Shelley Frost, Director and Founder, The Fridge

Fresh from putting on The Fridge’s first ever arena show, industry icon Shelley Frost sits down with TPiMEA for an exclusive interview that charts the history of the company that has become a mainstay of the region’s live music industry.

When Shelley Frost packed up her life in South Africa and moved to Dubai back in 1997, nobody could have predicted what the future would hold for her. A harpist by trade, the musician spent 10 years living and working in the UAE, immersed in the industry, all the while slowly realising that there was a gaping hole in the market that was practically begging to be filled. Now some 26 years since making the life-changing move, it’s fair to say that Frost is a true titan of the region’s live events scene.

Despite being the busy head of a thriving company, Frost has always found time to champion the underdog, placing a huge emphasis on developing the grassroots music scene in the region. What was abundantly clear from our meeting over some delicious non-alcoholic cocktails from TVM@TheFridge located in the industrial, yet uber-stylish warehouse space was that for Frost, this is about so much more than your average job. “That live aspect is something I love,” she mused. “There are so many different aspects to this job – from pitching, artist relations, rehearsing, client relations, and delivery, and they all take different skills. There’s never a dull moment.”

Here, the Director and Founder of The Fridge gives an in-depth insight into the ethos behind the company that over the past 16 years has become a Dubai institution, looks back on some of her favourite moments, and offers her thoughts on what could lie ahead for the company.

Photos: The Fridge