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Cultural programming in Saudi Arabia through experiences

Jack Morton UAE and KSA’s Stephen Powell explains the move from events to experiences that shape a nation through cultural programming.

cultural programmingStephen Powell, Executive Culture and Programming Director, Jack Morton UAE and KSA.

Since 2018, Saudi Arabia has been engaged in a profound and wide-ranging conversation with itself about its identity and place in the world. Culture has been and continues to be at the forefront of that conversation. 
Across art, music, sports, gaming, literature, heritage, crafts, museums and media there is a visceral energy.  Having spent eight years in Saudi Arabia as Head of Events for Ithra, Aramco’s Centre for World Culture in Dhahran, I got to witness firsthand the beginnings of the country’s remarkable cultural resurgence.
In common with many countries in the Gulf, the cultural landscape is defined by a top-down approach with significant subsidy and direction from the government about cultura


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.