European live entertainment group All Things Live (ATL) has marked its latest expansion milestone with the launch of All Things Live Middle East (ATL Middle East) in Dubai Media City, a member of TECOM Group PJSC. With multi award-winning promoter Thomas Ovesen at the helm, the partnership will enable ATL Middle East to deliver best-in-class experiences across the live event ecosystem for artists, agents, managers, and fans, and secure Dubai’s status as a global entertainment and creative destination.
Previously, Ovesen’s has succeeded in bringing world-class acts such as Justin Bieber, The Eagles, Guns ‘N Roses, Jennifer Lopez, Elton John and Ed Sheeran to the region. ATL Middle East newly launched operations in the region aim to fast-track long-term plans, increase synergies, and seize new opportunities across the region. [Can we elaborate on what this means with examples]
Founded in 2018, All Things Live is considered the largest independent live music promoter in the Nordics and Belgium and now has more than 270 employees internationally. The global firm covers the full entertainment spectrum, from local Norwegian acts, Swedish musical productions, and Danish stand-up comics to stadium concerts with international artists such as Sam Smith, Green Day, Rammstein, and Eminem. It is expanding its global footprint, acquiring Belgium’s Ostend Beach Festival and Oslo, Norway-based independent festival organiser, HES in the past month alone.
The creation of ATL Middle East is the latest example of the company’s ambitious growth strategy, which has predominantly focused on Europe with offices in Norway, Sweden, Finland, Denmark, Belgium, Italy, and Holland. Under Ovesen’s leadership, ATL Middle East will benefit from strong relationships with the best-placed promoters and operators across the region and will become the go-to for talent agents and managers.
“We have watched attentively as a vibrant music and entertainment scene has grown in the Middle East with great contributions from hard-working and entrepreneurial industry leaders such as Thomas Ovesen,” said Kim Worsoe, member of the Executive Board of All Things Live Group. “When we decided to expand into the region, we were intent on partnering with Thomas, and I am excited for the future with him leading what promises to be a regional powerhouse. Anyone who loves live entertainment – whether they are music fans or our industry colleagues – should be similarly excited.”
Majed Al Suwaidi, Senior Vice President of Dubai Media City – TECOM Group, said: “Dubai’s world-class entertainment scene is set to get stronger with the arrival of ATL Middle East. Our region represents a diverse mix of music lovers across all generations, languages, tastes and genres. As part of our creative community at Dubai Media City, ATL Middle East will be able to tap into expansive and eager markets and greatly strengthen Dubai’s creative economy.”
The presence of ATL Middle East ensures artists, agents, and managers now have a strong, well-financed, and highly capable promoter contact for the region. Industry players looking to be part of the exciting future of live entertainment in the Middle East will find a partner interested in collaborating to further expand its footprint. Fans meanwhile will continue to enjoy best-in-class event experiences.
As newly appointed ATL Middle East CEO, Thomas Ovesen added: “All Things Live Middle East will help take regional live entertainment event promotions to the next level. ATL is an ambitious company with aggressive expansion plans, and together we will work to enhance not only the entertainment experiences available to fans across the Middle East, but further evolve industry partnerships and relations when it comes to looking after performers and successfully promoting their shows.”
Thomas Ovesen has long played an instrumental role in positioning the Middle East as a major destination for highly anticipated events, leading various regional entertainment and live event outfits, including most recently his own T.O.P Entertainment. With more than 20 years of promoting the best live events and top international artists in the region, he is behind major festivals such as RedFestDXB and Fiesta De Los Muertos. In 2015, he helped secure One Direction’s record-breaking performance at the Dubai Sevens Stadium, while in September 2022, he helped bring hip-hop superstar 50 Cent to the United Arab Emirates.
ATL Middle East confirmed it will announce imminently a string of major live events set to take place across the region in the coming year.