From $500 to 2,500 Shows: Anthony Abou Antoun’s Mission to Redefine Entertainment in the Middle East

At 19, Anthony Abou Antoun started with just $500 and a big idea. A decade later, he’s running the Middle East’s only ISO-certified entertainment production house, crafting world-class shows and leading a $20M cultural revival. In this interview, he shares the grit, vision, and leadership lessons that built Artists and More into a global force.

Can you share a brief note about yourself?

I’m Anthony Abou Antoun, a 29-year-old entrepreneur from Lebanon and the founder of Artists and More Entertainment, a company I launched when I was just 19 years old with $500 and a vision to change the face of live entertainment in the region.

Today, Artists and More is the Middle East’s only ISO-certified entertainment production house, responsible for over 2,500 shows across 20+ countries. We’ve created world-class productions like Christmas on Ice, shows for the F1 Jeddah entertainment zone, FIFA World Cup activations, and large-scale arena shows in collaboration with international artists and brands. We’re also spearheading Lebanon 2030 Experience, a $20 million entertainment initiative to revive and elevate the country’s cultural landscape.

On a personal note, entrepreneurship runs in the family—my mother owns and runs Crazy Events, a legacy company in the local entertainment industry, and she’s been a key influence in shaping my business instincts from an early age.

Why did you choose to start a business?

It wasn’t a calculated decision—it was a calling. I saw a gap in the region for high-quality, original productions that could rival global standards. Most events in the Middle East at the time were either imported concepts or repetitive formats. I wanted to create original experiences that told stories, brought emotion, and elevated the entire entertainment ecosystem.

More than just being a business owner, I wanted to build a movement—something that gives back to culture, tourism, and national pride. Today, we are proud to be a homegrown brand that is producing shows across Europe, the Gulf, and beyond.

How did you start your business?

I started small—literally from my bedroom with a laptop, a few contacts, and relentless energy. I took on every gig I could get, whether it was birthday parties, mall shows, or small activations. I reinvested every cent, kept pushing forward, and focused on delivering productions that looked and felt bigger than the budget behind them.

Step by step, I grew a team, expanded our services, and started creating original IPs. We reached a tipping point when we launched Christmas on Ice, which sold over 120,000 tickets across two seasons and became Lebanon’s biggest holiday show. From there, we expanded internationally, working on projects like F1 Saudi Arabia and Unite With Tomorrowland..

What do you wish you’d known before you started your business?

That not everyone you help will stay loyal. That people management is 80% of the job. That burnout is real, and if you don’t protect your energy, nobody else will.

I also wish I had realized earlier that the entertainment business is not just about creativity—it’s about consistency, strategy, leadership, and endurance. You need to be both the visionary and the engine, every single day.

Did you have any support in your journey?

At first, no. I didn’t have financial backers or industry contacts. I leaned heavily on my instincts and drive. But later on, as I proved myself through results, people started to believe in what I was doing.

One major influence was my mother. Watching her build Crazy Events from the ground up gave me a real-life model of what it takes to succeed. I also later met amazing team members, partners, and collaborators who helped me take things to the next level.

What is your greatest challenge as a business owner?

People. Building a team is hard. Keeping a team aligned with your vision is even harder. You deal with egos, expectations, pressure, and emotional dynamics every single day.

Another challenge is always being ahead of the curve. Audiences today expect magic. You can’t repeat a concept and hope for the same results. You have to surprise them every time, which means constantly reinventing while managing operations, logistics, and creativity all at once.

What advice would you give to your past self before opening your own business?

Trust your gut, even when no one else sees the vision. Be more selective with your energy. And remember that sometimes the people you grow are not meant to grow with you forever.

Also—celebrate your progress. When you’re building something from scratch, you often forget how far you’ve come because you’re so focused on where you’re going.

Reflecting on your path to entrepreneurship, what key piece of advice would you offer to aspiring founders?

Start now. With what you have. The biggest myth is that you need to wait until everything is perfect—it never will be. What matters is consistency, clarity of purpose, and resilience.

Don’t chase trends. Build something meaningful, something that’s aligned with who you are. The money and recognition will follow if your product, your team, and your values are strong. And don’t forget—legacy matters more than hype.