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The Woman Behind the UAE’s Music Rise

May 22, 2025 • Sharjah Entrepreneurship Festival • Season 3 • Episode 6

How does a classically trained harpist go from performing in hotel lobbies to founding one of the region’s most influential entertainment agencies?

In this inspiring episode, Shelley Frost—Founder & Director of The Fridge—shares her 27-year journey in the UAE. From creating opportunities where none existed, to reshaping the cultural and musical landscape, Shelley reflects on what it means to take risks, trust your vision, and build platforms that last.

She also opens up about:

Starting as a freelance harpist in 1997
Balancing rock climbing with performing
The moment she gave herself permission to become an entrepreneur
How The Fridge became a launchpad for local and regional artists
Her work with Filipino A-list talent and global collaborations like Snarky Puppy
What the UAE and Saudi can do to grow the music ecosystem

🎧 A must-listen for creatives, founders, and changemakers shaping their own industries.

📺 Prefer to watch? Catch the full video on YouTube here.

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This episode is part of the SEF Backstage Pass Podcast, produced in partnership with Poddster.

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