The inaugural International Music Summit (IMS) Dubai 2024, hosted by DJ Pete Tong, illuminated the Middle East and North Africa (MENA)’s burgeoning potential as a global music hub. Industry leaders, innovators, and artists gathered at W Hotel last week to explore how this vibrant region is reshaping the global music landscape while addressing unique challenges.
With insights from key players like Tomorrowland, Creative Artists Agency (CAA), Live Nation, Sony Music and Billboard Arabia, the event painted a compelling picture of MENA’s cultural and creative evolution.
MENA’s Rising Music Scene
IMS Dubai shed light on MENA’s expanding role in the global music ecosystem. Olga Zyryaeva, International Marketing Director at Sony Music Middle East, highlighted the region’s increasing openness and appeal. Despite challenges like inflation and high artist fees, she noted the spirit of collaboration, and that MENA thrives on partnerships, creating a fertile ground for growth.
&Friends, a rising artist who had relocated to the MENA region from America, has seen an exponential growth of his fanbase in the region and echoed this sentiment. He described Dubai as a dynamic hub where artists can connect with audiences from Europe to Australia. On what drew him to Dubai, he said, “There is something magical about how people engage here—the unspoken language of smiles and connectivity.”
Building Bridges Across Borders
As MENA integrates into the global music stage, its unique offerings are drawing attention. Maha ElNabawi, Managing Editor of Billboard Arabia, opened the summit by spotlighting the global appetite for Arabic music. Regional pioneers like Jordan and Oman are emerging as fertile grounds for live performances, with experts predicting the profitability of arena tours within three to five years.
However, bridging borders isn’t without challenges. Jawad, a Jordanian artist, discussed the complexities of balancing travel costs with performance opportunities. He emphasized the value of neighboring markets for artists traveling to the region, allowing for multiple shows to offset expenses.
Tomorrowland’s Vision for MENA
One of the event’s highlights was the presentation by Theo Braund, representing Tomorrowland. He showcased the groundbreaking Terra Solis project—a desert destination built on innovation, immersive storytelling and global connectivity. Rooted in Belgium’s creative ethos and staying true to its brand, Terra Solis offers a guest-centric experience with thematic hotels and interactive experiences.
Braund emphasized that Terra Solis is more than an event—it’s a cultural movement. It reflects the region’s creative synergy while attracting international audiences. “We aim to unite people from all walks of life, whilst offering unrivaled excellence and groundbreaking experiences,” said Braund.
Preserving Culture Amid Growth
Several speakers underscored the importance of preserving MENA’s cultural identity while navigating its rapid transformation. Marjana Jaidi, Founder and Creative Director of Oasis Festival, stressed the need for ethical practices to protect artists and its unique music culture. She stated that booking strategies must respect the specific challenges MENA artists face.
Tomorrowland’s Terra Solis, alongside Live Nation MENA’s entry into the market, aligns with this vision, fostering creativity while celebrating local roots. Its collaboration with local talent ensures that the region’s rich heritage is central to its global appeal.
Nurturing Emerging Talent
IMS Dubai emphasized the importance of grassroots support for emerging artists in the region via its industry panels. Marjana additionally highlighted mentorship and the development of tailored management strategies. Artists don’t need a manager from day one, “My job is to nurture”, she explained, and what they require to thrive is guidance, resources and platforms to nurture their potential.
Cosmic Cat, an emerging producer, encouraged aspiring artists to focus on mastering their craft rather than chasing overnight success. “Sharpen your tools and don’t get stuck at a certain point,” she advised. Meanwhile, Onur Ates of Warner Music urged artists to pioneer new ideas rather than replicate existing trends. Authenticity, he argued, is what sets great artists apart.
Looking Ahead: MENA’s Bright Future
As the music industry navigates an era of transformation, MENA’s role is becoming increasingly significant. From the cutting-edge innovations of Ibiza’s best known nightlife franchises such as Pacha, Ushuaia brought to the Dubai, in addition to the organic growth of regional artists, MENA is redefining what’s possible in music.
With initiatives like Terra Solis, strategic partnerships, and rising global interest in Arabic music, MENA is positioned to become a global music powerhouse, with it being a choice destination for DJs fresh off Ibiza’s closing parties. The road ahead is filled with challenges, but as the first-ever IMS Dubai 2024 demonstrated, the region’s blend of collaboration, creativity, and resilience as its greatest strength.
MENA isn’t just joining the global music conversation—it’s becoming a key player in it.
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Editor’s note 30 November: A quote from Marjana Jaidi, Founder and Creative Director of Oasis Festival, has been clarified.
