Soundstorm was a high-octane, barrier-breaking, immersive music festival that helped to drive change in Saudi Arabia and shatter global perceptions through music. An activation so powerful the world took notice. Changing lives one beat at a time. A 5.3 sq km festival site filled with over-the-top immersive entertainment, stunning works of art, and heart-pounding experiences – that showcased innovation and the very best of Saudi arts and culture.

Until 2018, men and women were forbidden from attending music concerts – or any type of public entertainment together in Saudi Arabia. When the ban was lifted, people were looking to express themselves through dance, music, and art fueling a rising storm. MDLBEAST, an entertainment company anchored in the Kingdom, wanted to harness that energy to create a multi-genre music festival – powered by people. An event so deeply rooted in music, entertainment, innovation, and community, that it would shatter stereotypes and become a cultural catalyst for Saudi youth. Where bold design and creativity would play out both on and off stages, breaking records in pyrotechnics to deliver an unparalleled immersive experience that would spread joy like wildfire. Their goal was to transform a desert landscape, 40km outside of Riyadh, into a breathtaking brandscape that would herald in a new era of live events.

We got to work building a small city in the desert where live energy was unleashed. The doors opened on something truly ground-shaking. 200 artists. 7 spectacular stages. 3 days of music. The jaw-dropping Big Beast smashed records in pyrotechnics as international A-list artists including Bruno Mars, Post Malone, and DJ Khaled dazzled from center stage, as 1000+ aerial drones danced in the night sky. We designed 4 Underground clubs featuring the works of 15 graffiti artists, a veritable feast for the senses each outfitted with fire, lasers, and lighting that bisected bold geometric forms to create a truly electric atmosphere. This need-to-see-it-to-believe-it event required us to up the ante, creating an elevated VIP experience that literally had these very special guests hovering way above the crowds on a network of interconnected walkways that crisscrossed the entire festival grounds, providing access to 44 luxe lounges, and ultra-premium viewing boxes.

The strategy was to target engaged fans and culturally curious consumers who love creativity, streetwear style, and self-expression – delivering the unimaginable. A mind-bending festival, larger than Disneyland, jam-packed with over-the-top entertainment and premium sponsor activations. At the entry gates, stunning sway pole dancers dazzled from above as neon wall acrobats performed death-defying feats somersaulting off sea containers. Revelers explored 4 audaciously designed underground clubs where SFX and confetti dialed up the drama as dynamic content set the crowd ablaze. In the Dance Tent friends formed daisy chains, dancing as one. DownBeast was the perfect place to chill – a semi-circular LED stage. Food vendors, sponsorship activations, and glam bars offered curated experiences. At BigBeast mega-stars stirred up a social frenzy while roving performers weaved through crowds. Friendships were forged under preserved palm trees with 62Ksqm of greenspace, where people powered up under the warm glow of sustainable solar lighting.

The scale of this event was utterly off-the-charts, requiring us to build infrastructure including bridges and new roads through the desert, along with constructing 68,000 parking spots in 7 lots to support an event of this size. Our core team began preparation well over a year in advance. Stellar connectivity would be essential for social sharing, so we installed a sitewide WIFI system with 980 wireless access points. We put much thought into the guest journey and amassed a staff of 12,000+ for event days to provide exceptional patron care which began at the point of purchase. SFX solidified Soundstorm’s need-to-see-it-to-believe-it status. Our spectacular 360-degree fireworks display and stage pyrotechnics lit up the night sky and broke Guinness World Records. To drive the crowds wild, our live broadcast team ingested video, content, and audio feeds from 7 stages, mixed them in real-time, piping out teasers to screens throughout the site.

Soundstorm was a sold-out music festival like no other – unparalleled in every way. This once-in-a-lifetime experience captured headlines in VICE, Forbes, Harper’s BAZAAR Arabia, Marie Claire Arabia, and Cosmopolitan ME, generating 580 articles and reaching a global audience of 457 million.

MDLBEAST’s social also shined bright reaching 42.3M, with 917K engagements and delivering 29.7K new followers for MDLBEAST. Billboard, CNN Arabic, and Asharq News all pushed out dynamic social content that helped fan FOMO feelings which fueled the storm.

Not only did Soundstorm smash 2 Guinness World Records, it heralded in the next generation of live branded experiences, solidifying MDLBEAST's reputation as an entertainment powerhouse on the world stage.

Daily Mail "EXCLUSIVE 'The energy was so wild': More than 600,000 people attend star-studded MDLBEAST Soundstorm festival in Saudi Arabia."

Most importantly, Soundstorm was able to drive change in Saudi Arabia and shatter global perceptions through music.

Until 2018, men and women were forbidden from attending music concerts – or any type of public entertainment together in Saudi Arabia. Since the ban was lifted, people have been learning how to express themselves. For some that meant abandoning traditional abayas and thobes in favor of more western attire like ripped jeans, sequined statement pieces, and branded hoodies. Others opted to make statements by adorning themselves in beast masks or with faces festooned in glitter as they immersed themselves in the music. As a bystander on the ground, the joy was palpable. It had a physical presence, unlike anything I’ve experienced, as people came together to share in something powerful and new. They wanted the world to know just how much they have changed in a short span of time. It was joyous – a celebration of innovation, creativity, and culture that was impossible just a few years ago.