Athar Festival 2025 highlighted just how far Saudi Arabia’s creative industry has evolved. The event showcased the Kingdom’s growing influence within the regional and global creative landscape, reinforcing Riyadh’s position as a hub for innovation and collaboration.

The rise of Saudi creativity is rooted in more than Vision 2030’s initiatives. It reflects the ambition, pride, and cultural drive of a local community that is shaping its own global presence. Local agencies and creative talent are now producing work that competes confidently on an international level, setting new standards for originality and storytelling from within the region.

At this year’s festival, the scale and diversity of participants were remarkable. The mix of leading Saudi creatives, regional agencies, and international networks created an atmosphere of shared growth and perspective. Athar continues to play a defining role in connecting MENA’s creative ecosystem with the rest of the world.

From a sonic branding perspective, the shift has been equally evident. When MusicGrid first began introducing sonic branding to the region, many brands were still discovering the concept. Today, awareness has matured. Conversations have moved beyond explanation and into strategy, where brands view sound as a key part of their identity and experience.

Athar 2025 served as both a celebration and a reminder of that progress. It reflected how far the regional creative industries have come, and how sound continues to evolve as part of this growing landscape.