‘It’s Been One Of Our Most Active & Rewarding Years Yet’: Q’s With James Craven, President, Live Nation Middle East

When most of the live biz in the U.S. UK and Europe winds down for Christmas – or at least attempts to – it’s peak event season in the Middle East’s Gulf region.

And, speaking with the professionals on site, it becomes clear that 2025 has been another busy and successful year for live events. Regions outside of the main event hubs in the UAE, like Abu Dhabi and Dubai, or Saudi Arabia, are slowly but surely becoming a part of a real circuit.

While international touring artists drive a lot of momentum, local talent and emerging artists in regional markets are, too. Live Nation Middle East celebrated a landmark year thanks to both, and president James Craven told Pollstar all about it.

Pollstar: How would you describe the state of business at Live Nation Middle East as we approach the end of 2025?
James Craven: 2025 has been a landmark year for Live Nation Middle East. We’ve continued to scale across the region – with markets like Egypt and Kuwait seeing particularly strong growth – and delivering across music, comedy, and family entertainment. Some great highlights include Fluffy and Saint Levant in Kuwait and Michael Bublé and Cairokee in Egypt.

The shift from one-off events to interconnected touring routes has deepened our relationships with artists, fans, and local partners alike. It’s been one of our most active and rewarding years yet, and that reflects both the maturity of the regional market and the strength of our team.

What’s your outlook on 2026 (and beyond)?
We’re heading into the new year with momentum. Our focus remains on building out full-scale regional touring circuits that connect markets across the Middle East and North Africa in a way that mirrors established touring ecosystems in Europe and North America.

Saudi Arabia will continue to be a key growth driver, where we’re developing distinctive live experiences tailored to local audiences and cultural trends. We’re also investing in emerging artists to help them establish their fanbases here early, which is critical to building a sustainable pipeline of future headliners for the region.  

Any trends that stand out to you in the region?
Audience tastes across the Middle East are evolving rapidly. While mainstream pop and rock remain strong, we’re seeing real growth in alternative, indie, and nostalgia-driven acts like LANY, Glass Beams and Air Supply. There’s also an appetite for homegrown and regional talent. Fans are no longer just consuming global culture; they’re helping to shape a regional identity for live music, and that’s incredibly exciting for the industry here.

What’s the fans’ purchasing culture like? Are they waiting until close to show date to buy tickets? How far in advance do you go into presale?
It varies by artist, but for major global acts, demand remains immediate and intense – Coldplay and Linkin Park, for instance, sold out within hours of going on sale. Artists like LANY have also demonstrated strong early traction, showing the market’s growing diversity. That said, the region still leans toward being a late-buying market, so we’re working on educating fans about the benefits of early purchase.

Is there strong demand for VIP or premium experiences?
Absolutely. Audiences in this region value premium experiences, whether that’s early entry, meet-and-greets, or upgraded hospitality. Comfort, access, and exclusivity are all major drivers of fan engagement here, and we can see that in the consistently strong VIP uptake.

What challenges remain to your day-to-day business? What opportunities do you identify?
Our biggest opportunity lies in developing the next generation of artists and expanding genre diversity. As more emerging and regional acts take the stage, the music scene becomes richer, more sustainable, and more reflective of the Middle East’s culture.

Please name one event you’ve witnessed this year that stands out to you – for whatever reason you choose.
Coldplay in Abu Dhabi was a defining moment for live entertainment in the Middle East. It was the largest four-day single-artist event ever staged in the region, welcoming over 200,000 fans. Beyond the scale, it showed how the UAE’s connectivity, infrastructure, and hospitality make it a global destination for major touring artists. It set a new benchmark for what’s possible here.

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