Alya Fetyani: Building Bridges in Saudi Arabia’s Soundscape

Over a decade ago, I asked Alya’s mother where her daughter was working after recently graduating. Her response was a mix of confusion and exasperation. “I don’t know,” she said. “She’s working at this music place… not sure what it is.” That “music place” turned out to be Spotify, where Alya spent several years honing her skills and developing a deep understanding of the industry.

Now, as Saudi Arabia undergoes a cultural renaissance, Alya, a label services project manager at Vydia, stands at the intersection of tradition and transformation. With roots in both Saudi and American cultures, she brings a global perspective that is increasingly valuable in a fast-evolving music scene. For the Kingdom, this is not merely a cultural moment but a strategic one - music, like many industries, is becoming an emblem of its ambitions on the global stage.

Q: How Has The Introduction of Digital Streaming Providers (DSP’s) Such As Spotify and Anghami Changed The Way Saudis Consume and Engage With Music?

A: It’s not so long ago that Saudis had to get creative when it came to discovering and listening to music. Through limited retail inventory, friend-made mixtapes, underground music scenes, and international music video channels, our desire to consume the art form forced us to find new ways to engage unique to our culture and upbringing - in so doing breaking barriers and creating many micro-communities.

As a whole, DSPs such as Spotify, Apple Music, Anghami and SoundCloud have changed the way Saudi’s consume music because they’ve introduced not only a more global perspective and broader genre exploration, but also built deeper appreciation and demand for localized content. With a large number of the population being on the younger side, they have embraced the convenience and accessibility of these platforms, making it easier than ever to share music with friends and loved ones as well as explore different cultures and sounds.

Having access to all the world's music in the palm of your hands as both a creator and a consumer, means there are more opportunities to collaborate, build deeper relationships, and have cultural and economic impact.

Genres such as Khaleeji pop, hip-hop, and EDM are quite popular in Saudi, and artists from the region are increasingly blending traditional sounds with global genres like trap, reggaeton, and electronic, creating a unique style that resonates with Saudi listeners. Because music is deeply personal, we are allowed and better able to express ourselves and our interests - soundtracked by the music we listen to.

Q: Are There Any Unique Listening Habits or Trends You’ve Noticed That Set Saudi Listeners Apart From Global Audiences?

A: What we notice from the launch of official localized music charts is that when it comes to international music, Saudis don’t always stick to the most recent releases. Quite often we see the charts sprinkled with older songs from global artists as well as new releases from within the region. These listening habits tell us that release dates are a little less predictable in determining what international music will resonate with Saudi audiences and when, a factor that is ironically a major point of contention between many global artists and their labels. Because of these habits, Saudi fans can further extend the success of artists’ catalogues.

We can expect that Saudi listeners exhibit unique streaming peaks that align with cultural and religious rhythms. For example, cultural moments and holidays such as Ramadan greatly shift listening patterns to accommodate the altered daily routines of fasting and prayer. These events can affect both local streaming patterns as well as local artist release strategies and partnerships.

Q: As Saudi Artists Begin to Find Their Pace in the international Music Scene, What Steps Do You think Are Necessary For Saudi Music to Gain Wider Global Recognition?

A: When it comes to creating music, it has always been important that artists are authentic in what they are making and releasing music they themselves love, regardless of language or genre. For some Saudi artists, this means creating music that combines local elements with a modern production, playing with cultural influences, and building on personal experiences. Khaleeji music, with its unique rhythms and traditional instruments like the oud, can offer a sound that’s different from mainstream pop.

When artists blend these traditional sounds with popular genres like hip-hop, electronic, or R&B, it creates a cross-cultural appeal that could intrigue international listeners. Strategic collaborations with well-known international artists can also help boost Saudi artists’ visibility, too, For instance, hip-hop and EDM, which have strong local followings, could serve as bridges with international stars performing in these genres.

These partnerships may also bring Saudi culture to a larger audience in a way that feels organic and authentic.

From the industry perspective, support for Saudi artists’ growth on the international stage could come from dedicated cultural funds or collaborations with global music labels. Investment in artist development, quality music production, and global marketing practices can improve the likelihood of success abroad.

Government support or private investments in the form of grants for music production, tours, or promotional efforts in international markets could also help.

Q: Are There Specific Genres or Artists You Believe Have That Potential For International Success?

A: The most visible are those that appeal to diverse bilingual audiences with both their music and their presence on social media platforms. Artists like Tamtam, Hajaj, Rotana, Moayad, and Mishaal Tamer mix local and international genres, languages, and top-tier production, which often appeals to global, bilingual, and multi-national audiences on a variety of platforms.

