Asil Ersoydan, founder of SEG (Someone’s Entertainment Group), now delivers Dubai’s most coordinated platform for live events, production, and creative industry work. The new system integrates venues, booking technology, ticketing engines, production units, and creative studios into one unified structure. Asil Ersoydan addressed stakeholders at SEG’s Al Khayat Avenue headquarters:
“Dubai creates a demand for scale and order. SEG’s model delivers both. The units share a calendar, a logic, and a result. Artists, planners, vendors, and brands all move inside the same map. The structure keeps quality high and risk low.”
SEG’s launch grounds distinct business lines; Someone’s House, Someone’s Plan, Someone’s Event, Someone’s Stage, Someone’s Yacht, Someone’s Ticket, Someone’s Studio, and Someone’s Gallery, under a single group. Particular units address particular demands. The UAE’s event sector benefits from its collaborative reliability cycle.
SEG Ecosystem
Asil Ersoydan’s approach to work focuses on system ownership rather than individual projects. In his view, venues, talent, planners, audiences, and technology exist within a unified operational space, coordinated by common calendars, records, and responsibilities. The purpose of SEG is to bring order to randomness, replace repetition with progress, and connect isolated efforts to generate output. Ersoydan develops settings where artists are drawn back, planners count on predictable flows, and audiences perceive consistency throughout different nights and formats. He concentrates on long-term strategy, prioritizing sustained operations, accountability, and the growth of value rather than short-term gains. SEG provides Dubai with a functional structure that promotes creative output via regulation, collaboration, and continuous engagement.
Asil Ersoydan: The System, In His Words
We created Someone’s House for hosts to make a room their own. Private, quiet, always ready for their signal. On the water, the yacht offers that same feeling: city lights disappearing, music on open decks, and the host choosing guests and how the night progresses.
The Stage is where you will find a story and applause. Poets, musicians, and dancers go through its lights, each show timed and expertly handled. The House’s doors open and close, with Atelier directly behind it. Artists enter, explore concepts, fit things, and strive for an effective look.
Plan drives everything. Need a performer? Vendor? Venue? The requests, the offers, the payments, no lost threads, no second-guessing. Ticket grants entry. Guests scan in. Schedules lock tight. You always know who came, who returned, who mattered.
The event is keeping things in motion. My team manages the ground, cues, timelines, and crews. Planners relax, the show runs as promised. The Studio holds the lens. Brands use their voice for stories that are filmed and edited properly.
The gallery contains pieces worthy of another glance. Art finds its buyers, artists connect with collectors, and every artwork bridges the gap between creator and society. SEG keeps it moving, clear, and on record for every brand, artist, guest, and night. That’s the system.”
Integrated Venues and Platform: A Network Approach
Someone’s House offers a private space for events such as launches, performances, afterparties, and brand activations. The villa keeps entry exclusive. QR-based systems manage guest flow, schedule, and amenities. Event hosts shape every experience, with SEG staff delivering full technical support.
Marine gatherings occur at Someone’s Yacht. The venue offers the same platform on water. Private gatherings move between Dubai’s skyline and the open sea. Guests use QR boarding. Schedules and entertainment mirror the House format. Both venues keep hosts in control—every guest, every service, every hour.
Someone’s Stage is where public performances are held. The theatre hosts music, drama, spoken word, and displays. All shows follow professional time codes. Programmers set public calendars months in advance. The Stage enables polished movement between event genres and guest profiles.
Adjoining the House is Someone’s Atelier. Planners, curators, and artists use the site for rehearsals, fittings, art installs, or behind-the-scenes work. Atelier creates a transition zone for brands and performers, connecting private prep to public show.
Plan and Ticket: Digital Engines, Real Outcomes
Organizers use Someone’s Plan as a private booking network for event creation. Users post their needs. Vendors, performers, and venues reply with proposals, prices, and availability. Plan’s backend matches the right talent with the right show. All communication, payments, and media pass through a single thread.
Access relies on Someone’s Ticket for QR code entry, ticket purchases, guest tracking, and revenue flow. All venues, House, Yacht, and Stage use a Ticket for both public and private access. Organizers control guest lists. Planners run entry lists. All events are on the same tech rails.
With the dual-engine setup, talent is safeguarded, organizers are held responsible, and guests are kept in the know. Every performer has a live profile. Every booking has an audit trail. Payment never fluctuates. Reputation builds event to event.
Event Production and Media
Someone’s Event is responsible for overseeing the gatherings. The team tracks everything: contracts, vendor schedules, security, setup, and breakdown. Planners receive playbooks for each event. Clients get exact timelines and delivery specs.
Someone’s Studio made the media assets. Everything about rentals and planning stays within the system. Studio produces product films, campaign media, interviews, and social content. In-house directors and editors guarantee every piece lands on brand and on time. Studio staff move between digital and live sets, providing a steady stream of output for brands and artists.
Artist Priority, Industry Gains
Performers and creatives stay in the spotlight across the platform. Plan tracks live offers, booking stats, ratings, and past gigs for each artist. Ticket tracks appearances, audience size, and payment flow. Stage and House provide fully equipped environments for every show, rehearsal, or installation.
Ersoydan confirmed,
“Artists create meaning. SEG’s job is to deliver ground, access, and continuity. The equation doesn’t account for luck in the system.
Feedback from planners and vendors since SEG’s pilot phase has noted clear booking, rapid payment, and lower friction between teams. Clients shared stories of shows that ran on time, artists who returned, and guests who found seats, entries, and updates with ease.
Scalable Structure, Local Center
Dubai roots remain strong, but the model supports expansion. Al Khayat Avenue houses the root venues and offices, but the platform’s code and booking flow are designed for new cities. Licensing talks are proceeding with partners in the GCC and select European markets.
He told the media,
“Dubai proved the value. SEG’s future will build on this map—wherever system quality holds.”
The identical technology, calendar logic, and talent pool will be present in every new location. SEG’s central group assesses all fresh partnerships, verifying they align with standards and comply with all rules.
Asil Ersoydan’s Statement: Purpose and Path
In his closing remarks, Ersoydan stated,
“SEG does the hard work: infrastructure, access, and protection. Audiences, clients, artists, and planners all move inside a system. The team finishes the job, then hands over the room.”
Operations start with SEG’s complete system already live in Dubai. The company expects to onboard hundreds of planners and artists over the coming year.
Stakeholders, partners, or press may contact [email protected] for further information or interviews.
