MDL Beast | Music Festival, Saudi Arabia
- Kit & Caboodle Ltd
- Mar 10, 2021
- 3 min read
Updated: Jul 19, 2024
An inaugural cultural festival celebrating music in Saudi Arabia
The Challenge
To design and curate the biggest festival in the world from the ground up starting with a flat asphalt space with no existing infrastructure.
Insight and Ambition
To position MDL BEAST as a lifestyle and entertainment experience brand and a global creative platform setting the tone for music, art and culture. Starting with Saudi, and echoing outwards, the platform supports artists in creating experiences that move people, and in turn, make people move.
Kit and Caboodle designed and art directed the production and build of all MDLBEAST VIB (Very Important Beasts) & VVIB Areas, Royal, Artists, Corporate Hospitality, Media and Press areas for the inaugural and celebrated MDLBEAST Music Festival, for client LemonX.
Working closely in collaboration with a number of leading international agencies and client stakeholders, together we exceeded all expectations set by the client.
As a direct result of the excellence of our work and our understanding of cultural sensitivities, we were approached once again to pitch for major projects in Saudi Arabia, working in partnership once again with leading agencies and government ministries on projects to be delivered in 2021.
The inaugural MDLBEAST festival took place from 19 to 21 December 2019 in Riyadh, home to the 70,000-capacity King Fahd Stadium, bringing never seen before art, music and culture to the region.
MDLBEAST is a lifestyle and entertainment experience brand and a global creative platform setting the tone for music, art and culture.
On a mission to shift the epicenter of underground music; MDLBEAST showcase local, regional and international talent through events and immersive experiences – online and in real life. They create space for music, art and culture to permeate all aspects of everyday life.
Starting with Saudi, and echoing outwards – the platform supports artists in creating experiences that move people, and in turn, make people move.
Highlights
Hosted the world's biggest festival with over 400,000 attendees.
Crafted a unique creative concept and brand identity design.
Designed the entire environment and provided art direction for the production build, covering all areas including artist, VIP, VVIP, corporate hospitality, Royal, media, and press zones.
Collaborated closely with leading international agencies and client stakeholders, surpassing client expectations.
MDLBEAST's ongoing innovation continued with the launch of MDLBeastFreqways, a groundbreaking virtual music show on World Music Day 2020, redefining the music experience.
The event gained global recognition, hailed as the "biggest festival in the world" with 400,000 attendees and featured in top-tier media outlets.
“It was a truly astonishing event to be involved with” says Tanya Clark Creative Director at Kit and Caboodle.
“Having the freedom to create without limits and give people a completely new and extraordinary environment to experience music, art and culture was extremely exciting. The ambition of the scale and impact the event achieved was truly next level. I’m really proud that we were an integral part of the creative concept, design, build and production team for the MDLBEAST VIB (Very Important Beasts) & VVIB Areas, Media / Press, Artist and Hospitality areas having been engaged on the project by Quintessentially Events for their client LemonX”.
The multi-stage festival featured 18 international headliners and 28 global dance acts including Afrojack, Black Coffee, Camelphat, J Balvin and Tiësto, as well as 24 local and regional performers.
Featured in global media it was described as the “biggest festival in the world” with 400,000 visitors.
“The MDL Beast Festival, which took place 19-21 December was the largest and most groundbreaking music, arts and culture festival Saudi Arabia has ever seen, not to mention the biggest music festival in the region. The mega landmark event, which went down just outside of Riyadh in a purpose built venue, the first of its kind in the Kingdom, undoubtedly brought together the best in electronic music, performing arts and culinary craft.” Wrote Sonam Kapoor in AboutHer Magazine - see global media coverage here including Tatler, Harpers, NYT, The National and more.
The organisers inviting people to “Get On Board” as they “redefine the way we experience music thanks to a unique multi-stage virtual music show, including some of the biggest EDM artists from all around the world. The 12-hour livestream event will start on 20 June 20 from 7pm until 7am, ending on World Music Day.” reports Grazia Magazine
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