DORITOS AND MDLBEAST RADIO LAUNCH PROJECT TRIANGLE: SAUDI ARABIA’S BOLDEST HIP HOP TALENT COMPETITION
MDLBEAST Radio, in partnership with Doritos, announced the launch of Doritos Presents Project Triangle, powered by MDLBEAST Radio – an innovative eight-week Hip Hop talent development and competition program designed to elevate Saudi Arabia’s most promising creative talent.
The groundbreaking initiative invites Hip Hop Artists, Music Producers, and Dancers aged 21 and above from across the Kingdom to form “Triangle Crews” – three-person teams representing the complete spectrum of Hip Hop culture: musical artistry, production excellence, and performance energy. Three selected crews will receive comprehensive professional support including studio recording, music video production, industry mentorship, and a national platform to showcase their work.
“Project Triangle represents more than a competition, it’s a cultural movement that celebrates bold self-expression and breaks conventional boundaries,” said Rohit Jayakaran, Head of Radio, MDLBEAST. “In partnership with Doritos, we’re providing Saudi Arabia’s emerging Hip Hop talent with world-class resources and the platform they deserve.”
The program culminates in a live finale showdown on December 20, 2025 at Beast House in Riyadh, where all three crews will premiere their work and compete for the title of Saudi Arabia’s boldest creators, with fans determining the winner through interactive voting. Winners will receive extended promotional support, music distribution through MDLBEAST Records, airplay on MDLBEAST Radio, and consideration for future MDLBEAST opportunities.
“Doritos has always championed those who dare to be different,” said Ibrahim Zein, Chief Marketing Officer at PepsiCo Middle East. “Project Triangle embodies our commitment to empowering bold self-expression and supporting the next generation of Saudi creative talent.”
Throughout the program, participants will be featured in behind-the-scenes video content and weekly radio capsules on MDLBEAST Radio, documenting their creative journey from concept to finale.
Applications are now open at www.projecttriangleksa.com. Interested participants can also find more information on MDLBEAST Radio & Doritos Arabia’s social media channels @mdlbeastradio and @doritosarabia.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, and Quaker. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. For more information, visit www.middleeast.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCoMiddleEast, @Doritosarabia
About MDLBEAST Radio
MDLBEAST Radio is the sonic heartbeat of the Middle East’s thriving music scene, championing both regional artists and global sounds. Broadcasting 24/7 across Riyadh (104.8 FM), Jeddah (98.1 FM), Dammam (97.4 FM), and Abha (87.6 FM), as well as online at mdlbeastradio.com, the station provides a powerful platform for emerging talent while connecting fans to the core of the international electronic music scene.
As a pioneer in the industry, MDLBEAST Radio amplifies creativity, fosters collaboration, and celebrates diversity through cutting-edge programming, exclusive mixes, and in-depth artist features. From the underground to the main stage, MDLBEAST Radio is more than just a station; it is a movement redefining music in the Middle East and beyond.
Application Information:
Website: www.projecttriangleksa.com
Application Deadline: November 8, 2024
Social Media: @mdlbeastradio | @doritosarabia
Program Hashtag: #ProjectTriangle
