SAUDI ARABIA
The live entertainment boom in Saudi Arabia has seen countless eye wateringly complex productions staged , and many remarkable venues built . UK-based companies have been quick to get involved . We explore the key challenges and opportunities involved in working there
CHRISTOPHER BARRETT
A KINGDOM OF OPPORTUNITY
Historically an extremely conservative Islamic kingdom , where concerts were banned for decades , Saudi Arabia ’ s image has been dramatically redrawn in recent years as an entertainment hot spot where international artistes and sports star , tourists and event professionals are warmly welcomed .
The Kingdom of Saudi Arabia ( KSA ) began forming its live entertainment industry with the establishment of the General Entertainment Authority ( GEA ) in 2016 , backed by $ 2.7 billion in funding , to spearhead investment and encourage international partnerships .
Saudi crown prince Mohammed bin Salman launched Vision 2030 , an initiative designed to help expand the domestic entertainment industry , bolster tourism and reduce the Sunni theocracy ’ s economic dependence on the oil trade .
In 2018 the inaugural Saudi Ad Diriyah E-Prix became the first event in KSA to have an unsegregated audience . Since then the evolution and expansion of the KSA live entertainment market has continued apace , and alongside Middle East neighbours Abu Dhabi and Dubai , KSA has become an increasingly regular stop on the major international artist touring circuit .
From Riyadh out to the coast in Jeddah , up to the northern cities including AlUla , live entertainment has flooded KSA , with huge investment in events , venues and sparkling new megacities such as Neom .
With 40 % of KSA ’ s 36 million population aged under 24 , and ticket prices largely being very affordable , there is a huge appetite for both international stars and domestic talent .
With no history of accommodating huge concerts , festivals and international sports events , the need for new entertainment venues has led to a construction boom . Among the countless ongoing projects is the 45,000-capacity Prince Mohammed bin Salman Stadium located in Qiddiya , an entertainment and tourism megaproject in Riyadh ; ASM accessaa . co . uk 41