RIYADH: Saudi Arabia in recent years has staked a claim as the world’s latest creative powerhouse, attracting international interest in giga-projects such as The Line and NEOM, winning awards for art festivals such as Noor Riyadh, and developing a growing fan base for its annual Soundstorm music festival.
With innovation integrated in the heart of many industries, Saudi creativity has become its own brand.
Now the Athar Saudi Festival of Creativity, the largest gathering of creative marketing industries in the Kingdom, has brought together leading experts, creators, marketeers, influencers, musicians, and students, from Nov. 13-16 in Riyadh.
Mohammed Al-Ayed, vice chairman of the festival and CEO of Trans-Arabian Creative Communication Services, told Arab News: “It’s always known that a society that has lost touch with its creative side is an imprisoned society. What we’re trying to do today is three things: We are trying to celebrate the past, challenge the present, and co-create the future.”
Forming a community of creatives strengthens problem-solving skills, but no industry comes without challenges. Entrepreneurs may face difficulties with firm direction, adaptation, and proactivity, for example.
To combat this, Al-Ayed suggests that “focus, communication, and depth” are essential to successful creative branding and marketing.
“Creativity is a journey, and it doesn’t stop. Saudi Arabia is a big machine that is generating passion. It’s generating empowerment. It’s generating creativity. It’s generating positivity. And we just have to keep this engine going,” Al-Ayed added.
The festival aims to further the discourse between local creatives and international experts. The diverse panels explore all aspects of the industry, including unleashing creative thinking, making creative impact, navigating the metaverse, potentials in creative careers, influencer marketing, and leveraging the Saudi music industry.
Princess Loulwa bint Yazeed, founder and CEO of +966 and CEO of RiseUp Saudi, kicked off the festival with a talk titled “A New Saudi” in which she discussed the exciting times ahead for the local creative industry, opportunities for entrepreneurs and startups, and her experience as a woman in the field.
She shared advice for aspiring creatives, noting that key values for entrepreneurs include creating connections, harboring patience, and maintaining a clear vision.
“The bravery of taking the first step is what we lack here,” she said.
In line with the country’s vision, the festival is carving a space for students and younger generations to explore the offerings of creative industries. Through the Young Talent Academies program, six schools take part in three days of immersive learning and a 24-hour hack competition to further their drive toward the country’s future-forward economy.
The training program is focused on bridging knowledge and creativity to various fields, including PR, copywriting, innovation, branding and design, social communications, and planning.
Reema Saad Al-Saif and Haya Abu-Ghazaleh, both students from the International American School of Riyadh on the cusp of graduation, said that attending the festival offered a great opportunity to integrate creative aspects into their future fields.
Al-Saif, who is planning to pursue a finance degree, attended a panel titled “Influencers in Saudi Arabia, Best Practice for Brands,” which featured social media personality Ahmad Aljar. The student said that she was drawn to the session for its out-of-the-box account of people as marketable brands or businesses.
“There’s so much going into (influencing) that we don’t see,” she said.
Al-Saif told Arab News: “In our business management class, usually we’re looking into businesses and their products and how creative they are, and that’s also a field I want to go to — maybe open up my business in the future. You have to be creative for that and be different from other competitors.”
The future graduate has witnessed how broadly the country has opened up its horizons for immense economic growth — and more career choices for upcoming talents.
“We’re separating from just relying on oil. We’re seeing different avenues like tourism, new companies brought up. And all that creativity, with The Line for example. It’s such a creative idea and there’s more coming. I’m so excited for the future.”
Abu-Ghazaleh, who hopes to pursue international business with an interest in cybersecurity and artificial intelligence, said about her experience at the festival: “You slowly realize that creativity is in everything.”
She told Arab News: “Saudi Arabia has always had that talent, but no one’s really discovered it or talked about it as much. But now everyone’s coming here. I know my country is here to support the coming generations for that, so I feel very hopeful.”
The students were met with a wide range of internship opportunities, alternative advertising avenues, and the incorporation of artificial intelligence and robots into some of the sessions.
Careers that were deemed restrictive in the region decades ago today charter a new age for creative pathways.
Athar festival unlocks door on Saudi Arabia’s creative potential
https://arab.news/8v7e2
Athar festival unlocks door on Saudi Arabia’s creative potential
- With innovation integrated in the heart of many industries, Saudi creativity has become its own brand
- Forming a community of creatives strengthens problem-solving skills, but no industry comes without challenges
Saudi students switch up a gear in high-octane F1 finals
- Winners will represent Saudi Arabia in a global competition later this year
DHAHRAN: Dhahran was the big winner in the Saudi segment of the F1 in Schools National Championships powered by Aramco, with teams claiming first and fourth places in the competition held at the King Abdulaziz Center for World Culture, or Ithra, at the weekend.
