Dubai: The Fridge, an entertainment company founded in Dubai by South African entrepreneur Shelley Frost, contributes to Saudi Arabia’s vision of a bright future in the arts.
The company has recently organized a cultural event for Diriyah Nights as part of the Diriyah Season, which runs until February 22.
The event provides a platform for local and regional artists to showcase their talents.
In an interview with Arab News, the managing director of The Fridge stated that the growth of the culture and entertainment industry in Saudi Arabia has been rapid, and the Kingdom is becoming a leading destination in the Middle East.
This growth is due to the government’s vision and initiatives and the social transformation that is taking place in the country.
The Fridge has been working on events in Saudi Arabia for the past three years and consulted on the entertainment program for the Red Sea International Film Festival in December.
According to Frost, the unique aspect of Diriyah Season is its location in the historic district, where 200-year-old palm trees have been brought to life with 20,000 lights.
In addition, she sees Diriyah as the heart of the nation, where the values and heritage of the country were born.
The Fridge’s portfolio in Saudi Arabia includes:
- Entertainment for the dining experience Awna at Hegra
- A music program for the King Abdulaziz Center for World Culture in Dhahran
- A series of orchestral events in Neom.
Frost is optimistic about the future of entertainment in Saudi Arabia, saying there is positive momentum and no signs of slowing down.
The Vision 2030 national strategy is clear, and the entertainment market plays a big role.
There is also a strong focus on local and regional talent, which is already a large part of the company’s bookings and programming.