A burst of colour on buildings.

Muhammad Yusuf, Features Writer

On January 18 — 19, Al-Balad, Jeddah’s historic centre, was host to a vibrant convergence of music, art, and culture at the much-anticipated Balad Beast 2024 festival, a two-day extravaganza organised by established Saudi-based entertainment company, MDL Beast. It drew crowds of over 20,000 attendees, who transformed the celebrated Al-Balad into a hub of creativity.

Balad Beast 2024 had a groundbreaking musical line up, coupled with immersive performances that took over courtyards and hosted four stages. The collaboration with Edge of Arabia (EOA), an artist-centered company known for cultural strategy and production, brought a blend of contemporary art and Arabic typography as the artwork was projected on the facades of the historic buildings of Al-Balad, in collaboration with Artists In Motion (AIM).

The festival featured energetic performances and captivating artworks displayed across the stages. The main stages were transformed by projections designed by the EOA Collective’s talented artists - Bayan Abdullateef, Nisrine Sarkis, and Samar Maakaroun. The three women infused their artistic designs with a contemporary twist on Arabic typography, creating a visual tapestry.

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About the artists: Bayan Abdullateef (Roshan Stage): Born and raised in Jeddah, Abdullateef is an independent graphic designer. She graduated in 2015 with a Bachelor Degree in Graphic Design from Dar AlHekma University, Jeddah. As a graphic designer and a visual artist during her time of study, she developed a deep interest in Arabic typography. In the work she produces, she projects aspects from her personal environment and culture and experiments with Arabic letterforms in an attempt to modernise their traditional approaches. This is to encourage others to do the same! At Balad Beast, she brought her individual perspective to the Roshan Stage. Her designs, inspired by themes of feminism, religion, traditions and societal phenomena, illuminated her presentation with creativity and depth.

Nisrine Sarkis (Omda Stage): Based in Beirut, Lebanon, Sarkis, a freelance graphic designer and art director, channeled her passion for Arabic typography and cultural heritage onto designs showcased on the Omda Stage.

With a Masters in Graphic Design and type design certifications, her creations blended tradition and contemporary graphics. “I believe that good design does not follow trends, does not make false promises, and does not compromise on meaning,” she says. “I am obsessed with Arabic typography and the Arabic cultural heritage,” she adds.

  Design shining bright on a building.

Samar Maakaroun (Roshan Stage): Renowned for her multi-lingual approach to design, Maakaroun, a creative director and graphic designer from Beirut and based in London, UK, brought her innovative designs to the Roshan Stage. Her work explores the fluidity and nuances of identity, creating a visual dialogue where cultures and languages intersect. Growing up in Beirut before moving to London, she is fluent in three languages and two cultures. Spanning 20+ years across branding, digital storytelling, scenography and typography, her career has focused on balancing aesthetics, context and heritage with brand voice and purpose. “I aim to balance strategy with aesthetics, local relevance with international connectivity, graphic heritage with technological needs, and voice with brand purpose,” she says. In a globalised world with burgeoning diasporic communities in every city, Maakaroun believes in embracing the fluidity and nuances of identity and her work explores the space in-between — where cultures and languages intersect, integrate, align or diverge.

For a glimpse into the visual feast that was Balad Beast 2024, one may refer to IG (Instagram) reels showcasing the stage projections on the Roshan and Omda Stages. The visuals, you will agree, capture the energy, diversity, and creativity that defined the festival. It was a cultural milestone in the heart of Saudi Arabia. MDL Beast is a leading Saudi-based entertainment company committed to shaping experiences through innovative events that celebrate music, art, and culture. “We are here to amplify the unseen,” they say. “We are investing in talent, music innovation, world-class production and fresh content. We’re bringing together communities to create, make noise and inspire generations. Our family tree has rapidly expanded over the years, and our focus in the work environment is to attract young, pioneering, and creative individuals who share a passion for music.” Its mission is to fortify the infrastructure of the music ecosystem in the region through talent incubation, policy development, community empowerment and sustainable practices anchored in research and advocacy.

EOA is involved in cultural production in Saudi Arabia and the Arab world. Through non-commercial exhibitions, publications, educational programmes and collaborations, it aims to connect creative communities and positively impact society. AIM is a Sydney-based global creative projects company specialising in unique ventures. With satellite offices in Dubai, Hong Kong and Macau, its diverse team of thinkers, creators and technical experts collaborates to deliver one-of-a-kind and innovative results.

Al-Balad is the historical area of Jeddah, the second largest city of Saudi Arabia. Balad can literally be translated as “The Town”. It was founded in the 7th century and historically served as the centre of Jeddah, with its defensive walls being torn down in the 1940s, 1970s and 1980s, when Jeddah began to become wealthier due to the oil boom. Many Jeddawis then moved north, away from it for modern facilities in other places. The Municipality of Jeddah began historical preservation efforts in the 1970s. In 1991, the Municipality founded the Jeddah Historical Preservation Society to protect the historical architecture and culture of Al-Balad.