The Fridge is a creative collective delivering award-winning live entertainment, show production and cultural programming.We build bespoke solutions for every client, embracing high-impact creativity to craft experiences that leave a lasting impression.
28 years shaping the region's live entertainment scene.
Shelley Frost founded The Fridge in 2007, bringing 28 years of experience across the Middle East's creative landscape. Since then she's shaped events at every scale — from the biggest Filipino concert at Coca-Cola Arena to over 3,500 acts across Expo 2020 — working with artists from Andrea Bocelli to A.R. Rahman.
Her work has shaped landmark cultural moments too, from the Arabian Philharmonic's performance for the Pope's visit in Abu Dhabi to Nile Rodgers for NEOM. Through it all, her focus stays the same: championing Arabic music, and believing the best way to preserve culture is to keep reimagining it.
Shelley Frost — Founding Director, The Fridge
- 250+
- Events
- 500+
- Artists
- 11
- Countries
- 18+
- Years
Our Team
- Shelley FrostFounding Director
- Sara Al MansooriHead of Talent
- Layla HassanProduction Director
- Phil MartinezCreative Director
- Oliver KnightCultural Programming Lead
- Ahmed RashidOperations Manager
Beyond The Stage
Our Awards
- Winner 2024Best Music Event'Ben&Ben'
- Winner 2023Best Entertainment & Artist Booking AgencyMiddle East
- Winner 2022Industry Icon'Shelley Frost'
- Winner 2022Best Entertainment Production'Expo 2020'
- Winner 2017Best VenueThe Fridge Warehouse
- Winner 2016Best Arts & Cultural EventChoirFest Middle East
Trusted By
- ROTANA
- MDLBEAST
- STC
- PIF
- QIDDIYA
- EXPO 2020
What our clients are saying
The Fridge handled everything from artist negotiation to on-site production without a single gap. It's rare to find a team that's this calm under pressure.
Nadia FaroukEvents Director, Riyadh Season We've worked with a lot of agencies. The Fridge is the only one that actually understood the cultural context of what we were trying to build.
James WhitfieldHead of Experience, Expo 2020 Dubai From the first call to the final show, communication was constant and every deadline was hit. That reliability is worth more than any pitch deck.
Reem Al SuwaidiMarketing Lead, DCT Abu Dhabi Booking talent for a live broadcast is high-risk. The Fridge made it feel routine — every contingency was already covered before we thought to ask.
Karim DebbasExecutive Producer, MBC They didn't just deliver a festival, they understood what the city needed it to feel like. That's a different skill entirely.
Farah NasserDirector of Placemaking, Alserkal Avenue Our brand launch needed to feel effortless on the night. Behind the scenes it was anything but — and none of that showed. That's the job done right.
Tom BracewellMarketing Director, STC