Lolwah Almuhaidib

“Coming from a place where music was illegal until 2019, I never thought I could work in the music industry,” Lolwah Almuhaidib exaplins. “I studied fashion in London, but when I returned, everything had changed—music was everywhere. I joined the region’s biggest music brand, working across strategy, labels, and bookings.” After three years, she shifted to focus on her own brand, connecting underground scenes locally and globally through events and collaborations.