We had a chat with Ahmed Pauwels, CEO, Messe Frankfurt Middle East regarding the new show this year.
Why did Messe Frankfurt decide to launch a Middle East edition of Prolight + Sound?
First, the location is ideal. Dubai is at the crossroads between Asia, the Middle East, Africa, and Europe, presenting the ideal gateway for manufacturing countries to network and do business with countries from throughout the wider region. At Prolight + Sound Middle East, exhibitors will have the opportunity to do all this under one roof, while at the same time learn about the latest developments, trends, and requirements of the regional professional AV, lighting, and stage production industries.
Second, the UAE, GCC, and the wider Middle East is one of the fastest growing regions in the world regarding AV products and services. Major infrastructure projects coupled with mega events such as the FIFA World Cup 2022 in Qatar and Expo Dubai 2020 are fuelling other industries such as hospitality, retail, events and festivals – all of which need the latest in audiovisual technology to enhance the visitor experience.
Third, this region is already home to a strong presence of international AV and entertainment brands. Now they have an annual platform to not only expand their business interests throughout the wider region, but more importantly to share their latest high-tech innovations that are shaping the future of an industry that is constantly evolving.
What is it in particular about the market demand / climate here in the Middle East that makes you believe Prolight + Sound ME will be well-received by the industry?
A key aspect that underlines the AV and entertainment market in this region is that end-users, distributors, integrators, and consultants all demand high-quality products.
Also new technology means product life cycles in this industry are extremely short, and so the need for a dedicated exhibition that brings the latest professional sound and lighting equipment from the world’ s leading manufacturers is critical.
This demand for high quality comes from the top-down: regional governments are keen to make a global statement when it comes to staging world-class events, developing state-of-the-art infrastructure projects, or – as is the case in Dubai – being the‘ smartest’ city in the world. This has a major impact on the audio visual and entertainment market, and the industry has a unique opportunity to respond. Prolight + Sound Middle East will allow it do just that.
Are you expecting the Middle East show to have the international reach that Frankfurt does, or will it be targeted more specifically at visitors and exhibitors from the GCC / MENA region?
Prolight + Sound Middle East is a global show that will feature international and regional exhibitors targeting visitors from the Middle East and Africa, the Indian sub-continent, South East Asia, and beyond. The show was born to let international supply meet regional demand all under one roof.
Demand for high quality comes from the top-down: regional governments are keen to make a global statement when it comes to staging world-class events, developing state-of-the-art infrastructure projects, or – as is the case in Dubai – being the‘ smartest’ city in the world.
What kind of numbers are you expecting in terms of exhibitors and visitors to the first PL + S Middle East at this early stage?
For the first edition we are planning to welcome around 80 exhibitors from all over the world, including China, Czech Republic, France, Germany, Italy, Japan, Netherlands, United Kingdom, United States, and of course, the UAE.
Are there any new show features or exhibitor zones being introduced at the ME version of PL + S?
The Middle East is of course a different market compared to Europe and this led us to adapt the concept of the show to suit specific regional needs. A key difference from the Frankfurt show is that we are introducing DJ equipment as an additional product group, focusing mainly on different manufacturer brands.
End-users are becoming more involved in the decision making process in this industry, so we’ re targeting them directly from a visitor perspective, particularly in key industry verticals such as hospitality, retail and so on.
We are also planning to have other show features such as an outdoor live demo area, and an indoor demo area, however more will be revealed closer to opening dates.
Why did you choose the October-November time slot for the debut show? How does the choice of show dates work in tandem with the industry here in the region?
When we conducted our market research, we were asked by companies to hold the show during this period. From a business point of view, October is the beginning of high-season, when buyers are planning their budget for the next installation season, and have time to search for new products and start making orders for the next season.
Aside from that, it’ s also a great time of the year when the weather is mild enough to allow us to organise an outdoor demo area for PA systems producers.
The Score Magazine www. thescoremagazine. com
37