The agreement reflects the Kingdom’s long-term vision to strengthen cultural industries and provide world-class opportunities for emerging musicians.

Signed in Riyadh by Paul Pacifico, CEO of the Saudi Music Commission, and Guido Zimmermann, president of Steinway & Sons EMEA, the partnership marks a milestone in the development of Saudi Arabia’s music sector.

It underscores the nation’s commitment to building an ecosystem that nurtures artistic skill, cultivates creativity and attracts global industry leaders.

The collaboration aims to empower local talent through advanced musical training, professional development and increased access to premium musical instruments.

By bringing international expertise together with local ambition, the initiative strengthens the Kingdom’s plan to build a dynamic and sustainable music market.

The agreement will also support artistic education programs and contribute to long-term commercial and cultural investment.

These efforts align with the broader cultural transformation underway in Saudi Arabia, which emphasizes growth, innovation and global engagement.

A key element of the partnership includes exploring apprenticeship programs for piano technicians, offering specialized training in an area essential for performance and instrument care.

Such programs will open doors for new career paths and raise technical standards within the Kingdom’s growing music industry.

The partners will also work together on Music Commission events and initiatives, encouraging high-quality participation while linking musicians to cultural, educational and retail partners across Saudi Arabia.

This network-driven approach is designed to expand professional opportunities and enhance the presence of music in community and national life.

Paul Pacifico highlighted the power of the partnership, noting that the combination of global experience and local creativity will create a strong foundation for education and performance.

He emphasized that developing talent is central to shaping a thriving music economy capable of attracting investment and supporting long-term cultural progress.

Pacifico also stressed that the Commission’s mission is broader than talent development alone, as it seeks to build a music market that encourages business growth, supports practitioners and inspires audiences nationwide.

The agreement with Steinway & Sons reflects this vision by connecting international craftsmanship with Saudi innovation.

Guido Zimmermann praised the Kingdom’s cultural evolution and expressed enthusiasm about contributing to its musical journey.

He described the partnership as a meaningful commitment to education, artistic excellence and the advancement of music-making in Saudi Arabia.

Zimmermann emphasized that Saudi Arabia is entering a remarkable phase of cultural development, with music emerging as a vital part of the nation’s creative identity.

The collaboration aims to strengthen that identity further by supporting young musicians and enhancing access to global standards of training and performance.

As Saudi Arabia continues to invest in creative industries, partnerships like this reinforce its position as a cultural hub within the region.

Music plays a growing role in community life, education and the national vision for artistic expression.

The agreement demonstrates how international cooperation can accelerate cultural transformation while honoring local traditions and aspirations.

By investing in both talent and craftsmanship, the initiative lays a foundation for a vibrant and self-sustaining music sector.

With strategic collaborations, new training pathways and access to premium musical instruments, Saudi Arabia’s music ecosystem is poised for rapid growth.

The partnership with Steinway & Sons represents a strong step toward a future where creativity thrives and musicians flourish across the Kingdom.

Organized by MDLBEAST, the festival focuses on sustainable growth, talent development, and long-term economic and social value within the music industry.

Ramadan Alharatani, CEO of MDLBEAST, emphasized that Soundstorm is more than entertainment; it serves as a platform for job creation, attracting global talent, and providing local artists with large-scale performance opportunities.

The festival integrates training, production, and creative development programs that extend beyond the weekend, ensuring year-round support for emerging artists and professionals.

Soundstorm 2025 has improved accessibility and sustainability, with better transportation, navigation, energy management, and recycling systems to enhance the audience experience.

Inclusion remains a priority, with designated spaces and experiences that welcome diverse communities, encouraging participation from all types of audiences.

Talent development is central to the festival, with initiatives like XP Music Futures providing mentorship, professional training, and performance opportunities for young artists.

Regional and international label partnerships support experimentation in music technology, sound design, and creative production, helping Saudi talent compete globally.

The festival layout has been redesigned to highlight live music zones, hip-hop stages, regional talent areas, and emerging artist platforms, creating a more immersive experience for attendees.

Main stages feature international performers, while dedicated spaces allow local and regional talent to showcase their creativity to wider audiences.

MDLBEAST’s vision focuses on sustainable, meaningful growth in the Saudi music sector, aiming to expand live events, venues, and festival offerings while strengthening global presence.

The organization continues to invest in long-term programs that support music education, artist development, and cultural experiences for the Kingdom and the region.

