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San’ah

Client: Ministry of Culture

Sector:

Duration: 9 months

Industry: Entertainment

Overview

Challenge

To cultivate talents in the Saudi music industry and elevate local production to international standards.

Outcome

The launch of The Virtual Music Training Program, San'ah, in collaboration with a world-renowned institution in the field — ultimately certifying 410 participants.

Impact

Participants virtually received theoretical and practical training in the music industry alongside individual advising and consultation. Such preparation paved the way to receiving further support and opportunities from the Music Commission and other governmental sectors, inspiring more people to partake in Vision 2030's efforts to diversify the economy and enrich cultural output.

Context

In December 2021, the MDLBeast Soundstorm music festival in Riyadh broke records by hosting over 200 artists and 750,000 visitors — local and international — in only 4 days. This clearly indicates a thirst and passion for music in Saudi Arabia. However, to truly realize Vision 2030's goals, the Kingdom needs to invest in its own people's musical talents, providing education and jobs that can put them on stage or behind the scenes of local and global arenas.

Since its establishment in early 2019, Saudi Arabia's Ministry of Culture (MOC) has launched multiple projects aimed at enriching and diversifying local cultural production. By creating jobs and elevating local talents in the music industry, the ministry can boost the economy, enhance the national identity, and build bridges with cultures around the world.

TAM's Approach

The MOC worked with TAM to create and launch San'ah on March 30, 2021 — an interactive virtual music training program held in partnership with The School of Music Business, a leading music industry education institution. The program aimed to enrich and elevate local musical output, empower 500 talents, and create new job opportunities in the sector.

Marketing & Applications

TAM employed a mix of digital and direct marketing — including WhatsApp, Google Search, Instagram, Twitter, Snapchat, email, and social media influencers — resulting in 1,642 application submissions. After English language proficiency verification and evaluation measures, 647 final participants were accepted.

Three Training Tracks

All participants completed a mandatory music industry essentials course, then chose one of three tracks: 1) Studio Operation and Sound Engineering — audio editing, mixing, mastering, and digital solutions; 2) Artist Management — marketing, distribution, artist evaluation, contracts, and relations management; 3) DJ Skills — software techniques and creating first recordings from scratch.

Program Delivery (July 2021 – January 2022)

Participants attended virtual theoretical and practical lessons including group discussions, Q&As, and skill application. TAM worked closely with all parties throughout the program's duration to ensure lesson quality, participant attendance, and adherence to deadlines — activating communication channels for reminders and maintaining consistent contact between the institution and participants.

Evaluation & Certification

Participants received continuous individual advice throughout, with performance evaluated on dedication, interaction, and work quality. Final projects were presented and satisfaction surveys completed. Upon course completion, each participant received a certificate and an individual session with field experts to discuss future plans tailored to their goals.

XP Music Conference Recognition

100+ San'ah participants were recognized for their excellence and invited to the XP Music Conference in Riyadh — held in collaboration between the Music Commission and MDLBeast. There, they received support from the Music Commission and other governmental entities, gaining further industry opportunities aligned with the National Transformation Program and Quality of Life Program.

What We Delivered

  • Full design and launch of San'ah — Saudi Arabia's first virtual music training program — in partnership with The School of Music Business.
  • A multi-channel marketing campaign generating 1,642 application submissions.
  • Three specialized training tracks covering Studio Engineering, Artist Management, and DJ Skills.
  • 6+ months of virtual theoretical and practical training from July 2021 to January 2022.
  • Continuous individual advisory sessions and expert consultations for each participant.
  • 410 certified graduates and 100+ excellence-recognized participants invited to the XP Music Conference.

Impact at a Glance

1,642

applications submitted for the San'ah program

647

participants accepted after evaluation and proficiency checks

410

participants completed the program and received certification

100+

excellence-recognized participants invited to XP Music Conference

3

specialized training tracks: Studio Engineering, Artist Management, DJ Skills

6+

months of virtual training delivered July 2021 – January 2022

750K

visitors at MDLBeast Soundstorm 2021 — proving Saudi music's global appeal

200+

artists at MDLBeast Soundstorm 2021

Lasting Value Created

San'ah equipped 410 Saudi music talents with certified, internationally-recognized skills — giving them the foundation to launch careers in one of the fastest growing sectors in the Kingdom. By connecting graduates to the Music Commission, XP Music Conference, and government-backed opportunities, the program bridged the gap between training and the real industry. With that, Saudi Vision 2030 can materialize — graduate by graduate — elevating local musical production to international standards and inspiring more people to partake in the cultural and economic transformation of Saudi Arabia.