IAM Entertainment, has brought some of the world's most iconic names in Entertainment to life on stage and screen across the Middle East. Over the last decade, we've helped shape Entertainment across the Middle East - IAM has been behind the region’s biggest concerts, high-impact brand partnerships, and global film & TV productions.

IAM delivered Beyoncé at Atlantis The Royal, Kevin Hart for his first ever stand up show in Qatar, as the exclusive headline talent partner for Expo2020 we delivered Coldplay, Alicia Keys , The Black Eyed Peas in Dubai & Mariah Carey for a groundbreaking show in Al Ula, Saudi Arabia.

IAM Entertainment also specialises in securing exclusive brand ambassadorships by directly negotiating talent contracts, aligning creative deliverables with strategic brand goals, and managing the full execution—from initial agreement to final content production.

We don't just connect talent with brands; we manage every step of the partnership. 

From defining the deal structure and negotiating fees to overseeing timelines, creative direction, and production logistics, IAM ensures that every collaboration is seamlessly delivered, on-brand, and impactful. 

IAM is proud to be the name behind campaigns such as Chris Hemsworth as the face of Abu Dhabi, Kevin Hart in an all new fleet wide roll out of a hilarious but saftey first airline saftey video and Steve Harvey for his first ever campaign for the UAE. 

Our focus spans across our four divisions: Live Events, Talent Representation, Brand Campaigns, and Film & TV Production creating major content for Apple TV+ and Netflix and our latest addition to the IAM umbrella IAM Cap, the venture arm of our company that connects international AAA list celebrity and their brands with strategic capital across sovereign wealth and family offices.

IAM Entertainment

Sonal Vara-Parmar

This department oversees the vision and direction for creative projects and initiatives.

Creative Leadership

This department provides strategic direction and oversight for the organization.

IAM Entertainment

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Creative Leadership

Executive Leadership

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