Nada Alhelabi, general manager of MDLBEAST Foundation and founder of XP Music Futures, highlighted the importance of professional pathways for emerging talent in music and creative industries.

The foundation provides workshops, mentoring, and hands-on training in sound engineering, event production, artist management, and creative business, equipping young professionals with essential skills.

The music industry in Saudi Arabia is rapidly evolving, with more venues, festivals, and studios generating demand for skilled professionals in multiple career paths beyond performing.

XP Music Futures connects talent, executives, startups, and educators, offering networking, industry insights, and opportunities for collaboration across the creative economy.

Key programs such as Hunna support female talent and leadership, while XPERFORM helps emerging artists grow audiences and secure performance opportunities, broadening exposure for local creatives.

A new partnership with Shahid, the region’s leading streaming platform, broadcasts XPERFORM content, giving Saudi artists wider visibility and connecting their work to a global audience.

Sound Futures fosters innovation in music-tech startups, enabling entrepreneurs to test and launch ideas that contribute to the growth of a sustainable and competitive music ecosystem.

Through these initiatives, Soundstorm 2025 and MDLBEAST are creating a vibrant cultural landscape, nurturing talent, and positioning Saudi Arabia as a hub for creative excellence.

By combining local creativity with international expertise, Soundstorm is shaping the future of the Kingdom’s music industry, generating long-term value for artists, professionals, and audiences alike.

The festival exemplifies how strategic investment in talent development, global partnerships, and cultural programming can transform Saudi Arabia into a leading regional and international music destination.

Anchored in Al-Ahsa, home to the world’s largest date palm oasis and a UNESCO World Heritage Site, the initiative blends heritage with innovation, positioning Saudi palm weaving as a platform for contemporary art, design, and international collaboration.

Palm weaving, locally known as khoos, has been a vital part of Saudi life for generations, producing functional objects such as baskets and mats. The Khoos Initiative reimagines this craft for the 21st century, transforming it from a traditional practice into a source of artistic and design inspiration. Artisans collaborate with designers, architects, and creatives from around the world to explore new forms while retaining the craft’s cultural roots.

Ala’a Al-Qahtani, creative programs specialist at Ithra, explained that the program moves palm weaving beyond practical objects into art, fashion, and architecture. “The goal is not only to preserve heritage but to evolve it into a space where tradition meets innovation,” Al-Qahtani said.

The initiative emphasizes cross-generational collaboration, with women artisans providing deep knowledge of traditional techniques and young creatives bringing fresh perspectives, ensuring the craft remains vibrant and relevant.

Al-Ahsa’s cultural and historical significance anchors the program. As the heart of Saudi palm weaving, it provides a strong local foundation while offering a gateway to global recognition.

The Khoos Initiative presents Saudi heritage to the world, highlighting the shared legacy of palm crafts across regions and cultures. Al-Qahtani noted that the initiative acts as a “cultural bridge, strengthening both local identity and global understanding.”

Maintaining authenticity while embracing innovation was a key challenge. The initiative addresses this by pairing traditional artisans with contemporary designers in signature commissions and residency programs. This collaboration safeguards centuries of knowledge while introducing new creative expressions suitable for fashion, design, and architecture.

The result is a dynamic exchange of skills and ideas that celebrates both history and modernity.

The Khoos Initiative also aligns closely with Saudi Arabia’s Vision 2030, supporting the growth of the creative economy and cultural diplomacy. By transforming traditional craft into a driver for innovation, education, and economic opportunity, the program strengthens Saudi Arabia’s position on the international cultural stage.

Through exhibitions like “The Palm Tree Exhibition” at Ithra, as well as presentations at UNESCO’s MONDIACULT 2025 in Barcelona and the ICOM General Conference in Dubai, the initiative showcases Saudi craftsmanship to a global audience.

Women’s involvement remains central to the initiative, reflecting their historical role in preserving palm weaving. At the same time, younger generations contribute energy and creativity, pushing the boundaries of traditional craft into modern contexts. This inclusive approach ensures that khoos is not just a preserved memory but a living, evolving art form with international relevance.

By linking heritage to contemporary design, education, and global collaboration, the Khoos Initiative positions Saudi palm weaving as both a cultural treasure and a source of innovation. Through this initiative, a craft once confined to local oases now thrives as a symbol of Saudi Arabia’s creativity, bridging tradition and modernity for the world to experience.