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Sole Dxb is planning a Return in December to Celebrate 50 Years of Hip Hop

Sole Dxb

Festival inks partnership with Mass Appeal as the official Hip Hop 50 celebration for the region!

The region’s most celebrated youth and contemporary culture festival, Sole DXB, is set to make its highly anticipated return on December 8-10 2023 to Dubai Design District (d3). The festival will be joining forces with Nas-backed entertainment company Mass Appeal, as the official partner for Hip Hop 50 in the Arab world.

With the support of its strategic partners Dubai Design District (d3) a global hub for art design and creativity and a member of TECOM Group PJSC and Dubai Calendar, this year Sole DXB builds on years of collaboration between Sole and Mass Appeal and shows their continued commitment to telling the story of Hip Hop to a global audience. 

Rajat Malhotra, Sole Partner said: “Over the course of our lives, we’ve seen Hip Hop grow from unlikely underdog to top of the cultural food chain. It’s a global movement that’s changed the course of our lives and how we see the world.”

He added: “When Peter Bittenbender, CEO of Mass Appeal had the foresight three years ago to build the Hip Hop 50 story, he was kind enough to include us in the conversation, choosing us as their partner for this region. We’re grateful for the opportunity to be part of this cultural moment and understand our responsibility to tell this story authentically.” 

“Headlining Sole DXB in 2018 was such an incredible experience for me. I’m so happy that through a partnership with Mass Appeal we are building out the full festival experience to celebrate Hip Hop 50.” said Nasir “Nas” Jones

“Throughout the past 50 years, Hip Hop has rapidly transformed into a global, cultural force, which has shaped the way people live across the world. A key mission of Mass Appeal’s Hip Hop 50 initiative is to ensure Hip Hop is celebrated globally. We’re excited to partner with Sole DXB in the Middle East and create unique experiences in honor of Hip Hop’s milestone birthday,” said Peter Bittenbender, Mass Appeal CEO. 

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment, commented: “We welcome the return of the much-awaited Sole DXB festival, further reinforcing the city’s position as an international events destination, as well as a multicultural hub for creativity, in line with the goal of our visionary leadership to further consolidate Dubai’s status as one of the top three global cities and make it the best place in the world to live and work in. This celebration of culture and entertainment is a true testament to the vibrant performing arts scene in our city, which is supported by the diversity and vitality of the people from over 200 nationalities who call it home. We also would like to express our appreciation to our partners for their commitment to continuously provide residents of Dubai with exceptional live events and entertainment. As we continue to work alongside our valued stakeholders and partners to enhance our events offering, we invite everyone – residents and visitors alike – to immerse themselves in this cultural entertainment extravaganza for an unforgettable experience.” 

Commenting on the strategic partnership and event, Khadija Al Bastaki, Senior Vice President of d3 – TECOM Group, said: “Art, fashion, music and design are the building blocks of culture. As a global creative ecosystem home to brilliant creators and innovators, d3 champions Dubai and the UAE’s cultural evolution and output. Sole DXB has become a staple in our community epitomizing our vision to Rethink the Regular all whilst bringing together people of diverse backgrounds, interests, talents and tastes in a celebration of culture and creativity. We are thrilled to see it return to d3, spotlighting a movement as powerful and prolific as hip hop.”

Sole DXB is a Dubai-based festival owned and developed by Sole, the leading voice in the youth and contemporary culture scene. Its multiformat programming encompasses three nights and two days of live music, DJ sets, fashion, film screenings, talks, workshops, sports tournaments, youth clinics and serves as the premier experiential platform for the world’s top brands.

The 2022 edition of the festival saw 33K+ people, from 85+ countries, with over 80 performers, designers, speakers, and 80+ brands participating over three nights.

Throughout the years, past performers and guests have included the likes of Wu-Tang Clan, Nas, Jorja Smith, Koffee, Sho Madjozi, Bas, Stormzy, Hiroshi Fujiwara, Petra Collins, Scottie Pippen, Kerby-Jean Raymond, Central Cee, Bas, Marwan Pablo, Khadija El Warzazia, Rapsody, Mumu Fresh and more.

In anticipation of Hip Hop’s 50th birthday, Mass Appeal launched Hip Hop 50 – a global initiative celebrating the culture through film, activations, music and more. Mass Appeal recently launched partnerships with Google Pixel, Sony Music Entertainment and CÎROC Ultra-Premium Vodka. In January, Mass Appeal partnered with Fotografiska to launch the Hip Hop Conscious, Unconscious exhibition – currently on view in New York City till mid-May before traveling to other locations. Additionally, Mass Appeal has teamed up with Live Nation Urban to produce live event programming, as well as Paramount + Showtime for a premium content partnership with captivating documentaries such as: You’re Watching Video Music Box, Cypress Hill: Insane In The Brain, Supreme Team and more. 

It returns to its residence at d3, a global hub for art, design and creativity. d3 fosters a diverse community of emerging talent, independent thinkers and businesses spearheading the emirate’s creative economy.

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