Dubai-based French music producer Stéphane Boukris and Universal Music MENA – a division of Universal Music Group (UMG), the world leader in music-based entertainment – today announced the launch of “Once Upon A Time in Dubai”, a pioneering musical that is set to captivate audiences starting in December 2025. Supported by key partners ALL, Accor’s award-winning loyalty programme and McDonald’s UAE, this first-of-its-kind production marks a historic moment in Dubai’s entertainment landscape – the first time a musical of this scale has been mounted in the region.

“This is more than just a musical—it’s a celebration of Dubai’s incredible energy and global status. We are bringing together a world-class team and creating something truly unique that blends music, storytelling, and the spirit of this extraordinary city. We can’t wait to share this experience with audiences here and around the world. Something never seen before – one that’s exclusively made in Dubai, by the people of Dubai, for the rest of the world,” said Boukris, the man behind Robin Hood musical that’s sold over 1 million tickets across Europe so far. “This is the first time a musical of this magnitude has been planned in the region, and we’re certain this will go a long way in reshaping Dubai’s cultural landscape.”

“Once Upon A Time in Dubai” is expected to be performed in front of at least 150,000 spectators in Dubai before embarking on an international tour and an exciting screen adaptation, making it Dubai’s first truly global production of a scale and vision never before conceived in the region.

A Stellar Creative Team

The musical score is composed by Nazim Khaled, a leading European composer for singers like Kendji Girac, renowned for crafting hits that resonate globally and have garnered over 4 billion views globally. The music for “Once Upon A Time in Dubai” is a unique blend of chart-topping songs and evocative compositions that drive the narrative forward. Ahead of the musical’s release, fans can expect a debut single and a music video , offering a taste of the musical magic to come.

The director of the show is Johan Nus, well-known in the Middle-East for his work on Arabs Got Talent or The Masked Singer, and as executive producer, Gilles Papain, who has worked on shows like Celine in Las Vegas, Disney World of Colors in California, and Christian Louboutin’s show at the Crazy Horse in Paris.

An Unforgettable Story

Set in the heart of Dubai, the show tells the story of Will, a young artist who moves from London to Dubai to reunite with his partner, Sophia, and pursue his dream of producing a musical extravaganza. The narrative weaves together themes of love, ambition, and the vibrant culture of Dubai, promising an unforgettable journey for audiences.

Casting Announcement: Open Call for Talent

At a glittering event in Dubai, the production team also announced the launch of an open casting call for seven singers and 20 dancers of all nationalities to bring the musical’s dynamic characters to life.  “This is a rare opportunity for performers from all backgrounds to be part of something truly special. We’re not just looking for talent; we’re looking for passion and diversity to help us bring this vibrant story to life. Dubai is a city of dreams for all of us, and this production is a reflection of that thought process. We’re excited to showcase the incredible energy and creativity that this region has to offer,” added Boukris. “This groundbreaking musical will not just be a show but a celebration of Dubai’s status as a global hub for culture and innovation.”

Present at the event, Mark Flower, Vice President Commercial Market Strategy, Middle East, Africa and Turkiye at Accor said:  “ This is a fantastic partnership between ALL, the award-winning booking platform and loyalty programme by Accor and Once Upon a Time and Universal Music through a truly immersive musical experience. This collaboration embodies our vision of augmented hospitality by bringing together travel, culture, and entertainment.”   He continued: “ For Once Upon a Time, it offers access and visibility to members of ALL and exposure at over 84 properties in the United Arab Emirates across Accor’s portfolio of participating brands including Raffles, Fairmont, Ennismore’s SLS, Sofitel, Swissotel, Mövenpick, Pullman, Mercure, Ibis and more. For Members of ALL, it unlocks a world of Limitless Experiences through VIP tickets, meet-and-greets, and exclusive behind-the-scenes access, creating unforgettable money-can’t-buy experiences. Together, we are fostering innovation and inspiring new ways of connecting people and cultures all around the world.”

Recording for the album is expected to be completed by the fourth quarter of 2024 with release of the first single scheduled by year’s end.