Conclusion of the fifth edition of "xp" For the future of music with a wide presence
On the occasion of its fifth year, the conference once again established its position as a leading platform for developing the music sector, exchanging creative experiences, and promoting cultural innovation in the region.
Wide participation of artists
The closing day witnessed broad participation from artists, executives, policy makers, entrepreneurs, and creatives, through an integrated program of dialogue sessions, workshops, forums, networking sessions, and performances, all designed to accelerate the development of the music ecosystem in the Middle East and North Africa region.Among the most prominent sessions was a session "Celebrating the fifth anniversary of XChange workshops in Riyadh and Zain XP magazine" Hosted by the artist Sahra, and Tania Awad, Director of the Music and Experiences Department at MDL Best and"text-align:justify">The largest music markets
It was also discussed in a session "Inside India: Exploring one of the world’s largest music markets" With India being chosen as the focus country at the XP Conference, with the participation of Ahmed Al-Ghawanmeh, Vice President of Revenue and Growth at Sony Music Middle East; Rami Mohsen, Managing Director, Sony Music Middle East; and Vineet Thakkar, Managing Director, Sony Music India.The session reviewed the growing global presence of Indian music and its growing cultural influence in international markets.
In the context of the partnership between the Soundstorm Festival and Inter Milan Football Club, the session "How music shapes national sports identity" With the participation of Luca Adornato, Brand and Marketing Director at Inter Milan; Mashael Al-Askar, Director of Marketing and Branding at the Local Organizing Committee of the Saudi 2027 Asian Cup; and Matthew Dix, Executive Director of Music and Talent at "MDL Best Records"; Rasha Al-Khamis, President of the Saudi Martial Arts Federation. The session reviewed how sound engineering, chants, and audience experiences contribute to enhancing the atmosphere of matches, and unifying the voice of the fans inside the stadium and on the screens.
And during the daytime session entitled " From the margins to the forefront: How music shapes destinations"Mohammed Al-Modyan, CEO of Visitor Experience, met at… "The spirit of Saudi Arabia"Yasmine Rasoul, founder of Wasta and main programming coordinator at Line Check Festival; Nada Al-Mubarak, CEO of the Saudi Research and Media Group; and Hamad Al-Humaidan, Director of Arts and Creative Industries at the Royal Commission for Al-Ula Governorate. The speakers discussed the role of sound, creative narration, and cultural cooperation in shaping cultural identity and attracting a global audience, in addition to how musical events of all sizes contribute to enhancing creativity, supporting cultural exchange, and raising the international presence of the Middle East and North Africa region.
Multiple musical performances
As in previous nights, the XB Night program presented multiple musical performances that included electronic music, R&B, hip-hop, alternative and experimental music.The closing night witnessed distinguished performances from Samaa Abdul Hadi, Gabo Records, Balo, Bud, Omar Fayyad, and Soul Skin, in addition to an exceptional performance by Akhras.
This year also celebrated notable achievements within the Middle Best Foundation’s initiatives to support talent, where Jaafar Amin was crowned the winner of the X-Perform 2025 talent discovery program in its fourth season, and Radish World also won the fifth edition of the StormShaker competition dedicated to electronic music DJs. The two winners received the opportunity to perform and showcase their talent at the Soundstorm Festival 2025.
Over the three days, the conference hosted a record number of 101 sessions and 20 workshops, in addition to a diverse program that included more than 250 speakers, including 125 female speakers and 159 speakers representing 39 nationalities. This year, it provided an integrated hospitality experience through ten restaurants and beverage providers who provided various options for visitors, including Jun & Vinnies, Sikh Haya, Dukan Balila and others, in addition to more than twenty local brands from the fields of culture, music, technology and lifestyle, which made the experience this year richer and more integrated.
The XB Night program this year also presented its most diverse nightly shows to date, with the participation of 203 artists who presented 113 shows. During which they represented 38 countries. This diversity embodies XB’s commitment to creating an inclusive, multi-sounding music scene. The experience became more distinguished with the participation of 20 music companies. Including outstanding cultural and creative partnerships, which contributed to presenting the most dynamic and globally connected edition of the Night program since the launch of the XP Conference.
This year’s edition confirmed the role of the XP Conference as a major factor in shaping the future of music in the Kingdom of Saudi Arabia and the region. With its focus on building a long-term sustainable ecosystem, XP 2025 provided a platform for knowledge, creativity and artistic expression, laying the foundation for a new year of growth within the region’s creative industries.
