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It’s not just about Talent Management, it’s about Brand Management.

For over a decade we have stayed true to our roots. Refusing to be bought out, we are a dedicated and fully immersive entertainment boutique agency. Our hospitality background teaches us to serve first. Working at the forefront of some the greatest events and shows around the world for the last 25 years, we have created unforgettable moments, building dreams and bringing you the biggest stars on the planet to deliver your message. IAM has built up a network of entertainment industry experts on speed dial. Personal and direct access to A-List talent allows us to respond faster, deliver bigger, ensuring your brand’s legacy is at the forefront of every piece of content, each live event and every campaign.

We work today for tomorrow.

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Strategy + Consultation
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Live Events
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Brand Integration
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Talent Representation + Booking
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Movie Production + Content Creation
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Sonal Vara - Parmar


An entertainment industry expert with over 20 years of international experience, Sonal has built IAM entertainment into a regional powerhouse. Leading IAM to many firsts for the Middle East, including the ground breaking Atlantis hotel opening, the Middle East’s first and largest K-POP event, and viral celebrity campaigns through the pandemic, Sonal has taken Entertainment Brand Building to new heights growing IAM as a leading agency for strategic brand positioning, live events and shows, brand management, celebrity endorsement and film production.

Her illustrious client list includes the UAE Prime Minister’s Office, where she advises on soft power initiatives, Expo2020, Vogue Arabia, Qatar Airlines, Etihad Airlines, Dubai Tourism, Dubai World & Atlantis.

Ash Parmar

Managing Partner

As Partner and Managing Director of IAM Entertainment, Ash Parmar having built his credentials in the venture capital space has along with CEO Sonal Vara-Parmar built IAM into a live concert and entertainment power-house in the Middle East.

Having led IAM’s recent multi-million dollar funding round to further enhance it’s position as the leading agency in the Middle East for both direct access to A list celebrity talent and brokering live concert shows, Ash manages across IAM’s four divisions - Live Shows, Talent Representation and Endorsements, Film and TV production and most recently founded IAM Cap - the venture arm of IAM Entertainment to build bridges between international talent and VC to secure funding from sovereign wealth and family offices in the Middle East.

our highlights


Ash Parmar And Sonal-Vara Parmar Of IAM Entertainment.


Meet The Power Couple Redefining The Entertainment Landscape Within The Middle East

Sonal Vara-Parmar, Co-Founder, IAM Entertainment

Zawya.Com (Source)

IAM Entertainment Agrees Multi-Million Dollar Funding

Our Clients

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