The region’s first neo-culture festival returns this weekend.
Leave it to BRED Abu Dhabi to outdo itself year after year. Once again, the region’s ultimate neo-culture festival is joining forces with Hypebeast and is set to return to Yas Island from 24 to 28 April.
If you’re wondering what neo-culture is, it’s all about the intermingling of separate cultures to create a new one. The event brings together basketball showdowns, curated art, global fashion brands, interactive experiences, live graffiti, skating, street food and performances by grime and hip-hop artists.
Artists
BRED is known for bringing big-name acts to the capital, and this year is no different. The celebrations will kick off on Thursday, 25 April, with a performance by J Hus. The British pioneer of the Afroswing genre is known for the hits Did You See and Who Told You, featuring Drake. AJ Tracey will also grace the stage the same evening to perform Butterflies and Ladbroke Grove.
Friday, 26 April, will centre around a sonic spectacle as Metro Boomin and Offset perform. Known for his groundbreaking work in hip-hop and trap, Metro Boomin has already released two albums this month and started beef with everyone from Drake to J.Cole. Joining him on the night is Offset of the rap trio Migos.
American rapper and singer Don Toliver will headline on Saturday, 27 April, treating audiences to an evening of soul-stirring performances with chart-toppers like After Party and No Idea. No stranger to the region, acclaimed artist Ty Dolla $ign, fresh off the release of his collaborative album with Kanye West, will infuse R&B, hip-hop, and soul to keep the night alive with hits like Or Nah and Paranoid.
In addition to the line-up of hip-hop heavyweights, BRED Abu Dhabi 2024 will also showcase regional talents. Dafencii, the Saudi Sudanese rapper, will perform on 24 April. His songs include Bruh, Nas Ghareeba, and Rajieen. Nour, the Egyptian singer-songwriter, will perform on 25 April. She has her own take on synth-pop, and her songs include Wana.
Marwarn Pablo will perform on 26 April. The rapper is from Alexandria, Egypt, and grew up being influenced by hip-hop. His songs include Barbary, El Gemeza, Free, Ghaba and Sindbad. D33J will perform on 27 April. The American DJ and producer hails from Los Angeles, California. Lana Lubany will perform on 28 April. The Palestinian singer started writing songs when she was 11 years old. Her songs include Point of No Return, Sold and The Snake.
Exhibitions
At this year’s festival, attendees can immerse themselves in an artistic journey celebrating culture, identity, and creativity. Among the featured artists is Mous Lamraba, a photographer who infuses humour and beauty into his exploration of bi-cultural identity. Rami Afifi, a Palestinian-Egyptian graphic designer renowned for his vibrant artistry, also graces the exhibition. Through nostalgic pop-culture references and nods to cultural heritage, Afifi’s creations spark reflections on the richness of shared histories. Joining them is Dina Sami, a Palestinian-American artist whose work is deeply rooted in childhood memories.
Fashion
Fashionistas can expect independent and homegrown fashion and lifestyle brands that champion cutting-edge practices, underlining their dedication to the community.
Highlighted brands include Chimpo World, a brand steeped in 90s street culture, and Unas Tokyo, conceived by three Saudis based in Japan. The latter will unveil its Tokyo street-inspired streetwear. Action Figure Miles, curated by LA Rapper Rakeem Miles, will showcase a collection resonating with resilience and empowerment. Türkiye’s ever-popular Les Benjamins will make its BRED debut, presenting a collection rich in cultural storytelling.
The homegrown eyewear label SWEY returns with an innovative collaboration with artist Omar, who pays homage to Abu Dhabi’s culture and heritage. Emirati-owned Mesmari will shine with its urban classic streetwear and tailored elegance, while Palestinian-owned NearTwins will introduce playful clothing inspired by childhood cartoons.
Exciting international brands abound, with Asics X SVD, Bad Company, Billionaire Boys Club, Fred Perry, Grade Africa, ICECREAM, Foot Locker presenting Jordan, Not Boring, Umbro and Vans, each promising surprises and exclusive releases at BRED. Joining them are Fovero and MQAAAR, beloved Palestinian brands from the West Bank.
Food
BRED Abu Dhabi 2024 is bringing more homegrown F&B brands to the festival. Guests can explore a variety of delicious dishes from well-known vendors such as Kooya Filipino Eatery, Lento, Lila Taqueria, Mattar.ae, Mitzumami, Not (So) Guilty, Pie Planet x Machete Coffee, and Ugly Noodles.
Culinary collabs reign supreme, with UAE-based rapper Freek’s retail brand joining forces with chef Rahim Mohamed to concoct a fusion of New York and Emirati influences at Good Faith and The Ocky Way. Tuck into sandwiches infused with the essence of Chips Oman from New York’s renowned 7th Street Burger, while Scarr’s Pizza and FRAME unite inside a garage-themed space to offer authentic New York-style pizza.
Elsewhere, the teams behind the hip cafe LOCAL and popular pizza place Marmellata have created a new concept: Deuces. An Instagram teaser shows a café, bar and pizzeria.
Sports
Witness the world’s top NBA 2K League players in action live at a dedicated gaming zone. Engage in the Dribble Challenge, test your vertical jump, and shoot hoops on NBA 2K or in person, with exclusive prizes up for grabs. Basketball enthusiasts aged 14 to 17 can join free skills clinics and compete in all-star games and competitions, culminating in a showcase of the region’s emerging talents in a MENA All-Star Game. Don’t miss the return of the 3X3 championships and thrilling dunk shows featuring international sensations Chris Staples and Jordan Southerland.
In a nod to the capital’s skateboarding heritage, BRED Abu Dhabi 2024 introduces a specially crafted street-style skate area, replicating iconic local spots like Corniche Road, Reem Park and West Yas.
BRED – named after the idiom ‘born and bred’ – is designed to celebrate the region’s urban scene.
Tickets are now available through BRED’s official website. Festival Day Passes start at AED 75, while Five-Day Festival Passes start at AED 495. Access to concerts from 25 to 27 April starts at AED 125.
We’ll see you there.
GO: Visit https://bredabudhabi.com for more information.
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