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Arena Market: Egypt

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“We were quite lucky in Egypt during the pandemic,” says Moussa AbuTaleb, managing director of leading international promoter Event House, who reports business is performing well.

“The country didn’t shut down like in other places – I think the costs of shutting down and reopening would have been more than it was to just keep things moving forward. The year 2020 was slow for us – our turnover dropped 50% – but it’s bounced back stronger than ever. We’ve fared much better than some promoters in countries that did shutdown.”

He says the company is extremely busy this year both in terms of its corporate work (it recently organised a show with Clean Bandit), and running its 1,600-seat theatre-style venue The Marquee.

“We’ve fared much better than some promoters in countries that did shutdown.”

As far as indoor venues go, there aren’t a huge number available at arena level. But the Cairo International Indoor Stadium has a capacity of 10,000. “We tend to do touring entertainment and family shows there, such as Disney on Ice,” says AbuTaleb.

The veteran promoter, who frequently works with major brands such as Netflix, Pepsi, Mercedes-Benz, Vodafone, and others says acts (understandably) prefer to perform at a 20,000-capacity temporary outdoor venue at the Great Pyramids, where Event House has recently organised shows by John Legend, 2CELLOS, Red Hot Chili Peppers, and Black Eyed Peas.

“As far as major international public shows go this year, I think we should have something else confirmed for the end of the year.”

He says the majority of his work is with Egyptian, Middle Eastern, and African artists, while acts from outside the region are roughly evenly split between European and US performers.

“As far as major international public shows go this year, I think we should have something else confirmed for the end of the year.”

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