Dreamrock teaching Saudi youth ‘one performance at a time,’ CEO tells ‘The Mayman Show’

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Updated 09 February 2023
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Dreamrock teaching Saudi youth ‘one performance at a time,’ CEO tells ‘The Mayman Show’

  • Alanoud Al-Hejailan quit prestigious law career to produce Arabic content for children

Riyadh: “The Mayman Show” guest Alanoud Al-Hejailan is educating Saudi youth “one performance at a time” after quitting a prestigious law career to combine her passion for entertainment and parenting.

In 2019, the co-founder and CEO, together with partner Sara Ashemimry, set up Dreamrock Entertainment LLC, which produces online Arabic content for children.

“It was initially called Azooz and Jude after IP. Then we changed the name to Dreamrock Limited because we wanted to do more IPs in the future,” she told “The Mayman Show.”

 

 

“Basically, we started off by producing online content for children in Arabic. We’d post them on YouTube and iTunes, Spotify and Anghami, and now on Shahid as well,” she added.

Al-Hejailan and her partner started Azooz and Jude as a platform for songs, nursery rhymes, original Arabic content and traditional Arabic music. “So that’s how we started and then we ended up creating mascots and doing kids’ corners, live events and the immersive musical theater as well,” she added.

Dreamrock’s launch “was very interesting and a crazy experience with challenges,” Al-Hejailan said.

 

 

“So, at the time, we would do live events in malls mostly. I mean, it was great. We got great feedback, but we felt like we wanted to do something bigger, more creative, with more impact. So, we wanted to do our own theatrical show,” she added.

The two partners then launched an immersive musical theater experience.

Al-Hejailan said: “So basically, rather than being a traditional theater where you just sit down and watch the show, it’s a flat stage and the kids are called on to the show to come up and be part of it, selected to help solve a mystery and there’s different rooms and the kids are really involved.”

The Dreamrock CEO and co-founder outlined some of the challenges involved in launching the platform: “First of all, we’d never done a show of that magnitude before.

 

 

“And second of all, we had to get into casting — training the actors. The mascots don’t speak because, you know, they’re mascots. So, we had to record voiceovers, so I recorded children. One of them is my son doing the voiceovers for the mascots’ voices.”

She added: “So we did that and then after we recorded, you have to, of course, do the whole production. 

“So, you have to edit it, you have to put the background music and then also train the actors and the sound engineer, you know, the actors to give certain cues, and the sound engineer, to play certain tracks on the cues.

“It’s a very complicated endeavor.”

 

 

Al-Hejailan added that the Saudi Ministry of Culture was “very helpful” in the launch, buying 3,000 tickets. A range of companies and individuals also offered to sponsor Dreamrock.

“With the help of all these different parties, we were able to start the show last Ramadan in 2022. It lasted for three months.

“Thousands of children attended from public schools, private schools and charities. It was a really nice experience overall,” Al-Hejailan added.


Hundreds of events set to wow audiences at Jazan’s winter festival

Updated 5 sec ago
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Hundreds of events set to wow audiences at Jazan’s winter festival

  • Al-Ghazwani said this year’s winter season would last for 90 days
  • The calendar includes the international book fair, craft bus, Saudi international coffee festival and Jazan international festival

RIYADH: Audiences will be spoilt for choice at the Jazan Winter Festival, with 300 fantastic events on the program, reported the Saudi Press Agency.
General supervisor Yahya bin Jaber Al-Ghazwani told a press conference that the festival, under the patronage of Jazan Governor Prince Mohammed bin Nasser bin Abdulaziz, included 200 diverse events implemented by the region’s secretariat and 100 by other government agencies and departments.
Al-Ghazwani said this year’s winter season would last for 90 days with events taking place at 42 sites across Jazan city and the region’s governorates.
The calendar includes the international book fair, craft bus, Saudi international coffee festival and Jazan international festival for performing arts, along with concerts, cultural events, forums, poetry evenings, sports events, waterfront events, and park and heritage events.
On Thursday, the skies above Jazan’s North Corniche witnessed the launch of more than 3,000 balloons in various colors to celebrate the Jazan Winter Festival 2025.
Hundreds of residents, visitors and volunteers marveled at the spectacle, which included artistic formations of illuminated balloons.
The event marks the start of a busy winter season aimed at promoting local tourism in an atmosphere of joy and entertainment.


