Within the pages of our sister publication, TPiMEA, there have been many times over the years when we have covered the story of either a UK or European-based company opening an office in the Middle East – and the frequency of this type of story has only increased in recent years as the Saudi Arabian events market has moved into high gear.
It’s been much less common for us to cover a story with a Middle Eastern-based company opening a European base. However, this is exactly the circumstance that saw TPi sitting down with mediaPro International’s Mikin Shah to hear about the latest branch of the group, TwincamPro International. “I’ve been getting this question a lot from others in the industry,” laughed Shah while discussing the less regular scenario of a Middle Eastern audiovisual company setting up a base in the EU. To learn the story, he wound back the clocks to the origin of the decision.
A familiar name within the Middle East, mediaPro International has its head office in Dubai, with operations in Kingdom of Saudi Arabia along with offices in Bahrain, Oman and Qatar since 2018. The company also spreads itself to Singapore, Malaysia, Indonesia and Cambodia. “Europe was one region that was not acquired by us,” Shah explained. “And with so many companies looking to events in Saudi Arabia – especially from the EU – it made sense for us to open in the region and build relationships with businesses in Europe.”
When Shah and the team decided that Spain would be the company’s entry point into the European market, they deliberately targeted the right market segment. “With our established expertise in audio, visual, and lighting in the Middle East, we were confident in our decision to expand into Europe. In today’s interconnected world, where business and clients are no longer restricted by geographical boundaries, it was essential for us to continue serving our existing clientele while exploring new opportunities across the globe.”
Shah explained that one of the company’s key objectives was to invest into a comprehensive solution in lighting, audio and video equipment. This vision led to the creation of TwinCam Pro International. “A lot of the stock has been a new investment,” Shah stated, proudly showcasing mediaPro’s commitment to European expansion.
After securing the equipment, the next challenge was recruiting the right team in Spain. “Following several months of searching the local market and holding numerous meetings, we successfully onboarded some of the best talent available to handle business operations,” Shah recalled. “Barcelona was selected as the first branch, and within six months, we expanded further by opening a second branch in Madrid. Both cities presented unique market opportunities, and our strategy was to launch them consecutively, capitalising on seasonal trends to maximise our impact.”
In little more than a year, TwincamPro International has already picked up some major Spanish festivals including Primavera Sound, Mad Cool and Sonar Festival. “For Primavera, we picked up lights, sound and video for stages one, two and three while we provided audio for both Sonar and Mad Cool. However, the largest project to date was an event in the Santiago Bernabéu Stadium in Madrid for over 85,000 people for La Velada IV,” stated Shah. Clearly finding its feet very quickly in the Spanish territory, Shah explained why Spain had proved itself as the natural place for the mediaPro’s expansion. “We did a lot of research before deciding on Spain looking at the market closely,” explained Shah. “With Barcelona being a primary tourist destination, it is a location with an annual influx of people coming in and out of the country and a destination for numerous festivals and corporate events.”
That Barcelona is now the destination of one of the largest AV trade shows – ISE – reinforced the decision for the mediaPro team. “More broadly, the decision to choose Spain was also made due to its culture, which is incredibly welcoming to new investors,” he enthused.
Madrid being the financial capital offered more serious corporate business supported by festivals such as Coca-Cola Music Experience, Fied, O Gozo, Camila Cabello and more.
It was very clear speaking to Shah that TwincamPro’s Barcelona base was only the beginning of the group’s expansion into Europe and already the company has opened a base in Madrid and currently employs 40 people between the two offices.
“We have a clear five-year plan for TwincamPro and looking ahead,” concluded Shah. “The next few years will be very focused on Spain, the venture is too new to be looking at expansion into other European countries yet.”
Words: Stew Hume
Photos: TwincamPro International
