In direct contrast to many of the world's more mature markets, which are relatively static in terms of business potential, the Middle East musical instrument and accessories industry is currently in a period of explosive growth which many industry experts see as just the beginning. Populations are rapidly increasing across the region - with musical education a mandatory part of the schools curriculum in the Middle East and governments totally committed to boost their tourism and hospitality sectors, it's no wonder that the region is now of major importance to the global music industry.
Having identified the need for a highly focused trade show for the industry, IIR Exhibitions launched MUSAC in 2005 as part of PALME, the Middle East's professional sound, light, music, audio visual & systems integration exhibition. MUSAC 2005 was the region's first ever showcase of musical instruments and accessories, featuring many of the world's leading manufacturers and the region's key distributors.
"The success of the soft launch of MUSAC at PALME 2005 was way beyond our expectations," said Jonathan Gadalla, Project Manager - MUSAC, IIR Exhibitions. "The response from exhibitors and visitors was highly enthusiastic - remarkably, for a soft launch event, it became, virtually overnight, a must attend event on the music industry trade show calendar. As a result of this, MUSAC 2006 features even more of the most famous brand names from the international music industry."
"By way of an indication of the pace of the Middle East market, we have opened two new schools plus a new warehouse and two showrooms for Yamaha in the last few months," said Tyler Smith, Director, PMI (Popular Music Institute) - Representative, Trinity College London
and Representative, Rockschool UK.
The comprehensive product range on show includes all types of musical Instruments (brass, classical, stringed, percussion, wind, ethnic and modern), Music Accessories, Music Software, Music Components and Hardware, Merchandising and Retail Support, Music Publications and Musical Instrument Bags and Cases. Organisers IIR have drawn on the success of their deep music industry experience through the CALM Expo in Beijing, China, PALA Exhibition and Conference in Singapore and WASBE (The World Association of Symphonic Bands and Ensembles) Conference to further develop and enhance MUSAC.
One of the exciting new features at this year's MUSAC is the UK Pavilion. Organised by the MIA (Music Industries Association), this will feature the very latest ranges of musical instruments and accessories available from companies based in the United Kingdom, including Barnes & Mullins, Burns Guitars, Carlsbro Electronics, European Music Company, Hiwatt, Rotosound and John Hornby Skewes. "We're delighted to see such a major participation from the UK - the level of governmental support that the exhibiting companies have received via the MIA underpins the strength and effectiveness of the event, as well as the international recognition of the potential that the Middle East offers." added Gadalla.
The list of exhibitors is a veritable who's who of the global music industry, featuring AKG, Boss, Casio, Denon, EVI Audio, Fender, Ibanez, Kawai, Korg, Marshall, Paiste, Peavey, Premier, Proel, Roland, Sennheiser, Shure, Steinberg, Technics, Yamaha and Zildjian to name but a few. Leading Middle East dealers and distributors taking part include AKM Music Centre, AVL Electronics, Desert Beat, Dubai Chamber Orchestra, Mediacast, Music Mart, The School of Audio Engineering (Dubai), Techniline Electronics, Thomsun Trading, Triangle, VV & Sons and ZAK Electronics.
"MUSAC works on a number of levels through the industry," said Gadalla. "It has been designed specifically to have wide appeal and relevance, and our visitor audience this year will comprise a diverse mix of instrument importers, dealers, distributors and retailers, music schools and academies, musicians, composers, orchestras, bands, studios, music teachers, government establishments, departments of culture, educational establishments, event organisers and hotels, bars and restaurants."
MUSAC is significant not only for the fact that it is the only show of its kind in the Middle East, but the quality of the interaction between exhibitors and visitors. "Visitors to the show will be able to see the latest musical instruments and accessories, keep up to date with the latest technologies, meet new and current suppliers, international manufacturers, regional dealers and distributors." added Gadalla. "In addition, they will have the opportunity to meet and network with leading experts from every area of the music industry, face to face."
Key to the development of any market, education will play a pivotal role at MUSAC 2006, and a dedicated master class and range of free to attend industry seminars will be held alongside the exhibition. Covering a wide range of topics, these sessions will be hosted by some of the world's leading authorities.
MUSAC is supported by the SAE, who see the Middle East as a rapid and upcoming market for media content development as the tourism, leisure, broadcasting, internet & telecommunication and entertainment business are today growing at the fastest rate anywhere in the world.
"Internationally acclaimed players in the media and creative technology industries have already established themselves here with world class facilities. As an education provider, we have been aware of the important need for professional education for niche media and creative technology market in this part of the region." said V.Kumar, Assistant Regional Director, SAE Asia Pacific and Middle East.
"The growth of the industry and developments in technology mean that content development for these technology and entertainment gateways are already in great demand." he added. "This creates massive potential for media and creative related careers - fresh talents with sound technical skills and creative knowledge will be in huge demand around the region, thus education becomes a paramount factor in creating a skilled and knowledgeable workforce."
Developed over 30 years, SAE courses are focused on delivering solid practical training through innovative teaching techniques as well as the provision of full access to state-of-the-art equipment thus giving SAE students the winning edge in the international audio, film and new-media industries. SAE established it's first institute in this region last October, and with a rapidly increasing international demand for specialised media and creative technology training programmes, has identified Dubai Knowledge Village as a world class strategic hub location for the first of a number of proposed Middle East campuses that will offer a full range of creative media programmes at Certificate, Diploma & Degree levels either individually or in conjunction with its global partner, Middlesex University.
Organised by international exhibition and conference organisers IIR, MUSAC 2006 is part of PALME, the Middle East's premier professional sound, light, music, audio visual and systems integration exhibition, and takes place at Dubai International Exhibition Centre from April 23-25, 2006.
-Ends-
For further information, please contact:
Neil Tyrer; Partner, Integra - Integrated Marketing Communications
Office #502, 5th Floor,
CNN Building,
Dubai Media City,
Dubai,
United Arab Emirates
t: +971 4 3672886,
f: +971 4 3661076,
m: +971 50 6532854
e: Neil.tyrer@integramarcoms.com
www.musac-online.com
© Press Release 2006