Northern Borders region experiences unusual start to winter

Hailstorms left parts of Al-Jouf covered in a white dusting. (SPA)
Updated 23 min 37 sec ago
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Northern Borders region experiences unusual start to winter

  • National Center for Meteorology forecasts more rain, hailstorm

RIYADH: Heavy rain, snow and giant hailstones mean the Northern Borders region in Saudi Arabia is experiencing an unusual start to winter.

Video clips shared on social media show hail and snow blanketing areas in Al-Jouf, Hail and Tabuk with the mountains now covered, according to local residents.

Posting a video on X, a user called Sarahh wrote: “Hail suffered heavy hail on 2 November, the desert road between Rafha and Hail turned white. Heavy hail also occurred in Turaif and north of Madinah region.”



While snowfall is not unusual in the region each year, the early onset of winter has taken people by surprise as it is usually experienced in December and January.

“The heavy rainfall, hailstorm, with record-breaking sub-zero temperatures at this time and snowfall as a result … are a pleasant surprise and also an indicator that climate change is real. For those who say climate change is not real, take a peek at the cold weather conditions that Saudi Arabia is currently going through in the Northern Borders region at the onset of winter,” said Riyadh resident Mohammed Al-Harbi.

The weather has also caused flash floods in some areas, while on Friday the National Center for Meteorology forecast: “Dust-stirring winds will blow and moderate to heavy rain accompanied by hail, leading to flash floods in parts of Hail, Al-Jouf, the Northern Borders, Jazan, Aseer, and Al-Baha.”

Light to moderate rain is expected in parts of the Makkah and Madinah regions, it said, adding that there may also be fog in those areas and in southern parts of the Eastern region.

Meanwhile, winds over the Red Sea will be westerly to north westerly at speeds of 10-30 km per hour in northern and central parts, and southwesterly to westerly at speeds of 10-30 km per hour in the southern part. Waves may reach from 1-1.5 meters with thunder clouds forming in the latter, with calm to choppy waters.

In the Arabian Gulf, winds will be northerly to northwesterly, reaching 10-40 km per hour. Waves may range from 1-2 meters and the sea will be relatively calm.


Saudi Arabia advocates for global cooperation to end hunger, ensure food security

Saudi Deputy Minister of Environment, Water and Agriculture Mansour bin Hilal Al-Mushaiti speaking at the "A World Without Hunge
Updated 08 November 2024
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Saudi Arabia advocates for global cooperation to end hunger, ensure food security

  • Saudi Deputy Minister of Environment, Water and Agriculture Mansour bin Hilal Al-Mushaiti says agriculture is a cornerstone for achieving sustainable development
  • He was speaking at the "A World Without Hunger” conference in Addis Ababa

RIYADH: The Kingdom sees agriculture as a cornerstone for achieving sustainable development and supporting economic growth, Saudi Deputy Minister of Environment, Water and Agriculture Mansour bin Hilal Al-Mushaiti said this week.

Al-Mushaiti led the Saudi delegation to the three-day “A World Without Hunger” conference that began on Tuesday in Addis Ababa, Ethiopia, the Saudi Press Agency reported.

During his conference speech, Al-Mushaiti said that agriculture also played a key role in job creation and prosperity for local communities. This came through the strengthening of farmer support systems and the promotion of modern agricultural practices to increase production and improve efficiency, ultimately achieving food security.

“The significant progress made in science, innovation and modern technologies has contributed to addressing many urgent global food challenges,” Al-Mushaiti said. “However, the advancement achieved in enhancing food security remains insufficient. This underscores the crucial importance of intensifying global efforts and activating policies to develop practical and effective solutions.”

The deputy minister said that direct food aid and humanitarian relief efforts had played a key role in providing short-term solutions to food insecurity in many countries. He said that the King Salman Humanitarian Aid and Relief Center had implemented about 900 food security projects in 78 countries worldwide, reflecting the Kingdom’s humanitarian role and support for peoples facing severe conditions.

Al-Mushaiti said that boosting investment in the agriculture and food sectors had become paramount to building a world free of hunger. This could be achieved through adopting innovation and modern farming techniques, as well as providing flexible financing solutions to increase production and build resilience in agricultural and food systems.

“The Kingdom welcomes agricultural investments in all fields and offers incentives and support for investors globally,” Al-Mushaaiti said. “We seek to expand agricultural investment in countries with competitive advantages, abundant natural resources and growing markets, to leverage integrated agricultural capabilities and create more job opportunities toward achieving food security.”

