These are the live updates from IMS Dubai happening at W Mina Seyahi on November 14 & 15, 2024. Bookmark this page for our rolling updates.
As the music industry continues to evolve globally, the MENA region stands at the forefront of transformative growth and cultural influence. Over the next two days, key players from various sectors will share insights on the industry’s challenges, opportunities, and vision for the future. Follow along for live updates on each session and discover what’s shaping the music landscape across the region.
IMS Dubai: Day 1
Navigating the Music Industry in the MENA Region
Influential figures from Live Nation, YouTube, Factory People, MDLBEAST, CAA, and Billboard Arabia recently discussed the updates in the MENA music industry’s evolution at IMS Dubai. The panel explored expanding venues, emerging opportunities, and MENA’s growing global influence.
A Look Back and Moving Forward
James Craven, President of Live Nation Middle East, recalled booking shows in MENA during 2009 and 2010 when purposeful venues were limited. The Abu Dhabi team often paid premium fees for single shows, facing many challenges. Today, with new venues emerging in Dubai and Abu Dhabi, along with additions in Saudi Arabia and Qatar, the landscape has transformed. Craven expressed his dedication to the region, stating, “I will stay in the region; I’m not going anywhere.” He predicted a rise in purpose-built venues across MENA over the next five years.
Saudi Arabia’s Transformation in the Music Scene
Bader Assery, Senior Project Manager at MDLBEAST, shared a similar story of high artist fees in Saudi Arabia in 2009. Today, Saudi Arabia’s music scene has changed drastically with events like XP Music Futures and venues such as East House, Unstable, and NEOM beach club—Saudi’s first. These advancements represent the region’s progress toward a sustainable music ecosystem.
A Growing Appeal for Alternative Sounds
Wassim Bou Malham, Cofounder of Factory People & Gharam Electric, discussed MENA’s shift toward alternative music scenes. In Dubai, SOLE DXB has diversified its lineup, embracing more alternative sounds than in previous years. Wassim predicted that MENA will see more festivals and alternative events in the next 8-10 years. He believes the region’s audience seeks unique experiences.
MENA’s Rising Significance in Tour Circuits
Maria May from CAA discussed MENA’s growing importance for international artists. Five years ago, MENA wasn’t a standard tour stop for artists. Today, however, MENA has become a regular stop on tour maps. “It has become a stop on the map,” May explained. Planning cycles now often include MENA, marking its rise as a major destination.
Endless Possibilities Ahead
Maha ElNabawi, Billboard Arabia’s Managing Editor, moderated the panel, summarizing MENA’s potential. “In Saudi, there’s only nothing but possibilities,” she stated.
The MENA music scene offers more than a place to dance. It has become a vibrant space of potential and growth.
Evolution of the MENA Music Industry
IMS DUBAI LIVE UPDATES: The MENA music industry is transforming quickly, driven by cultural shifts and tourism. Panelists highlighted how artists and industry leaders are building a sustainable, interconnected future for music in the region.
Dubai: From Performance Stop to Creative Hub
Dubai’s role as a cultural and economic powerhouse stood out. Known for its mix of mainstream and underground music, the city connects global and local artists, fostering sustainable growth. With strong infrastructure and arts support, Dubai has become more than a destination for performances; it’s a thriving base for a creative community.
Building a Lasting Creative Ecosystem
Panelists explored the idea of building a lasting ecosystem for creatives. No longer seen as a lucrative stop, Dubai is now a base where artists grow and engage deeply with audiences. With active tourism board support, Dubai is attracting artists eager to leave their mark, ensuring the city’s promising future.
Meeting Modern Audiences’ Expectations
Today’s fans crave authentic, behind-the-scenes content that brings them closer to artists. Audiences want performers who openly express themselves and share in a communal experience, enhancing fan loyalty and engagement.
Saudi Arabia’s Experimental Arts Landscape
In Saudi Arabia, government support has spurred collaboration across fashion and music, creating an experimental arts landscape. Saudi artists, ready to seize opportunities, are reshaping the country into a music destination, with women taking the lead to drive industry change from within.
Regional Collaboration Over Competition
The session concluded by discussing collaboration among MENA countries. Rather than competing, the region aims to form a supportive network that maximizes tour opportunities. Coordinated multi-city tours—such as three shows across three cities in three days—could enhance MENA’s music scene, making it more accessible globally.
