Riyadh: MDLBEAST is building a tribe for the region’s music lovers through its initiatives such as the Soundstorm festival, the platform’s Chief Creative Officer Ahmad AlAmmary, also known as DJ Baloo, said. The Saudi veteran DJ and producer with over 20 years of experience under his belt sat down with Arab News’ “The Mayman Show” for the launch of its sixth season, talking about MDLBEAST’s ambitions and his own background.
His role taps into his ability to find solutions on many levels, he shared.
“It’s been my role since the onset of this whole project. My background sits between design thinking, brand development, and brand strategy, and music,” the CCO said, adding that the role feels like a perfect fit for him.
“Creatively, you know, every day is its own day. There’s no system for creativity. Its context is whatever comes your way, whatever problem you’re solving — that’s where your creativity sits,” he said.
AlAmmary said it was MDLBEAST’s goal to become involved in all facets of the creative music industry since its launch in 2019.
“From the onset, the big splash was Soundstorm, but we had every intention of launching our record labels, our music conferences, and XP Music Future,” he said.
The platform launched around the start of the COVID-19 pandemic, which provided an opportunity for it to focus on entertaining.
“So, whether or not you (could) go to an event, we were still around there to … provide the music and to provide the entertainment,” AlAmmary said.
After pandemic restrictions eased, it allowed him and the team to stay on the path they paved. MDLBEAST started with flagship live events and some record labels.
“We had … launched MDLBEAST Records, Qabo, Wattar, Maestro-Lab and, most recently, Mahoul Records. Each of these labels, for example, serves … a niche. Above and beyond, our conference is a really unique experience that gathers people from around the…
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