Excitement surrounding this year’s Sharjah International Film Festival for Children and Youth hints at a larger narrative developing in the Emirate of Sharjah, part of the United Arab Emirates: the rise of a creative economy supported by solid infrastructure.
At the heart of this movement is Sharjah Media City – commonly referred to as Shams – a burgeoning media and production center optimistic that the next wave of Arab storytellers will find their professional pathways right at home.
Sharjah’s artistic reputation has historically revolved around literature, visual arts, and education, a commitment to culture that earned it the designation of UNESCO World Book Capital in 2019. This cultural framework is now being redefined through the medium of film and digital storytelling. Shams is the catalyst of this change, connecting Sharjah’s rich artistic legacy with contemporary production capabilities.
“Sharjah has always cherished knowledge and creativity,” shares H.E. Mr. Rashid AlObad, director general of Shams. “We’re taking that legacy and translating it into the dialect of film, media, and digital innovations.”
A Distinctive Media Hub
In a setting dominated by Dubai Media City and Abu Dhabi’s TwoFour54, Shams is charting its own course, one designed for flexibility. Its approach prioritizes small to medium-sized creators, facilitating quick setups, adaptable workflows, and opportunities for experimentation.
“We’re establishing our identity through agility and cultural relevance,” AlObad remarks. “Our mission underscores creativity, innovation, and the development of Arabic content, resonating with Sharjah’s cultural essence.”
This strategy is yielding results. The Shams campus is home to podcast studios, filming venues, and training spaces that have hosted eight television series and numerous commercial productions. While other UAE hubs pursue major international studios, Shams focuses on independent producers, content creators, and small-scale media entrepreneurs—the very demographic that festivals like SIFF inspire.
Bridging Training and Industry
Since it began in 2018, Shams has garnered a reputation for its proactive approach in cultivating creative talent. Its training initiatives have impacted thousands in areas such as directing, acting, editing, podcasting, presenting, and production management, hosting over 50 workshops annually led by both regional and global experts.
The UAE Entertainment Experience, often noted as the Arab world’s trailblazing effort in audience-generated filmmaking, attracted more than 2,500 participants and led to the feature film “218: Behind the Wall of Silence,” which received three nominations at the Septimius Awards in the Netherlands, winning the top honor for best Asian actress. Another endeavor, the Hekaya Project—described by AlObad as a script development initiative for emerging writers—has already produced nine original series, with three advancing to production for television and streaming services.
The training landscape is set to grow with the introduction of Shams Tadreeb, an e-learning platform that will offer media and creative courses online. “It’s about broadening access to knowledge and reinforcing the UAE’s status as a regional talent hub,” AlObad emphasizes.
From Festival Aspirations to Career Opportunities
At SIFF, Shams’ presence is evident. The organization has sponsored youth filmmaking workshops and hosted interactive displays like the “Films and Games” zone, which examines the crossover between gaming and film. AlObad framed this collaboration as a key aspect of Shams’ youth strategy: “We share SIFF’s goal of empowering young storytellers. We aim to ensure that a 15-year-old inspired by the festival today can find a genuine path into the industry tomorrow.”
Shaping the Future
The forthcoming development of Shams will be tangible. The emirate recently awarded a design contract for Shams Studios, which will comprise a five-soundstage complex featuring post-production suites, creative offices, and hospitality facilities.
“Our focus is on creating a landmark venue that caters to both local and international productions,” AlObad notes. “We will incorporate virtual production, AI-driven workflows, and advanced post-production technologies from the outset.”
Construction is anticipated to commence in late 2025. Once completed, the complex will anchor Sharjah’s ambitions to become a global hub for content creation, complementing its established prominence in arts and literature.
Education as a Cornerstone
In tandem with its studio expansion, Shams is enhancing its educational outreach. Earlier this year, it announced 100 master’s scholarships for educational leaders and launched a Master’s in Digital Media and Entrepreneurship, a collaborative effort between the University of Sharjah and the University of Barcelona. Shams personnel teach a specialized course in “Digital Media and Sustainability,” providing graduates with a complimentary business license to initiate their own ventures, “transforming academic experience into tangible entrepreneurship,” asserts AlObad.
“We’re nurturing talent at every level: from young creators to future industry leaders,” AlObad emphasizes. “Every investment in education should yield new skills, new businesses, and a robust creative economy.”
Sharjah on the Global Stage
This week, Shams showcased its ambitions at Mipcom in Cannes, displaying its studio complex and a roster of local projects. “Our participation was intended to forge connections and attract co-production opportunities,” AlObad reveals, outlining Shams’ global strategy. “We aim for filmmakers worldwide to recognize Sharjah as a destination for innovative, economically viable, and culturally rich production.”
The Next Chapter for Sharjah
For AlObad, Shams marks a significant evolution in Sharjah’s cultural journey, blending film, digital media, and education into a cohesive creative ecosystem. “The Book Fair promotes storytelling and knowledge; the Biennial highlights visual and contemporary art; and Shams channels that creative energy into film, digital storytelling, and content generation,” he reflects.
In summary, what SIFF ignites every year—young filmmakers discovering their narrative—Shams is committed to sustaining. “Our ambition,” AlObad concludes, “is to establish a complete ecosystem, from concept creation to global distribution, while championing authentic Arab narratives that embody the UAE’s values of creativity, inclusion, and advancement.”
