Dubai – MENA Herald: Leading regional music entertainment company Platinum Records and premium automotive manufacturer Jaguar Middle East and North Africa (MENA) have today announced an exciting new strategic partnership to recognise and support all aspects of the Arab music industry. Launched under Jaguar’s ‘The Art of Performance’ platform, the collaboration will kick off with a star-studded gala which looks set to be Platinum Record’s biggest concert yet.

Jaguar MENA launched ‘The Art of Performance’ in 2015 as a regional communications platform to identify, recognise and celebrate all types of art, craftsmanship, creativity and performance from across various industries in the dynamic Middle East region. The partnership with Platinum Records is the second regional initiative under the platform following Jaguar’s recently launched ‘Forward Thinkers’ film series featuring individuals from across the region who are progressive individuals and entrepreneurs in their fields.

‘The Art of Performance’ music event, set to take place later this month, will be the biggest in Platinum Record’s history in terms of both audio-visual and technical production, with attendance by leading Arab Artists, media, and the faces of MBC Group, the parent company of Platinum Records.

Commenting on the partnership, Head of Platinum Records Taymoor Marmarchi said: “This partnership with Jaguar Middle East and North Africa is testament to the support they are giving the Arab music scene, which we hope will continue into the future with upcoming Platinum Records activities. The first product of our tie up will be this gala event, the biggest in our company’s history, which will be held soon and will reveal a number of exciting surprises”.

The event will be streamed live from the red carpet, giving audiences the chance to be part of the action as it happens, including watching their favourite Arab music stars as they arrive and give interviews. Platinum Records stars including Ahlam and Mohammed Assaf will perform, with the surprise of the night being an official announcement that some of the region’s biggest stars are set to join the Platinum Records label.

Reiterating the importance of the strategic partnership, Salman Sultan, Press Media Relations and Social Media Manager at Jaguar Land Rover MENA, said: “We created ‘The Art of Performance’ as a way to both acknowledge and celebrate performance in the region that truly excites the senses and pushes past the limits of convention to become art. Music is a passion for many Arab audiences and is deeply intertwined in the culture of the region – our collaboration with Platinum Records will allow us to support the Arab music scene whilst inspiring the next generation of Arab musicians. We look forward to a long-term partnership with Platinum Records, with further captivating initiatives to be announced in due course.”