Tech to make Riyadh MENA music hub by 2030, says Grammy head at DeepFest

Riyadh is poised to become the epicentre of the Middle East and North Africa’s music industry by 2030, Recording Academy president Panos Panay said at DeepFest 2025, the world’s leading artificial intelligence (AI) conference.

Speaking on the second day of the four-day event, Panay highlighted Saudi Arabia’s rapid transformation and its investment in music, citing initiatives such as Riyadh Music Week and the growth 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 looking to help music and artists from the Middle East and North Africa gain global traction.

“Frankly, and maybe it’s because I am from the region, I don’t think there is an area on the planet that is richer in heritage and musicality than the broader Middle East and North Africa,” Panay said. “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 said AI and streaming platforms were helping artists reach wider audiences despite the challenge of 400,000 new songs being uploaded to Spotify daily.

“That’s an overwhelming amount of content, but I remember when there was no way as an artist to reach an audience unless you went through traditional routes, so 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.”

AI to help humans focus on creativity, UN chief says at DeepFest

DeepFest 2025, co-located with Saudi Arabia’s global tech event LEAP, features more than 150 speakers, 120 exhibitors, and an attendance exceeding 50,000 participants from around the world. The second day focused on AI’s impact on life and society.

Lambert Hogenhout, chief of Data and AI at the United Nations, dismissed dystopian fears surrounding AI, instead highlighting its potential to enhance human 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 — fulfilment, connection, and inclusion.”

Hogenhout said AI tools, from calendar apps to automated emails, assist productivity and allow humans to focus on their unique qualities.

“If everyone starts using AI, can you afford not to? Can you afford to be the only non-augmented human?” he asked.

Dr Yaser Al Onaizan, CEO of the Saudi Data and Artificial Intelligence Authority (SDAIA), which powers DeepFest, said AI’s real-world applications would soon outweigh theoretical discussions.

“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.”

Annabelle Mander, EVP of the event’s organiser Tahaluf, said AI’s impact on entertainment, the arts, and humanitarian efforts was evident in DeepFest’s keynote sessions.

“As we move into the final two days, visitors can look forward to more discussions on quantum computing, women breaking industry barriers, and real-life case studies on AI’s role in revolutionising healthcare,” Mander said.

Read: DeepFest 2025 showcases Saudi Arabia’s AI ambitions