The Sunday News
Raisedon Baya
A NEW year has begun. We are into the last year of a decade. We are aware a lot of writers and opinion makers are busy writing and publishing a lot of lists. Lists of best events that happened in 2019.
Lists of news makers of 2019. Lists of what to expect this new year and lists of what to do or not to do this year. These lists will be awash in different platforms — newspapers and the internet.
When we started this column we had a list too: ten young artists most likely to make an impact in 2020. We were still trying to put the names together when another idea jumped into our mind, making us abandon the list.
There was no Intwasa Xtra this last December. Quite a number of people called to ask why there was no Intwasa Xtra. The answer we gave was simple. There were no resources to put an event as big as Intwasa Xtra and besides the previous editions had not attracted the crowds we had hoped a December event like the Xtra should attract.
This is what we told the people. And it is the truth. What we also didn’t tell people was that Intwasa felt this past December had so many events taking place it would have been difficult to have an audience to sustain the event.
There was the Bulawayo Shutdown, Sjava show, a Radio Djs event at Queens Sports Ground, Ibumba Arts Festival, and many others events in the last two weeks of December. Observing from afar most of these events didn’t do well in terms of audiences. They hardly broke even at the box office.
We all know last year was not a good year for the sector. There were a few success stories in Bulawayo. Upon reflection we noted we are doing the same events in the same way and expecting different results.
Take for example music concerts. We want to believe that concerts are failing because of same reasons. We are all using one template. A one size fits all template that apparently is not working so well literally for everyone. Why are the so-called big events not pulling big crowds? Is it because Bulawayo generally does not support the arts? What are the reasons contributing to the flops we witnessed months after months in 2019 in the city? Here are some reasons:
Reason 1. Poor programming. The most common template is overcrowding the night with artistes.
You will find one event having over 20 artistes billed to perform in one night. As an audience you don’t know what to expect. Worse if you are coming to the show for particular artistes you are always in the dark about when they will actually go on stage.
So, you go to the event and become a prisoner of programming. This is worse with the big concerts.
The big crowd pullers like Jah Prayzah, Winky D and others now go on stage after 12 midnight. Meaning concerts are not currently for those that don’t want to go back home when the sun is coming out.
This time of programming is premised on the idea of pushing beer sales. The idea is that the more time people spend on the venue the more they will spend on beer.
This approach to programming ought to change. Event managers must look at creating unique experiences for audiences. Each event must bring new experiences for its audience.
Reason 2. Poor marketing. Most events are poorly marketed. Again, most event organisers are using the same template too. Basic marketing.
Your ordinary poster. A few fliers. One or two radio interviews. And social media posts. This is good but it is attracting the same people.
We need new marketing strategies that will excite people about our events. We need to reach out to people that do not normally attend these shows and convince them to come. We need marketing strategies that will convince new audiences to attend these concerts and events.
Reason 3. Pricing. This is one issue a lot of our audiences have been complaining about. We are either pricing our events out of reach of the general people we are targeting as our market or pricing the events too low that it’s not making business sense at all.
So, we need to have a business mind whenever we price these events.
We need to keep the business afloat but also at the same time make it affordable for our target audiences.
This is 2020. A new year. The sector has to find new ways of doing business so as to stay afloat. As the economy gets worse more people will think twice before they attend a concert or art event. And so, we really need to make it worth it.
