Business of music strikes a chord at SEF 2025

Sharjah 24: The Creative Stage on the first day of Sharjah Entrepreneurship Festival (SEF) 2025 hosted riveting discussions on the business of music. Across insightful discussions and live performances, three sessions offered an in-depth look at the evolution of the music industry in the region, uncovering opportunities and challenges for both artists and entrepreneurs.

The sound of success: How the Fridge Dubai shaped the region’s music landscape

Kicking off the conversations was Shelley Frost, Founder and Director of The Fridge Dubai, the UAE’s first dedicated platform for local musical talent. In a session titled ‘The Sound of Success: Creating a Music Ecosystem That Inspires’, moderated by renowned radio presenter Big Hass, Frost shared her remarkable journey of transforming Dubai’s live music scene since launching The Fridge in 2007.

“When people passed uninformed remarks about UAE’s cultural capacities, I vehemently disagreed,” Frost said. “Culture comes from the people, not a specific place. You just have to know where to look. That belief became the foundation for The Fridge, and 18 years later, it’s still incredibly relevant.”

Recalling the early days, Frost described Dubai’s music scene in 2007 as limited to hotel ballrooms and cover bands, with original music struggling to find a foothold. “A platform for true creative expression was waiting to be found,” she said. “Now, we have a thriving metal and hip-hop movement, as well as a strong jazz and indie scene. More than ever, corporate clients are seeking original voices with distinct artistic visions.”

On launching a music startup, Frost offered simple but powerful advice: just start. “In some fields, like tech, you need to raise funds first. But with a creative idea, the key is to take that first step,” she said. “For years, I kept thinking ‘someone should do this.’ Then I realised I was that someone.”

Her final message? Embrace failure. “Failure is your friend. You’ll learn so much along the way.”

Navigating regional growth: Yango Play’s super app strategy

The next session, ‘Behind the Curtain on MENA Expansions’, featured Roman Shimansky, MENA Region Director of Yango Play, who shed light on the company’s regional growth strategy. Addressing why Yango Play opted for a super app model instead of a traditional streaming service, Shimansky noted shifting consumer habits.

“People have limited free time but endless choices, often getting stuck in a loop of scrolling without deciding what to watch,” he said. “With Yango Play, we built a single platform that eliminates decision fatigue and makes entertainment seamless.”

The app, launched during Ramadan 2024, saw rapid growth in the region, underscoring the demand for integrated, intuitive entertainment platforms.

Music, memories and the journey: A live performance by Music Travel Love

Bringing the day to a close, Canadian duo Music Travel Love captivated audiences with ‘Music, Memories, and the Journey’, a session blending live performance with storytelling. The duo shared personal experiences behind their music, offering the audience a deeply immersive and emotional experience.

The Creative Stage at SEF 2025 continues to serve as a hub for thought leadership, artistic expression, and industry insights, inspiring the next generation of creatives to innovate and thrive. The two-day festival, hosted by Sharjah Entrepreneurship Center(Sheraa) at the Sharjah Research, Technology, and Innovation Park (SRTIP), is held under the theme “Where We Belong.”