Sheeran, Michael Bublé, Drake and Sia, among others. Recently acquired by Sony Masterworks, its clients include the Saudi Music Commission, Dubai Opera, and Coca-Cola Arena. MAC Global produces concerts in the most prestigious venues across the GCC and India. In 2019 MAC Global produced the first ever Film with Orchestra concert held at The King Abdulaziz Center for World Culture, Dharan.

“We have been fortunate that most of our Saudi projects to date have been funded by the public sector. Without that support, we would not have inspired or witnessed some of those early magic moments. But we do have the aspiration to promote concerts without public sector backing, as we can in the United Arab Emirates and have done for decades in the United Kingdom.

Pretty much every aspect of our early shows was imported from outside Saudi Arabia from the orchestra to the instruments. This has made many projects cost prohibitive, stifling creativity and progress, but Saudi has made great strides in being less reliant on importing the infrastructure needed. The ability for the private sector to operate hand in hand with the public sector will guarantee the necessary growth and see Saudi’s ambitions accelerated.

We would appreciate a framework within which private entities such as MAC Global can operate freely as risk-taking promoters, or share risk and partner with public or government entities. This would enable us, as a Sony-backed company, to invest in the infrastructure to grow our business in the market and contribute to Saudi Arabia’s incredible vision. We fully support these aspirations but they can only be achieved by implementing an ecosystem in which numerous private and public entities can co-exist for the end goal of making the Kingdom a globally recognised centre of creative and cultural excellence.

One day, we hope to see the infrastructure develop to allow companies like us to compete in the Kingdom of Saudi Arabia where there is huge demand and opportunity, and also the framework to protect the rights of the very musicians they are nurturing and who, one day, will be performing in our concerts.”

Peter Howarth-Lees
CEO of Smile Entertainment

Peter Howarth-Lees and his wife Abeer Al-Fouti founded Smile Entertainment in 2008 and have pioneered live comedy and entertainment in Saudi Arabia. It is one of the prime movers behind the new wave of Saudi Arabian comedy, and is supporting the emergence of young comics, organising shows, and bringing international stars into the country to perform. Smile Entertainment recently partnered with the Royal Commission for Riyadh City for a series of 50 shows as part of Riyadh Laughs, and collaborated with Live Nation Arabia to bring Russell Peters to the Princess Noura University Theatre in Riyadh.

“It was always our intention to open a live entertainment space in Riyadh when the time was right. In early 2025, we will open a music venue and restaurant which will provide regular live music with a focus on soul, blues, and jazz. While initially our performers will be mainly sourced from Europe, Asia and the US, we will also provide a platform for local talent to perform and grow.

Thanks to the efforts of the Saudi Music Commission the Ministry of Culture, and entities like MDLBEAST, music is now accepted as mainstream entertainment. The industry and government must work together to provide more platforms for new talent to be developed and supported. This should include music education. Those with a talent should be encouraged from an early age and provided opportunities to learn and grow.

It’s clear that Saudi Arabia has an enormous wealth of untapped talent in its large, young population. This in itself is the biggest opportunity. It can only grow. Our part will be to encourage that growth by providing a regular platform and we hope others will quickly follow. We hope to see many new music venues opening across the Kingdom in the next few years.

The single biggest challenge is the lack of platforms for regular performance. We would like to see a clear licensing structure to enable private sector investors to easily operate new venues.”

Yazeed Alhashim
Founder of Freaks of Nature and Disrupt

Disrupt offers creative and digital services in the entertainment, music, and sports industry in Saudi Arabia and the Middle East. The company has created the Freaks of Nature electronic dance music event, which has promoted Saudi and international DJs in Riyadh and Amsterdam.

“I’ve always been passionate about electronic dance music and wanted to share that excitement with others. Freaks of Nature gave us a way to educate the local market about the beauty of electronic music while giving Saudi artists a platform to grow. We’re not just here for the headliners; we want to give every artist, even those starting out, the tools to succeed – whether that’s marketing exposure, full set productions to share online, or other resources that help them reach the global stage.

What’s even more encouraging is seeing how deeply people here are connecting with the music. Audiences aren’t just turning up; they’re genuinely into it, and they’re beginning to appreciate the music on a deeper level. This has been huge for us – it shows us that the industry has room to grow, and it motivates us to keep pushing forward.

One of the biggest challenges we’re seeing is around investment, both from private investors and government funding. Since the music industry is so new here, there aren’t really established benchmarks or proven models for what a successful investment in music looks like. There’s a learning curve involved, and it’s been difficult for stakeholders to fully understand the potential in the music space and support it confidently. But the good thing is, there’s progress, and people are slowly beginning to see music as a real investment area.

For the future of music in Saudi, there are some foundational elements that will be key. Infrastructure – both physical and financial – will play a big role. From having the right venues to building a legal and financial framework that encourages growth and investment, there’s a lot that can be done. Government support in these areas – particularly in venue construction, legal standards, and financial backing – will help solidify Saudi’s position as a global music hub. Working closely with the Saudi Music Commission and other government bodies to build out these elements will allow the industry to grow sustainably and attract more international collaboration and talent.”

Ahmed Shawly
Founder & CEO of Wall of Sound

Ahmed Shawly spent 13 years in the music business in the Middle East before he set up Wall of Sound, a record label and recording studio. Wall of Sound focuses on indie music and genres such as hard rock, synth-pop, and psychedelia, and singer-songwriters at large. The company has worked with artists including Statues of Sinking Men, Fulana, Dirty Backseat and Baskot Lel Baltageyya. Shawly’s mission is to promote alternative music as a major part of the Middle Eastern music scene and a vital tool for the expression of youth culture.

