Now United, the global pop group formed by Pop Idol creator Simon Fuller, will stream a one-off show at Louvre Abu Dhabi to millions of fans across the world. The concert will be held on Thursday, the 1st of July in partnership with a range of leading cultural and creative entities from the emirate, including the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), Louvre Abu Dhabi, Berklee Abu Dhabi, Etihad Airways, Saadiyat Rotana Resort & Villas, Abu Dhabi Film Commission (ADFC) and Zahrat Al Khaleej.

#NowLove - Live From Abu Dhabi’ will feature 16 of the group’s biggest hits and will be screened live on Now United’s official YouTube channel, which has received over two billion views in total. Across a range of platforms, Now United have amassed a global following of over 153 million fans.

The show is the latest step in Abu Dhabi’s commitment to growing the emirate’s cultural and creative sectors. Earlier this month, Abu Dhabi announced plans to invest AED 22 billion over the next five years to create new jobs and opportunities for businesses operating in the creative and cultural spaces, as well as to attract top global talent.

The show at Louvre Abu Dhabi will also feature the group’s latest members, including 19 year-old Nour Ardakani from Lebanon who is the first member from the Middle East. Also joining the group of 18 singers and dancers on stage for the first time are is Savannah Clarke (Australia), Mélanie Thomas (Ivory Coast) and Alex Mandon Rey (Spain).

Manuel Rabaté, Director of Louvre Abu Dhabi, At Louvre Abu Dhabi, said, “We are delighted to host the global talents of Now United, experiencing the museum and the rich and diverse stories of humanity through our universal collection. We share a common desire to create connections across geographies and cultures. Now United is bringing a new energy and audience to the museum as they filmed their latest music video here, showcasing how a museum space can be much more than a place to discover art, but a home to creativity in all forms.” 

Simon Fuller, Founder of Now United, added: “As Now United's popularity continues to grow in all regions of the world, we felt this was the perfect moment to stage our first virtual performance. In recent months we have all fallen in love with Abu Dhabi and made it our second home. It is the perfect safe environment for us to create content and be together. The culmination of this wonderful partnership is our performance at the incredible and stunning Louvre Abu Dhabi. It is without doubt one of the most iconic structures I have ever seen. I cannot wait to share our new show with our millions of passionate and dedicated fans around the world.” 

During their visit, the international band, who have been rehersing at the Berklee College of Music Abu Dhabi, will also shoot additional content including music videos and YouTube content which will be shot, produced and facilitated from Abu Dhabi, utilizing local talent and crew bases. 

Omar Al Dhaheri, Head of Business Development at ADFC, said: “Now United is an incredibly talented group with a devoted following worldwide. Through streaming this concert to millions of viewers across the globe, they are putting Abu Dhabi in the spotlight and showing what is possible here in the UAE’s capital. The support for creativity in Abu Dhabi from local talent and the emirate’s top cultural and creative entities is yet another demonstration of our commitment to growing this increasingly vital sector.”

Fatima Helal, Acting Editor in Chief of Zahrat Al Khaleej, who will be producing the live concert, added: “Now United are an exceptional musical group who beautifully reflect the diversity of Abu Dhabi and the UAE – which resonates with our Zaharat Al Khaleej followers. We are excited to partner with key Abu Dhabi entities to help bring Now United’s incredible talent millions of viewers around the world.”

Fabrice Ducry, General Manager of Saadiyat Rotana Resort & Villas, “It is an honour for us to be the “home away from home” for all members of the Now United since their first visit to Abu Dhabi. Setting the stage for such talented artists on a daily basis has been a pleasure for all of us here at the Saadiyat Rotana Resort and Villas. I trust their good vibes and energy inspires many across all continents, making them great “Ambassadors”  of Abu Dhabi and Saadiyat as “the island of Happiness”.

#NowLove - Live From Abu Dhabi will stream live on Now United’s YouTube channel to millions of viewers from Louvre Abu Dhabi on Thursday, 01 July 2021.