Victory Amplification Joins Forces with Art Of Guitar

Expanding into the MENA Region with a Powerful New Partnership.

24th March 2025 – Victory Amplification are proud to announce an exciting new partnership with Art Of Guitar, the leading music business in the Middle East, marking our first official dealer in the MENA (Middle East & North Africa) region. This collaboration brings Victory’s world-class British Amplifiers to a rapidly expanding community of passionate musicians across the region.

Victory Amplification has had another incredible year of growth, further solidifying its place in the top tier of UK amplifier brands. The brand’s continued success is a testament to its dedication to high-quality craftsmanship, innovative amp design, and its expanding global presence. Art Of Guitar, a retailer that has doubled in size every year for the past six years, is the perfect match for Victory, ensuring that players in the MENA region now have access to some of the very best in guitar amplification.

2025 started with a bang for Art Of Guitar, coming straight off the back of being awarded a Top 100 Retailer Award—an achievement that makes them the first retailer in the MENA region to receive this recognition in over 100 years.

“This is such a proud moment for us,” says Rick Vlemmiks, CEO of Art Of Guitar. “As the leading supplier of amplifiers—especially tube amplifiers—across the Middle East, we have become synonymous with the very best in the industry. Over the past few years, it’s become clear that Victory Amps belong in that same top tier. With our team of professional, trained specialists, we provide the perfect home for their incredible amps.”

Amy Gunter of Victory Amps adds: “We are so proud today to be announcing our collaboration and partnership with Art Of Guitar and their associated businesses and academy. As the fastest-growing music business in the region – through their curated selection of the world’s best brands – it was clear that Victory Amps had a natural place in the AOG portfolio.”

Adding to the excitement, Victory is also thrilled to have their longstanding signature artists,  Rabea Massaad and Peter Honoré (Danish Pete). Their cutting-edge playing styles and deep involvement in Victory’s R&D process ensure that every amp delivers exceptional tone. Chief Designer Martin Kidd highly values their input, helping Victory to create amps that push boundaries and inspire musicians worldwide.

Beyond this partnership, discussions are already in place to bring Rabea and Pete to Dubai for exclusive masterclasses in the not too distant future, further strengthening the connection between Victory, Art Of Guitar, and the region’s thriving music scene.

Victory Amplification continues to expand its global footprint, and this partnership with Art Of Guitar is a major milestone in delivering world-class tone to players across the MENA region.

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