Soren West joins TAIT

TAIT has welcomed industry veteran and executive producer Soren West as executive vice president for the Middle East and North Africa (MENA). In his new role, West will be a key leader for TAIT focusing on growth across MENA and the Gulf Coast.

West has a long history with TAIT and the Rock Lititz Community. “I went to TAIT for a job in 1996 and they turned me away. I spent the next 22 years working across the street; we grew up together,” he said.

During those two decades, West served as CEO of Atomic, co-founder of Beame Lighting, which was sold to 4Wall, and one of the founding visionaries of Rock Lititz. He left Atomic in 2017 to form his own creative entertainment, media and brand communications company in Los Angeles, his namesake, Soren West, which was recently acquired by the executive team who has been operating the company for the last few years.

“Soren has been our client, our vendor, occasionally our competitor and always our friend for nearly 30 years and we have tremendous respect for what he’s accomplished in our business,” remarked Adam Davis, CEO of TAIT. “It’s about time we joined forces. He’s a dynamo; a perfect fit – a trusted, experienced talent who can carry the TAIT name and mission into new territories.”

“It feels like my journey has come full circle, like coming home,” West concluded. “I’m thrilled by the opportunity to be part of this great company and to be part of the exciting cultural and economic change going on across MENA.”