Saudi independent musician takes road less traveled

SOVL visually represents the theme of ‘Too Much Is Not Enough’ on the album’s cover with the image of the artist pouring water into an already large and abundant sea. (Supplied)
SOVL visually represents the theme of ‘Too Much Is Not Enough’ on the album’s cover with the image of the artist pouring water into an already large and abundant sea. (Supplied)
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Updated 15 April 2024
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Saudi independent musician takes road less traveled

Saudi independent musician takes road less traveled
  • Artist SOVL speaks on the challenges and joys of making music independently

RIYADH: As the music scene diversifies in Saudi Arabia, from psychedelic rock to electronic dance, young artist SOVL is bringing a new flavor to the mix.

SOVL is a self-taught independent musician who was on a quest to create a top-notch, industry-standard album on his own that reflected his personal artistry and carried a meaningful narrative. He platformed a distinct blend of alternative, modern, and indie rock, all rooted in the DNA of guitar music.

“As an independent musician, it’s a harder process than someone, say, signed to a label. But I try to take advantage of what I have,” he said.




SOVL visually represents the theme of ‘Too Much Is Not Enough’ on the album’s cover with the image of the artist pouring water into an already large and abundant sea. (Supplied)

The Saudi rockstar, 22, debuted his first album “Too Much Is Not Enough” last December. The album represented a bold artistic leap as SOVL, a producer, songwriter, and singer, ventured into the captivating realm of full-length storytelling through his music.

The 10-track work is an emotional odyssey. Open to interpretation, the songs become a canvas upon which the listener’s own feelings are painted.

In a world where the pursuit of “too much” often takes center stage, “Too Much Is Not Enough” offers a message that resonates with all: In the pursuit of everything, we must not forget to preserve the most essential part of our being — ourselves.

I firmly believe that you can write and record music right from your own bedroom and doing so can make the final product more genuine, presenting your art exactly as you envision it.

SOVL, Saudi music artist

But before the full body of work came along, his journey was nothing but relentless.

“When I laid my hands on my first electric guitar in 2019, I was taking a different approach in learning the instrument,” he said. His technique was more makeshift than anything: placing his fingers wherever they landed or strumming whatever sounded right until he began learning some basics of guitar chord theory.




SOVL, Saudi music artist

He later began recording his music on the beginner-friendly GarageBand before moving on to using the Logic Pro software and experimenting with different sounds.

SOVL released his single “What’s Going On?” in 2021, his first official launch into the local music scene as an indie alternative artist. The refreshing sound brings listeners back to the rock gems of the 70s like The Who and The Clash, who inspired much of his music.

He also tries to infuse a bit of Arabic spirit into his music; the oud instrument makes an appearance in some of his songs, including “Ana.”

While making music is the easy part, some other aspects of the industry like marketing and distribution can be difficult to tackle.

A record label, for example, would handle cover art, music video production, and music distribution. “It (would have) been much easier to sign with a record label so they could get all that sorted,” he said.

Regardless of the challenges, SOVL expressed his joy in having the freedom of creative direction: “I’m a strong advocate for the do-it-yourself approach. I firmly believe that you can write and record music right from your own bedroom and doing so can make the final product more genuine, presenting your art exactly as you envision it.

“Don’t get me wrong; there’s absolutely nothing wrong with signing to a major label,” he noted. “It’s a fantastic opportunity for those who have it. However, in a world flooded with too much music content, it can be challenging to stand out and get your unique sound heard.”

For his first album’s cover art, he enlisted the help of his friends. They took an impromptu one-day trip to the Eastern Province for the makeshift photoshoot and ended up filming one of his music videos there as well.

“It takes a whole lot of belief, and my friends have had my back since the get-go,” he said about the experience.

Many independent artists now are utilizing social media platforms like TikTok to promote their music, but SOVL says their approach is a bit “cliche” for his persona.

Personifying a rather mysterious image, hence the anonymous stage name, and presenting a style that is much more nuanced than generic pop, he allows his sound and lyrics to speak for themselves.

