Case Study

Soundstorm Music Festival

Learn More

In the desert, 40km outside of Riyadh, a storm was brewing. MDLBEAST, an entertainment company anchored in the Kingdom, wanted to harness its energy to create something so powerful – the world would take notice. A high-octane, barrier-breaking multi-genre music festival – powered by people. An event so deeply rooted in music, entertainment, and innovation that would change people’s perceptions one beat at a time and become a catalyst for Saudi youth.

Fueled by a rising storm, we got to work building – well – a small city out in the desert of Banban. Then, we filled the 5.3 sq km boldly designed festival site with over-the-top immersive entertainment, stunning works of art, and heart-pounding experiences –showcasing the very best of Saudi arts and culture. The doors opened on something truly ground-shaking. 200 artists. 7 spectacular stages. 3 days of music. Where joy was amplified, and live energy unleashed. The jaw-dropping Big Beast broke records in pyrotechnics as international A-list artists including Bruno Mars, Post Malone, DJ Khaled, and Cosmicat dazzled from center stage, as aerial drones danced in the night sky.

Underground clubs were a visual feast for the senses with fire, lasers, confetti, and lighting bisecting bold geometric forms to create a truly electric atmosphere. Where women and men danced together and celebrated music in public – some for the very first time. An event that radiated happiness, joy, and self expression.

Attendees’ energy was turned into art as roving performers ignited the crowds. Newfound friendships were forged under palm trees that swayed in cool greenspaces that enabled people to up under the warm glow of the sustainable solar lighting.

Guests got their glam on, tested their skills with carnival-styled games, tuned into sports action, and found the latest streetwear styles in MDLTOWN.

This need-to-see-it-to-believe-it event required us to up the ante, installing site wide WIFI that consisted of 37,000 meters of tactical fiber, 152,400 meters of raw CAT5, 980 wireless access points so that each attendee they could share their experience with millions.



Our elevated VIB experience literally had these very special guests hovering way above the crowds on a network of interconnected walkways that crisscrossed the festival grounds, offering up breathtaking domed lounges and ultra-premium viewing boxes.

Soundstorm was a sold-out music festival like no other – unparalleled in every way. It united people to drive change and shattered global perceptions through music. This epic experience captured headlines with coverage in VICE, Forbes, Harper’s BAZAAR Arabia, Marie Claire Arabia, Cosmopolitan Middle East, and The National among others

In fact, it generated 580 articles, reaching an audience of over 457 million. MDLBEAST’s social content reached 42.3M, with 917K engagements, gaining them 29.7K new followers – fueling the rising storm. Billboard, CNN Arabic, and Asharq News all pushed out dynamic content that fanned fans’ FOMO feelings. Most importantly, for many, it was the first time in their lives that they were able to experience live music in mixed company, a profound and soulful experience that will stick with them for the rest of their lives.

Production Credits


Michael “Curly” Jobson: Executive Director (Events) MDLBEAST
productionglue (A TAIT Company): Production Oversight & Execution
Alex Reardon/Silent House: Festival Creative & Design
Trevor Burk: SoundStorm Screens Producer
Stuart Pring: Soundstorm Site-Wide, Non-Stage Area Lighting Designer
Samuel Tozer: Underground 1,2,3,4 Lighting Designer
Dan Hill, Chris ‘Squib’ Swain/Cassius Creative LLP: DownBeast Design
Quentin Greyling, MDLB: UG

