APEX Content Market 2026: Monster Entertainment & Musicals

Dubai is set to become a central hub for in-flight entertainment (IFE) content buyers and distributors next month, as the February 11-12 APEX Content Market returns to the United Arab Emirates. Among the companies showcasing new offerings is Monster Entertainment, an Ireland-based brand management and distribution firm, which is making a notable foray into the musical genre.

For Monster Entertainment, known for its work in children’s animation, music documentaries, and general entertainment programming, the addition of musicals represents a strategic expansion. CEO Andrew Fitzpatrick explained the move, citing a “renewed interest in musicals and the escapism and excitement which comes with them,” pointing to the recent theatrical release of Bat Out of Hell – The Musical in the UK as evidence of this trend. “They’re perfect for in-flight for the same reason and, in licensing them, airlines will be able to stay ahead of the curve,” Fitzpatrick stated.

The company’s musical catalog now includes Bat Out of Hell – The Musical, Girl from the North Country (featuring the music of Bob Dylan), and A Night with Janis Joplin. Monster Entertainment has been a long-standing provider of music content to the in-flight market, with a history stretching back to 1998, and currently serves over 100 airlines. The APEX Content Market provides an “intimate and productive setting for all airline content needs,” according to the event’s official website, and is positioned as the “only global industry event focused on connecting in-flight entertainment content buyers with worldwide content distributors.”

Beyond musicals, Monster Entertainment is also bringing a slate of documentaries to the market. These include Olivia Hussey, the Girl on the Balcony, which chronicles the life of the actress best known for her role in the 1968 film Romeo & Juliet, from her childhood in Argentina through her Hollywood career. Another documentary offering is Midnight Movies, focusing on the rise of unconventional, low-budget films that gained popularity in the United States during the 1970s.

The APEX Content Market’s return to Dubai is being met with enthusiasm from industry professionals. Lindsay Arellano, Senior Account Director at West Entertainment, described the event as exceeding expectations, highlighting the “fantastic” networking opportunities and valuable insights gained from face-to-face meetings with distributors. Adlee Williams, VP of Content Partnerships at Stellar Entertainment, echoed this sentiment, noting the event’s importance for building relationships and staying abreast of industry innovation. The event’s organization has also been praised for facilitating connections between airline attendees, and exhibitors.

Monster Entertainment’s broader portfolio, as highlighted on its LinkedIn page, extends to children’s programming and animation. The company is currently involved in projects that are fostering new talent within the industry, as evidenced by recent collaborations with writers and animators. While the core business remains children’s animation – with series like Becca’s Bunch (created by Nickelodeon) now under their distribution rights – the expansion into musicals signals a diversification strategy aimed at capturing evolving passenger preferences.

Looking ahead, Monster Entertainment is also anticipating the release of The Great Irish Song Book in March, and the continuation of its music documentary series, Memory Lane, with the release of Season 10, featuring footage from the Montreux Jazz Festival. These additions further solidify the company’s commitment to providing a diverse range of music-related content for the in-flight entertainment market.

The APEX Content Market, as a members-only event, aims to provide a focused environment for content acquisition and partnership development. With airlines continually seeking to enhance the passenger experience, the market serves as a crucial platform for discovering and securing the latest entertainment offerings. Monster Entertainment’s move into musicals, alongside its established music and documentary catalog, positions the company to capitalize on this demand and further strengthen its presence in the global IFE landscape.