His album, although niche in genre, presents an exploration of a rather universal experience. He narrates the battle within to settle for what we already have. The theme is encapsulated in the album cover, which features the artist pouring water into an already plentiful and vast sea.

What distinguishes SOVL is his continuous pursuit to diversify not just genres but the very composition of albums in the novel Saudi music industry. Concept albums, which can tell a larger story than what could be contained in a single track, enhance the listeners’ experience of various notions.

SOVL is adamant about making and releasing music that is authenticated by genuine and soulful feelings, and his name serves as a reminder of that.

He said: “The album is super focused lyrically, on the theme, the sound, and some of the listeners criticized me on that point. Because it was my first album, (they believe) it should be a showcase of what you’re capable of, but on a broader aspect.

“With the Extended Edition, going forward, I’m going to broaden the sound, experiment a bit, but still with the same themes … It’s also to compel the story.”

While the writing and producing process is personal and self-centric, the product may not be everyone’s cup of tea, he said. Pop sensibility is not the artist’s goal, but he understands that broadening the scope of his work, even slightly, will create a more palatable experience for listeners to get into more psychedelic and grunge alternative rock.

“What I’m trying to do here is get people interested in different colors of music,” he said. “This is one that hasn’t been targeted yet here (in Saudi Arabia), but I’m really glad to try and start it.

“The scene here and the talents are still developing their musical identities … If you’re interested in music, just go for it. Once you start and find it’s really interesting, you’re maybe gifted, so try to invest more time on that,” he added.  

SOVL’s goal is to prove, not only to himself but also to his friends and aspiring musicians, that artists can take an indie approach and still achieve their dreams in the world of music.

His album is out now on all popular streaming platforms.

 

 


Sudan’s army chief receives Saudi deputy foreign minister in Port Sudan

Sudan’s army chief Abdel Fattah Al-Burhan receives Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan.
Sudan’s army chief Abdel Fattah Al-Burhan receives Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan.
Updated 05 November 2024
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Sudan’s army chief receives Saudi deputy foreign minister in Port Sudan

Sudan’s army chief Abdel Fattah Al-Burhan receives Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan.
  • During the meeting, Al-Khuraiji stressed the keenness of the Kingdom’s leadership on restoring security and stability in Sudan

RIYADH: Sudan’s army chief Abdel Fattah Al-Burhan received Saudi Arabia’s Deputy Foreign Minister Waleed Al-Khuraiji in Port Sudan on Tuesday.

During the meeting, Al-Khuraiji stressed the keenness of the Kingdom’s leadership on restoring security and stability in Sudan.

The minister’s visit to the country comes as part of the Kingdom’s ongoing efforts to address the crisis in Sudan, reach a ceasefire, and restore stability to the country. 

The Kingdom continues to support the humanitarian response efforts to alleviate the suffering of the Sudanese people, Saudi Press Agency said. 


Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture

Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture
Updated 05 November 2024
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Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture

Saudi pavilion at UNESCO Arab Week in Paris celebrates Kingdom’s camel culture
  • It shows how the role of the camel evolved from essential means of transport and provider of resources to a cultural icon embodying the Kingdom’s values

PARIS: The Saudi pavilion at UNESCO’s Arab Week event in Paris this week featured a showcase of the Kingdom’s deep-rooted connection to camel culture.

It explored the role of the animals as a vital part of the nation’s heritage, identity and civilization, and offered a glimpse into their enduring place in society, the Saudi Press Agency reported on Tuesday.

The exhibits showed how the role of the camel has evolved from essential means of transport and provider of resources to a cultural icon that embodies the Kingdom’s values, and the ways in which camels are embedded in Saudi customs, traditions and literature, including poetry and proverbs.

The Saudi Ministry of Culture designated 2024 “The Year of the Camel” to highlight and reinforce the status of the animal as a national symbol and cornerstone of the Arabian cultural identity. Camels are regularly celebrated across the country through dedicated festivals, race events, clubs and research centers.

