UAE’s rapid growth set to continue
In an excerpt from the Global Promoters Report 2023, top players from the region discuss the upward trajectory of the market…
Longstanding state-owned promoter Flash Entertainment and Abu Dhabi Motorsports Management combined earlier this year to form a company named Ethara. It seeks “to shape the untapped and unique opportunities in the live events space while continuing to deliver growth that has firmly positioned the Middle East on the global entertainment stage”.
The firm operates four venues on Yas Island in Abu Dhabi: Yas Marina Circuit, Etihad Park, Etihad Arena, and Yas Conference Centre, and owns the rights to the Formula 1 Etihad Airways Abu Dhabi Grand Prix and Yasalam After-Race Concerts, which this year include performances by Shania Twain, Ava Max and Tiesto, and Foo Fighters.
From a touring perspective, the Etihad Arena has provided a large uptick in stops in Abu Dhabi for international acts since it opened in 2020,” says Brint Jackson, Ethara’s chief venues officer. “The indoor, multipurpose venue has meant that Abu Dhabi is now a viable stop on global tours 365 days a year – where we were often limited to a shorter duration of the year due to the warm regional climate.
“There is a real appetite in the region to continue this rapid growth that we are seeing to cope with the demand, and Ethara is well placed for this following our recent joint venture announcement with Oak View Group, the world’s biggest venue developer and operator to expand into the market and support international brands and touring acts expand across the region.”
“There is a real appetite in the region to continue this rapid growth that we are seeing to cope with the demand”
Meanwhile, major Nordic promoters All Things Live entered the market, led by longstanding regional promoter Thomas Ovesen of T.O.P. Entertainment, who has brought the likes of Elton John, Ed Sheeran, and The Eagles to the UAE. He says the big change recently has been the opening up of neighbouring Saudi Arabia. “Suddenly, there’s a potential giant entering our market, with a population of potential ticket-buyers that probably equals the rest of the market combined and with a buying power that is just unfathomable,” Ovesen says of the recent escalation in events.
“It will benefit the entire region because there’ll be artists coming that otherwise wouldn’t be there. Companies have been sitting on the sideline, thinking ‘Are we missing out on something? It appears very complex and perhaps PR dangerous to get into that pool so should we really get in?’ And now they’re in large numbers saying, ‘Yeah, let’s get in’ because it’s better to be part of what happens there than not.”
Big names have been coming through, including 50 Cent, KISS, and Bryan Adams. Compared to the pre-Covid era, conditions are vastly improved for such tours, given the fresh availability of equipment, new purpose-built venues ranging from 2,000-capacity spaces to arenas, and a pro-active approach by the tourist authorities in Abu Dhabi (the country’s second largest city market after Dubai) to attract and financially support entertainment.
“Business has been extremely strong across the region, and our show count and ticket sales are significantly greater than pre-Covid levels,” says James Craven, president of Live Nation Middle East, who brought Guns N’ Roses, Sting, Blackpink, Imagine Dragons, and Abdul Majeed Abdullah to arenas this year. “The regional economy has bounced back since the 2020 pandemic and is now stronger and more resilient than ever. A highlight for 2023 was the 12-show Backstreet Boys tour in May, including Egypt, India, UAE, Bahrain, Saudi Arabia, Israel, and South Africa. This tour clearly demonstrates that the Middle East, Africa, and South Asia is now a fully-fledged touring region and ready for business.”
“Getting the talent mix right in the Middle East is key to success and strong ticket sales”
Family entertainment and comedy shows are thriving, too. “Trevor Noah in October is tipped to be the biggest comedy show to come to the UAE,” says Craven. Live Nation catered to the UAE’s 200 nationalities (and vast array of languages) with a launch of the Wireless festival in Abu Dhabi featuring supporting acts from across the Middle East and South Asia: Wegz from Egypt, Indian acts King and Divine, and Pakistani hip-hop duo Young Stunners. “Getting the talent mix right in the Middle East is key to success and strong ticket sales,” Craven explains.
The main challenge remains of a lack of grassroots talent. Despite younger generations embracing K-pop, hip-hop, EDM, and Latin music, there has historically been no significant club circuit here. Things are changing at this level, too, though: recent visa changes now allow locals to follow careers in music more easily. Ovesen has worked on schemes and IPs designed to bring breaking acts and DJs to the country, and Live Nation recently launched its first club show in Dubai, with the intention of kick-starting an entire grassroots circuit.
Live Nation is also aiming to bring Arabic artists to the world. It recently appointed Amin T. Kabbani to lead a newly formed team, with the aim of bringing Arabic performers to audiences 50 Cent across Europe, North America, Latin America, and Australia. “Expanding our operations to include international touring for Arabic talent is a natural progression for Live Nation Middle East,” said Craven.
“The commitment will be demonstrated through shows hosted within the Middle East itself, utilising iconic venues, such as Etihad Arena. By supporting emerging talent in their home region, we aim to strengthen the foundation of the Arabic music industry and contribute to its global recognition.”
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Abu Dhabi firms merge to form live powerhouse
Abu Dhabi’s state-owned promoter Flash Entertainment has merged with Abu Dhabi Motorsports Management (ADMM) to form new live entertainment powerhouse Ethara.
The companies have officially integrated their activities and operations, combining their expertise to launch Ethara, which promises to “shape the future of events, entertainment and venue management throughout the Middle East and beyond”.
With offices in Abu Dhabi, Dubai, and Riyadh, Ethara will be led by former ADMM CEO and Flash board member Saif Al Noaimi, who will be responsible for driving commercial expansion across new markets.
“By combining our strengths, we are perfectly positioned to make memorable moments that matter,” says Al Noaimi. “By integrating the activities and operations of two of Abu Dhabi’s pioneering entertainment and event management titans, Ethara will further establish the Emirate as an economic engine in the entertainment, event management, and sports industries, locally, regionally, and internationally.”
Ethara’s stated ambition is “to shape the untapped and unique opportunities in the live events space while continuing to deliver growth that has firmly positioned the Middle East on the global entertainment stage”.
“We have an unrivalled wealth of expertise, experience, knowledge and skills, which will propel Ethara’s success far beyond what either company could achieve alone”
“We have an unrivalled wealth of expertise, experience, knowledge and skills, which will propel Ethara’s success far beyond what either company could achieve alone – all powered by world-class creativity and innovation,” adds Al Noaimi.
Headed by CEO John Lickrish, Flash launched in 2008 and opened a Saudi headquarters in Riyadh last September. Collectively, ADMM and Flash have delivered more than 700 major events in the 15 years since their inception, including the Formula 1 Etihad Airways Abu Dhabi Grand Prix, Yasalam After- Race Concerts and FIFA Club World Cup.
Ethara – which translates as “thrill” in Arabic – will continue to manage and oversee a portfolio of assets including Etihad Park, Etihad Arena, Abu Dhabi’s Formula 1 circuit, Yas Marina Circuit and the Yas Conference Centre.
News of the merger comes weeks after European live group All Things Live (ATL) launched a new operation in the territory, headed by veteran promoter Thomas Ovesen.
Ovesen has more than 20 years of experience in the region, working at Dubai-based venues and promoters such as Coca-Cola Arena, 117 Live and Done Events before launching his own company TOP Entertainment. The partnership is the result of prior collaborations between TOP and ATL, as well as “a desire to fast-track long-term plans, increase synergies, and seize opportunities across the region”.
Read IQ‘s recent feature on the rapidly developing UAE touring market from the Global Promoters Report here.
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