International interest grows as Saudi Arabian entertainment industry enters transformative change
Dubai, UAE: The Middle East continues to be a red hot destination for the events and entertainment industry, as the region sees an increase in the number of major international entertainment events and big name shows being held here.
The events and entertainment industry continues to gallop along at an incredible pace, with recent figures indicating that it had grown by a sizzling 75 percent between 2012 and 2016.
And with the region continuing to feature as an important stop on the annual calendar of leading international performers, demand for top of the rung audio and visual equipment will continue to surge.
As the third edition of Prolight + Sound Middle East readies for launch in September 2018, leading global audio visual and lighting technology brands are making a beeline for the show’s three day run in Dubai, with the view of engaging with key decision makers from this crucial region.
Apart from Abu Dhabi, Dubai, Kuwait City, Doha and Manama, which have been firmly on the international events and entertainment map for some time now, it is the coming upsurge in the Saudi Arabian market that has the international big leaguers licking their lips in anticipation.
With the Kingdom set to invest US$64 billion into creating a nascent entertainment industry as it implements the strategic initiatives of Vision 2030, the previously staid entertainment scene in the largest country in the GCC is about to undergo a metamorphosis.
According to reports, construction is already underway on an opera house in the capital Riyadh and the country is set to host as many as 5,000 entertainment events this year. Performers will reportedly include US pop band Maroon 5 and the world’s largest theatrical producer Cirque du Soleil.
Prolight + Sound Middle East’s organiser Messe Frankfurt Middle East expect this 2018 edition to be considerably bigger and brighter than the previous two editions. More than 40 exhibitors from 10 countries representing 100-plus brands are expected to line up when the show opens doors in late September.
“Prolight + Sound Middle East has attracted an enormous response from the events and entertainment technology community in the region because it fills a perceived need in the market for an event that is reflective of the enormous developmental energy that is currently driving the sector in the region,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East.
“With the Saudi market set to transform itself thanks to the implementation of a new strategic doctrine, the bubbling events and entertainment industry in the region is in for exciting times. Stakeholders and industry professionals will also be able to gain key insights into what to expect in the future and new industrial trends at the interactive discussions being hosted alongside the event,” Pauwels added.
Among those participating will include exhibitors from Canada (Stageline), Netherlands (ADJ Supply), France (Stagemaster), and the USA (Gator Cases). Meanwhile, hoping to build on past successful outings are some of the leading names such as Monacor International (Germany), Robe (Czech Republic), FBT Electronica (Italy), and Venuetech (UAE).
Roberto Mataloni, Export Manager for FBT Electronica from Italy said: “As we’re developing more business in the installation and contractor markets, we feel it’s important to be present in Dubai to meet the ever growing demand of professional products and solutions for the most various applications.
“FBT has a vast catalogue and we’re available to give proper suggestions and technical information to gain more confidence and create new relationships. Being at Prolight + Sound Middle East 2018 will allow us to track and spot the demand from the region closer, with an eye also to the eastern side of Africa as well the remote areas of Central Asian territory.
“Dubai has become a catalyst for our industry so it’s exciting to be here again and see these developments growing further,” added Mataloni.
Manufacturer of loudspeaker drivers, GP Acoustics (Celestion) from the UK will be present at Prolight + Sound Middle East 2018 with their latest wideband compression driver. Spokesperson John Paice said: “Celestion is the largest supplier of branded compression drivers to the Pro Audio market.
We supply more than 1,000 every day to the pro Audio industry. Our customers appreciate the consistency and reliability of our HF products. The company is also an industry leader in the supply of coaxial PA speakers.
“This will be the first time Celestion will showcase the Axi2050 wideband compression driver in the region. This is a truly ground-breaking product, enabling the reproduction of the audio signal from 300Hz, to 20kHz, without the requirement for a mid-band crossover,” Paice said.
Also returning this year, Robe Middle East is betting on their range of premium moving lights and LED fixtures on further catching the eye of keen trade buyers. General Manager, Elie Battah said: “Prolight + Sound Middle East is the only exhibition for our industry in the Middle East, and as such is a good platform for us to meet high quality visitors – both existing customers and potential new ones – all under one roof.
“Our new products this year will include the RoboSpot system – a series of innovative products to enhance the art of remote follow spotting; the Tarrantula which is an incredible new LED wash beam fixture; the award-winning and hugely popular MegaPointe, and the new LEDBeam 150.”
Back again this year at Prolight + Sound Midlde East is the Events Technology and Entertainment Development Forum, which will once again feature leading events and entertainment sector thought leaders sharing their inputs and discussing trends and strategies in the industry.
Workshops and interactive discussions on developing world-class events, iconic attractions and AV technology driven venues and installations are bound to grab the delegates’ interest.
