18-year original music platform debuts in partnership with the Music Commission
Riyadh, Saudi Arabia – Concert Series, the UAE’s longest-running platform for original music created by live entertainment agency The Fridge, will launch in Saudi Arabia on 9 December 2025 at Personage Warehouse in JAX District during Riyadh Music Week. The showcase features Saudi pop artist Tamtam and rising alternative artist Khaleeji Blonde performing their own original work.
Saudi Arabia has no shortage of musical talent, but original music rarely gets the dedicated stage time it deserves. Concert Series changes that by creating a space for true artist discovery, giving musicians full creative control and a repeatable platform to develop their sound in front of live audiences. Artists also receive marketing support including social media content, professional video footage of their performances, and materials to build their profile and press kit. Sponsored by the Music Commission, the launch represents a commitment to building infrastructure for Saudi artists creating their own work.
Tamtam, whose contemporary pop over trap arrangements has earned her a global following, will headline the evening. Known for creating intimate moments with audiences through storytelling and powerful vocal delivery, her latest album Ma3assalama draws inspiration from the golden age of Arab cinema, performed in multiple languages.
Khaleeji Blonde opens the night with her sound that sits between reality and fantasy. Her debut single Maybe has approached one million streams, and her ongoing “colour series” releases have built momentum since 2024, with each track revealing another layer of her narrative vision.
Paul Pacifico, CEO of the Saudi Music Commission, said: “The introduction of The Fridge’s Concert Series in Saudi Arabia represents a significant milestone in our ongoing efforts to further support diverse music ecosystem and help make it more sustainable. Through this partnership, we aim to expand opportunities for Saudi artists to present original work, strengthen the infrastructure for artistic development, and contribute to a cultural environment where creativity and innovation flourish. As Riyadh asserts itself as a vibrant city and being home to its very own Music Week, this initiative seeks not only to elevate the voices of our artists but also to inspire the entire community to resonate in musical harmony. The Music Commission is proud to support programs that empower talent and bring the development of music into the heart of Saudi.”
Shelley Frost, Founder & Director of The Fridge, added: “For nearly two decades, our mission has been to ensure that original music is placed in the spotlight. We are incredibly proud to debut Concert Series in Saudi Arabia at Riyadh Music Week. This launch is a commitment to the artists with distinct creative voices here, like Tamtam and Khaleeji Blonde. We are creating a permanent home for artists to perform their unfiltered sound and connect with audiences who are eager to discover new music.”
Personage Warehouse’s setting allows audiences to experience original Saudi music up close, creating direct connection between artists and audience. For concertgoers, this is a chance to hear the new golden age of Arab music firsthand. No covers, just original tracks by artists drawing from multiple references and wildly varied influences to create work that reflects the country’s creative energy.
Tickets start at SAR 80 and are available via thefridge.me & platinumlist.net
The Fridge launched Concert Series in 2007 as a platform for discovering new voices performing their own music. Since then, it has showcased hundreds of original artists and supported 67 album launches across the region. Its expansion to Saudi Arabia, in partnership with the Music Commission, aligns with the Commission’s mission to elevate local talent and expand cultural access across the Kingdom.
