By Staff Reporter
Dubai Success Story: How Dalia El Ali swapped finance for fashion design —and found her power move
But this isn’t just another startup story. MADE was built by Bahraini-Saudi entrepreneur Nizar Ahmadi, a mild-mannered private banker-turned-tech founder, who spent over three decades crunching numbers before deciding to trade finance for freestyle.
“I grew up with music and art in my life, but I followed the safe path for years,” says Ahmadi in an exclusive interview with Gulf News at his new DIFC office.
“Eventually, I just knew I had to build something that reflected what I really love.”
The result? A platform that quietly champions grassroots talent across the UAE—especially those without agents or big networks—giving them a place to be seen, heard, and hopefully hired.
Plus, he spent more than three decades in the high-stakes world of private banking. But what finally moved him to switch gears wasn’t market forces—it was music, dance, and a passion he’d kept parked for far too long.
“I grew up between Bahrain, Saudi, and the U.S. Music and art were always part of my life,” Nizar adds.
“But like many people, I followed the path expected of me. Eventually, I reached a point where I wanted to build something that reflected what I love—and MADE is the result.”
How the App works
MADE connects freelance performers and creative entrepreneurs with individuals and businesses looking to hire them. Whether you’re a dancer, a magician, a pianist, or someone creating handmade art, the platform allows you to upload a 90-second video, build a profile, and start receiving interest from potential clients.
“Anyone can join,” Nizar explains. “You set your price, your availability, and you’re visible to talent seekers—hotels, restaurants, event organisers, or even someone planning a small family gathering.”
What makes MADE stand out is its commission-free model. The platform doesn’t take a cut from the performer’s earnings—a deliberate decision by Nizar.
“This platform is meant to support talent, not profit off it,” he says. “Especially in this region, we have people from all walks of life with incredible skills, but no way to get noticed. MADE gives them a space to be seen.”
The idea behind his passion project
The seed of the idea was planted years ago, but it took shape during the COVID-19 pandemic—when people became increasingly reliant on digital platforms for work, creativity, and connection.
“During lockdown, a lot of people started relying on apps for everything. It made sense to create a space where talent discovery could happen online too,” Nizar says.
In addition to live performers, MADE also includes a “MADE to Sell” category for visual artists, designers, and other creators. It’s not an e-commerce site, but rather a channel for people to showcase handcrafted work and connect directly with buyers.
“This isn’t an e-commerce platform,” he says. “It’s for people who might be painting in their spare time or designing jewellery from home. They can post their work, set a price, and meet the buyer in person.
“We’re not Sotheby’s,” he adds with a smile.
“Someone could be selling a baby painting for Dh50. The point is to help people survive and grow their creative hustle.”
Focused on simplicity, not judgement
Unlike traditional talent platforms, MADE avoids gatekeeping or contest-like formats.
“I had people suggest we add voting or panels,” Nizar says. “But how do you judge a voice singing in a language you don’t understand? This is a platform where people can present themselves and let others decide if they’re a good fit.”
Users can search by price, ratings, category, or reviews. For transparency and safety, businesses must upload a commercial license, and individual users are advised to meet performers before finalising bookings.
“It’s not a hand-holding service,” he says. “We’ve made it efficient and safe, but the final agreement is between the two parties. We just facilitate the connection.”
Acting, however, is one category the platform currently excludes.
“Actors require a whole team to evaluate them. Acting isn’t something you can showcase effectively in 90 seconds,” Nizar explains. “We’ve focused on talents that lend themselves to quick discovery—like musicians, dancers, comedians, and magicians.”
A tool for a growing market
MADE also serves a practical role in the UAE’s fast-growing entertainment and events ecosystem.
“Entertainment is evolving rapidly in this region,” Nizar notes. “Younger generations are increasingly choosing freelance creative careers over traditional employment, and platforms like ours help support that shift.”
He’s clear that MADE isn’t trying to cut out agencies—it’s trying to work with them.
“Agents can use our app too,” he says. “It helps them present their talent faster. The market is growing fast enough that there’s space for all of us.”
And when it comes to production companies, Nizar says the app has already proved useful for locating videographers, stylists, editors, and more.
“If someone wants to find an Ethiopian dancer for a shoot—they don’t need to make a dozen calls. They can just search.”
Why Dubai?
Nizar says Dubai was the natural place to build and launch MADE.
“Dubai offers the infrastructure, the talent, and the support systems,” he says. “We’re based in Innovation Gate, which is backed by Sheikh Hamdan’s initiatives. This ecosystem makes it easier for ideas to become businesses.”
With tech migration rising and entrepreneurs relocating from the US, Europe, and Asia, Nizar sees Dubai as uniquely positioned to lead the next wave of creative-tech innovation.
“There’s momentum here,” he adds. “And the kind of people this city attracts—ambitious, creative, global—it makes sense to build something like MADE here.”
MADE is currently live in the UAE and is expected to roll out across Saudi Arabia and the wider GCC soon. The app is free to download, with users getting a couple of free posts or connections per month. A subscription unlocks additional features, but the core service remains accessible.
“The goal is to keep it open and inclusive,” Nizar says. “Let people test it, use it, and build their visibility.”
His long-term vision? For his home-grown app to be a standard tool used by events, businesses—even cruise ships docking in Dubai—looking for performers and creators on short notice.
“The whole point is to remove barriers,” he says. “A lot of people have talent but don’t know where to start. If MADE becomes their starting point, then that’s already a success.”
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Manjusha Radhakrishnan has been slaying entertainment news and celebrity interviews in Dubai for 18 years—and she’s just getting started. As Entertainment Editor, she covers Bollywood movie reviews, Hollywood scoops, Pakistani dramas, and world cinema.
Red carpets? She’s walked them all—Europe, North America, Macau—covering IIFA (Bollywood Oscars) and Zee Cine Awards like a pro. She’s been on CNN with Becky Anderson dropping Bollywood truth bombs like Salman Khan Black Buck hunting conviction and hosted panels with directors like Bollywood’s Kabir Khan and Indian cricketer Harbhajan Singh. She has also covered film festivals around the globe.
Oh, and did we mention she landed the cover of Xpedition Magazine as one of the UAE’s 50 most influential icons?
She was also the resident Bollywood guru on Dubai TV’s Insider Arabia and Saudi TV, where she dishes out the latest scoop and celebrity news. Her interview roster reads like a dream guest list—Priyanka Chopra Jonas, Shah Rukh Khan, Robbie Williams, Sean Penn, Deepika Padukone, Alia Bhatt, Joaquin Phoenix, and Morgan Freeman.
From breaking celeb news to making stars spill secrets, Manjusha doesn’t just cover entertainment—she owns it while looking like a star herself.