I believe there is potential for any artist to succeed anywhere in the world, regardless of how many of those boxes they can check off, it's just about finding your audience and nurturing that fan base, and with data-driven insights. It’s never been easier to locate your biggest supporters and speak to them directly.

Saudi Arabia’s music industry is a blend of traditional and modern influences.

Q: How Do You See This Fusion Shaping The identity of Saudi Music, And Are There Any Specific Genres or Artists That Embody This Unique Blend?

A: Saudis by nature have always been welcoming to various cultures and traditions, many of which have influenced everything from our food to our entertainment and the businesses we launch. I think that it’s part of who we are - infusing culturally complimentary elements while remaining true to our roots. We have a deep interest in learning from the best and implementing those practices to shape our own industries.

The Saudi music scene is already proving to be one of the strongest foundationally, with high levels of gender equality, genre crossovers, and investment in labels and artists. We’ve had years to learn from more mature markets and re-write the blueprint, where inequality and commitment to artist support don’t fall on a blurred line. Within just a few years, Saudi music companies have won awards, broken records, and catapulted artists into stardom, many of which are feats international companies had to work years to achieve.

Q: Is There, Then, a “Saudi Sound”?

A: The fusion of traditional and modern elements in Saudi Arabia’s music industry is certainly creating a distinct and evolving musical identity for the country. As artists incorporate traditional instruments, rhythms, and lyrical themes into contemporary genres, they are defining this “Saudi sound” that feels both authentic and globally relevant. Saudi artists are beginning to use music to explore themes like identity, heritage, and cultural transformation.

This combination of storytelling and music style is helping define a Saudi narrative within global music - one that reflects the country’s evolving role on the world stage while remaining rooted in local tradition. This fusion of genres and sounds is carving out a space for Saudi in the global music landscape, offering a form of “cultural diplomacy” that shares the country’s unique heritage and modern outlook.

Q: The Rise of Female Voices in Saudi Arabia Is A Key Part Of The Country’s Cultural Transformation. What Do You Think The Impact of Women in Saudi Music Has Been, and How Do You See Their Role Evolving In The Coming Years?

A: Saudi Arabia has been doing an incredible job at quickly carving out spaces for women in many different fields, some for the first time ever in the country. The emergence of female voices in the Saudi music scene is a powerful sign of the country’s cultural transformation, as well as a catalyst for further change.

I’m constantly impressed by initiatives from local companies to host events and create spaces specifically for women in the music industry to mentor each other, learn from international heavy- hitters, and ensure they have a voice in shaping the foundational functions of music in the region.

Saudi female artists are bringing fresh perspectives and new narratives to the music industry, challenging norms and paving the way for future generations of women in the arts. They bring distinct narratives to their music, often addressing themes like identity, personal freedom, and the balancing act between tradition and modernity. This diversity of themes is enriching the Saudi music scene and providing audiences—both local and global—with a more nuanced understanding of Saudi culture and society.

The presence of Saudi women in music has also amplified discussions around social issues. By sharing their experiences and perspectives, these artists contribute to an ongoing cultural dialogue about gender roles, personal freedom, and the evolving social landscape in the country.

These artists have become icons for a younger generation of women seeking role models who reflect their ambitions and challenges.

In the coming years, Saudi Arabia’s female musicians and women in the industry as a whole have the potential to reshape perceptions of Saudi culture both locally and globally. Their contributions to music will help create a richer, more diverse cultural narrative, one that embraces women’s stories, challenges traditional norms, and offers  a window into the changing dynamics of Saudi society. Female Saudi artists stand not only as musicians but as symbols of progress, resilience, and innovation, likely to inspire lasting change in the industry and beyond.

Q: What Tips Would You Give a Hopeful Saudi Artist in Developing Their Audience Online?

A: Streaming services have been instrumental in helping local Saudi artists expand their reach within the region and around the world. Through features like curated playlists, data-driven insights, and access to global audiences, DSPs can and have empowered Saudi artists to grow their most dedicated fan bases and gain global recognition.

Saudi artists can benefit from music platforms’ increasingly personalized algorithms, which recommend music to listeners based on their preferences, regardless of geographical boundaries.

These products and programs have helped Saudi music reach audiences far beyond the MENA region. Many platforms give musicians valuable data on listener demographics, top-performing songs, and key streaming locations, all which is information that allows artists to make informed decisions about where to focus their promotional efforts and identify cities or countries with growing fan bases, helping them plan tours, target ads, or tailor content to their audiences.