“Wall of Sound is an effort using personal funds from me and my business partner. We’re both trying to survive and trying to do our best, hoping that everything that we’re doing reaches a certain place, hoping it grows, hoping that this investment over the last five years brings returns. So now for Wall of Sound to survive or to continue, we need more money to do this. Do we now have this money? Definitely not. The future doesn’t look really promising, so what we need is money and investment.

What can be done is to increase the number of concerts and venues with different audience capacities so we can highlight this kind of music and push it forward. But then again, if you’re thinking in terms of profit and loss, these kinds of things can suffer losses at the beginning. It all depends on the scene developing – as a whole and on an individual level. Personal tastes are developing and changing as a result of the increased exposure to the world around us, whether Arab or other countries.

Increasing the number of venues and investing in more record labels would be a good start. It’s not that easy to accelerate the development of an alternative music scene. We’re waiting for the right moment where people begin to listen to and seek out alternative music. Sometimes it’s possible to mobilise and create demand. You can create demand for a new product with advertising and marketing, but when it comes to music and taste, it’s not easy to shove it down people’s throats.

Everyone does what they can with their capacity and budget. The Saudi Music Commission does what it can. We’re representing Saudi Arabia and we have incredible talent. I don’t think there’s a shortcut we can take to reach that point. You need to build a healthy music scene which needs time.

Gigi Arabia
Founder of Heavy Arabia

Riyadh born and bred, Gigi Arabia has worked in the music industries of Dubai, across Europe and in Saudi Arabia. The heavy metal artist-turned-business woman is a promoter, manager, and the founder of Heavy Arabia, Saudi’s first ever heavy metal music promotions company.

“Saudi Arabia is increasing engagement with the global music scene. In particular, in large music festivals like Soundstorm, I feel like it’s really a symbol of cultural openness, and this has positively affected my personal entrepreneurial journey, being able to show metal bands that they can actually come to Saudi and play such extreme music, because now we have these large festivals where Metallica, 30 Seconds to Mars and Muse play. This openness really helped me do a lot of shows that I couldn’t do before.

I think having a Saudi Music Managers Forum would definitely be helpful, because there’s a growing number of artists coming to light but not enough managers to direct their artistic journey. I think, with enough well-educated managers who are well informed about the right practices, we can change existing laws that are not applicable to the rest of the world. For example, Saudi artists have certain expectations if they try to tour outside of Saudi but then reality hits them that the standardised practices in the music industry globally are absent in Saudi. I also want to see more education for people to fill essential roles in music; to see more record label owners, more sound engineers.

There are also several challenges with artist development in Saudi Arabia; one of the biggest issues is the lack of accessible genre-specific music programmes or mentorship programmes, which leaves many artists without the technical skills or guidance they need to grow. On top of that, there aren’t enough accessible and affordable rehearsal spaces, recording studios, or professional management services, which makes it difficult for musicians to transition from being hobbyists to full-time professionals. The limited number of performance platforms and small-capacity venues also holds artists back.

Another challenge to artist development is the lack of clear laws standardising revenue splits between artists, managers, and other stakeholders. On top of this, there is the absence of export programmes and dedicated music funds or grants, which are crucial for helping artists reach international markets and gain wider recognition. There’s also a lack of interest from global record labels, largely because the region doesn’t generate significant record sales.”

Paul Pacifico
CEO of the Saudi Music Commission

The Saudi Music Commission is supporting the development of a thriving music sector that reflects the Kingdom’s cultural diversity, nurtures the next generation of Saudi talent and invokes a feeling of national pride. He’s the former CEO of AIM – the Association of Independent Music.

“I think what’s been achieved in Saudi Arabia in a very short time is extraordinary. I’m excited about the opportunity to build on what Saudis have already achieved, and add my global experience to ensure that the Saudi music market connects to the global architecture.

This will ensure the Saudi music sector gains the inward investment and global recognition it deserves, alongside thriving domestic and regional markets. We aim to support Saudi artists and businesses by creating the necessary infrastructure and taking them to the world, so music and money flow in both directions as a true cultural and commercial exchange.

We want the music economy to contribute significantly to GDP. A key part of this is bringing the best of global cultures to Saudi Arabia while showcasing the best of Saudi Arabia globally, with a focus on domestic, regional, and global markets. The platforms for this are being built, whether physical, in the form of venues, studios, and equipment, or intangible, like the development of copyright, export initiatives, collective management, and licensing.

For the music business to become sustainable, it will require significant public support in the early stages, but with strong private sector partnerships, reliance on the state will lessen as the market grows. This involves fostering healthy competition to attract both inward and domestic investment and listening to stakeholders to shape licensing and regulation to suit the sector and Saudi society.

Our goal is to normalise the market, attracting international artists as part of regular tour schedules, rather than expensive, one-off shows, and to establish Saudi artists and businesses in international markets.

In the next few years, we aim to help the market move from start-up to scale-up. This will bring new challenges but also create significant value, justifying continued investment and delivering real returns. The opportunity to build a new music market will ensure those returns are delivered efficiently and fairly across the value chain.

The Saudi sector is at a unique crossroads of creativity and opportunity, and my door is open to anyone serious about joining the most dynamic emerging market in music today – and for years to come.”

*Additional reporting by Devinder Bains and Fady Nageeb

*This article was first published in The Business of Music