In an electrifying finale last week, Ed Sheeran headlined an impressive lineup of over 20 diverse artists at Abu Dhabi’s Etihad Park during the inaugural Off Limits Music Festival. This groundbreaking event aims to establish itself as the premier music festival in the Middle East, offering an exciting blend of genres and experiences for music lovers.

The festival showcased a variety of acts, including the popular bands OneRepublic, Kaiser Chiefs, and Faithless; renowned Ukrainian techno and house music duo ARTBAT; the talented Iranian-Dutch singer-songwriter Sevdaliza; and the beloved Filipino folk-pop group Ben&Ben.

Initiated by Sia Farr, the visionary founder of Concept Eleven Entertainment, a prominent events management company in the Middle East, the festival was two years in the making. A pivotal moment came when the team secured the expertise of Florian Wieder, a celebrated stage designer known for his work on major events like Eurovision, WrestleMania, and Adele’s residency in Munich. With Wieder on board, trust was established, allowing Ed’s management to feel confident in the festival’s execution.

In an exclusive interview with Variety, Farr discusses her ambition to pave the way for a thriving live music scene in the Middle East and her aspirations for the Off Limits festival’s future.

Unveiling the Vision: The Birth of Off Limits Festival

Our goal was to create something that resonates with local culture while achieving global recognition. We envisioned a festival that could attract audiences not only from the region but also from around the world. The Middle Eastern market is rich in diversity, trendsetting, and has a touch of luxury, which was our initial inspiration. Furthermore, I wanted to demonstrate that our region is capable of producing high-quality content and attracting top-tier talent. Florian Wieder embraced this vision wholeheartedly and began crafting a production that elevates our cultural offerings with a futuristic perspective.

The Journey to Securing Ed Sheeran as the Headliner

The process of securing Ed Sheeran as our headliner was lengthy yet rewarding. I dedicated over two years to nurturing relationships within the industry. While we have been actively involved in the live music scene, it is rare for a top-tier artist to commit to a festival in its inaugural year, especially in a region that has struggled with its reputation for quality production. This festival aims to change that narrative. Thankfully, our persistence paid off, and Ed’s management eventually placed their trust in our vision and the project as a whole.

Enhancing Sheeran’s Performance: Crafting an Unforgettable Experience

Ed Sheeran’s performance was designed to be a captivating solo showcase. Our vision was to create an immersive stage experience that rivaled his world tour setup, which featured a stunning circular stage. A significant highlight of this performance was Ed’s recent release of the new track, “Azizam,” which has Persian influences. Given the strong Persian community in the UAE, this addition was vital in drawing a substantial audience from that demographic, making it a milestone event.

Exploring the Dynamic Lineup: A Fusion of Global Talent

We aimed to ensure that our lineup represented the essential demographics that resonate with our audience, particularly the indie rock genre. Therefore, securing Kaiser Chiefs and Faithless was crucial. Faithless delivered an impressive performance, while OneRepublic truly captivated the crowd, arguably stealing the show. For our opening acts, we included Ben&Ben, a widely celebrated band from the Philippines, highlighting our commitment to supporting the Filipino community and showcasing their talent alongside world-class artists. We also featured Sevdaliza, the Persian-Dutch artist, as part of our initiative to promote regional and international talents who are ready to ascend to greater heights. Additionally, Zeyne’s presence was significant, especially given the current global situation, as we wanted to extend our support to Palestinian artists by including them in our lineup. Zeyne’s growing success in recent years was further recognized when Ed decided to include her as an opening act for the remainder of his tour in Bahrain and Qatar, marking a significant achievement for her career.

Positioning Off Limits within the Evolving Music Landscape of the Region

The Off Limits Festival has emerged as the largest single-day music festival in the UAE, demonstrating the market’s appetite for high-quality entertainment when provided with the right content. Since the post-COVID era, the UAE has experienced a cultural renaissance, developing a more established and layered scene that embraces a myriad of cultures. This evolution has opened doors for various segments of the market to support a wide range of musical talents. While Mdlbeast from Saudi Arabia is currently leading in terms of scale and budget, our vision is to grow in a sustainable manner over time. It’s noteworthy that even before the festival’s inaugural year, Off Limits attracted significant interest from international markets such as India, Singapore, Thailand, China, and the Far East, with aspirations for future events in those regions. Every festival dreams of expanding internationally, and I never imagined we would garner this level of interest even before our first event. We are incredibly grateful for the success we have achieved so far.

This interview has been edited and condensed for clarity and brevity.