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Jeddah - Yasmine El Tohamy - 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 region. We have a day and night experience. During the day, it’s all about learning and networking, connecting, and collaborating. And at night, that turns into a regional music showcase,” AlAmmary said.

MDLBEAST highlights up-and-coming brands that are leading the underground scene of Saudi music across a variety of genres, the CCO said.

“It’s just been, you know, a lot of fun … but also a lot of … work. We’re turning around projects left and right,” he said, adding that the platform is now “diving into venues” with the launch of Beast House, for example, “Riyadh’s first music and creative members club,” according to the MDLBEAST website.

“We developed these smaller pop-up events, with more intimate settings,” AlAmmary said, explaining that the events take place in spaces that have been abandoned, giving MDLBEAST space to flex its creative muscles.

“We can take over and create an experience that is very unique,” he said. “We saw that with Tahlia in Jeddah and Irqah in Riyadh, the abandoned hospital … We’re looking at all of these different spaces and projects as … fun experiences that we can create for our people and platforms for musicians to shine.”

Speaking about his own background, AlAmmary says he owes his creative attributes to his very musical family.

“My eldest brother, Khalid, actually, he was kind of like the cultural center of our family. Everything from film to music, design, art, you know, we always had a deep interest in the arts because of his influence. Especially with me and house music — that’s where I learned it. I learned it from Khalid,” he said.

The DJ and producer developed an interest in music at an early age.

“By the time I was 17, I already had a collection of music,” he said. “Years later, you know, I started to get things like a residency in Bahrain … I would just travel to Beirut and the gigs would appear.”