Standing in a maelstrom of swirling smoke and spotlights, Nouf Sufyani, the 29-year-old Saudi DJ better known as Cosmicat, sang along to Fatboy Slim’s “Right Here, Right Now.” She looped a snippet of the melody, letting the tension build before grabbing the mic and shouting to the cheering, dancing crowd: “Right here, right now — we’re Jeddah!"
It was the second night of Balad Beast, a two-day rave held earlier this month in Saudi Arabia's second-largest city. The event was part of Soundstorm, a series of state-backed music festivals that began in 2019 and has since brought dozens of international artists to the country, including Bruno Mars and top-flight DJ Solomun.
Fawaz Utaibi, a 26-year-old English-language teacher, was excited to cut loose in Jeddah's Balad, or Old Town, where an animated image of a giant cat's head was projected onto the coral-stone buildings, nodding to the beat. Five years ago, "there was nothing to do here — the only reason you’d come was to buy traditional goods. Now you can celebrate,” he said.
“Look around you. It sounds crazy: We’re partying in Saudi."
Balad Beast is of a piece with Vision 2030, the all-out transformation of Saudi Arabia that the country's de facto ruler, Crown Prince Mohammed bin Salman, launched soon after he became heir to the throne in 2017. Its aims include diversifying Saudi Arabia's oil-dependent economy and revamping its long-held image from a puritanically religious kingdom inaccessible to outsiders into a regional entertainment mecca. (Read More)
