In a region where culture is evolving as fast as its skyline, Nada Alhelabi is tuning the Middle East’s music scene to a whole new frequency. As General Manager of the MDLBEAST Foundation and Senior Director of Strategy at MDLBEAST, Nada isn’t just leading conversations—she’s rewriting the rules.
With XP Music Futures—the region’s most forward-thinking music conference—now celebrating its fifth year, and a string of bold, cross-border initiatives in the pipeline, 2025 is shaping up to be a landmark year for the Saudi-born entertainment powerhouse. At the helm? A woman with a Berklee degree in Global Entertainment and Music Business, a background in consultancy, and a fireproof vision for building something far bigger than festivals.
Whether she’s architecting mentorship programs for female artists, launching region-first talent incubators, or partnering with global platforms like TikTok and Spotify, Nada’s focus is clear: build sustainable, inclusive ecosystems where creativity isn’t just celebrated—it’s empowered to thrive.
In this exclusive interview, Nada opens up about artist development in the region, redefining sonic identity, mentorship that actually moves the needle, and what it takes to create cultural legacy in a world constantly chasing the next beat.
What does true artist development look like in the Middle East today, and how is MDLBEAST rewriting that playbook for the next generation of creatives?
True artist development in the Middle East today demands a holistic, adaptable approach—one that reflects the diversity of talent and varying levels of maturity across the region. Our artists come from different backgrounds and stages in their professional journeys, so a one-size-fits-all model simply doesn’t apply. Instead, we need responsive, inclusive frameworks that evolve with our creative community.
At MDLBEAST, we’re rewriting the playbook by building a comprehensive ecosystem that supports artists from every angle. Through XP Music Futures—our flagship annual conference, now celebrating its fifth year—we bring together the region’s music community to provide world-class education, industry insights, and practical skills development. The conference’s multi-track programming ensures both foundational learning and hands-on experience.
But education is only part of the journey. We also create real opportunities for exposure and performance, whether on our festival stages or in creative spaces like Beast House and Unstable. We’ve designed tailored programs to address specific development needs:
- XPERFORM for aspiring singers
- Storm Shaker for DJs
- PWR CORD for emerging guitarists
- HUNNA to mentor and empower women in music
- Artist Management Bootcamp (AMB) to build strong artist teams
Beyond artist-facing initiatives, MDLBEAST also invests in the wider ecosystem. Programs like XCHANGE foster regional and international collaboration, Sound Futures supports music startups, and Hearful highlights the importance of hearing health—embedding wellness and sustainability into our creative infrastructure.
Together, these efforts go far beyond talent discovery—they’re about building long-term, thriving careers and a vibrant, resilient music culture across the Middle East.
What role does mentorship play in building a future-ready music scene in the region, and how are you fostering those relationships through MDLBEAST initiatives?
Mentorship is a cornerstone in building a future-ready music scene in the region, and at MDLBEAST, we’re intentionally fostering these relationships through targeted programs and strategic partnerships. Initiatives like HUNNA, our female-focused mentorship program, exemplify how we move beyond talent discovery to provide hands-on guidance from experienced industry professionals.
These programs are designed to deliver real-world outcomes—whether it’s music releases, touring opportunities, or brand development—ensuring artists gain not just visibility, but sustainability in their careers. By prioritizing both skill-building and personalized growth, we make mentorship impactful, practical, and deeply relevant to the region’s evolving ecosystem.
A core focus remains on inclusivity, especially in empowering female and underrepresented voices by connecting them with the resources, mentorship, and networks they’ve historically lacked. Through these efforts, MDLBEAST is helping shape a more diverse, resilient, and future-forward creative community.
How do you balance nurturing homegrown talent while opening the door to international collaborations that elevate the region’s global footprint?
Balancing the nurturing of homegrown talent with fostering global collaborations is at the heart of MDLBEAST’s mission as a Saudi-born music entertainment company. Through our key pillars—MDLBEAST Foundation, Records, Publishing, and Radio—we empower local artists to build sustainable careers with international reach.
MDLBEAST Records works closely with emerging Saudi talent, facilitating cross-border collaborations and providing the marketing infrastructure to amplify their voices globally. Our flagship events—Soundstorm, XP Music Futures, Balad Beast, and A Thousand and One—intentionally blend local and international acts, creating powerful platforms where regional voices connect with global audiences.
