The Sounds of Saudi

In this session, respected music industry figures Paul Pacifico and Cliff Fluet will discuss the extraordinary pace of creative change in Saudi Arabia. In January 2023, Paul moved to Riyadh to take up the post of CEO of the Music Commission within the Ministry of Culture - with the objective to develop the music sector in the Kingdom of Saudi Arabia. An initiative of the Saudi Music Commission, Sadu House is a three-day cultural program held as part of SXSW London. Inspired by the traditional art of Sadu weaving, the space threads together live performances, conversations, and workshops across music, film, fashion, and technology. Rooted in culture and driven by sound, Sadu House brings Saudi and international creatives into one platform, showcasing a dynamic blend of heritage and innovation.