Egypt’s Global Pop Influence
Egypt’s pop scene has long been a regional leader. Now, Egyptian artists are expanding globally, contributing to MENA’s influence in the international music landscape.
This panel underscored MENA’s dynamic, evolving music industry, highlighting its potential for growth and global impact as it makes its mark on the world stage.
Culture Tourism: Ibiza and Dubai Duality
IMS DUBAI LIVE UPDATES: As Ibiza icons turn to Dubai for winter residencies, panelists examined the cultural exchange between these two global party hubs. Both share a passion for innovation and excellence in entertainment, despite their unique flavors.
Dubai’s Entertainment Landscape: More Vegas Than Ibiza
Dubai’s nightlife offers a blend of luxury and variety, often likened to Las Vegas more than Ibiza. One speaker remarked, “There’s everything, and there’s something for everyone,” capturing Dubai’s wide appeal. Locals enjoy a lifestyle of high-caliber entertainment, feeling almost “spoiled” with options at their doorstep.
Distinct Guest List Dynamics
Dubai’s nightlife dynamics differ from Ibiza, with a strong reliance on guest lists. Although the list numbers can be high, attendance doesn’t always match. While Friday and Saturday nights attract crowds, the reliance on guest lists remains a notable trend.
Practical Tips for International Artists Moving to Dubai
Panelists offered guidance for artists eyeing Dubai as a base, citing the city’s travel-friendly location. Artists like CamelPhat already call Dubai home. Dubai is seen as ideal for multi-week residencies, and cross-promotions, setting the stage for Ibiza-style engagements.
A Duality in Cultural Tourism
Ibiza’s bohemian spirit contrasts with Dubai’s polished energy. This cultural duality between the two creates opportunities for cross-pollination. As Dubai becomes a winter retreat for Ibiza-style experiences, new collaborative avenues emerge, blending the essence of both worlds.
Growth of Labels and Streaming in the MENA Region
IMS DUBAI LIVE UPDATES: As the MENA music industry expands, panelists explored both the promise and challenges of local and international investment. Saudi Arabia leads regional growth with subsidized initiatives like MDLBEAST, supporting homegrown artists and events. However, many panelists stressed the need for more international partners willing to invest and share risks in this emerging market.
Gen Z and Global Collaboration
With Gen Z embracing music as a shared cultural celebration, collaborations have become essential. Panelists discussed how music transcends language, evolving into an experience that celebrates MENA’s heritage globally. Collaborative projects, like Keinemusik’s recent work with Amr Diab, highlight how partnerships bridge regional sounds with global audiences, showcasing MENA’s authenticity.
Normalizing Arabic and Regional Sounds in Global Music
MDLBEAST emphasized its commitment to integrating Arabic language and regional elements into mainstream music, a process still facing challenges. Educating artists on the industry’s global landscape and providing data-driven insights can empower MENA’s new generation. This knowledge could lead to more informed decisions, with long-term ambitions to see Arabic music in global charts within 5 to 10 years.
Fostering Independent Labels for a Thriving Music Community
MDLBEAST presented a vision focused on nurturing local independent artists, encouraging “bedroom producers” to become label owners. Establishing a label is manageable, but expanding internationally remains financially demanding. Community-rooted labels that emphasize consistency can fuel competition and foster a vibrant music ecosystem across the region.
A Future of Regional Music on the Global Stage
Panelists expressed optimism about MENA’s musical future, envisioning a landscape rich in diversity and talent. They anticipate a collaborative scene where regional music gains international recognition, driven by a community-focused approach to music production and distribution.
This discussion underscored the industry’s readiness for global engagement and a self-sustaining, community-driven music ecosystem, with MENA poised for a prominent place on the world stage.
IMS Dubai: Day 2
Importing International Artists and Brands
IMS DUBAI LIVE UPDATES: The session focused on the logistics, challenges, and cultural dynamics of bringing international artists and brands to the Middle East. From venue readiness to collaboration with agents and promoters, the discussion revealed both obstacles and opportunities for growth.
