Prolight + Sound Middle East show awaits top global firms

Nour Assafiri

International players in the professional audiovisual (AV) and entertainment equipment sectors are looking to the Middle East as a key growth market, as they turn to the region’s industry trade show in Dubai.
Economic development fueled by upcoming mega events and investments into hospitality, education and commercial infrastructure has had a positive impact on the pro AV and entertainment industries, with suppliers keen to tap into the Middle East region, which they say is among their largest markets globally.
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.
They’re also the first to sign on as founding partners and headline exhibitors at the inaugural edition of Prolight + Sound Middle East, which takes place from Oct. 31 to Nov. 2, at the Dubai International Convention and Exhibition Centre.
“There has been consistent, double-digit growth in our business since our Middle East office was established in 2009,” said Mig Cardamone, director of sales and marketing at Sennheiser Middle East. “With mega events such as the Dubai Expo 2020 and the Qatar World Cup in 2022, the region is rife with opportunity.”
Cardamone said some of Sennheiser’s Middle East projects, such as the upgrade of microphones and audio systems at Masjid Al-Haram — the world’s largest mosque in Makkah, Saudi Arabia — have been among the company’s largest globally.
Cardamone’s upbeat sentiment is shared with Nour Assafiri, the CEO of Martin Professional Middle East, who said its regional business typically grows by 20 per cent every year.