Success Story of Muscat Beats Event

M21 events successfully organised the highly anticipated Muscat Beats music and culture festival in Oman. The festival, which was held over two weekends, attracted over 20,000 attendees by hosting a world-class lineup of artists, designing a state-of-the-art stage, and incorporating interactive cultural elements. The festival's enormous success has spotlighted Dentsu M21 events as a leading event management company in Oman.


The Objective was to host world-class artists and to deliver a truly captivating and immersive experience for music lovers in the Muscat arena.

Overview of Muscat Beats Event

As a leading event management company in Oman, Dentsu M21 events was entrusted with the responsibility of organising the highly anticipated "Muscat Beats" music and culture festival on March 2-4 & March 10-11, 2023.

This five-day extravaganza featured an impressive lineup of international music stars, including Aedh Yousef, Ilaiyaraaja, Ankhi Alamgir, Shakib Khan, Nancy, Imran Mahmudul, Sunidhi Chauhan, and the legendary Rahat Fateh Ali Khan.

We worked with Talentz, our technical partner, to construct the main stage with the biggest IMAG LED panels in Oman to produce an immersive and engaging event. This amazing setup, combined with a planned lighting and sound system, allowed us to deliver a visually stunning and sonically captivating experience for the audience.

We promoted a distinctive "Entertainment District" into the Muscat Beats event because we understand how important it is to engage in a feeling of community and cross-cultural interaction. This free area included local artists performing as well as themed days highlighting the music and culture of various Omani groups. 

To ensure the success of Muscat Beats, we implemented a comprehensive data analysis strategy to track key metrics throughout the planning and execution phases. This included monitoring ticket sales, social media engagement, attendee satisfaction surveys, and post-event feedback. 

The Muscat Beats music festival was a resounding success, with both weekends selling out well in advance and attracting over 20,000 attendees. The lineup of world-renowned artists, combined with the immersive activities and seamless execution, resulted in a truly memorable experience for all who attended.

The success of the event was largely due to our strong ties with sponsors and nearby businesses. Working with reputable businesses and brands, such as Mwasalat, the Oman Automobile Association, and other corporate partners, allowed us to make Muscat Beats more visible and effective.

This cooperative strategy improved the event experience overall and produced valuable opportunities for revenue-generating and cross-promotion. 

The list of artists performed on the following dates:

The crowd enjoyed the Muscat Beats event with joy & excitement. International music stars, immersive cultural experiences, and production enthralled attendees and produced a memorable live entertainment event.

  • 02/03/2023 -  Aedh Yousef 
  • 03/03/2023 - Ilaiyaraaja 
  • 04/03/2023 - Ankhi Alamgir, Shakib Khan, Nancy and Imran Mahmudul 
  • 0/03/2023 -  Sunidhi Chauhan 
  • 11/03/2023 - Rahat Fateh Ali Khan

Key Achievements of the Muscat Beats Event by M21Events:

  1. Innovative Stage Design: Constructed a main stage featuring the largest IMAG LED panels ever used in Oman, enhancing the visual experience for attendees..
  2. Seamless Event Execution:Implemented comprehensive traffic management & security, contactless ticketing systems and arranged & organised food stalls and souqs. The artists were really happy and comfortable about the event. All their performances were amazing and engaging.
  3. Record-Breaking Attendance: Successfully attracted over 20,000 attendees, marking a record for music and cultural festivals in Oman.
  4. Community Inclusion: Integrated an entertainment district promoting cross-cultural interaction and showcasing local talent alongside international stars.


Muscat Beats' success has demonstrated our position as Oman's leading event management company. Not only have we impressed our clients, but our ability to organise and execute a top-notch, multi-day music festival has inspired other local event planners to think creatively about drawing in and engaging with their audience.

We are enthusiastic about the future and confident that we can deliver even more captivating and memorable events that will leave a lasting impression on everyone in attendance.

Back to Case Studies

Explore more Case Studies