AlUla Moments, an annual series of festivals set in the picturesque oasis valley of the Saudi Arabian heritage site, has kicked off its 2023 edition with the Azimuth music event. This grand celebration is taking place in the mountainous region north-west of Riyadh, the capital city, and is attracting both international and local artists to create a memorable experience for attendees.
The star-studded lineup features headline performers like South Korean DJ Peggy Gou and British singer-songwriter Jorja Smith, promising to elevate the festival atmosphere to new heights. Rami Almoallim, Vice President of Destination Management and Marketing at the Royal Commission for AlUla (RCU), expressed his excitement, stating, “…We cannot wait for guests to experience everything we have in store for them this year.” He emphasized that AlUla Moments is all about people enjoying incredible experiences.
Coinciding with the Kingdom of Saudi Arabia’s 93rd National Day, this exceptional event is organized by the Saudi-based entertainment company MDLBEAST, known for hosting the flagship three-day SOUNDSTORM festival in Riyadh, which drew over 600,000 attendees in 2022. MDLBEAST has pledged to “transform stunning and historical AlUla into an exceptional gathering of art, sound, and music for an unmissable weekend extravaganza.”
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For many attendees like Mohammed Sal, a Saudi national who promotes the Kingdom through his travel videos, AlUla continues to surprise and captivate with its offerings. Sal shared that he no longer feels the need to attend international festivals like Tomorrowland in Belgium, as everything he seeks in an event is happening in Saudi Arabia. He attributed this newfound enthusiasm to Saudi Arabia’s embrace of art and entertainment as part of its Vision 2030 reform plan, which has led to a liberalization of policies on entertainment, including music and cinema.
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Local pop artist Molham, who has performed at MDLBEAST-organized events in the past, views Azimuth as a bridge between local and global music scenes. He expressed a desire to introduce Saudi music, instrumentation, and lyrics to a global audience, highlighting the evolving soundscape in Saudi Arabia.
The festival lineup for Azimuth 2023 is diverse, covering genres ranging from techno to house, and R&B to Soul. Some of the notable artists featured on each day of the festival include:
Day 1, September 21:
- UK indie band The Kooks
- South Korean DJ Peggy Gou
- Australian singer and record producer RY X
- Egyptian rock band Cairokee
- Electronic music duo Thievery Corporation
- Saudi-born DJ Nooriyah
- Saudi DJ and producer BluePaper
- Arabs Got Talent star Daneel
- Female singer-songwriter Cosmicat
- Saudi DJ JEME
- Regional stars Dorar, Nomad, Amro, and Sokkary
Day 2, September 22:
- English singer and songwriter Jorja Smith
- Indie artist Dope Lemon
- Australian singer Chet Faker
- Northern Mali’s Tinariwen
- Gaza-raised Saint Levant
- Shkoon Live
- Ame & Dixon
- Regional legends Vinyl Mode, Husa & Zeyada, Dish Dash, Majid, Kayan, Zone+, Baloo, Anmarz, and Narkbeat
Attendees can purchase weekend or single-day passes through the official AlUla website, with prices starting from $215 (SAR 808). To enhance the festival experience, the organizers have also created a festival playlist that is now available for streaming on Spotify.
As AlUla Moments unfolds, it serves as a testament to Saudi Arabia’s evolving cultural landscape, providing a platform for local and international artists to come together and celebrate art, music, and the spirit of unity. This event not only showcases the natural beauty of AlUla but also reflects the progressive changes happening in the Kingdom’s entertainment industry, making it a destination for both artists and enthusiasts alike.