Al Hendi joined Rotana Media Group in 1995 and is also the CEO of Rotana Music Group. The group has 400 music releases and holds over 100 music concerts and festivals across MENA annually, including the Al-Jenadriyah Festival, Saudi Founding Day, and the Al Ula Festival. In March 2024, the group announced the expansion of its strategic partnership with Anghami to include various content and concert collaborations over the next three years.