Top international players in the professional audio-visual (AV) and entertainment equipment sectors are looking at the Middle East as a key growth market, as they gear up for the upcoming Prolight + Sound Middle East show in Dubai, UAE.

Organised by Messe Frankfurt Middle East, the event is the region’s premier international trade and networking event dedicated to technologies and services for the entertainment, events, creation and media industries.

It will run from October 31 to November 2, at the Dubai International Convention and Exhibition Centre.

Economic development fuelled by upcoming mega events and investments into hospitality, education and commercial infrastructure has had a positive impact on the professional AV and entertainment industries, with suppliers keen to tap into a Middle East region which has been highlighted among largest markets globally, said a statement.

The biggest names in the business, including Martin Professional, a Danish manufacturer of stage and architectural lighting along with effects fixtures; and German company Sennheiser, which produces consumer and professional audio electronics, are among those that have their sights set on robust regional growth over the coming years, it said.

The two companies are also the first to sign on as founding partners and headline exhibitors at the inaugural edition of the event, it added.

Mig Cardamone, director of sales and marketing at Sennheiser Middle East, said: “There has been consistent, double-digit growth in our business since our Middle East office was established in in 2009.”

“With mega events such as the Dubai Expo 2020 and the Qatar World Cup in 2022, the region is rife with opportunity and we expect to maintain steady growth momentum over the next five years,” he added.

Cardamone further noted that some of Sennheiser’s Middle East projects, such as the upgrade of microphones and audio systems at the giant mosque in Makkah, Saudi Arabia – have been among the company’s largest globally.

“The event gives us a chance to connect with our regional customer base, and offer our support and services to all the users, broadcasters and integrators of our products.”

“We can place our latest products in the hands of our longstanding supporters, and with so many industry players participating, it’s also a great opportunity to secure new leads and evaluate new partners,” he added.

Additionally, Cardamone’s positive sentiment is shared with Nour Assafiri, CEO of Martin Professional Middle East, who said its regional business typically grows by 20 per cent every year.

“Martin Professional Middle East is the largest market for (parent company) Harman worldwide,” said Assafiri.  

“Overall we control almost 80 per cent of the effect lighting market in the UAE, and with ongoing economic development in regional countries, there’s a lot of potential,” he said.

“We’re supplying the effects lighting for the Bluewaters Island project, a multi-purpose development for entertainment, hospitality, residential, and retail zones at the end of Jumeirah Beach in Dubai. In Qatar, our focus is on stadiums and arenas, while Saudi is more into stage for auditoriums. It depends from one country to the other,” observed Assafiri.

“The entertainment and lighting market is very important to us, both in the UAE, as well as the wider region. The upcoming event will help us to meet our existing clients, connect with industry colleagues, and educate the market on our latest products,” he added.-TradeArabia News Service