In spring 2007 four young aspiring entrepreneurs with experience in different marketing and entertainment fields, in a social gathering, came to the realization that Qatar lacked the channels to communicate to the young and upcoming market group aged 18-45 (which is the largest sector of the Qatari population).

They also realized that the majority of the previous and current international DJ events, unfortunately, didn't live up to the international standards of professionalism in execution. Thus, not living up to their name!

The young aspiring professionals decided to join forces and resources to bring about a revolution. One that will result in the kind of change that makes Qatari events a benchmark for all future events, not only regionally but, in the world as a whole.

For such a revolution to take place we had to find a way to merge east with west and catalyze a fusion to bring together the best of both worlds. Therefore, The Hiway Group (U.K.) was united with 24/7 Entertainment Co. (Qatar) to bring you, the Qatari market as first and foremost, as well as the rest of the rest of the world 24/7 Frequency Entertainments.

Qatar needed to be put on the international events map. In order to do that we contacted various internationally acclaimed artists and their agents to negotiate, not only event dates but, possibilities of exclusive agency rights. And we have indeed returned successful from these negotiations and currently possess various artists' exclusive agency rights not only in Qatar or the GCC but in fact the whole Middle East.

Stage two in bringing Doha to the world as an entertainment capital, we are already negotiating with international artists to do, what is called in the entertainment field as, swap gigs. In these events after the international DJs come out to Qatar on their tour, our local DJs are invited to do opening sets in internationally renowned clubs for these big names. This way our local DJ talent gets international exposure, which in turn also boosts Qatar's name in the field.