The Producers of Atlantis The Royal

Beyoncé Live

We are the alchemists creating cultural shifts in the Middle East
We are the alchemists creating cultural shifts in the Middle East

Unleashing Iconic Brilliance

Unleashing Iconic Brilliance

Forbes
  • 1
    Live
  • 2
    Brand Partnerships
  • 3
    Production

Atlantis The Royal Grand Reveal

Beyoncé Live

“Beyoncé was inspired to partner with leading women entrepreneurs and teamed up with IAM entertainment to bring the unforgettable spectacle to life.”

- Harper’s Bazaar -

This is how we create magic on the global stage

This is how we create magic on the global stage

Explore

We lay the groundwork for a well-informed approach through research, ensuring that every decision is rooted in a solid foundation of knowledge and understanding.

Ideate

Our team of creative visionaries transforms ideas into captivating concepts that push boundaries and enchant audiences.

Plan & Design

Precise planning and thoughtful design ensure every aspect of the project is strategically crafted for success.

Refine

Continuous refinement and feedback-driven improvements elevate our work to new heights of excellence.

Execute

With precision and expertise, we bring our meticulously crafted vision to life, delivering unforgettable experiences that exceed expectations.

The

Driving Force

Sonal Vara-Parmar

Founder & CEO

With 20+ years of experience, Sonal has led IAM Entertainment to regional prominence, achieving milestones such as the Atlantis hotel opening, the region's first K-POP event, and viral celebrity campaigns.

Her leadership has made IAM a top agency for brand positioning, live events, and celebrity endorsements, with clients including the UAE Prime Minister’s Office, Expo2020, and major airlines.

Ash Parmar

Managing Partner

As Partner and Managing Director, Ash Parmar has joined forces with Sonal to make IAM a leading entertainment agency in the Middle East. He led a multi-million dollar funding round, strengthening IAM's role as the top hub for A-list talent and live concert brokerage.

Ash oversees IAM’s four divisions and IAM Cap, the venture arm linking international talent with Middle Eastern VC funding.

We are

Trusted By

Headlining

in the press