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In the past few years, the entertainment industry in ����ֱ�� has changed dramatically, going from a new field to a busy, thriving industry.

While the big international acts and mega-events have gathered a lot of attention, a more subtle and possibly more important change is happening behind the scenes: creative and technical roles are being localized on purpose and in a planned way.

Rules and quotas are certainly factors, but they are not the sole focus. The aim of the shift is a strong, self-sufficient creative ecosystem. Shows, concerts, and events should be filled by local talent. Yes, jobs will be created, but more crucial is the generation of artists, producers, and technicians who are trained. That fosters long-term growth, which is the health of the industry.

The move toward a local-first approach makes significant economic sense. Instead of relying on expensive foreign specialists, firms can now hire skilled professionals from their own country. This action lowers expenditures, streamlines operations, and keeps substantial funds within the national economy, leading to job growth and a boost to the GDP.

The main idea is that these decisions have a significant impact, as the national talent pool is better utilized. It is not just about putting on a show; it is about making an economic engine that will last and support the creative class.

But the benefits go beyond just the bottom line. This effort to make things more local is a strong force for cultural and creative expression. The industry is helping a new wave of real homegrown content by giving local artists and storytellers a place to share their work.

It is a chance for Saudi voices to tell their own stories, share their unique experiences, and connect with people on a deeper, more personal level. The end result is content that not only works well in the region but also has the potential to reach a global audience with its originality and honesty.

Content does not just flow into the entertainment industry; no, it is more than that — it shapes identity. Through stories, songs, and performances, a culture displays globally its principles and beliefs.

Local creators leading this movement — granting them power — symbolize future investments in our culture, an important matter indeed. It marks the beginning of a new era in which ����ֱ�� is not only a place for global entertainment but also a source of it.

This takes us to a very important turning point. Now that the infrastructure and institutional support are in place, the next step is to focus on developing original intellectual property. Now is the time to stop being consumers and facilitators and start making our own heroes, stories, and worlds.

Not only is our long history something to be proud of, but it also gives us a wealth of ideas. Our heritage is full of characters and stories that are just waiting to be reimagined. From the timeless tales of “One Thousand and One Nights” to the rich folklore of the Arabian Peninsula, there is much to draw upon.

We need to dive — it is needed now — plunging deep with all of our directors, writers, game designers, and animators. A brand of inventive spirit on a global level can be built through works born from originality: plays, movies, animated series, and games — all drawing from our culture.

People — the world’s inhabitants — desire fresh stories, and we have an abundant supply. Rather than merely continuing to import forms of entertainment, we should transition to becoming the engine of creativity, one that propels the next monumental wave of innovation outward. This act would render us an imaginative powerhouse, filled with stories that lie behind everything.

• Abdulelah S. Al-Nahari is a business and marketing communications partner at a marketing solutions firm and leads strategic growth initiatives in line with ����ֱ��’s digital-first vision.

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