In particular, XP Music Futures acts as both a launchpad and learning hub—equipping artists with the knowledge, tools, and networks needed to grow their careers both at home and on the world stage.
By supporting talent through every stage of their journey and creating spaces for cultural exchange, MDLBEAST is helping shape a music ecosystem that is proudly local and globally relevant.
On Genre & Sonic Evolution
We’re seeing a rise in experimental Arabic genres like electro-dabke and neo-Tarab. What excites you most about this sonic renaissance?
What’s most exciting about the rise of genres like electro-dabke and neo-Tarab is how artists are reimagining traditional sounds in ways that resonate far beyond the region. These styles are gaining attention from international audiences, offering a fresh window into MENA’s musical identity. It’s powerful to see artists proudly reflecting their roots while creating something new and relevant today. At XP, we make it a priority to showcase these evolving genres, giving them space to grow and connecting them with listeners across local, regional, and global stages.
Do you think regional sounds can break the mainstream without compromising their cultural roots? What’s MDLBEAST’s role in making that happen?
Regional sounds absolutely have the potential to break into the mainstream without compromising their cultural roots—and this is exactly where MDLBEAST is helping lead the charge. As our Foundation and ecosystem continue to grow, we remain committed to keeping local identity at the core of everything we do.
By working closely with artists, cultural leaders, and creative communities, we ensure our initiatives celebrate the richness and diversity of the MENA region’s soundscape. Through mentorship, artist development programs, and tailored support, we help artists stay grounded in their heritage while gaining the tools to navigate and thrive in the global music industry.
With a community-first mindset, MDLBEAST is building a platform that not only champions authenticity but also bridges the gap between regional expression and international recognition—proving that staying true to your roots can be a global strength.
On Digital & Global Reach
Arab artists are going viral on platforms like TikTok and Spotify. How are you translating that digital momentum into long-term career sustainability?
We see viral success on platforms like TikTok and Spotify as a starting point, not the end goal. At MDLBEAST, we focus on helping artists turn that digital buzz into lasting careers by staying true to who they are. Rather than shaping artists to fit an industry mold, we support them in refining their voice, brand, and strategy based on their own identity and vision. Through personalized mentorship and focused programs, artists gain the tools to handle the business side of music while staying authentic. It’s about building a long-term connection with their audience that hopefully lasts well beyond a viral moment.
importantly, we also partner with platforms like TikTok and Spotify through our XP Music Futures conference, inviting them to share insights, updates, and best practices directly with the regional artist community. This creates valuable learning opportunities and helps bridge the gap between short-term virality and long-term professional growth.
Ultimately, it’s about more than a moment—it’s about building meaningful, lasting connections with audiences that carry artists forward well beyond a viral trend.
As streaming platforms become more regionalized, what opportunities—and responsibilities—do you see for Arab music curators and tastemakers?
As streaming platforms become more regionalized, Arab music curators and tastemakers have a unique opportunity—and responsibility—to shape how the world hears and understands music from the region. They’re not just gatekeepers of sound but storytellers who can spotlight emerging talent, preserve cultural context, and influence what gets heard both locally and globally. With more control over regional playlists and content curation, they can champion diverse voices, genres, and languages that may otherwise be overlooked. The responsibility lies in being intentional: curating with depth, representation, and authenticity to ensure the richness of Arab music is reflected in its full spectrum, not just what trends. In addition, The global appetite for Arabic music is growing rapidly. According to IFPI’s Global Music Report, the Middle East and North Africa (MENA) region experienced a 22.8% increase in music revenues in 2024, making it the fastest-growing music market globally. This surge is largely driven by streaming platforms, with 95.5% of the region’s music consumption attributed to streaming services.
On Women & Representation
You’ve been a vocal advocate for inclusion in music. What are the boldest moves being made right now to empower women in the Arab music scene?
One of the boldest moves empowering women in the Arab music scene today is the growth and impact of our female-focused, female-led initiative—HUNNA. More than just creating visibility, HUNNA is driving real structural change. With over 120 members, it’s building a region-wide support system that provides women with direct access to mentorship, skill-building, and career development.
