A $50 million+ fund will bring a bigger slice of the creator economy to Abu Dhabi

The weather isn’t the only thing in the Middle East that’s heating up. The Arabian Peninsula has become a hotspot for creator economy investments, and Guggenheim Brothers Media is getting in on the action. The investment firm co-founded by the great-great-grandson of Solomon R. Guggenheim is joining forces with Ethmar International Holding (EIH) to establish a creator fund based in Abu Dhabi.

A Guggenheim representative told Tubefilter that the size of the fund will range between $50 million and $75 million. Guggenheim and EIH are looking to target companies involved in content creation, digital IP, creator tool development, fan engagement, next-gen storytelling, and entertainment technology. Though a press release stresses the fund’s “global focus,” the partnered firms are aiming to “help advance Abu Dhabi’s vision of becoming a global hub for creative industries and next-generation content innovation.”

Guggenheim Brothers Media is led by Dillon Lawson-Johnston, a scion of the namesake family, and Criswell Fiordalis. Both leaders have ample digital media experience; Lawson-Johnston’s resume includes stints at UTA, Sugar23, Untitled Entertainment, and Anonymous Content, while Fiordalis has held roles at Lionsgate, MRC, Hello Sunshine, and WEBTOON. Their firm has already backed a pair of notable creator industry ventures: Whalar’s Lighthouse spaces and the TikTok-ified comedy troupe Stapleview.

“We are thrilled to partner with Ethmar International Holding to advance our shared mission of supporting the early-stage creative companies shaping the future of culture from Abu Dhabi to the world,” Lawson-Johnston and Fiordalis said in a joint statement. “EIH brings the scale, ambition, and long-term strategic vision this sector needs, and together we aim to build the destination platform for the world’s emerging creative businesses.”

As the capital of the United Arab Emirates, Abu Dhabi is well-situated to capitalize on the creator boom that is sweeping across the Middle East. Dubai’s 1 Billion Followers Summit has attracted creator economy thought leaders for annual conferences, and the Creators HQ is a burgeoning creative locus in the same city. The Saudi capital of Riyadh recently hosted a temporary MrBeast theme park. Abu Dhabi has its own creator conference thanks to the BRIDGE Summit, and local Emirati creators like the Zamzam Brothers have topped our YouTube viewership charts.

That activity has attracted participation from notable creator-oriented companies, including YouTube and the talent firm Gushcloud. Guggenheim and EIH are looking to keep the good times rolling while forging more connections between Abu Dhabi’s resources and creators across the globe.