Soundstorm Music Festival
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.
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