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10 October, 2019

Prolight + Sound Middle East to raise curtain on events evolution

Fast-paced tech changes transforming entire industry sector, say experts

Dubai, UAE: Fast paced changes in technology impacting the events and entertainment business are demanding regular reinvestment for survival, according to exhibitors lining up for this month’s Prolight + Sound Middle East, the region’s dedicated exhibition and conference for Professional Lighting, Audio & AV Technology, in Dubai.

Exhibitors believe outsourcing will become the ‘norm’ for venues as eventgoers look for greater sophistication and technology capabilities which are driving ever higher expectations.

Dubai’s Even2, which delivers and executes rigging and temporary structure event solutions, says its kinetic movement systems, which enable it to move scenic objects or lighting elements throughout a show, put the technology factor into perspective.

Its spokesperson Alex Eiben said a trend towards more unique and intimate event experiences is reshaping the industry.

“The effects of new technology are visible everywhere. Our industry is an extremely fast-moving market, technology gets old within a few years and you have to constantly invest in the newest technology and equipment if you want to be ahead of the game,” he said.

Looking to meet anticipated demand from Dubai’s vibrant event scene and the high potential of Saudi Arabia’s burgeoning entertainment landscape, Even2 has invested in expansion within KSA, upscaling its equipment stock and warehousing.

Meanwhile Taiwan’s KUPO Company says despite demand for hi-technology solutions, providers will also have to live up to the need for ‘green’ operations. The company will be at the show with an entire range of lighting, hardware, power accessories, hard cases and rigging and says ‘green’ technology will have a role to play in industry development.

“It’s good to see LED technology becoming more and more advanced because it’s power-saving and GREEN is the industry trend,” said spokeswoman Judy Huang.

Finland’s innovative loudspeaker systems manufacturer Aura Audio Oy is making its regional debut at the show with technology-driven subwoofers, processing amplifiers, software and simulation platforms and i3 installation speakers.

Company spokesman Mika Isotalo says its regional market entry will focus on “very unique sound system solutions” for installation in bars, restaurants and sports and music halls.

“Everything is being simulated these days, so there’s less trial and error for events. There’s lots of wireless activity with tablet and iPad control platforms to almost every solution, all of which makes things easier and faster,” he says.

This year’s edition of Prolight + Sound Middle East will have a strong hi-tech focus and host over 50 exhibitors from 10 countries during its three-day run at the Dubai World Trade Centre from 15-17 October.

“The show has evolved into a technological theatre of ground-breaking products and solutions which throws light on changing industry trends and innovation,” explained Dishan Isaac, Senior Show Manager of Prolight + Sound Middle East. “Such is the scale of innovation that we have segmented the show into eight product feature categories so visitors can home in on their areas of specialisation.”

Prolight + Sound Middle East features include: lighting technology; Sound + PA equipment; Projection & LED display; Laser technology & effects; stage technology; truss systems, conference & communications technology as well as equipment, infrastructure and furnishings.

Alongside the exhibition, the Events Technology and Entertainment Forum, a free-to-attend conference, will see some of the brightest industry minds from around the globe descend on Dubai, sharing their insights and expertise through tech talks, panel discussions and case study presentations.

This year marks the fifth instalment of the international network of Prolight + Sound events worldwide, and is co-located with Light Middle East 2019, the region’s dedicated exhibition, conference, and awards for lighting design and technology.

More information is available at: www.prolightsoundme.com.

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  • 2019