The Woman Behind The Middle East’s Entertainment Boom | SheerLuxe Middle East
SheerLuxe Podcast
SheerLuxe
4.3 • 1.1K Ratings
🗓️ 7 April 2025
⏱️ 53 minutes
🧾️ Download transcript
Summary
Welcome back to the SheerLuxe Middle East podcast. On this episode, Georgie Coleridge Cole is joined by Sonal Vara-Parmar, CEO of IAM Entertainment, the region's first female-led entertainment company. First, we discuss Sonal’s unique heritage and upbringing in Zambia, her transition from London to New York and finally to Dubai, where she has played a pivotal role in transforming the region into a global entertainment hub. Sonal also shares insights into her work with A-list celebrities like Beyoncé, Coldplay and Kevin Hart, and the importance of authenticity in talent management. She then takes us through the founding of IAM Entertainment and its mission to create meaningful connections through storytelling and cultural exchange. Finally, she reflects on the role of entertainment in shaping perceptions of the Middle East and fostering inclusivity.
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Transcript
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| 0:00.0 | Hello, I'm Georgie Corridge Cole, Shirlax's founder and CEO, and welcome to today's |
| 0:14.6 | Sherlock's Middle East Success Stories podcast. I am, well, I've been trying to make this one happen for a while, so I'm |
| 0:22.6 | particularly thrilled to be sitting down with Sonal Varra Palmer, who is a total, total powerhouse |
| 0:31.1 | and CEO of I Am Entertainment, the region's first female-led entertainment company. |
| 0:38.8 | Sonnell has been at the heart and the forefront of some of the biggest entertainment |
| 0:44.3 | moments in the Middle East from bringing A-Star talent to the region to securing multi-million |
| 0:49.3 | dollar deals and advertising for UAE government. |
| 0:53.4 | And I mean, on and on and on, you've worked with the lights of Beyonce, |
| 0:58.1 | Elish Keys, Kevin Hart, Coldplay, and you played a massive part in the region's transformation |
| 1:03.2 | as an entertainment hub. |
| 1:06.3 | Wow, where do I go from that? |
| 1:07.8 | I think I can leave now, can I? |
| 1:09.9 | No, you cannot. There's way too much to cover. I also have to thank you because you had a family wedding yesterday and you have rallied. No, you have been someone I've been wanting to talk to for such a long time and you've been so gracious and every time I've said yes but no, you've, you've been really really kind so I'm excited I'm |
| 1:28.7 | happy well you know when Chris Hemsworth is in your phone book you know it all makes sense now |
| 1:35.2 | Chris you got a big fan here anyway he's had a lot of air time on Sherlock's channels lately |
| 1:40.8 | if only he's anyway sonnell can we start off with your heritage and where you grew up |
| 1:47.5 | and a bit about your early stage? Can you set the scene for us, sort of who you are and where you're |
| 1:52.1 | from? Yeah, absolutely. I actually grew up in Zambia, Africa. Did you? Yeah, I had an incredible |
| 1:58.3 | childhood. I left to Zambia when I was 12. |
| 2:03.6 | And what took your family to Zambia? |
| 2:05.6 | You know, opportunity. |
| 2:07.6 | I really think. |
... |
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