The 2024 national champion title went to Dhahran’s Shaheen, second place to Al-Ahsa’s Venture, third to Riyadh’s Clad, and fourth — an additional award added for the first time — to Dhahran’s Oryx.
Winners will represent Saudi Arabia in a global competition due to take place in the Kingdom later this year.
The F1 in Schools competition is a globally recognized educational program that challenges students to design, build, and race miniature F1 cars. This year’s theme was “Overtake the Impossible.”
Maha Abdulhadi, head of F1 in Schools at Ithra, said in a statement: “With a shared commitment to serving as an incubator of education and youth empowerment, Ithra and F1 in Schools offer young people the knowledge and experiential spaces to develop their ambition and skills to create a bright future for themselves and their country.
HIGHLIGHTS
• The F1 in Schools competition is a globally recognized educational program that challenges students to design, build, and race miniature F1 cars.
• Participating students, aged 15-16, were expected to use a STEAM-based (science, technology, engineering, art and math) learning program.
“We are excited to host these promising young students, their families and visitors from across the country as the competition shifts gears.”
Ithra’s Great Hall was transformed into an immersive hub on Saturday, with the focus on Formula 1 continuing until July 13.
Eight simulators will allow those over the age of 15 to test drive an F1 vehicle in real time. A VR experience also offers visitors an authentic taste of high-speed action.
On Saturday, students cheered when they saw their faces appear on screen during a “Day in the Life of F1 in Schools” video segment.
The ceremony also celebrated trainers and judges who had flown in from around the world, as well as local judges.
Students from different schools worked in groups for the past six months, developing prototypes under the supervision of 38 professionals.
Participating students, all 15 or 16 years of age, were expected to use a STEAM-based (science, technology, engineering, art and math) learning program, which combines both hard and soft skills.
Students were able to explore topics ranging from physics and aerodynamics to design, manufacturing, branding and graphics. They were also taught marketing and leadership skills, how to use social media effectively, and how to create a financial strategy.
This year, 120 students were split into 20 teams, with each team working out of a local hub. The cities of Dhahran, Al-Ahsa, Riyadh, Jeddah and Madinah returned this year, while Abha was added for the first time.
To demonstrate Ithra’s commitment to local culture, folk dancers from each of the six represented cities performed together on stage, while images of students working on their F1 projects were displayed in the background.
Ithra first partnered with F1 in Schools in 2021, and has been running the national level competition in Saudi Arabia, spearheading the launch of several learning hubs across the Kingdom to facilitate the training and development of students as part of the F1 challenge.
In 2023, Ithra hosted the country’s first F1 in Schools national finals, with 16 teams competing.
Andrew Denford, the founder and chairman of F1 in Schools, noted at the time that girls made up 68 percent of the participating students. Three of the teams went on to represent Saudi Arabia at that year’s world finals in Singapore, with the Oryx team from Dhahran winning the Innovative Thinking Award.
A large percentage of girls also took part in the competition this year, competing for 12 awards in categories ranging from fastest car and verbal presentation to sustainability.
In continuing with Ithra’s promotion of recycling, workshops created molds of cars by melting plastic bottle caps in a designated lab. Molds made specifically for F1 in Schools will be available all week.
Under the library’s escalator, a car made of 90 percent recycled or repurposed components, including 5,000 water bottles, steel and acrylic sheets, was placed on display. At least 12 people took about 1,500 hours to create the 120 kg vehicle.
The 10-day series of events will include interactive activities, as well as a paper car-making workshop, mixed reality pit garage, car Lego station, and talks with F1 experts.
Speaking at the award ceremony, David Howes, director of communication and events for F1 in Schools, said: “Having worked for F1 Esports since 2004, I’ve witnessed our global community grow from four countries to 62 today, and it really is an honor to be here in Saudi Arabia, not only to witness a national title, but to witness a world-class event, and most importantly, to see world-class teams competing.”
The fourth Formula 1 in Schools is now open for applicants. Students who qualify can apply via the Ithra website, where a full schedule of this week’s activities is also on view.
