UAE based DJ/Producer and trailblazer of the UAE nightlife scene Dion Mavath in association with Substance Group, today announced the launch of his brand OiD, an exclusive branded party concept that will bring big house names from around the world to perform in the region. With an outstanding line-up for December already in place, Dion Mavath has big ambitions for the OiD brand and aims to set a benchmark for night life and the clubbing scene in the region through the OiD concept.
Named after the common phrase "Only in Dubai" mentioned by people to explain the novelties of the city such as the world's tallest building, the ever changing road works and the day to day living, OiD will seek to use the hype and following of DJ/Producer Dion Mavath to capitalize on the success of his music and create the ultimate nightclub experience in the Middle East region. The brand already has plans in the pipelines to bring two international world renowned artists to Dubai in December, including Axwell, one of the famed Swedish House Mafia crew who last performed in Dubai three years ago.
"The biggest nightclub events in the world all have one thing in common; they are all associated with a big name DJ/Producer or record label, thus the plans to create the OiD concept," said Dion. "OiD is a fresh new concept and my vision is to have our own residency in the biggest clubs and festivals in the world within the next five years."
OiD's target audience is the 21-40 year old expat with a strong focus on the female clientele. The music direction will feature the vocal energetic house similar to the style of music that Dion is famous for. Events will feature a headline act from an international artist, supported by up and coming local residents and incorporate a gamut of theatrical elements fitting into dedicated themes.
The brand is also expected to branch into other areas such as CD compilations, tour DVDs and merchandising, such as a range of clothing designed by world famous Japanese tattooist Shirio Neko featuring OiD and Dion Mavath logos.
Dion is one of the first Dubai-based artists to be signed to a major international recording company (Sony Music International) for worldwide exposure. His debut album, Warrior, reached the top 10 album sales within its first week and has been making waves on the international scene ever since. He has just launched his first music video, with a second in the pipeline and recently completed a remix for none other than Christina Aguilera. Dion is credited with turning Dubai into a global DJ and clubbing destination, transforming the Peppermint Club into Dubai's only super club and securing his place in DJ Mag's Worlds Top 100 DJS 2006.
