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Manufacturers look to the future at debut PL+S Middle East show

Martin Professional and Sennheiser are leading the influx of manufacturers signing up to exhibit at the inaugural edition of Prolight + Sound Middle East, as pro audio and AV companies look to the region as a key growth market.

The Middle East region has grown into one of the largest markets for the pro AV and entertainment industries, which has led some of the biggest brand names to target strong regional growth over the coming years.

Organised by Messe Frankfurt Middle East, the first Prolight + Sound Middle East will take place from 31 October to 2 November 2016 at the Dubai International Convention and Exhibition Centre and feature technologies and services for the entertainment, events, creation and media industries.

Other big names set to exhibit include Adam Hall, NEXT–proaudio, and Bosch.

“There has been consistent, double-digit growth in our business since our Middle East office was established in 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 and we expect to maintain steady growth momentum over the next five years.”

Cardamone said some of Sennheiser’s Middle East projects, such as the upgrade of microphones and audio systems at Masjid al-Ḥarām, the world’s largest mosque in Mecca, Saudi Arabia, have been among the company’s largest globally.

Now Sennheiser is looking for more success in sectors such as hospitality, broadcast, and business services, as it prepares to showcase its latest product portfolio at Prolight + Sound Middle East 2016.

“Prolight + Sound Middle East 2016 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,” added Cardamone. “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.”

Nour Assafiri, CEO of Martin Professional Middle East, who said its regional business typically grows by 20% every year, added: “Martin Professional Middle East is the largest market for (parent company) Harman worldwide. Overall we control almost 80% of the effect lighting market in the UAE, and with on-going economic development in regional countries, there’s a lot of potential.

“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.

“The entertainment and lighting market is very important to us, both in the UAE, as well as the wider region. We need a professional show such as Prolight + Sound Middle East to meet our existing clients, connect with industry colleagues, and educate the market on our latest products.”

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, explained: “Prolight + Sound Middle East presents the ideal gateway for international AV and entertainment equipment manufacturers to network and do business with visitors from throughout the wider region, while at the same time learn about the latest trends and requirements of the regional professional AV, lighting, and stage production industries.

“The Middle East is one of the fastest growing regions in the world for AV products and services. Major infrastructure projects coupled with mega events are fuelling other industries such as hospitality, retail, events and festivals – all of which need the latest in AV technology to enhance the visitor experience.”

Prolight + Sound Middle East 2016 is expected to feature more than 80 exhibitors, and includes Stage On, an outdoor live demo area for PA and AV systems; and Music Corner, a specialised area dedicated to musical instruments and DJ equipment.

Prolight + Sound Middle East