Al-Mushaaiti stressed the need to strengthen multilateral international cooperation and engagement with global organizations, in addition to promoting fair trade in line with WTO standards. This, he said, would contribute to building a world free of hunger, alongside other essential steps such as exchanging best agricultural practices and technologies, expanding access to innovative financing, and enhancing infrastructure and social safety net programs.

Al-Mushaiti said that the Kingdom had taken several steps in this direction. This included launching programs and initiatives such as the Sustainable Rural Agricultural Development Program, which contributed to increasing the income of small-scale farmers and improving their living standards, and the Small and Medium Enterprises General Authority“Monsha’at” Authority to support micro, small and medium enterprises in the sector, through financing, training and job opportunities, and other ambitious projects and programs that worked to support the agricultural sector and activate its contribution to achieving food security.

The “A World Without Hunger” conference was organized by the United Nations Industrial Development Organization, the African Union Commission and the Ethiopian government, with the participation of the Food and Agriculture Organization of the UN, to discuss topics related to the agriculture, food production and technology sectors, as well as food security, finance, food safety, infrastructure and more.


Sudanese cultural festival begins at Suwaidi Park

Updated 08 November 2024
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Sudanese cultural festival begins at Suwaidi Park

RIYADH: A cultural festival at Suwaidi Park is inviting visitors to explore the rich heritage and traditions of Sudan.

Part of Riyadh Season, the event takes place until Nov. 17 and features Sudanese music, dancing, food and crafts.

Content creator Hamoud Waleed said cultural festivals played a key role in building connections and understanding.

“Events like this are very important because sometimes you can’t go to see their tradition and culture. But when these cultures come to us here … it lets us know more and more about other people, how they live, what their interests are, and how we can engage with them,” he said.

“When we talk about Sudanese culture, it’s beautiful and comes from a very old history and nice heritage, and when it comes to us, it lets us know more about it, and this is exactly what we are seeing here in Suwaidi Park.”

Sudanese nationals make up 6.1 percent of the Kingdom’s population, according to the Saudi Census, so such exhibitions are important in promoting mutual respect and harmony between communities.

Sudanese singer Youssef Khairy highlighted the diversity of his culture, explaining how sharing traditions strengthened bonds between different people.

“Music unites us all, regardless of colors, shapes, languages, religions, or ways of thinking,” he said. “I am here to represent Nubian music, Nubian heritage and the Nubian civilization.”

Live music and dance performances during the festival are bringing Sudanese heritage to life and offering audiences an authentic cultural experience.

Visitor Olaa Abdulnaaem said these, along with the lively atmosphere, and engaging children’s activities, were standout features for her.

Hiam Othman, a Sudanese attire designer, said the festival had significantly promoted her business. “Our products have been well-received, and they reflect our Sudanese culture,” she said.

Riyadh Season 2024 has already drawn 4 million visitors from around the world, according to Turki Alalshikh, chairman of Saudi Arabia’s General Entertainment Authority. He believes the surge in attendance reflects a growing appetite for cultural exploration and new experiences.

The festival is part of the Global Harmony initiative by the Ministry of Media and the General Entertainment Authority, which is aligned with the goals of the Quality of Life Program. The scheme celebrates the Kingdom’s multicultural landscape by highlighting the lives, contributions and cultural integration of its residents.

In the coming weeks, Global Harmony will celebrate a variety of cultures. After the Sudanese festival there will be a Jordanian, Lebanese and Syrian event from Nov. 17-19, Bangladeshi from Nov. 20-23, and Egyptian from Nov. 24-30. 

Launched on Oct. 17, the initiative began with music and dance honoring the culture of Indian expatriates.


KSrelief delivers winter aid and dates to Yemen’s vulnerable

These packages form part of the emergency shelter project in Yemen. (SPA)
Updated 08 November 2024
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KSrelief delivers winter aid and dates to Yemen’s vulnerable

RIYADH: The Kingdom’s aid agency KSrelief has delivered dates and winter shelter to vulnerable people in Yemen, the Saudi Press Agency reported late Thursday.

KSrelief’s volunteers distributed 100 winter bags in Thamud district, Hadhramaut governorate, for 600 individuals from 100 vulnerable families.

These packages form part of the emergency shelter project in Yemen. (SPA)

The aid is a part of the agency’s emergency shelter project in the country.

Meanwhile, 2,459 cartons of dates were delivered in Al-Wadi district, Marib governorate, for the benefit of 14,754 people.