UNESCO’s Arab Week, which features 22 Arab nations, was initiated by Saudi Arabia. Guests at the official opening of the event on Monday included Saudi envoys, ambassadors representing other nations, Arab and other international diplomats stationed in France, and officials from UNESCO.


AI makes media industry more efficient and drives growth, expert says

Martin Sorrell, founder and executive chairman of S4 Capital, speaks to Arab News at the Athar Festival of Creativity.
Martin Sorrell, founder and executive chairman of S4 Capital, speaks to Arab News at the Athar Festival of Creativity.
Updated 05 November 2024
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AI makes media industry more efficient and drives growth, expert says

Martin Sorrell, founder and executive chairman of S4 Capital, speaks to Arab News at the Athar Festival of Creativity.
  • Martin Sorrell: ‘AI speeds up writing processes, increasing efficiency’
  • New tech allows for increasingly personalized content

RIYADH: Artificial intelligence is being used more effectively and efficiently to drive higher economic development in the media industry, said Martin Sorrell, founder and executive chairman of S4 Capital.

At a panel session at the Athar Festival of Creativity Sorrell described how media agencies, such as S4 Capital and its subsidiary, Media.Monks, are using AI in a number of ways.

One application of AI in media, he said, is in “speeding the execution of copywriting and visualization.”

Time to market is drastically decreasing: “What took us literally days is now taking us three hours,” he said. Yet this produces another problem because reducing the time of procurement cuts costs, but this also means it is necessary to move to a model that increases gains in outputs,” he said.

Another application is in personalizing content for consumers. Sorrell told Arab News: “Individualization, hyper personalization, are going to become more important. Knowing the consumer in excruciating detail, using data, using the signals from the platforms, using first-party data, it becomes even more important.”

Using Netflix audience feedback algorithms as an example, Sorrell pointed out that AI enables these algorithms to produce larger and more accurate quantities of output, for example, recommendations based on user profile readings.

“We charge on a per asset used basis. Price of the asset may come down, but total revenue grows because we’re using multiple assets,” he said.

A growing area is in “media planning and buying.” Sophisticated algorithms can far more efficiently choose the distribution of planning and buying than individual media planners.

Technological capital and human capital, however, go hand in hand.

“We as agencies have to validate the algorithm’s analysis. We have to make sure that the client’s money is spent in the right way.”

Another benefit of AI is its ability to improve organizational efficiency. Where organizational silos once kept departments and specializations separate, AI opens up information to the majority of users.

To maintain the emotional connection and trust of the brand-consumer relationship in a technologically driven world, according to Sorrell, understanding individual motivation is increasingly crucial.

“Insights into culture, insights into language, into custom, into belief, into family, into country, that knowledge becomes critically important, far more so in a globalized world,” he said.

The diversity and knowledge of global and local organizations are essential for the success of any company, but the value of personalization means that local knowledge may take the lead, he added.

Quoting Harvard Business School professor Ted Levitt, Sorrell continued: “because remember, consumers will consume everything in the same way everywhere.”

Advising young professionals in tech, media and other industries operating in an AI-powered future, Sorrell said that rather than stripping away opportunities from creatives, avoiding the risk of “bombarding” consumers with much of the same, AI means “creativity becomes even more important.”

Additionally, creatives need to familiarize themselves with the skills and roles that are complementary to the new world: “I think every creative should learn Chinese. I think every creative should learn Spanish, probably Arabic too … and they should learn code.”

“The skills of the ‘Mad Men’, that Don Draper had or his colleagues … are very different to what you need now.”


Saudi Arabia has launched 22 new routes this year as part of tourism drive, ACP’s CEO says

The CEO of the Air Connectivity Program Majid Khan speaks at the Umrah+ Connect event in London on Monday November 4, 2024. (AN
The CEO of the Air Connectivity Program Majid Khan speaks at the Umrah+ Connect event in London on Monday November 4, 2024. (AN
Updated 05 November 2024
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Saudi Arabia has launched 22 new routes this year as part of tourism drive, ACP’s CEO says

The CEO of the Air Connectivity Program Majid Khan speaks at the Umrah+ Connect event in London on Monday November 4, 2024. (AN
  • Kingdom has attracted 12 new airlines to date in 2024

LONDON: Saudi Arabia has launched 22 new routes from various destinations to the Kingdom this year, increasing tourist seating capacity by nearly 2 million, the CEO of the Air Connectivity Program has said.

