Swizz Beatz gearing up for second round of AlUla Camel Cup

Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Swizz Beatz owns the Saudi Bronx camel racing team. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Swizz Beatz and friend Will Smith display Saudi Bronx merchandize. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Swizz Beatz owns the Saudi Bronx camel racing team. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Swizz Beatz with his grandfather Elbert Dean, who managed the late great Muhammad Ali. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Swizz Beatz’s grandfather Elbert Dean with legendary boxer Muhammad Ali. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Saudi Bronx merchandize. (Supplied)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Action from the 2023 AlUla Camel Cup. (RCU)
Special Swizz Beatz gearing up for second round of AlUla Camel Cup
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Action from the 2023 AlUla Camel Cup. (RCU)
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Updated 23 April 2024
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Swizz Beatz gearing up for second round of AlUla Camel Cup

Swizz Beatz gearing up for second round of AlUla Camel Cup
  • Swizz Beatz: I feel like they might not know my music, but they definitely know the Saudi Bronx and it’s kind of amazing that I had a new identity in a whole new field in a whole new country
  • Swizz Beatz: To be the first outside of the GCC to own a team in the entire federation … that will forever be in history; you cannot erase that

DHAHRAN: The “ships of the desert” will start racing on Wednesday, April 24, when the second AlUla Camel Cup takes off. At the race this year will be a familiar face: Swizz Beatz, the first and only American owner of a camel racing team in Saudi Arabia. He will, once again, be participating in what is deemed the “world’s most prestigious camel racing event,” which ends on April 27.

Born Kasseem Daoud Dean and known professionally as “Swizz Beatz,” the American record producer and rapper joined the camel-racing world five years ago and hasn’t looked back. His team’s name, Saudi Bronx, which is also a brand offering clothing and accessories, is inspired by his hometown in New York’s South Bronx and Saudi Arabia.

“I'm having fun with it,” Swizz Beatz told Arab News ahead of the race. “Anything that I’m having fun with is easy for me to do. And then on top of that, we got over 20-something trophies.

“The fact that we’re even in the AlUla Cup is major because that means that we have four chances to do some big things.”

Wanting to participate in the race does not grant one an automatic shoo-in, celeb or not. There is a rigorous process and strict criteria to qualify.

“We can’t just apply for this race; they have to pick camels based on speed and based on rankings and things like that,” he explained.

This year, the UN and the Ministry of Culture both designated 2024 as The Year of the Camel, highlighting the cultural and civilizational significance of the majestic animal. 

This special focus adds a new cultural dimension to the event, marking AlUla as a must-visit destination to celebrate and honor the camel. It will showcase the best of the best as the animals race for speed, the jockeys demonstrate skill and everyone honors tradition.

“The journey has been very educational, very humbling. It’s a glimpse into something that has been such a pillar in (Saudi) heritage that it’s just awesome to see,” Swizz Beatz continued.

As with the previous edition, this year’s event will also be organized by the Royal Commission for AlUla in partnership with the Saudi Camel Racing Federation.

“The AlUla Camel Cup stands proudly as the pinnacle of camel racing and has assumed a starring role in elevating AlUla’s regional and global standing as a premier heritage sports destination,” Ziad Al-Suhaibini, RCU’s chief sports officer, said.

Taking place at AlUla’s Mughayra Heritage Sports Village, the four-day event will feature the region’s fastest camels and most talented riders across several rounds of competition. There will be substantial prize pots and AlUla Camel Cup champion trophies up for grabs.

Camel racing, which dates to the 7th century, is an ancient heritage sport woven into the fabric of the local culture. 

“There’s nothing that I need to change with them; they’ve been bringing home the magic,” Swizz Beatz said of his camel racing trainer, Hamed, and his team.

When asked what was different this time around, he replied: “I just think that we’re more prepared this time.”

The Saudi Bronx merch store will also be stocked with fresh drops.

“We just wanted to have something for the brand (so) that even if people can’t come to the race, they can represent,” he said. “People go crazy over the Saudi Bronx hoodies and stuff like that. Last year was a very small setup, which was cool because everybody was just starting,” he said.

This year’s AlUla Camel Cup is expected to be the most spectator-friendly race, thanks to the freshly formed Royal Pavilion and the expansive Heritage Village. 

Workshop sessions will be available throughout the four days, with enriching sessions centered on calligraphy, traditional pottery-making, Sadu weaving, and bakhour, or incense. Children will be able to ride camels, create camel origami and clay models, and use augmented reality to bring their imaginative camel creations to life.

Last year, the races attracted 2,550 visitors and created a flurry of posts on social media.

“My kids are very into culture — period. We travel and they’ve been here (to the Kingdom),” Swizz Beatz shared.

He credits his children with motivating him to pursue his goals. They influence his moves, he said, but he also aims to do the same for them.

“I teach them to believe in their vision. Even if no one is able to comprehend it at that moment, you might be ahead of your time. I also am influenced to show them different things and to step outside of the box because a lot of people were laughing at me (for owning a camel racing team) … The same people (now) want to come to a race,” he said.

He sees being part of the camel-racing world as a way to “give back to the people,” pay homage to the locals, and combine all of his passions; family, fun, music, movement, culture, and a fresh experience steeped in history and nostalgic vibes.

Swizz Beatz, who usually brings his family along, will come solo this time. His wife, superstar Alicia Keys, will stay behind in New York to tend to the recent opening of her Broadway show based on her life, “Hell’s Kitchen.”

He has been adamant about showcasing his trips to the Kingdom on his social media platforms. Unlike many American stars who have only recently parachuted into AlUla either for work or pleasure, his family has a long history with the Kingdom.

“The journey (into Saudi Arabia) for me has been very natural. My grandfather went to Makkah in the 1970s. Back then, my grandfather also managed (boxing legend and cultural icon) Muhammad Ali,” Swizz Beatz told Arab News. 

He hopes to take that same trip alongside his grandfather soon.

“I haven’t been to Makkah. I’m planning on taking my grandfather because he’s been with me about it and because I didn’t want to do the trip without him. Inshallah, we have to do that this year. He’s not getting younger,” he said.

After earning recognition for his other projects, which granted him celeb status in the US and even within the Kingdom, Swizz Beatz is excited about this new chapter in his life.

In AlUla, the camel-racing community knows him as one of them.

“They call me Abu Nasser. I feel like they might not know my music, but they definitely know the Saudi Bronx and it’s kind of amazing that I had a new identity in a whole new field in a whole new country — and it has nothing to do with music,” he said.

Nonetheless, he will still use his musical talents while at AlUla.

The Grammy winner will be spinning at AlUla on Wheels II to DJ on two of the nights at his AlUla on Wheels spot. 

He hopes to expand his skating energy with live DJs into places like Jeddah and Riyadh, but for now, is happy to continue to spin in AlUla.

But the priority of his current trip will be the camels. He said that his first interaction with a camel was many years ago, perhaps at Disney World. Since then, he has studied the scene and has worked hard to be part of the community.

He hopes his participation at the Camel Cup will continue to raise awareness. While mindful of the obstacles ahead, he is grateful for the overall journey.

“You know, even if everything was to stop today, we’ve made history. To be the first outside of the GCC to own a team in the entire federation … that will forever be in history; you cannot erase that,” he said.

He concluded, saying he hopes camel racing will become as popular and well-known as Formula One.


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.