Beit Hail festival serves up Saudi culinary gem
- Umm Mohammed said: “I began at just 7 years old, using charcoal for baking ... over 45 years, I have refined my techniques and I am constantly innovating”
RIYADH: The third annual Beit Hail Festival, themed “Our Home is Your Home ... Oh, My Beloved,” is a showcase of the region’s rich culinary traditions, with Hail’s renowned klaija dessert taking center stage this year.
The traditional pastry, deeply rooted in Saudi heritage, has captivated visitors with its diversity of shapes and preparation methods.
In an interview with the Saudi Press Agency, Umm Mohammed, a 55-year-old klaija artisan, said: “I began at just 7 years old, using charcoal for baking ... over 45 years, I have refined my techniques and I am constantly innovating.”
According to Umm Mohammed, the secret to klaija’s distinctive flavor lies in each maker’s proprietary spice blend, combined with staple ingredients like flour, sugar and cardamom.
Fellow klaija expert Umm Badr, with two decades of experience, highlighted the importance of continuous practice in perfecting the art of making the baked good.
“This craft evolves over time,” she said. “Klaija-making has become a significant source of income for participating families.”
Umm Badr has been a regular fixture at the region’s heritage and tourism festivals, where her creations have garnered widespread acclaim.
Presidency for Religious Affairs announces 2024 Umrah season plan
- Dr. Abdulrahman Al-Sudais, president of the presidency, said the plan aims to promote the points of strength during the Umrah season while maximizing the concept of serving, caring and focusing on the pilgrims
MAKKAH: The Presidency for Religious Affairs at the Two Holy Mosques launched the 2024 Umrah season plan, one of the largest of its kind in the presidency’s history.
The aim is to enrich the experience of Umrah pilgrims and visitors and create a devotional atmosphere through hundreds of religious enrichment initiatives and programs during the Umrah season, as well as attract thousands of volunteers to the Two Holy Mosques.
During the launching of the plan at his office, Dr. Abdulrahman Al-Sudais, president of the presidency, said the plan aims to promote the points of strength during the Umrah season while maximizing the concept of serving, caring and focusing on the pilgrims.
It seeks to enhance the integrative roles within the Umrah system and coordinate with all government authorities and partners.
He said the presidency is in the process of launching smart religious robots that will provide services to the pilgrims at the Grand Mosque and the Prophet’s Mosque.
MDLBEAST provides soundtrack to Esports World Cup 2024 in Riyadh
- Rappers Wiz Khalifa, Gunna, G-Eazy, Don Toliver, Jack Harlow among artists performing this month
RIYADH: Saudi music entertainment company MDLBEAST is staging a series of performances by international artists to coincicide with the Esports World Cup 2024.
AFT_r music shows will take place weekly over seven weeks until Aug. 15 at Boulevard Riyadh City.
The opening event featured performers such as Aly Fathallah, singer and producer Ckay, DJ Nooriyah, and rapper ElGrandeToto.
American rappers Wiz Khalifa, Gunna, G-Eazy, Don Toliver, and Jack Harlow will be among artists performing in coming weeks.
The lineup also features international DJs such as DJ Snake, R3HAB, and Sebastian Ingrosso.
“The launch of AFT_r shows with the supporting events of EWC, the largest event of its kind in the world, provides local audiences and visitors with an outstanding musical entertainment experience during this global event, strengthening the Kingdom’s regional and global position in esports, and music entertainment,” MDLBEAST CEO Ramadan Alharatani said.
The EWC tournament features a cross-game structure that pits the world’s top esports teams and athletes against one another for the competition’s largest-ever prize pool.
Saudi Arabia condemns Israeli strike on UN school
- The Foreign Ministry reiterated the Kingdom’s rejection of Israel’s systematic targeting of Palestinian civilians
- It demanded an immediate ceasefire and the protection of civilians, aid facilities, and relief workers
RIYADH: Saudi Arabia condemned and denounced on Sunday an Israeli strike on a UN-run school where thousands of displaced Palestinians were sheltering.
On Saturday, the Gaza health ministry said 16 people were killed in a strike on a school run by the UN agency for Palestinian refugees UNRWA that was sheltering displaced people in Nuseirat, in central Gaza.
The Foreign Ministry reiterated the Kingdom’s rejection of Israel’s systematic targeting of civilians. It also demanded an immediate ceasefire and the protection of civilians, aid facilities, and relief workers.
It highlighted the necessity of activating international accountability mechanisms regarding the ongoing Israeli violations of international humanitarian law and international legitimacy resolutions.
