Changing phases of events and entertainment industry…


Recently at EMF's maiden event ACE 2014, event managers and agencies convened together with a spirit of eagerness and excitement to debate on the changing phases of events and entertainment industry.

A session by Mr. Tarsem Mittal, Head TM Entertainment, Ms. Reema Gupta, Director Red Entertainment and Mr. Rajesh Sharma, Founder Laughing Colors shared their thoughts and views about the challenges they face as talent managers with the artists. Artist management is not anymore the concept and practice that it used to be. It has become a more grand and extravagant show in the present days.

Mr. Tarsem Mittal highlighted the issues associated with managing artists considering past, present and future. Earlier most people felt that a celebrity manager is an unnecessary broker between an artist and its organizer, whereas there has been a change seen over time. People have realized and started accepting the talent that our artists have been showcasing these days. Some of the other points that Mr. Mittal mentioned were, the talent managers have become an organized agency these days and thus they have become easily accessible to official agency representatives. He further moved on to explain what an entertainment manager does and offers to its clients and what the clients expect in return of the budgets they invest. “Today event manager is the boss, who decides which artist should be performing in which event and he has the liberty to customize and conceptualize his event according to his requirements so that he can efficiently fulfill the needs of his clients, said Mr. Mittal.”

Taking the subject forward, Ms. Reema Gupta elucidated on the need and importance of featuring international artists on our national platform. She clearly said it is no more the same situation of bringing a singer or a Bollywood personality to the table and attaining satisfaction. As event managers, it is needful to accommodate and bring international artists to India considering the increasing talent seen nationally and globally. There was a time when a big vacuum was generated, to be filled with something which was unique, an experience worth

remembering and that when certain agencies came into existence and went all across the world to pick talent that suited the Indian industry. This urge brought a lot of artists to India, adding to the economy, showcasing unknown talent, adding value in terms of clients and thus making it more convenient for logistics. Ms. Gupta said “People have become more quality conscious and creative. Imagination plays the key role in events of present times.” She stressed on the fact that how important it has become to fulfill all verticals of the event one is hosting. But what makes it a complete event, is when both Indian and International artists can perform on one stage. “International artists coming to India might reduce in future but what will surely increase is the usage of International concepts in this country.”

Speaking specifically about comedians in this industry, Mr. Rajesh Sharma threw light on the challenges faced with comedy artists. He started off by mentioning how comedians in earlier times were considered as fillers in an event, but with the advent of comedy shows on television “these fillers have become pillars, said Mr. Sharma.” They have gradually started stealing the show to a great extent. He also spoke about the demand of the comedians in terms of budgets with the increasing acceptance and love showered by their viewers.

Mr. Rajesh Verma summed up the key issues; first being a contract to be signed with the artist before the event, post event report should be capitulated and analysis should be made. Another point made was to form an artist association which addresses the issues that occur, and last but the least talent managers should generate trust in their clients when asking for a quotation.

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