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When Saudi rapper Dattune began producing music back in 2010, the nation’s hiphop scene was almost non-existent, with like minded artists few and far between. Now, as the scene transforms under Vision 2030, Dattune reflects on its rapid evolution, and his aspirations for homegrown rappers to gain global recognition.
“Music has always been my biggest passion,” reveals Saudi Arabian hip-hop artist Dattune. “Ever since I was six years old, it’s been the thing I love the most.” Born and raised in Riyadh, the 29-year-old first encountered music through MTV, a common gateway for ’80s and ’90s kids. He fondly recalls watching the Indian version of the channel, which mirrored its US counterpart, sparking his early love for music.
However, it wasn’t until middle school that he discovered hip-hop, the genre that would come to define his life. “When I was around 12, I used to listen to Bone Thugs-N-Harmony every morning with my older brother,” he reminisces, before detailing his admiration for Nas and J Dilla, the latter of whom he describes as his favourite artist of all time. Once an aspiring violinist, Dattune’s passion for hip-hop, and music as a whole, eventually led him to start producing and making music himself in his early teens. “I’m completely self- taught, and it was Nas’ Illmatic album that really made me want to get into making beats,” he explains. Growing up in Riyadh, one of his most prominent musical memories was teaching himself to tune and play his brother’s acoustic guitar via YouTube when he was around 13, a moment of quiet determination that set the precedent for his future career.
Despite his evident musical talents, Dattune soon realised he wanted to be the one behind the mic. It wasn’t until 2015, five years after he began producing, that he found the confidence to start rapping. “At first, I was rapping only in English, and it was the most basic rhymes you’ll ever hear – it was so bad,” he laughs. “But to me, it sounded tough at the time.” After a few years of honing his skills, Dattune developed a unique sound that blends Arabic and English seamlessly. “It wasn’t until around 2016-17 when I started hanging around with one of my homies called DZEEZ, who inspired me to rap the way I speak naturally – mixing both Arabic and English.”
Now, Dattune is equally comfortable producing gritty drill- infused tracks as he is creating laid-back, ’90s-inspired hip-hop. Take his single, ‘شبح’, for example, in which he raps over menacing pianos, confidently claiming “the world as mine.” On the other hand, his 2021 instrumental project MOOSEBUMPS acts as a polar opposite, filled with glittering jazz-influenced boom-bap.
Dattune is four projects into his career, with his first official release just under a decade ago. During this period, the music scene in Saudi Arabia has transformed significantly. What was once a stigmatised career path with minimal funding is now receiving substantial support from the Saudi government as part of its Vision 2030 initiative, aimed at diversifying the economy and enhancing cultural life. Witnessing this development first- hand, Dattune feels optimistic about the industry’s upward trajectory.
“I’ve seen a lot of amazing things happen. There was a point where I wanted to quit music. But the first time I performed – at an MDL BEAST event called XP – I saw my own crowd cheering for me, which changed how I view things. Without festivals like that, I might not still be making music today.”
While large festivals like XP and Soundstorm provide artists with significant platforms and bring in the most prominent Western stars, grassroots support is equally crucial. In recent years, the Saudi government has eased constraints on licensing and regulation, making it easier to organise music events. “It’s super easy for us to put on our own gigs. We small artists have so many more opportunities nowadays to perform for our fans and get our name out there.” To put it into perspective, between 2021 and 2023 the number of performers registered through the Entertainment Portal of the General Entertainment Authority reached 9,529, an increase of 300%.
However, despite the overall growth in music support and consumption – according to a 2023 Ipsos study, more than 80 per cent of the population in Saudi are active music streamers – Dattune notes a lingering stigma around local hip-hop. “There’s still some stigma towards rap from us ’80s and ’90s babies. At first, I thought it was because it was Western music, but people here loved Michael Jackson and other American artists,” he concedes.
“There’s a double standard because people will happily sing N.W.A, but if you translated it and sang it in our language, people would hate it. They wouldn’t vibe with it the same, and I think that’s held our hip-hop scene back from reaching its potential.” Dattune hopes this will change as more Saudi artists emerge, noting that many face challenges from their families regarding their musical pursuits. “I think the biggest challenges Saudi rappers face come from their personal lives and what their family thinks of their music – they might just stop completely because of shame. I do think this is changing, though, and hopefully it won’t be like this for much longer.”
Due to the sheer size of Saudi Arabia, Dattune explains there hasn’t yet been a collective sound born from the Kingdom, but there are sonic differences compared to the US. “We haven’t developed a specific sound just yet – there are a lot of sub-genres in hip- hop, but I wouldn’t say there’s one that defines the Saudi scene,” says Dattune. “We don’t necessarily sound the same as the Western scene, though. The Kingdom is so huge that there are obviously going to be differences, but we haven’t yet got that specific sound. I think we should have reached that point by now, but a lot of the guys coming are really experimenting and bringing our own culture to hip-hop.” Still, there are figures bringing the scene together, most notably radio host Big Hass, who has become somewhat of a tastemaker in Saudi hip- hop, launching a new show in 2023, Catch a Vibe, that highlights emerging talent.
It’s clear that despite some ongoing challenges, Dattune’s journey encapsulates the burgeoning evolution of Saudi Arabia’s music scene. As he continues to blend cultural narratives with contemporary hip-hop sonics from around the world, his story underscores the broader transformation within the Kingdom – one where music and the arts are increasingly celebrated and supported by the Ministry of Culture. The shift from a highly stigmatised musical environment to one of flourishing creativity mirrors Saudi Arabia’s ambitious Vision 2030 initiative. With more opportunities and platforms available, artists like Dattune are not only finding their voices but also redefining the cultural landscape. As Saudi hip-hop rises, it promises a rich, diverse future for the Kingdom’s artistic expression.
Dattune’s journey through the evolving landscape of music in the Kingdom is a testament to his resilience and dedication. His story is not just about a musician following his passion, but about a cultural revolution in a country that is learning to embrace the arts in new and exciting ways – of which Dattune is at the forefront. “I would love to see Saudi Arabian hip-hop go global like African music has recently,” Dattune declares. “I think it has to happen naturally, even with all this new investment. Personally, I want it to reach the world, but I just want to focus on making music for the people. I want to keep pushing myself and experimenting. I don’t know if I can be a commercial artist, honestly… That’s who I am. But I would love to see our music go as far as it can.”
Photography: Ahmed Chrediy
Styling: Qwan Anthony
Senior Producer: Steff Hawker
Production Coordinator: Chloe Christodoulou
Production: Jawaher Aldokheel
Photography Assistant: Mitab Al-Maliki
Styling Assistant: Najat Elhussein
Words: Chris Saunders
Special thanks to The Warehouse, Jax
Talent: Dattune
