About

We know what a room needs.

IRL is a Dubai entertainment agency. We book artists, programme venues and run the entertainment side of events across the UAE.

We come from the performer's side
Our team has played the sets, loaded the gear and worked the difficult 7pm slot. That is why our briefs are realistic about sound limits, changeovers and how long an act can genuinely hold a room.
We work to the venue's reality
Service times, licensing, neighbours, sightlines and power. Entertainment that ignores these gets pulled halfway through the night, so we plan around them first.
We read audiences, not trends
A hotel brunch, a corporate gala and a villa party want different things at the same hour. We programme for the people in front of us rather than what performed well somewhere else.
We are local
Dubai's calendar is specific — Ramadan, the winter season, National Day, the sporting fixtures. We plan around it because we live in it.

The working method

One point of contact, all the way to the last set.

The person who takes your brief is the person on site. Nothing gets handed to a coordinator who has never met the act or walked the venue.