Alicia Keys Performs in AlUla and Hosts an Exclusive Event Aimed at Empowering Women

Lindsay Judge   |   28-02-2023

Alicia Keys returned to the region this February for an exclusive performance at Maraya in AlUla.


The global superstar performed to an intimate audience before hosting an exclusive panel talk focused on some of the inspiring women from the region. Performing in the country’s epicentre of art, culture and history the superstar headlined a concert at the iconic venue before hosting “Women to Women”, a gathering that discussed power and purpose with some of the region’s female trailblazers. At the concert, guests were treated to captivating renditions of the star’s hits including “If I Aint Got You”, “Girl on Fire”, “Empire State of Mind” and more.



After the first successful event last year, the second edition of Women to Women focused on embracing a future-forward mindset, with topics centred around women’s successes on their personal journeys, as well as the importance of being resources to each other, benefitting from wisdom to nurture the collective, and legacy-making. The talk was moderated by Hala Al-Hedaithy, while other ladies accompanying Keys on the panel were Rasha Alkhamis, Saudi Arabia’s first female boxer; Mashael Alobeidan, a professional rally driver and Hafsa Alkhudairi, a writer and arts and culture initiatives lead at the Royal Commission for AlUla. The panel highlighted the challenges that women often face and shared their experiences of strength, determination and overcoming the pressures of success.



Alicia Keys is no stranger to the country after she was captivated by the desert and the ancient civilizations who resided there when visiting last year. “There is no denying the beauty and history of AlUla, but there is something more. As an artist, I feel a sense of belonging and connection – with nature, with humanity, with the past and the future. I love it here, and I am excited to make magic again in AlUla.” She said.



The concert and event were presented by Good Intentions, the company co-founded by Keys’s husband, producer and creative mogul Kasseem “Swizz Beatz” Dean alongside Saudi native Noor Taher. The movement creates one-of-kind, culturally driven experiences with a focus on community impact in the Kingdom.


The concert was broadcast on MBC TV channel and AlUla Moments Youtube channel.