Hitting the beat: Why Anderson .Paak filmed ‘K-Pops!’ in Saudi Arabia’s AlUla

Toronto world premiere K-Pops! is one of a growing number of international productions choosing to shoot in the AlUla region of Saudi Arabia.

The directorial debut of eight-time Grammy winning rapper Anderson .Paak follows a Los Angeles-based musician (played by Paak) who travels to South Korea in an attempt to reinvigorate his career by writing for K Pop stars, reconnecting with his long lost son – played by his real life son Soul Rasheed – in the process.

Produced by US outfit Stampede Ventures with backing from Live Nation Productions, the comedy- drama project spent three days shooting in Saudi Arabia’s AlUla region in May 2024, taking advantage of the country’s attractive financial incentives, striking locations and increasingly skilled local crews.

While AlUla has doubled for other locations in previous international shoots, in the case of K-Pops!, the characters make a journey to Saudi Arabia as part of the film’s storyline, which is also set in the US and Korea.

Locations included Maraya, a vast mirrored building venue surrounded by sandstone cliffs; Cloud 7, a modern bungalow complex overlooking the striking mountains of AlUla; and the Banyan Tree Hotel, located in the desert and surrounded by dramatic rock formations and the cliffs of the Ashar Valley.

“We were able to take advantage of AlUla’s natural beauty to deliver real production value for our film,” says Stampede Ventures CEO Greg Silverman, who teamed with local production company Yellow Camel to access Saudi’s incentive programme, which offers a lucrative 40% rebate to projects shooting in the country.

Available to both international and Saudi production companies, the minimum expenditure is $200,000 for fiction feature films and $50,000 for documentaries and animation and must involve either a production company registered and licensed in Saudi Arabia or a co-production agreement with a Saudi production company.

Of the 60 strong local crew working on K-Pops!, many were female talent, a development which Silverman particularly welcomed. “We were thrilled to work with so many Saudi women on the crew to help train the next generation of filmmaking talent,” says the US producer, who tapped into the expertise of Yellow Camel when it came to navigating production regulations, permits and location scouting.

“Our crew’s deep familiarity with the locations has been instrumental in seamlessly bringing filmmakers’ visions to life,” explains Yellow Camel’s CEO Rasha Al Eman. “The overwhelmingly positive feedback from everyone involved underscores the value of utilizing local talent, but also contributes to the diverse growth of the film industry in Saudi Arabia.”

Growing fast

The investment in a sustainable Saudi screen sector and ecosystem is producing visible results.

Earlier this year, Norah – which shot in AlUla and featured an all-Saudi cast and crew – became the first Saudi film to screen at the Cannes Film Festival, picking up a special mention in the Un Certain Regard section.

Stampede Ventures has signed a three-year partnership with Film AlUla, which comprises a multi-feature deal to shoot in the region over the next three years. Titles in the pipeline include romance feature Fourth Wall and kidnap thriller Chasing Red, which are due to shoot this year.

Film AlUla continues to expand its studio complex, which includes two 26,000 square foot soundstages, a 61,500 square foot backlot for additional set builds and a recently added state of the art recording studio, as well as hair and make-up rooms, wardrobe facilities and office space.

Locations in AlUla include four heritage sites, 111 tombs, a 12th century old town and 80 natural springs in the oasis.

Recent international productions to shoot in the region include season three of Paper Empire starring Denise Richards and Netflix reality series’ Dubai Bling and I Am Georgina.

“Our financial incentives and production support provide a competitive edge,” says Film AlUla’s acting executive director Zaid Shaker. “Filmmakers are always seeking fresh environments and inspiring landscapes, and Saudi Arabia has a host of incredible hidden gems.”