THE CHALLENGE

Our client sought to transform an existing industrial complex in Riyadh into a dynamic, multi-use venue for their annual 3-day music conference.

The event, XP, features an ambitious programme of daytime and nighttime activities—including panel discussions, live performances, workshops, and more – requiring the space to seamlessly shift between different formats and audience needs.

The challenge lay in reimagining the industrial site to not only host this diverse mix of content, but also to do so safely, efficiently, and in a way that enhanced the overall attendee experience.

The Solution

We deploy a dedicated, highly efficient Health & Safety team on site to oversee safe delivery through all phases – Build, Show, and Break.

This on-the-ground presence is underpinned by months of meticulous planning in collaboration with our client and partners, an approach we’ve refined over four consecutive years supporting XP.

While the inaugural year required us to share personnel with the nearby Soundstorm festival due to tight timelines, subsequent editions have benefited from a dedicated three-person Operational Safety Team focused solely on XP’s unique demands.

This consistency has allowed us to anticipate and address the event’s particular nuances – ranging from conference-style daytime programming to high-energy nighttime performances – ensuring a seamless and safe experience for all attendees.

Though smaller in scale than some of the other MDLBEAST shows we support, XP still enjoys the full benefit of our proven safety methodology. We integrate our Digital Operations programme into the event, enabling real-time communication, incident tracking, and operational oversight – giving both the client and our team on the ground the confidence that every detail is covered.

The Result

Each year, XP Music Futures attracts thousands of attendees eager to immerse themselves in workshops, initiatives, performances, and industry networking.

As part of the MDLBEAST portfolio, it plays a vital role in connecting local talent with international artists and professionals, fostering knowledge exchange and collaboration.

Our role – ensuring safe and efficient delivery – has supported XP’s steady growth in size, complexity, and impact. The event now features eight distinct industry initiatives, from Hunna, empowering women in the music industry, to Sound Futures, nurturing music-focused startups, and an Artist Management Bootcamp for emerging managers.

By embedding safety into every aspect of the event, we enable organisers to focus on creating and expanding these high-value programmes with confidence.

This “safety by design” approach helps ensure that XP can continue to champion the music scene in Saudi Arabia and the wider Middle East, year after year, without compromise to attendee experience or operational integrity.

For us, supporting XP is about more than just meeting safety requirements – it’s about helping an event we believe in thrive, scale, and inspire.

Our Part

We have worked closely with MDLBEAST to deliver 60+ large-scale, ambitious events since 2021, including XP Music Futures each year.

Services we provide include:

  • Health & Safety Strategy development
  • Crowd & Event Safety consultancy
  • Safety by Design consultancy
  • Civil Defense / Authorities liaison
  • Operational Team deployment
  • Tactical Command provision
  • Stakeholder management
  • Vendor management