Vendor Credits
8th Day Sound: Underground Stage Audio
AB Group: Ground Transport
ACES: Surveys & Studies
Achieve One: Ticketing Staff & Equipment
Aggreko: Power, HVAC
AICS: Heavy Equipment, Plant
Al Babtain: External Roadway Lighting
Al Fares: Tenting & Structures
Al Laith: Structures, Buggies, Entrances
Altaqaa: Power, HVAC
Andorra Village: Staff & Vendor Accommodations
Anova: Crew Catering
APPIX: Guest Interactive App
Araib: Civil Works, Perimeter Walls, Gates, Fencing & Asphalt
ARGA: Parking Operations
Arkaz Saudi: Cleaning & Skips
Bait Alfried Est: Foliage
Bonita: Staff & Vendor Accommodations
Borer Newman: Mental Health Support
Bryne Equipment Rental: Cabins, Restrooms, Power, HVAC
Clair Global: IT & Radios
Classic Home: BOH Tables
Colour Sound: Experiment Stage & Environmental Lighting
Dari: Cleaning
Durrat Al Riyadh Resort & Spa: Artist Village & Accommodations
EDAMA: Parking lots & Asphalt
EiJarat / Tamkeen: Cleaning, Demolition
EJAR: Heavy Equipment, Tower Lights, Buggies
EMECO: Foundations
Empro: Power, HVAC
EPS: Barricade
ER Productions / Pyrojunkies: Pyro Displays
Event Lab: Patron Services & Event Operations Staffing
Event Security Management (ESM): CCTV, Security Management, Screening & Operational Equipment
Fiesta Group: Fabrication & Infrastructure
Firehouse: Intercom
Fireworks by Grucci: SFX, Fireworks
Flow Power: Power, HVAC
Frequency Coordination Group: Radio Frequency Coordination
Full Cycle: government. relations,  Security Manpower
GALA Events: Site Labor
Ginger Owl Productions: Artist Relations, Artist Hospitality, Artist Transportation, Staff logistics
Golden Events: Security Manpower
Gulf Crewing Company: Site Labor
ID+C: Wristbands & Credentials
Irmarfer: Staging & Structures
Key Design: Artificial Turf, Fabrication, Heavy Equipment Operators
KONE: VIB ElevatorsLight Blue: Marketing Material Development, Design
Madar Aljazera: Permit Expediter
Masaahaat: Printing
Media Pro Sitewide: PA, Lighting, Stage Production & Automation
MTD: Water & Sewage
My Bike SA: Bicycle Purchases
Neumann Mueller: LED Screens
Off Premises Solutions: Cabins
OSA International: Entertainment Technology
PRG: Audio, Camera, Lighting, Rigging, & Video
Proline Security: Patron Security
Red Sea International: VIB Structures
Robert Bird Group: Engineering, Surveys & Studios
Rock-It Global: Equipment, Shipping & Transportation
Rotana: Crew Catering
RPM: Emergency Medical
Safe Events: Health & Safety
Samara Security: Patron Security
SATSCO: Container Locks
Saudi Union: Cleaning
Shams: Sea Containers
Show Canada: Patron Elevators
Silver Spoon/ On Set Catering: Crew Catering
SLS: Green Space Stages, A/V
Special Projects Europe Ltd: Site Management & Operations
StageCo: StagingTAG: Travel
TAIT: Staging
THA: Stewards
The Helicopter Company: Helicopter Rental
Thrive: Mental Health Support
TSS: Printing
TUV: Operational Licenses
Unified Command: People Counting
Vision Factory: Stage Creative – Underground 1-4
Visual Noise: Creative Content Creation
VK Exhibitions: Fabrication
Wicked: Tenting & Structures
Your Event: Back of House Furniture
Zagwear: Staff Uniforms
Zamil Steel: VIB Walkways
Zeej Print: Printing

2024 BizBash Event Experience Award | Best Fair/Festival

2024 Clio Music Shortlist: Experience + Activation

Highest Flame Projection in a Music Concert

Most Flame Projections Launched Simultaneously in a Music Concert

Muse Creative Awards Event: Music Event

Muse Creative Awards Event: Festival / Carnival

Muse Creative Awards Event: Cultural Event

Hermes Creativite Award - Interactive Brand Experience

Middle East Event Awards: Outstanding Brand Activation

Eventex Awards: Best Entertainment Event

Eventex Awards: Best Festival

Eventex Awards: Best Brand Activation

Webby Honoree: Branded Entertainment

Shorty Finalist: Event Experiential

Campaign Shortlisted: Best Global Brand Activation

The Drum Finalist: Experience


Global Media Reach


Media Views


Articles Generated


Social Impressions


Social Engagements


New Social Followers


SQM Elevated VIB Walkways


SQM of Greenspace

Back to Work

Next Project