Dubai, United Arab Emirates —
Lights. Music. And yes—money.
As the weather cools and the nights come alive, side-hustling Filipinos in Dubai are turning passion into profit by bringing artists from the Philippines to packed venues. And overseas Filipino workers? They don’t mind spending for a good night of music, memories, and a taste of home.
Everybody wins.
The artists.
The crowd.
The venues.
And the Pinoy producers behind the scenes.
Because if there was no money in it, why go through the trouble—paying for plane tickets, hunting for sponsors, and covering food, hotels, and venues?
Full house, full hearts
“The concert was a full house. The profit was three times what we expected.”
That’s how producer Bea Mariz P. Bagac described the Dec. 14 performance of Filipino-American singer-songwriter Kris Lawrence at a Dubai restobar. Bagac teamed up with fellow producers Nathan Villegas and Jossel Villoso, pooling their resources to make the show happen.
The buzz didn’t happen by accident.
There was a press conference.
A meet-and-greet at the Winter Night Market in Rigga, Deira—where Filipinos naturally gather.
“Kris Lawrence is a personal friend,” Bagac shared. “Many producers were interested, but only Nathan really took the project seriously. Jossel also played a big role in securing sponsors.”
Tickets started at just AED59 ($16)—a small price for a night that felt like home.
And they’re not stopping.
“We’re planning to bring Angeli Khang and Robb Quinto of Viva Max on January 26, 2026,” said Bagac, who also runs a yacht-rental business for partygoers.
A one-woman production
For Anne Princess Montealegre, the journey was more personal—and hands-on.
She brought the Paolo Santos Trio to Dubai on Dec. 20, with tickets starting at AED145 ($40).
“Kumita naman,” she said with a smile. We made money. “Not that big, but good enough.”
Montealegre covered the plane tickets, food, and hotel stays herself. And the entire production?
“Just me and my family,” she said.
By day, she works as a product specialist for a Germany-based dermoscopy company in Dubai. But events are in her blood—she used to organize concerts back in the Philippines.
With her Dubai debut a success, more shows are coming.
“I’ll announce it soon,” she teased. “International acts, local bands, solo artists.”
Sometimes profit, sometimes break-even
Not every show is a jackpot—and that’s part of the hustle.
Grace Yurie Moore, a furniture shop owner, is bringing Elias J.TV Band to Abu Dhabi on January 9 and Dubai on January 11. Early bird tickets start at AED99 ($27) in Dubai and AED297 ($81) in Abu Dhabi.
She was also behind Jaya’s 2024 UAE performance, joined by Geo Rebucas and Poppert Bernadas.
“Sometimes, it’s break-even,” Moore admitted.
From hotels to marketing, she handles everything herself.
Winter is the season
For producer Nathan Villegas, this is all a side hustle. His day job? Brand design and marketing—done from home.
He’s helped mount shows for The Juans, Arci Muñoz, and most recently, Kris Lawrence. He’s set to partner again with Bagac for the Angeli Khang and Robb Quinto show.
“’Pag winter lang naman malakas ang events,” he said. These events thrive during winter.
And yes—there’s money.
“May kita siyempre,” Villegas said. There are earnings, of course.
The details, he added with a laugh, are confidential.
He usually fronts the airfare and hotel costs, then recovers them once ticket sales and cash flow come in.
Ticket prices range from AED69 ($19) to AED399 ($109), depending on the artist, demand, and venue size.
But beyond the numbers, there’s something deeper.
“Filipino audiences are very engaging,” Villegas said. “We’re sentimental. Emotionally invested. When your favorite artist comes all the way from the Philippines, you don’t just watch—you feel it.”
In Dubai’s winter nights, these shows are more than concerts.
They’re reunions.
They’re homecomings.
And for many Pinoys, they’re proof that a side hustle—done with heart—can truly shine.
