How MENA Artists Can Plan and Succeed on Tour
By Asayel, Edwin Harb, Seera, and Tanya Awad from XP Music and MdlBeast
This session will provide practical insights into navigating the regional live music industry and building sustainable touring strategies for MENA artists. Participants will gain an understanding of the key players in the touring ecosystem, including booking agents, promoters, and venue partnerships. The discussion will also offer effective tour planning, from routing and logistics to adapting performances for diverse audiences. Additionally, artists will learn how to remain active in the regional market, leveraging opportunities such as industry partnerships, festival circuits, and cross-border collaborations.
Speaker Bios
Tanya Awad
Palestinian-Australian strategist and programmer, working at the intersection of the arts and social change. Currently the lead of Music & Experiences at the MDLBEAST Foundation, mothership of the Middle East and North Africa’s leading music conference, XP Music Futures; Tanya oversees various programming elements across the conference making her key in discovering and booking diverse talents, labels & promoters from the Middle East and North Africa; and beyond. She also heads strategic initiatives in the Foundation; XCHANGE and Hunna, platforms which are dedicated to building bridges between the region’s music communities and fostering equity in the MENA music industry.
Edwin Harb
Edwin Harb is a dynamic music industry professional with a career that spans nearly every facet of the business. From an early start selling bootleg CDs in elementary school to making amends by dedicating his life to supporting artists, Edwin has always been driven by a passion for music and creativity. Over the years, he has worn many hats, including show producer, band manager, artist booker, DJ, and music distributor. This diverse experience has equipped him with a deep understanding of the music industry’s complexities and the needs of artists at every stage of their careers. As the Senior Label Manager at MDLBEAST, Edwin is now at the forefront of producing and releasing cutting-edge music. With an ear for talent and an eye for innovation, he plays a pivotal role in driving the label’s success, ensuring that artists thrive creatively and commercially in the ever-evolving global music landscape.
Seerah
Seera is an all-female Arabic psychedelic rock band from Riyadh. The word Seera سيرة means story in Arabic. Trailblazing their way onto the global music stage, Seera debut their album, ‘Al Mojallad Al Awal’ (Volume 1), a nine-track masterpiece blending mesmerizing Middle Eastern melodies with the raw energy of modern rock, delivering a transformative journey steeped in empowerment, identity, and the absurd.
“We want our listeners to feel seen, inspired, and transported,” shares Nora. Seera’s mission is clear: to
create music that empowers and connects. Since their formation, Seera has captured international attention with features in outlets such as Dazed MENA, The National, AP News, Al Arabiya English, The Independent (UK), The Hindu Times (India), Reuters, ABC News and more. Their story has resonated with audiences worldwide, with their AP News profile alone amassing 1 million+ views. Seera burst onto the scene with their sold out debut live show at The Warehouse, Jax District on May 4th 2023 and shows under their belt including Soundstorm 24, Dakar Rally, XP Music Futures and a Saudi Arabia tour taking in Jeddah, Khobar and Riyadh. With their first international shows on the horizon this is only the beginning of Seera’s story.
