CASIO Middle East launches new CT-X & AT-3 series keyboards in UAE
- Keyboards integrated with pre-set Arab music and Oriental rhythms to appeal to local and regional market
November 24, 2018: CASIO Middle East has launched in the UAE its recently improved AT-3 and brand-new CT-X series keyboards specifically designed for the Arab market, marking the company’s formal entry to the growing Arab electronic musical instrument industry. The formal unveiling of the two products took place at the Music Chamber, the one-stop music experience showroom and academy, at The Mall, Jumeirah in Dubai.
In conjunction with the launch was the rolling out of Casio Middle East’s Arabic YouTube channel (https://www.youtube.com/channel/UC3X54vbHnuNvMGZ7hXuiEEw) to serve as its official platform in the hugely popular video-sharing website. The channel will broadcast footage of its latest top-of-the-line musical instruments and their features, as well as easy-to-follow tutorial videos for beginners and professionals alike in keeping with the company’s commitment to help nurture music geniuses in the region.
The CT-X series features a right mix of unique Western, Oriental and Gulf sources capable of playing different styles of music such as R&B, Rock, Jazz, Saidi, Maksoum and Katakofti, while the upgraded version of the competitively priced AT-3 series offers a new set of Oriental rhythms with a professional arranger to support new beginners and a veteran musician performing a one-man show. Both strong Oriental keyboard products are integrated with pre-set Arab music and oriental rhythms to appeal to local and regional artists.
Koji Naka, Managing Director, CASIO Middle East, said: “The two new products launched is a boost to our initiative to highlight the role of music, a universal language, in bringing people together regardless of their nationalities and cultural backgrounds. In the Middle East, we aim to attract Arab musicians, listeners, and fans by offering them a product that fits their needs. On the business side, the unveiling provided us with an opportunity to show our strong interest and desire to capture a large portion of the Arab market amid the rising opportunities in the electronic musical instrument industry here.”
Live performances by Mohammad Salah (Keyboard), Michael (Digital Piano), Rami (Oud), Valerie (Piano), Beshoy (Nay) and Hani (Violin) dominated the launch event attended by key CASIO and Music Chamber executives.
According to Mohammad Salah, a professional Iraqi keyboardist, the improved AT-3 is the best keyboard in today’s musical instruments market for learning or playing Oriental music. It is loaded with advanced features and options allowing users to create their very own music, rhythms and tones, coupled with high quality materials and one of a kind output quality that makes it unique among its competitors.
The enthusiastic audience also tried their hand on the new keyboards and other Casio musical instruments during the launch, giving them an opportunity to experience the power of the high-quality and exceptionally made instruments.
About CASIO Middle East FZE
CASIO Middle East FZE is the regional subsidiary of CASIO Computer Co. Ltd., overseeing sales and marketing activities across the Middle East & Africa. CASIO has been supplying products to countries in the Middle East & Africa through sales agents since the mid-1970s. Beginning in October 2013, CASIO Middle East FZE has been working in tandem with sales agents in each of the countries and carrying out sales and marketing activities tailored to these countries. By promptly supplying products and services suited to local tastes and lifestyles, the company intends to popularize CASIO products and expand its business in the region.
About Music Chamber
The Music Chamber is a 16-studio academy and showroom offering a one stop full music experience. On display is the region’s largest variety of music instruments, books and accessories. Students as early as five can learn a rich variety of musical instruments, including piano, violin, cello, guitar, drums, wind instruments, voice and theory. It is recognized by the Associated Board of Royal Schools of Music in London as being at par with the best international standards. Our students are among the highest scorers of Distinctions in the ABRSM Exams, among approximately 750,000 students worldwide.