Speaking Engagement: XP Music Futures- “Off the Grid to Center Stage”

I recently participated in the “Off the Grid to Center Stage: How Music Shapes Destinations” panel at XP Music Futures in Riyadh, where we explored how music is emerging as one of the most powerful forces shaping destination identity and cultural place-making.

Our conversation examined how music creates belonging faster than any other cultural form, how it introduces travelers to a destination’s creative pulse, and why meaningful experiences must grow from authentic culture rather than be built over it. We also discussed the role of cross-sector collaboration (tourism, culture, media, events, and the wider creative economy) in forming the narratives that ultimately shape how destinations are perceived globally.

One of the themes I reflected on was the importance of designing festivals in a way that exposes visitors to subcultures. Festivals are not just gatherings around a stage; they are living expressions of a city’s creative undercurrents: the rituals, aesthetics, values, and micro-communities that form its cultural DNA. When curated authentically, festivals become gateways into these subcultures, allowing visitors to witness and participate in the cultural operating system of a place.

This approach not only deepens the visitor experience but strengthens the destination’s cultural identity and its capacity to generate culture surplus.

The rise of Saudi’s creative communities was another highlight of the discussion. These emerging scenes (spanning music, arts, fashion, and storytelling) are quickly becoming reasons to visit, not just reasons to tune in. They embody a new chapter in the Kingdom’s cultural confidence and global cultural contribution.

Speaking at XP Music Futures was a reminder of how central culture is to the future of tourism, and how music-driven experiences can help nations move from cultural consumption to cultural contribution, the core of the culture surplus concept.

More speaking engagements and reflections will continue to be shared here on CultureSurplus.com.

“Let Me Explain California Rolls” Book Release at Riyadh International Book Fair 2025

We are thrilled to announce that Let Me Explain California Rolls (And Why Culture Surplus is the Future of Soft Power) by M.A. Modhayan will be officially released at the Riyadh International Book Fair 2025, starting October 2nd, 2025.

Visit us at the Rashm Publishing booth to get your copy early, connect with me, and explore fresh insights around culture, identity, and global influence.

Stay tuned for more details, including signing times and special booth promotions.

Until then, you can preview the full Table of Contents here. www.CultureSurplus.com/book-table-of-content

Lecture on Culture Surplus at King AbdulAziz University

I had the honor of delivering a lecture titled “The Economics of Culture” to executive master’s students at the Faculty of Tourism, King AbdulAziz University in Jeddah — at the kind invitation of Dr. Thiyab Al-Harithi.

In the session, I introduced the concept of culture surplus — exploring the dynamics of surplus production and consumption, and the pivotal role tourism plays in cultural exports and, ultimately, in building a nation’s culture surplus.

It was a pleasure to meet such an outstanding group of students, many of whom work in sectors directly or indirectly linked to tourism, including the Ministry of Culture, the National Events Center, and the General Authority of Civil Aviation. Their insights and contributions enriched the discussion and underscored the value of cross-sector perspectives in shaping cultural strategy.

My sincere thanks to Dr. Thiyab Al-Harithi and all the students for their time, engagement, and for the wonderful memento that will remain a lasting memory.

Partnering with Rashm Publishing for Let Me Explain California Rolls and Beyond

I’m excited to announce that I’ve signed with Rashm Publishing to release my upcoming book Let Me Explain California Rolls (And Why Culture Surplus is the Future of Soft Power), along with other future titles.

Let Me Explain California Rolls is my first non-fiction work, blending nearly two decades of experience in international marketing, tourism, and cultural strategy into a fresh perspective on the idea of “Culture Surplus” — and how it can shape soft power and global influence.

I look forward to working with my friend Saleh AlHammad and the talented team at Rashm Publishing to bring these projects to life and spark meaningful conversations about culture’s role in shaping the world.