With a rich history of putting together the logistical operations behind the world’s biggest shows dating back to the late 1970s, when it comes to concert touring, Rock-it Cargo has always been at the forefront of the industry. From bringing Billy Joel’s tour into the former Soviet Union to facilitating Metallica becoming the first band to play all seven continents, the company has been the backbone of many a groundbreaking production over the years.
Rock-it Cargo is no stranger to the Middle East, having operated in the region for many years, and the company’s presence in the region was strengthened earlier this year as it opened a dedicated headquarters in Dubai following the acquisition of SOS Global by its parent company, Global Critical Logistics (GCL) Group. “Rock-it has been the leader when it comes to global live music touring, while SOS has traditionally dominated the market in the sports and broadcast industries, so it was a natural fit,” stated Middle East Managing Director of GCL, James McSweeney, explaining the thinking behind the acquisition.
Heading up the new Rock-it Cargo Middle East operation is Bob O’Brien – a touring veteran who swapped the production office for the world of logistics when he set up SOS Global’s Middle East presence back in 2021. “What I’ve found during my time living in the Middle East is that there are very specific processes in place for movements within the region that are very different to rest of world, but the fact that our team in place has over 80 years of combined experience in this region is a massive plus point that gives us the edge,” O’Brien explained to TPiMEA.
The deal is the latest in a series of acquisitions that has enhanced and diversified the GCL portfolio, with the group now growing into several complementary sectors of logistics and freight forwarding, including fine art with DIETL, film and TV with Dynamic International, and high-value vehicles with CARS (Classic Automobile Relocation Services). In fact, Rock-it and its sister companies now have offices in 18 countries and, in 2023, completed shipments in more than 115 countries.
“The really exciting thing is the breadth of the group’s offering, which is especially well suited to the demands of our Middle East clients,” commented McSweeney, who joined GCL as Middle East Managing Director after the group acquired his company, CARS, at the start of 2023. O’Brien elaborated: “It’s not unusual to move kit for a live event, an art piece, and a high-value car all for essentially the same client. Each of the verticals in the group complements the other and it’s a perfect fit for the region.”
To those who would say all freight is the same, O’Brien’s response was unequivocal. “You might be great at moving six 747s for a rock concert, but your expertise isn’t necessarily applicable when it comes to moving a piece of fine art or a high-end car, and vice versa,” he commented. “While many of the principles are the same, each vertical takes a different know how and approach, so it’s great to have all these experts in their respective areas together under one roof. There’s not much we can’t do in logistics now.”
The ‘under one roof’ concept is something that is important to O’Brien not only in the sense that the companies are actively collaborating and supporting each other, but also in the literal sense of everything working out of the same physical space at the Dubai headquarters of Rock-it and CARS. “The pandemic meant that we all had to work remotely for extended periods of time, which we navigated very well. However, returning to an office-based structure is certainly more productive for us here in the Middle East. This office-based structure is key to our ability to quote without delay and to strategise as a collective team. Being in the office has been hugely beneficial right across each department.”
‘A very exciting growth period’
For Rock-it, adding a touring veteran with a lengthy live events background such as O’Brien to its ranks is a huge boost to its Middle East operation. “Having someone with that length of experience in the live events space on the ground in the Middle East is hugely valuable,” McSweeney commented. “The industry is making massive strides in the Middle East and for them to know that there’s an ex-touring industry veteran at the end of a phone at a moment’s notice and here on the ground – whether that’s in Dubai, Riyadh, Jeddah or anywhere else – is a huge benefit.”
It’s no secret that the Middle East is a growth market, and Rock-it is undoubtedly set to capitalise on what promises to be an “exceptionally busy” year – powered primarily by the astounding growth in Saudi Arabia. “We are at the start of a very exciting period of growth throughout the region, but KSA is where much of that growth is forecast,” McSweeney explained. “From a logistics perspective, everything from music touring to systems integration is thriving and we are perfectly set up to service the needs of our clients in the Kingdom.”
A key feather in the Rock-it cap is GCL’s exclusive commercial partnership agreement with SAL Saudi Logistics Services, which handles 99% of Saudi Arabia’s inbound and outbound air cargo, with operations at Riyadh, Jeddah, Dammam, Madinah, and many other domestic stations. Under the agreement, SAL provides exclusive logistics services to all GCL companies inside of Saudi Arabia, while GCL supports SAL for all global logistics and freight forwarding services for projects originating in Saudi Arabia and requiring solutions into and out of the country.
Rock-it Cargo’s Operations Manager, Neville Havenga, lives in Riyadh and works extremelyclosely with SAL. “Neville has over 30 years of experience in the global freight world and has been on the ground in KSA for all of Rock-it’s MDLBEAST projects over the past four years,” O’Brien stated. “He now heads up our Riyadh Operations.”
The growth in Saudi Arabia may grab the headlines, but according to O’Brien, there’s plenty to be excited about outside of the Kingdom, too. “There are huge things happening all over the GCC, the wider Middle East and surrounding areas,” he beamed. “From a touring perspective, you can see all the major promoters bringing bands over to the region for multiple dates in several territories. The Middle East, North Africa and India is now a genuine profitable touring route – and the main hub for connecting all these destinations is Dubai.”
Looking to the future, both O’Brien and McSweeney are excited for what lies ahead. “We’re on a growth spurt and we’re up for the challenge,” O’Brien stated. “I’ve been in and out of the Middle East since 2000, living here for the past four years. I love the challenge in the region right now because it’s still a developing market. We’re still only scratching the surface of the opportunities here. There’s no better place in the world to be doing what we’re doing.”
McSweeney concluded: “We’re taking a long-term view and we’re not in a rush. We want to get it right. We’re experienced enough to know the importance of not running before we can walk. The companies are integrated and it’s all about building growth and servicing the needs of our clients.”
Photos: Rock-it Cargo
