Dubai World Trade Centre, DWTC, has signed a Memorandum of Understanding with Los Angeles-based live content creators, FiveCurrents, to deliver new entertainment events in the UAE, through DXB Live, the experiential arm of DWTC.

The MoU was signed at DWTC by Khalid Al Hammadi, VP – Live Events & Experience, DWTC, and Scott Givens, President and CEO, FiveCurrents in the presence of Helal Saeed Almarri, Director-General of Dubai World Trade Centre Authority.

The partnership allows DWTC, the leading events venue and organiser in the MENA region to continue to strengthen its commitment to being at the forefront of producing cutting-edge and immersive live experiences. This is also in line with the entity’s strategy of delivering ‘Destination Dubai’ with the aim of attracting tourism to the city by providing world-class events paired with integrated end-to-end services.

Speaking on the occasion, Al Hammadi said, “We are very pleased to partner with FiveCurrents, a world-renowned creative force. Events play a key role in boosting economic activity, creating innovative experiences, and sparking real connections. FiveCurrents’ global experience and expertise will enhance our collective capability to deliver live experiences that excite, captivate, attract new audiences and exceed entertainment expectations.”

Scott Givens added, “The UAE and the Middle East are very exciting, dynamic markets for global events and entertainment. We are delighted to be collaborating with DXB Live as we share similar core values in the pursuit of creative excellence and flawless execution. Together, we have formed a solid and unique collaboration, combining our respective national and international expertise, to create and deliver authentic, world-class events and experiences in the UAE. Powerful performances draw global attention, and we look forward to playing a role locally in diversifying the industry.”

DXB Live brings together top industry experts to produce creative concepts elevated by strategic marketing and high-end productions. Since its inception in 2016, it has been the force behind several bespoke events both locally and globally.

FiveCurrents is one of the world’s premier creators of live content, which captures the power of human emotion to craft unforgettable experiences. The company has produced Olympic ceremonies from London to Sochi, regional games ceremonies on four continents, national anniversaries and iconic New Year’s Eve celebrations, reaching a total of 20 billion people worldwide. Additionally, it has achieved numerous industry accolades, including 14 Emmy Awards (and 29 nominations) and 60 Telly Awards.