The Woman Behind The Middle East’s Entertainment Boom

Welcome back to the SheerLuxe Middle East podcast. On this episode, Georgie Coleridge Cole is joined by Sonal Vara-Parmar, CEO of IAM Entertainment, the region's first female-led entertainment company. First, we discuss Sonal’s unique heritage and upbringing in Zambia, her transition from London to New York and finally to Dubai, where she has played a pivotal role in transforming the region into a global entertainment hub. Sonal also shares insights into her work with A-list celebrities like Beyoncé, Coldplay and Kevin Hart, and the importance of authenticity in talent management. She then takes us through the founding of IAM Entertainment and its mission to create meaningful connections through storytelling and cultural exchange. Finally, she reflects on the role of entertainment in shaping perceptions of the Middle East and fostering inclusivity.