What We Learned About Music in Egypt at XP Music Futures’ XChange Cairo

As annual conference XP Music Futures arranged its XChange Cairo workshop in Egypt in late May, they realized they were about to deal with a culturally different kind of music industry personnel in their sessions.

Saudi Arabia-centered XP Music Futures’ head of programming Yasmine Rasool says, “We were excited about Cairo because they’re known to be so brash with their comments and they go all out and be like, ‘This is my opinion!’ We were told the workshops are going to get a bit heated up, because everyone has such strong opinions.”

We’re seated outside the main room where XChange Cairo’s workshops are taking place, in an upscale sort of co-working and gallery space in Egypt’s capital. From the importance of safe spaces to the shortage of managers and labels and even eco-friendlier events, the room is full of opinions from the new and established voices of Egypt – a country that often evokes ideas of civilization, revolution and more. “It’s like a focus group,” Rasool says.

Launched last year, XChange has since also set up in Amman and Abu Dhabi, leading up to the main XP Music Futures conference in Riyadh in December. What feels like a gathering of voices and talent from Egypt also seems to be an extended hand from Saudi Arabia’s growing music and entertainment industry, one that has the blessings of the government. Call it a flex of soft power or just necessary PR, XP Music Futures is trying to build bridges in the Middle East and North Africa (MENA) region and they received a warm, even if slightly discerning welcome in Cairo.

At the panel discussions featuring venues like Cairo Jazz Club or event organizers, DJ-producers and talent managers, there are calls to push Egypt’s music culture without “external validation.” Platforms like Scene Noise are more than happy to amplify voices, including DJ-producer and event organizer Zeina. Fellow organizer Tito el Kachab – a founder of the Sandbox Festival – wants to see more stability and collaborations between countries.

There are about 25 million people living in Cairo and they certainly don’t sleep – 1:30 am on a Friday night and the city is buzzing, all the bright lights from hotels, casinos and more shining onto the river Nile, where boats are ferrying tourists and residents alike. Inside the invite-only open-bar party at a nightclub called The Museum, artists like indie act Juno, producer Hatem El Chiati and DJ Vinyl Mode showcase a range of sounds that are influenced by Arabic music as well as their global inspirations. On day two of our trip, XP Music Futures’ parent company, MDLBEAST, puts together another showcase at the headquarters of Cairo-basedYellow Tape Records.

It brings in seasoned Saudi Arabia-origin DJ-producer Cosmicat and one of Egypt’s most well-received pop artists in recent times, Hassan Abouelrouss. He’s an actor and filmmaker as well, which means he can be a creative tour de force in this intimate living room space that’s turned into a dancefloor. The likes of Abouelrouss took from traditional Egyptian music styles like shaabi (also called chaabi) and its evolved form Mahraganat, which has a heavy electronic element mixed with rhythms made popular at weddings and street processions.

Abouelrouss has charm and comedic value alike, so it’s no surprise to hear him say earlier on in a panel discussion at Yellow Tape Records that he never tires. This was a point he made in contrast to Cosmicat’s mindful advice about encouraging musicians to take care of their mental health, but also give music as many years as they can to see it grow in regions like MENA.

Egypt has produced several stars in the Arab music world over the years – from Amr Diab decades ago to current rap stars like Wegz – who got a hit song for the FIFA World Cup 2022 in Qatar called “Ezz Al Arab” – and Afroto and Wingii. Hip-hop, like in India, has steadily grown in Egypt, even making its way onto radio airwaves. From huge Spotify billboards of local artists to modern electronic remixes of traditional tunes, Egypt’s music industry is clearly pulling in several directions and considering they have a long history of producing the Arab music world’s top stars, that won’t stop any time soon. With conversations like those that took place at XChange Cairo, it’s evident that there’s a lot that the rest of the Middle East has to gain from it as well. Rasool says it’s all about providing the right tools to everyone who’s willing to be a part of it.

She says events like XP Music Futures and more are a culmination of decades of artists being part of the underground circuit in countries like Saudi Arabia. Asked about what MDLBEAST is offering, Rasool adds, “Now what we’re trying to do is create that foundation so that people can succeed in their career, because you will have the rights to your IP. And I think that’s one form of boundary, but also boundaries in cross-cultural exchange.” From education to partnerships to untangling licensing to mentorship for women, it’s an ambitious pitch for inclusivity in the MENA region. “I think what I love doing is connecting people and XP is a continuation of that; just making sure there are projects happening, cultural exchange happening and maybe that people get a different perspective from getting to know each other. I think that’s what’s necessary,” Rasool says.