Venues as Catalysts for Growth
One of the key points raised was the importance of having appropriately sized venues to accommodate different types of events. Smaller venues, such as the 1,000-capacity P7 in Dubai, were highlighted as essential spaces for underground events and emerging artists. These intimate settings offer a platform for grassroots movements, allowing for the experimentation needed to cultivate local talent. Speakers emphasized that success in such ventures often depends on taking risks and leading the way to inspire others to follow suit.
Collaboration and Touring Opportunities
Touring logistics were another focal point. The unique structure of weekends in the Middle East—Friday and Saturday in some areas, Saturday and Sunday in others—creates opportunities for efficient multi-city tours. Artists can perform in Dubai, Jordan, and Egypt in a single weekend, potentially reducing costs while increasing exposure. However, the panel noted that persuading agents and managers to prioritize the region requires open dialogue and a long-term vision. Many acts may initially perform smaller shows with modest profits, but these first steps lay the foundation for larger tours and greater recognition in the future.
Grassroots Movements and Community Building
Grassroots festivals and smaller events play a pivotal role in fostering local talent and creating memorable experiences. Initiatives like Dubai’s Cactus Nights, which hosts smaller, affordable acts for local audiences, were cited as examples of how venues can build loyal followings. Similarly, DJ competitions and emerging artist showcases were seen as vital stepping stones for young talent looking to gain industry exposure and credibility.
Avoiding Oversaturation
A recurring issue in the Middle East’s events landscape is the oversaturation of weekends, with multiple high-profile events competing for the same audience. Panelists stressed the need for better coordination among promoters and agents to avoid scheduling conflicts. Collaboration, rather than competition, was framed as the key to building a sustainable and thriving music culture. Speakers also encouraged agents to consider the broader impact of their bookings, emphasizing that underperforming shows due to crowded schedules ultimately harm everyone involved.
Cultural Exchange and Global Impact
The importance of cultural exchange through music was another significant theme. Bringing international artists to the Middle East not only exposes local audiences to new genres but also helps global artists draw inspiration from the region. Artists who immerse themselves in the local culture often create music that bridges East and West, enriching the global music landscape. The Middle East’s diverse audience base was noted as a strength, with the region’s events catering to a wide range of tastes, from grassroots festivals to massive dance music events.
Building Authentic Communities
Speakers underscored the importance of authenticity and community in sustaining the music ecosystem. Artists who invest in the region and engage deeply with its audiences often see long-term benefits, from increased streaming numbers to sold-out shows. Building genuine connections, whether through social media or grassroots efforts, is essential for creating a lasting impact.
The session concluded with a call for collaboration across all levels of the industry. By aligning their efforts, promoters, agents, and artists can create a vibrant, sustainable music scene that not only imports international talent but also exports the unique sounds and culture of the Middle East to the world.
Adriatique: Keynote Interview
IMS DUBAI LIVE UPDATES: Speaking at IMS Dubai 2024, Adriatique reflected on their career and their unique bond with the MENA region. The Swiss duo recalled their first regional show for just 300 people, contrasting it with today’s larger venues that reflect the explosive growth of electronic music in the region. Highlighting performances in iconic locations like Egypt, they shared how the landscapes and energy of the MENA region continue to inspire their music.
The X Series and Ibiza Residency
Adriatique discussed the conceptual evolution of their X Series, which merges music, visuals, and stage design to create immersive, cinematic experiences. They emphasized the originality of X, which has been meticulously developed over years to connect deeply with audiences. The duo also revealed plans for their first Ibiza residency, marking a significant milestone in their career. This long-anticipated move will showcase their signature style in one of electronic music’s most iconic hubs.
Building Communities Through Siamese
Beyond their performances, Adriatique shared insights into their label, Siamese, which they describe as a platform for collaboration and creativity. With a focus on fostering community and embracing diverse sounds, Siamese has supported rising talents like Revo from the MENA region. The duo underscored the importance of building authentic connections, both through their label and their global performances.
Balancing Growth with Authenticity
As their global demand increases, Adriatique spoke about the importance of maintaining balance. They prioritize health, creativity, and meaningful connections over fleeting trends. Their approach to DJing and music production emphasizes adaptability and authenticity, ensuring their work remains dynamic and personal. With new collaborations and projects on the horizon, Adriatique continues to push boundaries while staying true to their roots in music and community.
Read the full Adriatique feature.
