Event organisers in the country have set new trends and standards in live events production and organisation.
Gone are the days when artists would settle for any space to host an event or perform.
Nowadays, venues are designed not only to look attractive, but also with a special ambience that creates a beautiful atmosphere and scenery.
It is not strange to see open ground venues adorned with well-designed food and drink stalls, picture booths or backdrops, beautifully decorated VIP sections and well-lit performance stages.
The sound system and stage set-up are also other key factors that have been elevated.
What has necessitated this shift and at what cost?
In an interview yesterday, Sound Addicts director Shadreck Kalukusha said the shift is a result of the demand for high quality shows by patrons.
He said the audience has become sensitive to service provision such as food, ease of access, car park security, sound quality, visual screens and hygiene.
Said Kalukusha: “People are giving their feedback via so many platforms whether negative or positive.
“These are the things event organisers have started listening to. They realise what needs to change if they are to grow the industry and remain relevant.”
He said as Sound Addicts, they strive to create and provide unique atmosphere to their audience amd also decorate to set the mood.
“We are yet to see profits directly coming from an event itself. Mostly, these are things we do out of passion . The profits come from working with organisations who want something similar,” said Kalukusha.
Entertainers Promotions chief executive officer Tonderai Banda said their constant working with international artists has pushed the quality of events.
He said: “When the international artists come, they provide us with technical riders which we need to follow. If we do not do that, they will not perform.
“Even the Malawian artists are also providing guides on what they want on their events in terms of standards.”
Tonderai also said the silent competition among Malawi, Zimbabwe and Zambia is another factor that has reshuffled the standards of event production.
He said: “Malawians notice what is happening outside the country and we are trying to move with time.
“Previously, we were comfortable in our zone, but that is no longer the case. If you can see now, there is competition among the neighbouring countries which is good.”
Tonderai said when they deliver well-decorated events, it is a way of marketing Malawi to the world and also creating confidence within corporates to attract advertisements.
“We have rewards that come as door collections and sponsorship which come after through bookings for corporate events depending on how you delivered a particular event,” he said.
On his part, Beerland Festival director Kennedy ‘DJ Kenny’ Maluwa said the rise in standards has been a result of the support people have been providing the entertainment industry .
“The cost of production depends on things you want for a particular event. It does not come on a cheap, but it is worthy. At the end of the day, we want to deliver an experience to last for long in people’s minds,” he said.
Event organisers say if they factor in elements such as security, stage, promotion, air tickets and accommodation for international events, they need a budget in excess of K100 million while for local artists, it is around K70 million.
