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The UK’s Biggest Music Festival Came to the UAE – Katch Everything that Went Down at Wireless Festival Middle East

by Zainab Habil | 10th April 2023 | Communication,Digital,Disruption,Public Relations,Social Media

In one of the most anticipated events in the Middle East’s concert history, Live Nation Middle East brought Wireless Festival to Etihad Park on Abu Dhabi’s Yas Island - a momentous occasion of epic proportions

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On the 11th of March 2023, anticipations were boiling over as 25,000 eager fans rushed to Etihad Park on Yas Island, Abu Dhabi, to attend Wireless Festival Middle East - an event that was mammoth in both size and stature. Headlined by the global sensation, ultimate hype man, and the king of rap and hip-hop, Travis Scott, this concert experience was set to be something that had never been seen in the UAE before. Featuring some of the biggest global hip-hop and rap sensations, energies touched the sky at this spectacular concert.

Produced by Live Nation Middle East, this epic event was Wireless’s debut in the MENA region. Originally started in the UK in 2005, Wireless music festival is a rap and urban music festival taking place every year, that focuses on hip-hop and other urban music with headliners including names like Jay-Z, Kanye West, Justin Timberlake, Rihanna, Bruno Mars, and Stormzy, among others. It is a dream to attend for fans of the genre, a sizable population of which resides in the UAE and surrounding regions.

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The 2023 season of this event was graced with a stellar line-up of the largest names from the International, South Asian, and Middle Eastern music scene, featuring artists like Travis Scott, M.I.A., Wegz, Black Sherif, Ali Gatie, King, Divine, Raja Kumari, and Young Stunners. The line-up was significant, not because of the popularity of these artists alone, but also because of what it meant to the UAE audience, some of whom are ardent fans, and finally got to witness their favourite artists perform live in the country.  

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The resounding success of the event was a testament to the growing popularity of hip-hop and rap music in the Middle East, and the efforts put in by Live Nation and Katch International to make it a success cannot be understated. Katch International played a crucial role, acting as Live Nation’s official PR and Communications partner. Our task was to generate a degree of buzz and hype that matched the scale of the event. Katch’s announcement plan for the festival was well-coordinated, reaching the right target audience through the correct channels.

M.I.A at Wireless Middle East

Between the announcement and the event, we secured coverage in tier-one media publications across the region, and the numbers speak for themselves as a total AD Value of USD 604,452.00 was generated and a total PR Value of USD 2,053,856.00. Katch also collaborated with several influencers to post pre-event weekly stories and on-site coverage, which added to the buzz around the festival. We secured interviews with artists both via Zoom and in person, allowing fans to get a closer look at their favourite performers. We also assisted in media buying with top media houses and secured over 341 clippings, published in top media publications across the UAE.

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One of the most impressive feats of Katch’s work was the coordination of on-site media interviews with several artists, allowing for exclusive access and coverage of the event. We also worked closely with all parties involved in bringing the festival to Abu Dhabi, ensuring that everything ran smoothly. Katch International was prepared for any eventuality and drafted and distributed all announcements and updates in a timely manner.

Rajakumari at Wireless Middle East

Overall, The Wireless Festival in Abu Dhabi was an unforgettable experience for everyone involved, and Katch International was proud to be at the centre of this historic evening, and moreover, to be able to create value and set a high standard for PR and Communications for events of this scale.

Check out some highlights of the event here. For more related updates and to Katch us covering similar events, watch this space!

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