RIYADH, SAUDI ARABIA

Event Music Commission of Saudi Arabia
Hosted By Saudi Music Cities Exchange (SMCE)
Year 2024

Overview & Purpose

The Saudi Music Cities Exchange (SMCE) was an eight-week programme designed to equip professionals across Saudi Arabia with the tools and knowledge to grow their cities through music.

Developed by Sound Diplomacy Events & Education in collaboration with the Saudi Music Commission, part of the Ministry of Culture, the initiative built on the momentum of the Music Cities Convention held in Riyadh in December 2024.

Targeting a cross-section of the music ecosystem, the SMCE aimed to bridge practice and policy. The programme offered a practical framework to transform music from an art form into a driver of social and economic value.

The Exchange was designed as a custom capacity-building initiative, defined by three pillars:

  • Rooted in music: exploring connections between music, policy, economy, and tourism.

  • Balanced learning: pairing global expertise with fast-paced team collaboration.

  • City-focused: producing strategies tailored to the needs of Saudi cities.

The exchange at a Glance

  • 27 participants

  • 12 sessions made up of  masterclasses, international case studies, and workshops

  • 16 global industry experts

  • 91% average rating for your course

  • 100% would be interested in future sessions or a continuation of this programme.

  • 100% would recommend this programme to a friend or a colleague in the music, cultural, or policy sector.

Group of men in formal attire attending a conference, some clapping, sitting at round tables in a modern, well-lit indoor space with large windows.
Three people speaking on a panel at Riyadh Music Week, seated on white armchairs with black side tables in front, with a large screen displaying text behind them. The person in the middle is speaking into a microphone, gesturing with his hand, while the others listen.

Focus areas included:

  • Night-time economy

  • Cultural infrastructure

  • Music policy

  • Talent development

  • Investment and regulation

  • Music and sustainability

Highlights

“The Saudi Music Cities Exchange was a turning point for Saudi’s music and city planning agenda. We saw what is possible when global expertise and local ambition come together.”
— Attendee feedback

  • Delivered high-level cultural policy education in alignment with Vision 2030

  • Created networking opportunities for local stakeholders to connect with international peers

  • Set the stage for further sectoral growth and ecosystem building within Saudi Arabia

Legacy and Next Steps

SMCE laid the foundation for a longer-term vision:

  • 5 Music City Snapshots: Riyadh, Jeddah, Taif, Dammam, and AlUla

  • 65 pages of research & recommendations, including:

    • Music city identity and branding strategies

    • Stakeholder mapping and SWOT analyses

    • Proposals for music tourism and cultural initiatives

  • Key local stakeholders educated on integrating music into urban and regional planning

Supporting the development of a national music ecosystem through policy, infrastructure, and education

Interested in bringing this to your city?

Bring the Music Cities conversation to your city.

Explore how music can unlock economic, social, and cultural impact.
To find out more, get in contact with pablo@sounddiplomacy.com
Find out more www.musiccitiesevents.com