Case Study

Soundstorm 2023

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For three years we’ve partnered with MDLBEAST to ensure that Soundstorm, a multi-genre music festival, captured headlines for its immersive entertainment, helping them to shatter records and collect a host of awards and accolades along the way. As the festival evolved and continued to grow, MDLBEAST an entertainment company anchored in the Kingdom, was looking to make the event more sustainable by focusing on the future.

We got to work transforming the 5.3 sq km festival site into a more permanent venue space, constructing pedestrian bridges, a central event command center, site wide fiber and IT connectivity, and permanent water solutions that will enable this event to flourish for decades to come. We then filled the event landscape with thrilling entertainment, captivating works of art, and never-been-done-before experiences – showcasing the very best of Saudi arts and culture. The infrastructure investments have also developed the site into a more commercially viable asset for a diversity of future event and programmatic uses.

We welcomed guests in for something truly unforgettable. 180 acts performing over 3 days across 8 jaw-dropping stages – where music, art and culture gave rise to a storm, and where happiness spread like wildfire. In its third iteration, the Big Beast stage, which is 200m wide and 34m tall, was reconfigured to become a permanent fixture allowing MDLBEAST the opportunity to rent out the festival site providing them with a new revenue stream. International A-list artists including Metallica, Black Eyed Peas, DJ Jazzy Jeff and Will Smith, Travis Scott, Calvin Harris and 50 Cent, performed as patrons swayed to the music.

2,200 aerial drones equipped with fireworks went off like clockwork and guests could walk through a Fire Garden of 50+ pyro elements. Urban culture came alive in Underground Clubs, with vivid murals, mirrors, disco balls, fire, lasers, and lighting creating unique atmospheres. Roving performers and small stages helped to fire up the crowds. MDLTOWN, an architectural gem provided friends a place to chill in an Insta-worthy green landscape.

Guests glittered in glam stations, tested their skills with carnival-styled games, dined from the 105 quick service outlets, 21 food trucks, and 3 casual restaurants, took a wild 20m tall and 189m long zip line ride across the festival, and shopped for the latest streetwear styles. This need-to-see-it-to-believe-it experience provided VIP patrons with a premium experience, as they circumnavigated the event 5m high above the crowds as they traversed 15,000 sq meters of interconnected walkways that provided access to luxe lounges, acrobats, magicians, and 44 ultra-premium viewing boxes.

We were able to help MDLBEAST earn a greater return on their investment by shifting how we execute this project, reinventing strategies from only temporary builds to permanent venue spaces, tackling complex construction projects to ensure that the site can house powerful performances year-round, for years to come.

Soundstorm was once again the ticket of the year, providing guests with a memorable experience, one that continues to drive change in the region through music.

Vendor Credits
3DB Production Audio and Lighting
4Freelancers Site Performers
8th Day Sound Production Audio and Lighting
9SS Creative Creative Brand Design
AB Transportation Ground Transport
Academy Of Live Technology Education and Training
ACES Geotechnical and Ground Survey
AES Scaffolding Construction and Fabrication
Aggreko Power
Al Bait Fraed Greenery and Foliage
Al Fares Tenting and Structures
Al Laith Scaffolding Construction
Altaaqa Power
ALU Systems Steelwork and Structures
Amakin Arabia Ground Transport
Al Masaood Bergum Cabins and Restrooms
Arabian Execution Structures
Araib Construction Earthworks and General Contracting
ARGA Traffic & Parking Management
Arkaz Saudi Cleaning
AST Printing
BeWunder Technology and Screens
Biobin Sustainability
Black Widow Group Traffic & Parking Management
Byrne Equipment Rental Cabins and Restrooms
Cassius Creative Creative Stage Design
Clair Global Information Technology, Radios, Wifi and Infrastructure
Colour Sound Lighting, Screens and Video
DJayGear DJ Equipment and Audio
Durra Albariz Power
EJAR Plant and Equipment
EMECO General Contracting
Empro Power
EPS Crowd Barricade
ER Productions Special Effects
ESM Security
Event Lab Staffing
Eventic Labor and General Contracting
Events AVP Lighting, Screens and Video
Fiesta Group Fabrication
Flow Solutions Power
Frequency Coordination Group Radio Frequency
Frequency Staffing Solutions Staffing
Full Cycle Traffic & Parking Management
GAG Tenting and Structures
GCC Events Staffing
Geidea Point of Sale
Ginger Owl Artist and Crew Logistics
Glitter & More Activations
Golden Events Security
Grucci Fireworks Fireworks
Gulf Meteor Printing
Halo Solutions Incident Logging and Reporting
High & Wired Activations
IAD/ITI IT Infrastructure
IMS Steelwork and Structures
Initi8 Medical Consultancy
Joint Forces General Contracting
JR Scenic Fabrication
KAAPH Printing
Key Design Labor and General Contracting
Kone Elevators
Lucid Activations
Ma’am Productions Décor
Masaahaat Printing
MediaPro Lighting, Screens, Audio and Video
Mobily Cellular
MTD Water Infrastructure Management
NAJM Earthworks and General Contracting
Neon Heads Site Performers
NEP Screens and Video
Night Owl Fabrication
Off Premise Solutions Cabins and Restrooms
Ohoud Gahd Majid Al-Otaibi Est General Contracting
Pheonix Site Performers
Pixmob Activations
PRG Lighting, Screens, Audio and Video
Production Glue Project Management
Projex Fabrication
Proline Security
Proper Steelwork and Structures
Qudra Steelwork and Structures
RBG Engineering Consulting
Rock City Staffing
Rock It Global Shipping and Logistics
RPM Medical
Safe Events Health & Safety Management
Safe Haus Crowd Management Technology
Samara Guards Security
Saudi EMS Medical
Science & Sunshine Creative Design
SELA TRTR Activations
Shawahid Technology Screens and Video
Show Builders Plant and Equipment
Show Canada Elevators
Show Force Staffing
Silent House Creative Design
SLS Production Lighting, Screens, Audio and Video
Smartbox Structures
Snapchat Activations
Special Projects Site Operations Management
Specialist Services Structures
STC Cellular and Internet
TAG Flights and Accomodations
TAIT Stage Scenic
Traffic360 Retail andWarehousing
Trivandi Operational Readiness
The Smart Solutions Advertising Company (TSS) Printing
TUV Inspections & Certifications
Unified Command CCTV
Verge Aero Activations
Vision Factory Creative Stage Design
Visual Noise Content and Screens
Walk The Plank Activations
WeClean966 Cleaning
WEL Safe Medical Consultancy
White Rabbit Site Performers
Wicked Tenting and Structures
Zain Cellular
Zen Arabia Fabrication
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