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.
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.
Venus Brown is the executive producer, owner and CEO of Buddah Brown Entertainment, an artist management music label. In 2002 Brown became the president and general manager of will.i.am music group. In that capacity, he oversaw the production and executive produced multi-platinum albums for The Black Eyed Peas, Fergie and Macy Gray.
Elizabeth Mitchell leads Commercial & Talent for the Fashion & Beauty Division at CAA. Creative Artists Agency is the leading entertainment and sports agency representing many of the most successful and innovative professionals working in film, television, music, fashion, video games, theatre, and digital content, and provides a range of strategic marketing and consulting services to corporate clients.
Kiran Sharma is the former Global Manager of the late global icon, Prince, who she managed from 2008 to 2014. She is also owner and Managing Director of KIKIT Entertainment, a leading artist management company that stages events, tours and A-List artist celebrity bookings worldwide.
Representing Steve Harvey's philanthropic and entertainment ventures in the middle east, IAM worked closely with Mr Harvey to get people traveling, exploring and motivated to learn through his collaboration with the UAE government. Steve Harvey filmed 6 short stories on hidden gems around the UAE. Inspiring both locals and global followers, attracting million of views to his videos which went viral.
During lockdown and weeks that followed in the summer of 2020, the UAE Prime Ministers Office and Superstar Kevin Hart teamed up to uplift, and inspire the youth to look ahead. We created a engaging and unique social media competition that connected the world. The idea was inspirational, the implementation was inclusive and simple, with the execution to realise and make dreams happen showing the Impossible is Possible with the right partners.
IAM is proud to produce the first American crossover movie by Red Guerilla Entertainment. A movie produced for mainstream streaming platform and cinema release featuring a celebrity cameo cast and the largest American social media influencers. North of the 10 will have a reach in excess of 80 million views.
IAM booked and managed the very special and first of its kind, Musical Motivational performance with Superstar Alicia Keys, for the largest Edutainment Event in the Middle East. Ms Keys inspired and awed us through storytelling at her piano in a powerful performance. IAM also worked on the marketing for this 5 hours of non stop motivation, learning and listening to the best motivators in the industry where 15,000 packed the sold out Coca Cola Arena in Dubai with headliner Tony Robbins.
Ash Parmar And Sonal-Vara Parmar Of IAM Entertainment.
Sonal Vara-Parmar, Co-Founder, IAM Entertainment