Beast House drives creator growth through knowledge sharing and global positioning, says Garry Dennie, General Manager of Beast House, highlighting Saudi Arabia’s evolving music ecosystem. Excerpts from the interview:
How do you see Beast House contributing to the creator economy in Saudi Arabia, beyond just providing space?
I believe transferable knowledge is what truly drives growth. At MDLBEAST, there is a very methodical approach to the caliber of people brought into the business, and I’ve embraced that philosophy within Beast House. We’ve built a global team with diverse experience, and our goal is to share that knowledge to empower the next generation, not just artists, but marketers, brand builders, and cultural operators. It’s about giving people the tools to express themselves, understand positioning, and confidently operate within global frameworks of power and influence. Ultimately, we are helping creators not only exist locally but also compete internationally. As a GM, I’m deeply focused on providing direction, structure, and pathways for long-term growth.
What monetization models are emerging for Saudi music creators (streaming, brand deals, live, IP ownership)?
The foundations are being set, but publishing and copyright will be the true backbone of the industry in Saudi. While streaming and live performances are important, long-term value sits in ownership, ensuring creators benefit from their work beyond the moment. Too often, emerging artists are drawn to surface-level metrics like streams or followers, but the reality is that sustainable income comes from structured rights, publishing, and IP control. Our responsibility is to educate creators on building generational wealth through their work, ensuring they are protected, respected, and rewarded long after their careers evolve.
How do you help creators move from talent to setting up a business?
The first shift is mindset, understanding that as a creator, you are the business. It’s not just about talent; it’s about how you structure, monetize, and position that talent. At Beast House, we aim to expose creators to opportunities, knowledge, and real-world pathways so they can make informed decisions. We open doors, but ultimately, it’s up to the individual to walk through them. When they do, it leads to confidence, clarity, and a deeper understanding of brand positioning and long-term strategy.
Are you already partnering with brands, and what does a meaningful brand-creator collaboration look like in this space?
We are actively exploring this space, and it’s a nuanced landscape in the GCC compared to other markets I’ve worked in. What makes it unique is the depth of talent and the cultural relevance we have within MDLBEAST and our wider ecosystem. With the right strategic partners, and my colleague at MDLBEAST, Tyler Stelman, Director of Partnerships, F&B & Retail, and his team leads these negotiations, allowing us to focus on aligning with brands that understand long-term value, not just short-term exposure, a meaningful collaboration is culturally authentic, strategically aligned, and delivers real ROI, both commercially and in brand positioning.
How can advertisers engage with music creators?
Advertisers need to move beyond vanity metrics and focus on meaningful engagement. Music has never been more important to brands than it is today, but authenticity must come first. The strongest collaborations are rooted in storytelling, not just reach, so I think brands need to understand the creator’s audience, values, and long-term vision and build partnerships that reflect that. At the same time, creators are becoming more sophisticated—they understand their value and are more selective in who they work with, so the future will lie in alignment, not transactions.
Do you see Beast House becoming a platform for branded content or cultural campaigns?
Absolutely, Beast House has naturally evolved into a voice for culture, not just creators, but subcultures across multiple disciplines. We are building a platform that challenges norms, asks questions, and operates close to the edge, but always with intention. As a creative hub, we will continue to push boundaries while ensuring everything we do protects and elevates our identity. The branded content and cultural campaigns will be a natural extension of this and are devised by our laser-focused creative department with Omar Agha at its helm. This is where he seamlessly develops storytelling and a musical culture.
Do you believe Saudi music can become a global cultural export, and what needs to happen to get there?
Saudi music is already a cultural export; it just hasn’t been fully framed that way yet. The DNA exists across hip-hop, electronic music, and emerging subcultures. What we are doing at Beast House is helping shape that narrative by producing music locally and collaborating with international artists. These collaborations act as cultural bridges, allowing a Saudi sound to travel through a global lens. Over the coming months, our focus is on amplifying a sound that is distinctly Saudi but globally relevant. This will be when it moves from participation to influence, and that’s where the real opportunity lies.
