Words by GO! Dubai Press & Media

The world-famous Swedish illusionist on magic, ambition, jet-set life, hard work, legendary friendships and his love for Dubai

For more than five decades, Joe Labero has lived a life that most people could only dream about. Singapore, Dubai, Las Vegas, New York, Australia, Monaco and some of the world’s most prestigious stages have become chapters in a remarkable career built on illusion, entertainment and an extraordinary determination to succeed.

He has performed for royalty, international celebrities and millions of spectators, while collecting the prestigious Merlin Award four times — an honour often described as the Oscars of the magic world. Yet behind the spectacular costumes, flashing lights and seemingly impossible illusions is a man who knows that success is anything but magic.

We caught up with Joe Labero for an energetic conversation about the real secrets behind the illusion.

Joe, more than 50 years in magic is an incredible achievement. When you look back, what do you see?

I see an incredible journey! I started as a young boy with a magic box, and somehow that little box opened the door to a completely different world.

What began as curiosity became a passion, then a profession and eventually a lifestyle. I have been incredibly fortunate to travel the world and perform for so many different audiences.

But there is one thing people sometimes misunderstand: they see the glamour and the big shows, but they don’t see all the work behind it.

So, is the jet-set lifestyle as glamorous as people imagine?

Sometimes it is!

I have performed in amazing cities, stayed in fantastic hotels, met fascinating people and worked with some extraordinary entertainers. I love that part of the business.

But airports, hotels and luxury venues are only one side of the story. The other side is rehearsing, travelling with equipment, working long hours, creating new material and performing night after night.

You can have the best theatre in the world, but when the curtain goes up, you have to deliver. There are no excuses.

What does it take to survive and succeed in the entertainment industry?

Hard work. Discipline. Creativity. And never becoming satisfied.

Talent is important, of course, but talent alone doesn’t take you very far. You have to develop yourself constantly.

I always ask myself: How can I make this better? How can I surprise the audience? How can I create something they haven’t experienced before?

Entertainment is about evolution. If you stand still, somebody else will pass you.

One of the important people in your life was your mentor, Carlo Tornedo. What did he mean to you?

Carlo was extremely important to me. He saw something in me at a very young age and gave me confidence.

A great mentor doesn’t simply teach you tricks. A great mentor teaches you how to think.

Carlo understood show business. He understood presentation, personality and how to communicate with an audience. He helped me understand that being a magician is not only about the secret behind an illusion — it is about creating an experience.

I will always have tremendous respect and gratitude for him.

Labero’s own history confirms Tornedo’s crucial role in his early development, including helping shape the stage identity “Joe Labero.”

You also grew up looking at the legendary Siegfried & Roy. What did they mean to you?

They were superstars. When I saw Siegfried & Roy, I thought, Wow! This is show business!

They understood that magic could be enormous. It could be spectacular. It could fill a huge stage and still create wonder.

For me, they were an inspiration because they demonstrated what was possible when you combined illusion, production, personality and entertainment on a massive scale.

I was lucky enough to know them, and that friendship and connection is something I value enormously.

You have performed everywhere from Singapore and Australia to Las Vegas. Is there a particular city that feels special?

Every city has its own energy.

Singapore has been fantastic for me. Australia has an incredible entertainment culture. Las Vegas is obviously legendary.

But Dubai has a very special place in my heart.

I love the energy here. Dubai is international, ambitious and constantly moving forward. People come here from everywhere in the world, and that makes it a fantastic place for magic because magic is also international.

You don’t need a particular language to understand wonder.

I come to Dubai both privately and for performances, and I always enjoy returning. There is something exciting happening here all the time.

You have performed for the Swedish Royal Family and international celebrities. Does performing for VIP audiences make you nervous?

You always have respect for the audience, but I don’t think you should be afraid of them.

Whether there are ten people in a room or thousands in a theatre, you have the same responsibility: give them a great experience.

The moment you walk onto the stage, everyone is equal. The audience wants to be entertained, surprised and taken somewhere else for a while.

That’s the magic.

You have received the Merlin Award four times. What does that recognition mean to you?

It is a huge honour.

The Merlin Award is extremely important within our industry, and receiving it four times is something I am very proud of. But awards are not the reason you perform.

The real reward is standing backstage, hearing the audience and knowing that in a few seconds you are going to walk out there and create something they will remember.

That feeling never gets old.

Labero has previously been recognised by the Merlin Award Society, including its “Illusionist of the Decade” honour; the organisation describes the award as the magic world’s equivalent of an Oscar.

After all these years, what still excites you?

The audience.

Every audience is different. Every night is different.

You can perform the same illusion hundreds of times, but the people watching it have never seen it before. Their reaction gives you energy.

And I still love creating new things. Technology changes, entertainment changes and audiences change. You have to change with them while keeping the essence of magic alive.

Finally, what would you say to someone dreaming of becoming successful?

Don’t wait for somebody to give you permission to follow your dream.

Work hard. Learn your craft. Make mistakes. Get back up. Listen to people who have experience, but develop your own personality.

And most importantly, believe in yourself.

People often see the success at the end of the journey and think it happened overnight.

It didn’t.

Behind every successful show are thousands of hours nobody sees.

That’s the real magic.

And perhaps that is Joe Labero’s greatest illusion of all: making decades of discipline, sacrifice, creativity and relentless hard work look effortless when the lights go down, the music starts and the curtain rises.The magician steps onto the stage.

The audience holds its breath.

And for a few unforgettable moments, anything is possible.