It appears that the days of forking over hundreds of dirhams for a concert in the UAE may be a thing of the past.
Rolling Stone is giving music lovers across the emirates a chance to see a wider range of live bands, including free concerts, under a new initiative launched this week.
The iconic brand has created a community called All Access that will provide its members with a wider range of entertainment than has been available in the UAE until now.
Members will gain free entry to up to four private concerts each year, discounted tickets to a range of other concerts and events, one-year subscription to Rolling Stone Magazine and other benefits.
The first free members-only event, called All Access Experience, or AAX, will take place at Nasimi Beach, Atlantis The Palm on December 14.
The day-long event will present live music, a fashion showcase from leading brands, stand-up comedy and food from the RS BBQ.
Music will be provided by Rolling Stone Battle of the Bands 2011 winners Lazzy Lung and the headline act Tribes, the UK indie-rockers and festival favorites.
Lebanese comedian Nemr Abou Nassar will also be performing and the entertainment will continue until 2am with Nasimi’s resident DJs.
“We know there are about 35,000 concert-goers in the UAE and we believe that there’s a strong percentage of these concert-goers who want to see and hear a broader range of entertainment than they are getting right now,” said Waref Hawasli, publisher of Rolling Stone Middle East and CEO of HGW Media.
“The great range of talent visiting the UAE is limited to the big established names, and basic concert tickets in the emirates in general tend to be more expensive than they are in many overseas markets.
“With All Access, we want to give fans not only more affordable tickets but also the chance to hear a much wider range of entertainment.
“Tribes are a classic example of the kind of up-and-coming band that we think a lot of music fans in the UAE would love to hear.
“We’re going against the grain but we believe that this is what the local community needs in order to establish itself as an entertainment destination that not only features established international talent but also emerging international, regional and local artists.”
For a limited time, All Access Membership will cost Dh495 only.
The membership can be purchased on Rollingstone.com and is renewable annually.
Hawasli expects a high level of interest because of its unique offerings and value for money. “Benefits include not only the free concerts and a subscription to Rolling Stone but also up to 25 per cent off tickets for other selected events, entry into an All Access area at events, the chance to meet and greet artists, and a range of other advantages.”