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.
Ash Parmar And Sonal-Vara Parmar Of IAM Entertainment.
Sonal Vara-Parmar, Co-Founder, IAM Entertainment