Musical spectacle unfolds within Medaina, captivating historic city of Petra

Hoopla, the sensational event that recently rocked Jordan (21-26 May), is the latest masterpiece from Tithorea, the phenomena-causing platform that creates 'cultural experiences' around the world. Established in 2021 by Shahin Mani and Sherif Koyess in the concrete jungle of New York, Tithorea is known for its awe-inspiring events and translocation of artists into breathtaking locales.

Medaina, this year's extravaganza, attracted electronic music enthusiasts from far and wide. The five-day event, held in Jordan's most iconic locations, was nothing short of a whirlwind tour across the country's cultural, gastronomic, and historical riches.

The opening ceremony and the first night took place in the ancient rock-built city of Petra, while the third night was presented against the backdrop of the stunning desert landscape of Wadi Rum – both Unesco World Heritage Sites. In between the festival nights, partygoers were encouraged to explore the surrounding areas, taking camel rides, staying with local families, savoring traditional Jordanian dishes like Mansaf, or visiting historic ruins such as Amman and 'The Treasury' in Petra.

For the weary festival-goers, hotels like the Fairmont Amman Hotel, Hyatt Zaman in Petra, and the bubble hotel Suncity Camp in Wadi Rum offered luxurious accommodations. The final days after the festival were hosted at the Hyatt Regency Aqaba Ayla Resort, providing ample opportunities for guests to recharge and unwind after a week of music, dance, and exploration.

The setting

The backdrop for Medaina was as breathtaking as it was rich in history. Petra's rose-colored sandstone cliffs and carved rock architecture, and Wadi Rum's dramatic sandstone valley, with more than 25,000 petroglyphs, 20,000 inscriptions, and 154 archaeological sites, left visitors in awe. However, given the controversial geopolitical position of the region, some may question whether taking advantage of these locations is justifiable or not.

Jordan heavily relies on tourism, with approximately 15% of the country's GDP coming from the industry. Yet, its geographical location, sandwiched between Syria, Iraq, Palestine, Israel, and Saudi Arabia, can deter many travelers venturing into the Middle East. As a result, Jordan's tourism industry has suffered in recent years, with the number of visitors dropping by nearly 4% in 2021. Cultural festivals like Medaina, which was sponsored by the Jordan Tourism Board and Royal Jordanian Airlines, could be the answer to the decline - offering week-long immersive experiences across the country.

Sustainability and Cultural Exchange

Medaina was built around five key pillars - music, art, gastronomy, culture, and sustainability. The opening ceremony, which took place in Little Petra, was held in collaboration with charity Action For Hope, a Belgium-based nonprofit supporting cultural expression for marginalized communities across the Arab region.

The festival was designed for 1,500 attendees, who were encouraged to dress in a way that respected local sensibilities. Throughout the event, however, some guests displayed a disregard for local customs, using traditional keffiyeh scarves inappropriately and dressing immodestly.

Ticket prices were affordable for Jordanians, but attendance from locals was significantly lower than that of international visitors. Opinions among locals were mixed, with some feeling embarrassed to discuss their involvement in the festival, while others were thrilled to share their culture and appreciate the variety of music.

The sound

Medaina's lineup included a diverse array of local and international artists, with sets from German house and techno duo Âme, Aline Umber, Brooklyn-based duo Bedouin, Swiss musician Jimi Jules, Italian group Mind Against, Lebanese artist Rolbac, Geneva-based DJ Sonja Moonear, among others. The sets mixed different styles of electronic music, with some artists drawing inspiration from Middle Eastern sounds while others paid homage to 1980s influences.

The stage

The set-up for each festival night was extraordinary, taking advantage of the unique landscapes and natural beauty of Petra and Wadi Rum. Materials and furniture were rented to minimize waste, and the organizers used the topography for natural elevation when necessary, repurposing bars and mirrors for each location. The creative direction for the event was handled by Melissa Ouellette, with a focus on designing spaces that resonated with both the culture and the environment.

The future seems bright for Tithorea and its events like Medaina, as they continue to offer unparalleled cultural experiences while addressing sustainability and cultural exchange issues. Yet, as the curtains close on one festival, the question remains - where will they whisk us away next?

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