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FINDINGS & FORECASTS
KEY FINDINGS AND FORECASTS FROM THE 2022 XP MUSIC FUTURES EVENT ARE BASED ON FIVE THEMES:
Identity
A new creative subculture is emerging and its proprietors are developing their own identities. Doors have opened, layers shed, and new forms of creative expression have materialized. With social change fully underway, the conditions are right for an immense creative wave. Optimism and hope steer the narrative, and the region is looking less to developed countries for direction. Stronger local scenes are emerging, and regional collectives are forming. MENA’s music professionals and industry are creating their own rules.
Infrastructure
Community
(R)EVOLUTION
Mena Diaspora
Regional artists are paying homage to their culture. They are drawing inspiration from their roots to reinvigorate the future and create new region-specific genres such as Egyptian Hip-Hop, Mahraganat, or Electro-Shabbi music. Artists are rapping and singing in their native tongues, narrating stories that listeners and fans can relate to and celebrate. These authentic songs and sounds are creating a unique sonic identity.
The MENA music scene is rapidly evolving. With a population of over 380 million, MENA is becoming an increasingly significant music market. It is currently the fastest-growing music market in the world. According to IFPI, the recorded music industry revenues for the Middle East and North Africa (MENA) region grew 35.0 % in 2021. New effective strategies are being implemented to cultivate, market, manage and monitor its growth and progress. Major labels, distributors, and the global recorded music body, IFPI, have all launched regional divisions. In addition, platforms such as the Official MENA Music Chart, Spotify’s 18 flagship playlists, including Arab X and Arab Hip-Hop, streaming platform Anghami, TikTok, and YouTube MENA are all helping put the global spotlight on regional artists.
To keep up with the growing music scene and the emergence of artists, small and mediumsized venues need to be established to host public events. Creative collective spaces for independent artists to perform, collaborate, network, and build their careers. This is married to professionalism and a greater legal framework for operating venues—implementing policies focusing on safety and social equity. There is a demand for more creative, safe, and non-judgemental spaces to allow creative communities and scenes to flourish. Grassroots, community-focused spaces are just as essential as world-class studios and stadiums, and these smaller establishments need to be leading the charge for policy changes.
In 2022, music events in Saudi Arabia rose by 600% from 2019, according to the Ministry of Tourism. The Saudi government has budgeted an estimated 64 billion dollars to invest in arts over the next ten years. As a result, the MENA region, whose population is over 380 million, is poised to become a top global tourist destination. This growth in large-scale public events also attracts sizable sponsorship investment—all lending to firing economic growth in the region and reinvestment into its local music ecosystems.
Investment
The MENA region invests millions in technology and innovation, harnessing new tech developments for marketing and creation. As early adopters, digital entertainment is being utilized as a force for change and cultural bridge-building.
