The Middle East has never been short of ambition when it comes to the size and scale of events. However, the same can’t always be said for the depth of cultural storytelling present in those events. Enter Mistika: a company born out of a desire to bridge the gap between heritage and innovation in the region’s events. “For years, we saw a mismatch between the scale of events in the region and the depth of cultural storytelling on stage,” explained Mistika cofounder Jimi Elgohary. “Clients were looking for experiences that felt authentic to the GCC and Arab culture, but the market was mostly offering generic entertainment, imported concepts, or last-minute booking rather than curated cultural programming. Mistika is a production house that doesn’t just ‘add entertainment’ to a show but designs full entertainment journeys that are rooted in culture, sonically and visually.”
The Mistika team identified a clear need for authentic, research-based cultural and heritage programming, access to a vetted pool of regional artists, folk performers, and niche talents, and original IPs and live concepts that can travel and scale. “We are a partner who understands both creative integrity and large-scale event operations,” Elgohary commented. “We aim to craft live experiences that feel real, meaningful, and culturally grounded, while still operating at the speed and standard that today’s mega-events require.”
The cofounder explained Mistika’s ethos, which is rooted in three things: “Authenticity, creative integrity, and collaboration. We represent culture as it truly is – not as a stereotype,” he commented. “Every show must have a soul, a narrative, and intention. We build community, not just productions.”
With a background in indie music, Elgohary is well-acquainted with the demands on artists. “Being part of the indie music scene has shaped everything about how I work,” he stated. “As an artist, you learn to listen, to rhythm, to people, to the culture around you. You understand what it means to build something from scratch, to stay true to your identity, and to create work that moves people. That mentality sits at the heart of Mistika. We approach every project as a story first, not a deliverable. And we work closely with artists and cultural practitioners to ensure they are represented with respect, dignity, and accuracy. My background as an artist also allowed me to carry both perspectives – that of the artist and that of the client – and try to always be mindful of the many ways one can achieve the best performance by ensuring the artist is well taken care of.”
Since its foundation in 2018 and official brand launch in 2023, the company has already racked up several milestone moments, including: winning its first industry award for stage direction at the SeaWorld Abu Dhabi Grand Opening; launching its first IP, Marra Indie, which introduced a new regional platform for indie artists in the Arab world; booking and delivering over 900 talents and 100-plus live shows in 2024 alone; programming and producing cultural showcases for Al Burda Award for the UAE Ministry of Culture across 2023, 2024 and 2025; casting and booking talents for Disney’s The Castle activations in Riyadh; heritage programming at Al Shindagha Museum, Liwa Village Festival, and Abu Dhabi Finance Week in 2024; supporting international superstars such as Myriam Fares and managing entertainment at Formula 1 and Qatar Grand Prix; and delivering immersive theatre experiences such as AlUla Cinema Week and.
According to Elgohary, the biggest challenge the company faces is finding the balance between authenticity and scale. “Cultural programming requires deep research, accurate representation, and careful casting, but the region is evolving quickly, and timelines are becoming tighter every year,” he stated. “The challenge is delivering depth within speed, and we’ve been building our internal structure to do exactly that.”
Educating stakeholders on the importance of cultural accuracy is another hurdle to be overcome. “Many still see culture as a ‘nice-to-have’, when in reality, it’s the anchor that gives any show meaning,” Elgohary said. “Like most creative houses, we navigate the challenge of maintaining creative integrity while meeting commercial demands.”
While the company already has a strong footprint in the UAE, Saudi Arabia, Qatar and Egypt, Elgohary has his eye on expansion into the region. “We also see significant sector growth potential in original IP creation, which is our strongest differentiator, as well as cultural megafestivals, international touring shows, artist representation and tour management, cultural consultancy and research-based programming. The market is hungry for content that feels genuine, and that’s where Mistika thrives.”
The immediate goal for Mistika is to strengthen its internal structure and refine the way it delivers cultural and entertainment programming at scale. “As our portfolio grows, so does our responsibility to maintain quality, accuracy, and creative integrity, so this year is very much about building smarter systems, empowering our team, and elevating the artist and client experience across every project,” the cofounder stated.
Next on the agenda is the expansion of Mistika’s cultural footprint across the GCC while growing its original IP catalogue. “We believe that the future of entertainment in the region isn’t just in producing shows – it’s in building sustainable, tourable concepts and platforms that nurture regional talent and travel internationally,” Elgohary said. “We’re also investing more in artist representation and touring – an area that draws heavily from my own journey as a musician and allows us to advocate for artists with true empathy and insight.”
Looking further ahead, Elgohary is aiming to grow Mistika to become one of the region’s leading forces in culturally grounded live experiences. “That means developing large-scale cultural festivals, international touring productions, and multi-year programming frameworks that redefine how our stories are told on the global stage,” he concluded. “Ultimately, the vision is to build a legacy – not just a company – that pushes the industry forward, empowers regional creatives, and sets a new benchmark for cultural storytelling in the Arab world.”
Photos: Mistika
