The energy around Sharjah International Airport this year, a film festival for children and youth, points to a larger story unfolding across the emirate of Sharjah in the United Arab Emirates: the emergence of a creative economy with real infrastructure behind it.
At its heart is Sharjah Media City, also known as Shams, a young but rapidly growing media and production hub that hopes to inspire the next generation of Arab storytellers to aspire to build their careers close to home.
Sharjah’s creative reputation is built on books, art and education, and its long-standing commitment to culture earned it the title of UNESCO World Book Capital in 2019. Now, that cultural ethos is being reimagined through the lens of film and digital media. Shams is the driving force behind that transformation, combining Sharjah’s artistic heritage with modern production tools.
“Sharjah has always valued knowledge and creativity,” said His Excellency Rashid Al-Obad, Director-General of Shams. “We are taking that foundation and translating it into the language of film, media and digital innovation.”
Different types of media hubs
In an environment dominated by Dubai Media City and Abu Dhabi’s TwoFour54, Shams takes a different path built for agility. This model is suitable for small and medium-sized creators, offering quick setup, flexible operation, and space for experimentation.
“We are carving a niche by being agile and culturally ingrained,” AlObad explains. “Our mission is focused on creativity, innovation and the development of Arabic content that is aligned with Sharjah’s cultural identity.”
That approach paid off. The Shams campus already has a podcast studio, filming space and training center, and has been the site of eight television series and multiple commercial shoots. While other UAE hubs partner with major international studios, Shams nurtures independent producers, content creators and small media entrepreneurs, the same generation that festivals like SIFF inspire.
Sheikh Jawaher bint Abdullah Al Qasimi (Director of SIFF) and Rashid Al-Obad (Director General of Shams).
Combining training and industry
Since its founding in 2018, Shams has built a reputation for its hands-on approach to developing creative talent. Its training programs involve thousands of participants in the fields of directing, acting, editing, podcasting, presentation and production management, with more than 50 workshops a year led by regional and international experts.
Often referred to as the Arab world’s pioneering effort in audience-generated filmmaking, the UAE entertainment experience attracted more than 2,500 participants and resulted in the feature film 218: Behind the Wall of Silence, which was nominated for three awards at the Dutch Septimius Awards and won the top prize in the Best Asian Actress category. Another program, the Hekaya Project, which Alobado describes as a writing room that supports emerging writers, has already produced nine original series, three of which have transitioned into production for television and streaming platforms.
This training infrastructure will be expanded by Shams Tadreeb, a dedicated e-learning platform offering media and creative courses online. “It is about expanding access to knowledge and strengthening the UAE’s position as a regional talent hub,” Al-Obad points out.
From festival dreams to career paths
At SIFF, Shams’ influence is evident on the ground. The organization has sponsored filmmaking workshops for youth and hosted interactive exhibits like the “Film and Games” zone to explore the intersection of games and film. Al-Obado positioned the collaboration as a cornerstone of Shams’ youth strategy, saying: “We share SIFF’s mission to empower young voices. Our goal is to ensure that the 15-year-olds who are inspired by the festival today find their true path into the industry tomorrow.”
design the future
Shams’ next breakthrough will be physical. The emirate recently signed a contract to design Shams Studio, a five-soundstage complex that will include post-production suites, creative offices and hospitality facilities.
“Our priority is to design a ground-breaking facility that can accommodate both local and international productions,” says Alobado. “We have integrated virtual production, AI-driven workflows, and advanced post technology from the beginning.”
Construction is scheduled to begin at the end of 2025. Once completed, the complex will anchor Sharjah’s commitment to becoming a global content production destination that rivals its established role in arts and literature.
Education as infrastructure
Alongside his studio expansion, Shams is deepening his commitment to education. Earlier this year, the University of Sharjah and the University of Barcelona jointly launched a master’s program in Digital Media and Entrepreneurship, announcing 100 master’s degree scholarships for education leaders. Shams staff teach a dedicated course on “Digital Media and Sustainability,” and graduates receive a free business license to launch their own ventures, “helping transform academic learning into real-world entrepreneurship,” Alobado claims.
“We develop talent at all levels, from young creators to future industry leaders,” Alobado emphasizes. “Every investment in education should lead to new skills, new businesses and a stronger creative economy.”
Sharjah to the world
This week, Shams took that message abroad at Mipcom in Cannes, where it unveiled its studio complex and a series of local projects. “Our presence was to build relationships and garner interest in co-productions,” Alobado said, outlining Shams’ international push. “We want global filmmakers to see Sharjah as an innovative, cost-effective and culturally rich filmmaking destination.”
Sharjah’s next chapter
For Al-Obad, Shams represents the next stage in Sharjah’s cultural trajectory, the merging of film, digital media and education into an integrated creative ecosystem. “Book fairs champion storytelling and knowledge, biennales celebrate visual and contemporary art, and Shams extends that creative energy into film, digital media and content production,” he reflects.
In other words, what SIFF ignites each year is that young filmmakers are discovering their voices, and Shams is building the means to sustain it. “Our goal is to build a complete ecosystem from concept to global distribution, championing authentic Arab storytelling that reflects the UAE values of creativity, inclusivity and progress,” Al-Obad added.
