Middle East aims to attract more International Music Megastars

Major international pop and rock artists such as Destiny’s Child and Enrique Iglesias, are including Middle East dates in their world tours, as demand for live music and entertainment from cities such as Beirut, Cairo and Dubai grows.

“Attracting the big names to the Middle East is only half the battle,” said Thomas Ovesen, general manager, Mirage Promotions UAE. “Promoters then have to consider issues such as logistics, marketing, sponsorship and most importantly of all, ticket sales!”

Organising, managing and staging concerts will be one of the issues to be discussed at Festivale 2005, the Middle East's first conference and exhibition for event organisers and destination management professionals, to be held in Dubai from April 24 to 26.

“The Middle East has often been neglected by big name pop and rock stars because audiences here have traditionally been small, and it is expensive to stage an event in one city for just one night,” said Ovesen, who will speak on staging concerts for international artists, during Festivale 2005.

“But the golden triangle of Beirut, Cairo and Dubai, means that they can play three major cities during a dedicated Middle East leg of a world tour, and still make money, ” he added.

Mirage Promotions, have secured ‘RnB’ megastars Destiny’s Child to play in Dubai on May 12, and have helped organize more than 500 concerts across the region for acts such as Craig David, Alicia Keys, Mariah Carey, Blue, Enrique Iglesias, Westlife and Bryan Ferry.

“The Middle East is attracting more and more international acts because of its reputation for holding successful, well attended events,” said Sabine Enthammer, executive director conferences, IIR Middle East, organisers of Festivale 2005. “But they are complex to plan, organise and manage, and require expert handling.”

Festivale 2005 will examine how major entertainment, commercial and sporting events are staged, by bringing leading international event planners, destination managers and organisers to the region. More than 30 speakers from across the globe will address the three-day event.

Speakers include, Saeed M. Al Nabouda, chief executive officer, Dubai Shopping Festival; Lisa Twomey, associate director, Sydney Festival; and Dr Hussain Al Mahdi, chairman, Gulf Global Consultancy Co and General Events Organising, Bahrain; Rod McGeoch, chief executive of Sydney’s winning Olympic Games bid, and member of the Sydney Organising Committee for the Olympic Games, will deliver the keynote address to the conference at the Dubai World Trade Center.