Riyadh Positioned to Become MENA’s Music Capital by 2030, Says Recording Academy President

Riyadh is on track to become the epicentre of the Middle East and North Africa’s (MENA) music industry by 2030, according to Panos Panay, president of the Recording Academy. Speaking at DeepFest 2025, the world’s leading AI conference, Panay highlighted Saudi Arabia’s rapid investment in the music sector and its potential to rival global music hubs.

Saudi Arabia’s Music Boom

Panay, who spoke on the second day of the four-day event, pointed to major initiatives such as Riyadh Music Week and the expansion of MDLBEAST, the Saudi-based entertainment company.

“Just seeing this massive explosion of the music scene, I have absolutely no doubt that within the next five years, Riyadh will become the music epicentre of the entire region,” Panay said. “It will be the Los Angeles of the Middle East, undoubtedly.”

The Recording Academy, which launched the Latin Grammys 25 years ago, is now setting its sights on elevating MENA artists onto the global stage.

“There are 400 million Arabic speakers, so it’s only a matter of time before we see an Arabic star achieve global fame, similar to K-pop,” Panay added.

The Role of AI in Music and Creativity

Panay also discussed how AI and streaming platforms are helping artists reach global audiences, despite the challenge of 400,000 new songs being uploaded to Spotify daily.

“Technology is undoubtedly an enabler,” he said. “And I’m sure there are entrepreneurs—hopefully at this very conference—working on better ways for emerging artists to target audiences.”

The broader theme of AI’s impact on human creativity was a major focus at DeepFest. Lambert Hogenhout, chief of Data and AI at the United Nations, addressed concerns about AI replacing human roles, instead emphasizing its potential to enhance creativity and entrepreneurship.

“Think smartphones: They changed how we work, how we communicate, how we navigate cities,” Hogenhout said. “AI will do the same, but it will free us to focus on things that matter—fulfillment, connection, and inclusion.”

DeepFest 2025: Exploring AI’s Real-World Applications

Co-located with Saudi Arabia’s global tech event LEAP, DeepFest 2025 features over 150 speakers, 120 exhibitors, and 50,000 attendees from around the world.

Dr. Yaser Al Onaizan, CEO of the Saudi Data and Artificial Intelligence Authority (SDAIA), noted that AI’s real-world applications are becoming increasingly important.

“To be effective, AI should be invisible,” Al Onaizan said. “It should allow us to take a back seat and do things on our behalf.”

Looking ahead, the event will feature discussions on quantum computing, women breaking industry barriers, and AI’s role in revolutionizing healthcare, according to Annabelle Mander, EVP of Tahaluf, the event’s organizer.

With Saudi Arabia’s ambitious vision for AI and the music industry, experts believe the kingdom is well on its way to becoming a dominant force in both fields by 2030.