Live Music Event - Report Example

Lecturer REPORT ON LIVE MUSIC EVENT Table of Contents LIVE MUSIC EVENT EXECUTIVE SUMMARY The report analyzes the “Fresh out of Urban” concert that occurred on February 13, 2015, at the 229 Venue in London. 79.5% of the audience was London residents. The concert theme effectively showed the popular music among the residents of London. Approximately half of the audience was youthful. The main reason for the event was to provide a platform for upcoming artists to perform and access the competitive music industry. Six acts performed and, therefore, they received adequate popularity and access to reputable music labels. The management of the event was effective. A survey was conducted to determine the target audience and also the most appropriate music category. The youths and women form the bulk of live music audient at 50% and 77.3% respectively. The event organizers used four promotional approaches; Facebook, posters, flyers and promotional videos. The financial objective was achieved, because the event achieved a profit of $142. The 229 Venue was established in 1965 at the International Students House. The facility was refurbished in 2007, and presently it has superior music equipment and systems. They key players during the event were; the audience, performers, and the event organizers. The event was guided by legal considerations, because all the parties adhered to the conditions set by the booking form. The promotional and organizational activities were successfully conducted based on a time schedule, from January 2, 1015 to February 12, 2015. The event was generally successful. INTRODUCTION The report discusses an urban even. The event was conducted at the 229 venue, located along the Great Portland Street in London. The music event took place on February 13, 2015, between 8pm and 11pm. The theme and title for the event were referred to as "Fresh out of Urban." The theme was very effective in illustrating the urban environment that influenced the acts (Lebrecht 2009). The event also resonated adequately with the London youths, who were the key target audience for the show. The events management team conducted a research survey, with the aim of identifying the entertainment market needs. The survey provided adequate information, which was successfully utilized during the event and artist management. The urban music genre was found to be very attractive to the mostly youthful population in London. Eight acts expressed interest to perform during the “Fresh out of Urban” event. However, only six managed to perform. The music acts that performed are; Pedro, Natalie May, