The Fridge Takes Centre Stage in Regional Performing Arts Scene with Move to Alserkal Avenue

Opening of new premises will be celebrated during Alserkal Avenue’s ‘open house’ event on 10th September, featuring a special preview of Kalubela show & a performance by international Hip-Hop recording artist The Narcycist

Dubai, United Arab Emirates August 2012 – The Middle East’s leading artist and music management company, The Fridge, is expanding its role in the region’s performing arts sector by moving to new, larger premises at Alserkal Avenue.

The company will be the first performing arts organization based at Alserkal Avenue, which is home to a growing cluster of Dubai’s creative businesses, conveniently located behind Times Square Shopping Mall close to the Sheikh Zayed Road.

The Fridge has been based in Al Quoz since its inception in 2007. The move to Alserkal will signal a new chapter for the rich and diverse programming the city has grown to expect from The Fridge, such as its Concert Series. It will also mean expansion of its space and facilities regularly used by musicians and the wider performing arts community, to include a larger stage and performance space as well as private practice rooms for rehearsals.

Shelley Frost, Founder of The Fridge, said: “With our portfolio now spanning more than 100 artists and acts and the programming of our space reaching new and culturally connected audiences, it is important for The Fridge to be based in a more central location. Alserkal reflects our commitment to promoting locally-based musicians, of supporting the region’s burgeoning performing arts scene and further enabling The Fridge to work side by side with others in the creative sector. Alserkal Avenue is evidently committed to the growing arts scene and has emerged to be a vital and diverse area of the city. The Fridge is proud to be joining the Alserkal district and in particular to be the first performing arts organisation to locate there”

To celebrate its arrival The Fridge will join Alserkal Avenue’s open day event on 10th of September, and will feature a preview performance of the highly-anticipated Kalubela show, due to be staged in Dubai in October. The preview will give visitors an exclusive glimpse of the show, featuring acts drawn from a wide range of talent including vocalists, dancers and aerialists. Frost added: “Our open house invitation is extended to everyone, from people who are already immersed in the local performing arts scene to those interested in seeing the region’s leading musicians and performers close up.”

From its new premises, The Fridge will be able to serve the needs of a wide range of music and dance aficionados by hosting classes, regular concerts, rehearsal sessions and workshops. It will also continue to spearhead high-profile corporate entertainment from concept to artistic direction and production.

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