Speaking at the Umrah+ Connect business-to-business event in London on Monday, Majid Khan said the Kingdom had attracted 12 new airlines to date in 2024.

Khan said: “There has been good expansion out of the UK. Virgin Atlantic is going to start daily flights from Heathrow to Riyadh in March; British Airways launched flights to Jeddah yesterday; Wizz Air will also be operating Gatwick to Jeddah flights daily.

“We are definitely focusing on our own carriers as well, because they are definitely our first priority; Flynas, flyadeal, Saudia, and Riyadh Air in the future.

“But we are also proactively working with international carriers in order to help us to get a higher share of inbound tourism to the Kingdom, as they have their sales and marketing channels in this part of the world.

“We know that the majority of BA travelers are not Saudis. They are actually travelers from the UK market, from their network in Europe and North America.”

Saudi Arabia has a strong, strategic location and travelers can reach more than half of the world within a six-hour flight, Khan said. He added that the ACP was working to deliver 150 million tourists to the Kingdom as part of Saudi Vision 2030.

He said: “Saudi Arabia is like one continent. We have 1,700 km of coastline, the new Maldives that’s actually the Red Sea, the two holiest sites for Muslims in the world, and mountainous regions.

“In the south we have Abha and Jazan, which I would personally call the Switzerland of Saudi Arabia. So it’s definitely an untouched wonder.”

An exhibition at the event highlighted new tourism developments in the Kingdom that British pilgrims can enjoy, including religious sites and activities that promote an understanding of Saudi cultural heritage.

Khan said the ACP was trying to revolutionize the way pilgrims travel, allowing them to holiday in the Kingdom after performing their religious rituals.

He said: “If we take the UK market, travelers typically have one Umrah ticket in their pocket to perform the minor pilgrimage with their family and friends. They then come back again to the UK, and have a separate ticket to either Dubai, Istanbul, or Malaga.

“This is something we would like to change. Travelers can perform Umrah, see the sacred places, and then save their tickets and continue to travel around the Kingdom. That’s the way we try to position Saudi Arabia.”

Rashid Mohammed, the organizer of Umrah+ Connect, said that Monday’s event had provided an opportunity for Umrah travel agents to network and grow their businesses.

Rashid Mohammed, the organizer of Umrah+ Connect (fourth from right), poses with the team from the Pilgrim Experience Program. (Umrah+ Connect)

Mohammed said: “We’ve brought you a diverse experience here in London, and it’s for you to use these tools, through connecting with people, to create packages that enhance and enrich pilgrim experiences.

“We’re also grateful for the support of the Ministry of Hajj and Umrah, and the Umrah and Ziyarah Forum, who are here today and have really backed us to put on this show.”


Saudi minister receives German foreign ministry official

Saudi minister receives German foreign ministry official
Updated 05 November 2024
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Saudi minister receives German foreign ministry official

Saudi minister receives German foreign ministry official
  • Discussions focused on enhancing relations, regional and international developments and issues of common concern

RIYADH: Saudi Arabia’s Deputy Minister for Political Affairs Saud Al-Sati received Gregory Bledjian, head of the Middle East division at the German Foreign Ministry, and several accompanying officials, in Riyadh on Tuesday.

During the meeting, they discussed ways to enhance relations, regional and international developments, and issues of common interest, the Foreign Ministry wrote on X.

Meanwhile, Shoura Council Speaker Dr. Abdullah bin Mohammed Al-Asheikh received Turkiye’s Ambassador to the Kingdom Emrullah Isler in Riyadh on Tuesday, the Saudi Press Agency reported.