Sonal Vara-Parmar, is an entertainment industry expert, with over 22 years of international
experience. The founder and CEO of IAM Entertainment, Middle East first female led
entertainment company. Further cementing her position as a power player in the region’s
entertainment industry, IAM secured multi-million dollar funding to grow their global
IAM Entertainment is the leading agency in the Middle East for both direct access to A list
Talent and Strategic Prowess. Sonal also advises on soft power initiatives for the UAE Prime
Minister’s Office. Her illustrious client list include: EXPO2020, Vogue Arabia, Qatar Airlines,
Etihad, Dubai Tourism, Dubai World, Atlantis, UAE Government. Sonal is skilled in strategic
brand positioning, live events and shows, brand Management, celebrity endorsement and film
Most recently inspired to work with leading entrepreneurial females in the region, Parkwood
Entertainment, the entertainment firm founded by Beyonce, partnered with IAM
Entertainment to deliver the largest private show ever booked in the world with Global
superstar Beyonce, to secure her first performance in over 4 years for the opening of Atlantis
The Royal. IAM’s illustrious talent roster includes American Celebrity Steve Harvey, Alicia Keys,
Mariah Carey, Kevin Hart, Coldplay, Black Eye Peas, Idris Elba, producer and entrepreneur Akon,
sits on the board of her company.
Sonal is also a Film Producer and worked with DCT to produce a film called North of the 10 for
worldwide distribution. Sonal was integral in fusing the cultures of East and West to bring
awareness to the UAE in a progressive and positive light.
At the forefront, Sonal is a champion of the UAE, a place she calls home for the last 15 years.
Through all her celebrity cliental her focus is to project The Emirates in a positive light through
philanthropic initiatives and inspirational events.