At the heart of the initiative is a four-month mentorship program that pairs emerging talent with established female leaders, offering personalized guidance and strategic support. What makes HUNNA truly powerful is its holistic approach: from listening circles to collaborative events, it creates meaningful connections across all corners of the industry—from artists and producers to managers and beyond.
This year, we deepened our impact by partnering with Berklee College of Music Abu Dhabi to offer scholarships for women to join their PEARL program—a collaboration that aligns seamlessly with our mission. By linking Berklee’s academic excellence with MDLBEAST’s on-the-ground mentorship and industry access, we’re creating a continuous pipeline of support—from formal education to real-world career pathways.
It’s not just about representation; it’s about building a sustainable, connected ecosystem where women are equipped with the tools, networks, and confidence to lead and shape the future of music in the region.
In an industry still largely dominated by men, how do you navigate leadership while making space for other women to rise alongside you?
Navigating leadership in an industry that’s still largely dominated by men requires a balance of confidence, humility, and an unwavering commitment to inclusivity. I’ve always believed that leadership isn’t just about having a seat at the table; it’s about creating opportunities for others to join and thrive alongside you.
For me, it’s essential to actively mentor and uplift women in the industry. Whether it’s through programs like HUNNA or collaborating with other female leaders, I prioritize giving women the tools, guidance, and confidence they need to succeed. It’s about creating spaces where their voices are heard and ensuring that we, as women, support each other’s growth.
I’m proud of the strides we’ve made, but I believe our success is collective—when one woman rises, she brings others with her. As a leader, I strive to create an environment where women can be their authentic selves, empowered to take risks, share ideas, and lead. And while I’ve been fortunate to carve out my own path, my goal is to continually make space for other women to rise alongside me, breaking down barriers and setting new standards for what women can achieve in the music industry.
On Vision & Cultural Legacy
How do you define cultural legacy through music—and what kind of legacy do you hope MDLBEAST will leave for future generations?
I define cultural legacy through music as the lasting impact of creating and celebrating art that reflects a community’s identity, stories, and evolution. In the case of Saudi Arabia and the wider MENA region, this legacy is about capturing the spirit of our on-going cultural renaissance, this pivotal moment we’re in when young creatives are choosing to build and express their talents at home rather than abroad. MDLBEAST aims to leave a legacy of empowering this homegrown movement, creating platforms and opportunities that celebrate Saudi and regional culture in all its diversity. We want future generations to look back and see that we helped shape a thriving, authentic music scene that both honors tradition and embraces innovation, inspiring creativity and pride for years to come.
If you could bottle the spirit of the Arab music scene in 2025 into a single track or moment, what would it sound or feel like?
If I could bottle the spirit of the Arab music scene in 2025 into a single track or moment, it would feel like a pulse—bold, proud, and unmistakably rooted. It would carry the rhythm of tradition layered with the energy of now: a fusion of ancestral percussion with futuristic synths, raw dialects with genre-bending production, and a sense of urgency that says, “We’re here—and we are the future.”
It would sound like a late-night set where a Saudi DJ drops a Khaleeji rhythm to a crowd in Berlin, or a rooftop jam session in Cairo where a female rapper spits bars over loud melodies. It would feel like creative rebellion, cultural reclamation, and pure joy all in one.
In essence, the track would be genre-defying, borderless, and unapologetically regional—reflecting a generation unafraid to blend heritage with innovation and claim their place on the global stage. That’s the energy driving the scene right now—and it’s only getting louder.
How can music—and the platforms that support it—contribute to redefining the global perception of the Middle East in this new cultural era?
Music plays a powerful role in redefining the global perception of the Middle East by showcasing the region’s rich talent, innovation, and creativity. As the Middle East undergoes rapid cultural transformation, it’s becoming a vibrant, evolving hub that many around the world are just beginning to explore. Music acts as a universal connector and catalyst, breaking down stereotypes and inviting global audiences to experience the diversity and depth of the region’s stories and sounds. By amplifying authentic voices and creating spaces where this creativity can thrive, these platforms help shift perceptions from outdated narratives to a more nuanced, dynamic understanding of the Middle East today.