Still, some independent artists may find that it's hard to break through the noise given the volume of new music uploaded to platforms on a daily basis. It’s important they understand there are ways to set themselves up for success so they can get back to focusing on creating music.

It is absolutely crucial that they gain access to all of their global DSP profiles, ensure their names are spelled correctly and their music is being delivered to the right profiles. Then they must include their social media links on their pages, fill out their bios, and update photos and assets.

Algorithms are increasingly playing a significant role in how users discover new music, and while artists never really get to pick where in the world their fans are, they have to set themselves up to be discovered by anyone, at any point, on any platform.

Q: How important Are Playlists to These Algorithms?

A: Editorially, many companies are investing in local and regional teams to curate culturally relevant playlists in an effort to grow their user bases. Regionally specific playlists such as “Arabs Abroad” “Arab X” and “Saudi Heat” are available globally for anyone to stream and may feature both local and international talent, while genre specific playlists can feature artists from all over the world regardless of language. These initiatives and the growing of playlist offerings can help artists claim space on some of the industry’s most valuable real estate.

Q : Despite Rapid Growth, There Must Be Challenges for Saudi Musicians—Whether in Terms of Production, Promotion, or Societal Perceptions. What are the Biggest Hurdles for Saudi Artists Today, and How Can They overcome These Obstacles?

A: Luckily, some of the biggest hurdles Saudi artists may face are not necessarily unique to them, so there is an opportunity to find similarities with international artists and learn from them and the history and different functions of the industry as a whole. Things all aspiring musicians should keep in mind are the extreme time commitments, lack of adequate payouts, legal and regulatory constraints, and the ebbs and flows of support from fans and cohorts, all of which are issues even the best artists in the world have faced.

Locally, artists may see challenges in social perception and cultural acceptance, limited production infrastructure, trouble navigating international standards and competition, and promotion and distribution challenges. Nobody said progress was quick, but in the short life of the Saudi music industry, many of these challenges are quickly being addressed. Facilities are being built, classes are being offered across the board, and legacy companies are partnering with local businesses to address the more technical aspects of the industry.

That’s the issue isn’t it’s never been easier to get your music out there, but actually making a career out of it is still really hard.

Yes, contemporary artists may assume it’s easy to succeed especially when the current pool of talent is still quite small. But many big players want a part of what is being developed, so it’s not hard to land editorial placements or brand deals. For many global artists in highly saturated markets, these opportunities rarely come along, so I encourage Saudi artists who are just starting out not to take them for granted.

Most of all, I hope artists are eager to take control of their careers, know their rights, do their due- diligence before signing contracts, and understand that exploitation in the global music industry is still rampant. Artists should always ask for help when needed and further explanations to protect themselves and their intellectual property. Set aside time to learn about everything from how to legally protect your music, register your work with international collection agencies, and determine payout splits with collaborators.

Overall, the combined support of government initiatives, private investment, and grassroots enthusiasm is creating momentum that could ultimately transform all of these challenges into opportunities. As artists, industry stakeholders, and policymakers collaborate to address these hurdles, Saudi musicians will be better positioned to reach their full potential, establishing a distinctive Saudi music identity on the global stage.

Q: As Saudi Arabia Continues its Cultural Transformation, What Do You Envision For The Future of its Music Industry? Do You Think It Will Become a Global Hub for Creativity and Innovation, or Will Local Traditions Continue to Play a Dominant Role?

A: I think the future of Saudi’s music industry is incredibly promising. The country’s ongoing cultural transformation and significant investment in the creative sectors via Vision 2030 initiatives suggests that Saudi could grow into a major music and entertainment center that balances innovation with deep respect for local traditions.

We’re seeing tons of investment in education, high-quality music production facilities, live performance venues, and major festivals. Building this infrastructure will continue to attract both local and international talent, helping to turn the country into a prime destination for music creators and fans. I believe we will continue to platform emerging and independent artists, celebrate local identity, tradition, and increasing demand for culturally authentic content, empower women in the industry, and become a key player for regional influences.

Looking ahead, with Saudi Arabia embracing technology across sectors, the music industry may see a strong focus on tech-driven innovations such as virtual reality concerts, AI-enhanced production tools, and immersive music experiences. This commitment to technological advancement could make Saudi a leader in music innovation.

Saudi Arabia is actively inviting international artists and industry experts to participate in its music festivals, production projects, and cultural exchanges. This collaborative spirit not only exposes Saudi artists to global standards and practices but also draws in creative professionals who are excited by the potential of a rising music scene in the Middle East.

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