Balad Beast: Where ancient streets meet modern beats

Winding streets are the norm in Al Balad. The unmistakably off-kilter layout in the historic district of Jeddah is dazzling. Sleepy black, white and ginger cats are a common sight on the streets. According to a local resident, the slim-down look is down to the hot climate, unrelated to a lack of available food.  

Balad Beast, a two-day festival, takes place in Al Balad, in the second largest city of Saudi Arabia. A UNESCO World Heritage site, it’s the beating heart of the grand spectacle. Its colourful Hijazi architecture combines stacked structures with coral-stone building methods.

A place where the bygone meets the ultra-modern, a location where historical courtyards are transformed into salient outdoor music venue spaces. Performing across the event is a trailblazing assemblage of talent such as Wiz Khalifa, 21 Savage, Gunna and Metro Boomin’, Biirdperson, Dish Dash and many more.

Invention is a keyword, the name of the game. To brighten up the site, pioneering lighting design is used with thought – the aim is to create prominent visuals where techy projections collide with ancient building structures.  

Gaps in the wooden windows are part of the design style. Allowing lights and breeze into the building, the term Roshan refers to the preferred solution to dealing with a warm climate, a method that balances heat and breeze.

Fittingly, Roshan is the name of a stage at the festival. Over the course of Thursday and Friday, 70 artists play across the four stages. The three others are Bab, which means “gate”; Omda loosely translates as “authority”; while Souq refers to “free market”.

Rap is a sought after genre, as is the focus on nurturing regional artists. The growing popularity of trap in the Saudi regions makes festival organisers respond to the rising demand, as they cater for it. R&B, pop and electronic music follow within close proximity.

One of the rappers scheduled to appear is J.I.D. The US rapper’s show offers emotive depth, swagger and clever wordplay, attributes that have helped accelerate his career, they explain why he has come this far. There is plenty of presence and confidence, but it’s the acute gift for words, the delivery, that makes the entire difference. A creative force, live performances such as this one sets him apart from many of his peers. A stellar artist in the making.

Another international artist featured, this time it’s from the UK – R&B soul musician Michael Kiwanuka is about to take the stage. It’s a new entertainment setting for the London-based guitarist, who seems to be at ease. A serene affair, the sincerity of his cinematic songwriting resonates with this group of people. The pitch-darkness gives the gig an extra layer of mystique, playing to the visual strength of the songs. Accompanied by a full band, Kiwanuka’s set is a highlight. 

MDLBEAST is the company behind Balad Beast, and the passion exhibited, the urge to invent, is unwavering. The use of data is becoming integral – it informs decision-making for artist curation, business partnerships and ticketing. Mazen Khamis, executive director of commercial and products, helps to push the commercial development of the events portfolio – and he struggles to see a way to drive things forward without data.

“Even from an artist booking perspective, we use the data. We know that people in Jeddah like hip hop, so we focused more on this. We noticed some want Arabic artists, so we gave that a twist. For us ticketing isn’t just a transaction, it’s a data capturing tool that’s valuable.”

Also in pursuit of accuracy is producer, musician ARGY. The Greek electronic music expert’s style moves elegantly against the ancient backdrop. Brisk, atmospheric, the enthusiasts that come together for this gig are informed. They know their stuff, what to expect, and get more from the show as a result. As things get underway, a dramatic build-up of tension, a bond between DJ and crowd plays out. It’s hypnotic, a  mesmerising production. 

With rap being a go-to genre for young, music-loving Arabs, it is no wonder that female Saudi rapper Asayel Bishihas been making waves. With an expanding territory behind her, she is an inspiring role model to young women. The singer’s proficient blend of rap, R&B and pop sounds promising and future-proof. It’s a solid reception with approving nods in large numbers, coming from an audience that is female and male. Her choice to rap in Arabic gives the songs integrity. Asayel is one to watch.

The vibrant pop world of Palestinian-Jordanian singer songwriter and producer Zeyne is transfixing. An amalgamation of traditional music heritage, R&B and soul is the basis of her repertoire and concert, to the delight of those present. It’s tempting to suggest there is a similarity with British-Albanian pop singer Dua Lipa. Known for exploring issues not often dealt with openly in her culture, she tackles subjects like mental health and challenges faced by young women with courage and vigour. Zeyne is an important voice.

“We’re women,” singer Noura declares, speaking with determination. “But tonight we’re gonna let the music speak for itself”. The moment four-piece Seera are about to approach is a song called ‘Woman’. The all-female psychedelic rock band are a talking point in their home country and abroad. Encouraging freedom of expression for women, the Riyadh four-piece are garnering support. With a foundation in iconic prog-rock they demonstrate they are not copycats. Harnessing their sound with confidence they stop at nothing. The mix of long-established Arabic melody and psychedelic leanings gives them an edge.   

Further female energy soon follows. Fronted by Margaux Sauvé and Louis-Étienne Santais Ghostly Kisses’ show is a hot ticket. The group of individuals gathered for the French Canadian indie-electronic act is made up of dedicated fans. Rooted in sonics reminiscent of names such as Cocteau Twins and Portishead means that the haunting tracks are brought to life with imagination. With Sauvé’s vocal style and technique at the roar, the crowd is given a treat.

It’s been a thrilling couple of days. Seeing a string of arresting live performances in an unconventional, striking setting makes this adventure all the more memorable.

The future of this beast looks bright. As the identity of Balad Beast continues to shape up and settle, it’s likely to broaden in scope. Naturally, Baloo, the Chief Creative Director, is excited about the direction things are taking. Each year the team works from a baseline of several new ideas.

“We are developing concepts for our venues and weekend parties. It’s nice to bring joy and music to the people that are part of it. As we innovate, we’re defining our music culture.”

A buzz to be on board, and be a part of an energising event, the good news is that the journey has just begun, and lots more is still to come.