Written by IHG Hotels & Resorts has entered into a groundbreaking collaboration with MDLBEAST, a prominent entertainment company deeply rooted in Saudi Arabia’s music culture. This partnership positions IHG as a key ally across various festivals in the kingdom, marking a significant milestone for both entities.
Under this collaboration, IHG Hotels & Resorts, serving as the official hotel partner, is bringing its distinctive approach to hospitality to Riyadh and Jeddah. Festivalgoers, music enthusiasts, and IHG One Rewards members will have the opportunity to indulge in immersive activations at the festival grounds, including an upside-down hotel room container for captivating and Instagram-worthy photo opportunities. Additionally, a futuristic, AI-inspired secret room will offer another engaging and shareable experience for MDLBEAST’s Gen Z and Millennial audiences.
The MDLBEAST partnership debuted at XP Music Futures in early December, followed by the monumental Soundstorm festival from 14-16 December 2023 in Riyadh, featuring performances by renowned artists like Metallica, Timbaland, 50Cent, David Guetta, and Calvin Harris. The collaboration will extend into 2024, heading to the Red Sea at Jeddah’s Balad Beast festival.
In a groundbreaking move for the region, IHG One Rewards members in the Kingdom of Saudi Arabia and the United Arab Emirates have been invited to bid on IHG’s Access platform for VIB (Very Important Beast)/festival tickets. Selected IHG One Rewards members were also treated to the IHG Hotels & Resorts VIB hospitality box, offering a private and personalized experience curated by IHG.
Haitham Mattar, Managing Director India, Middle East & Africa, expressed enthusiasm about the collaboration, emphasizing the opportunity to engage with IHG One Rewards members and the next generation of travelers. As MDLBEAST continues to contribute to the music industry’s growth in Saudi Arabia, IHG aims to support the Saudi 2030 vision and establish itself as ‘the best place to be’ by delivering unparalleled experiences that connect cultures through a shared love of travel, tourism, and technology.
MDLBEAST, as a leading entertainment company in the Middle East, is playing a crucial role in the development of the music industry, making it an integral part of the Kingdom’s economy. IHG’s partnership extends across MDLBEAST’s popular fan experiences, including Soundstorm and Balad Beast.
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