MELT Media launches in Dubai as MELT Global’s digital division, helping live events and cultural platforms extend online impact through strategic storytelling and performance marketing.
MELT Media, the digital arm of MELT Global, has debuted in Dubai to redefine how cultural moments, live events, and destinations maintain relevance online. Co-founded by entertainer Steve Harvey, Oweis Zahran, and Claire Romano, the agency tackles the common issue where high-impact live experiences fade quickly after the event due to disjointed digital follow-through.
The platform crafts integrated digital strategies that span pre-event hype, real-time engagement, and post-event amplification, blending narrative-driven content with performance marketing. MELT Media partners with brands, cultural hubs, and event organizers to create ecosystems that boost long-term visibility, foster deeper audience connections, and deliver sustained impact. This approach ensures cultural energy persists beyond physical gatherings, turning one-off moments into enduring online narratives.
Headquartered in Dubai, the venture leverages the Middle East’s status as a global events powerhouse, building on MELT Global’s track record with initiatives like Abu Dhabi’s Open Fire Food Festival and celebrity tie-ups. Romano, MELT Media’s CEO, stresses that while rooted in live activations, the service applies broadly to any brand seeking authentic, lasting digital footprints. Harvey emphasizes extending live magic digitally: “Live moments matter, but online activity before and after creates true longevity.”
Zahran highlights the agency’s cultural fluency, prioritizing meaningful relevance over fleeting metrics in a region blending global IP with local audiences. As mega-events proliferate in the UAE and beyond, MELT Media positions itself to help partners capture ongoing value from high-profile activations.
