As part of its efforts to grow the Middle East's leisure and entertainment sector, Fever has collaborated with Entertainment.
Fever has officially begun a strategic partnership with Dubai-based global entertainment firm PME Entertainment (PME). As part of this collaborative agreement, Fever will be PME’s primary technology partner for its upcoming Qawwali World Tour which is also set to make an appearance in the UAE in Q4.
This 2023 showcase is set to kick off in Paris, France on June 8 before making several stops in more than 30 cities, including Dubai. World-renowned singer, Ustad Rahat Fateh Ali Khan, will take centre stage to bring global audience members a transcendental set. The South Asian superstar, and nephew of Qawwali maestro Nusrat Fateh Ali Khan, is famed for his performances and messages of love, peace, and spiritualism. Fever and PME will announce other stars in the near future.
Fever’s collaboration with PME is part of its efforts to grow the Middle East’s leisure and entertainment sector. The regional industry is witnessing increasing governmental support with billions of dollars being invested into new and refined destinations. Saudi Arabia and the UAE have particularly demonstrated their interest in building up their leisure and entertainment capabilities; the former is investing $64bn in its industry through 2030 and the latter’s efforts are currently resulting in an annual growth rate of 9.7%.
Commenting on the agreement, Rachid Laurent Elameri, General Manager for Fever Middle East, said: “With major cities like Riyadh and Dubai aiming to establish themselves as the premier hub of economic activity in the Middle East and North Africa (MENA), we are taking actionable steps to support these efforts. Our partnership with PME Entertainment is strengthening leisure and entertainment in the region, especially when considering that MENA experienced a 35% growth in music revenues in 2021 and its music industry is the fastest-growing global market.”
Salman Ahmed, Founder & Worker of PME Entertainment, added: “This is the beginning of a new era for artists across the subcontinent. Collaborating with Fever will enable us to replicate the same formula that has propelled other leading artists to new heights and brought about the best of concert experiences to their audiences. Artists stand to benefit greatly as it allows them to work with one global player, instead of dealing with several promoters or organisations.”
As Fever and PME bring the booming Qawwali music scene to venues worldwide, both organisations are expected to soon announce world tours with other artists as well.
