Gushcloud Acquires Dubai's TalentPlus in MENA Expansion
Singapore's Gushcloud completes majority stake in UAE's TalentPlus, targeting $22B MENA media market. Cross-border creator monetization strategy positions firm against Publicis in influencer space.
Singapore-based Gushcloud International completed a majority acquisition of TalentPlus Dubai this month, rebranding the UAE talent management firm as Gushcloud TalentPlus as part of its expansion across the Middle East and North Africa region. The deal follows an initial investment made 15 months ago and positions the company to capture growing digital content opportunities in a market projected to reach $22 billion in media spend.
Acquisition Strengthens Cross-Border Creator Operations
TalentPlus will now manage MENA creators for global representation while monetizing international creators and intellectual property in the region. Michel Chahda will remain CEO of the newly branded entity and has been appointed partner at Gushcloud International.
Gay Carr, Gushcloud's chief of staff, has relocated to the UAE to co-lead the unit and oversee the company's multi-year partnership with the Abu Dhabi Investment Office (ADIO). The partnership supports Gushcloud's regional headquarters in Abu Dhabi, which was established in August 2024 as the company's 12th global office.
"The UAE has become one of the most strategic markets globally for creators to live, work, and build their businesses," said Althea Lim, co-founder and group CEO of Gushcloud International.
The acquisition strengthens Gushcloud's capabilities across reserved media, creator IP development, and cross-border monetization, supporting expansion across Asia-Pacific, the Middle East, Europe, and the United States.
High Engagement Metrics Drive Regional Investment
The move comes as digital content is projected to account for 46% of the region's estimated $22 billion media spend, according to Strategy&. MENA users maintain an average of 8.4 social media accounts and spend over three hours daily on social platforms, based on GlobalWebIndex data.
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The UAE's influencer marketing market is projected to reach $272 million by 2026, driven by high digital engagement rates. These metrics have attracted increased attention from global platforms seeking growth opportunities beyond saturated Western markets.
Competition in the creator management space has intensified recently. Publicis Groupe acquired AI influencer platform Influential for $500 million, while regional player Humanz secured $15 million in funding after reporting 250% year-over-year growth.
Government Initiatives Support Media Hub Development
The acquisition builds on Gushcloud's partnership with ADIO, which aligns with Abu Dhabi's economic diversification goals to establish the emirate as a regional media and entertainment hub. The initiative supports job creation and digital creator ecosystem growth across the UAE.
Michel Chahda noted that combining local market insights with Gushcloud's global network creates more monetizable opportunities for creators operating across borders.
The deal structure, which progressed from minority to majority stake over 15 months, demonstrates a measured approach to market entry that allows platforms to assess regional dynamics before committing additional capital. This strategy has become common among Asian firms expanding into MENA markets, where regulatory environments and business practices differ significantly from Asia-Pacific operations.
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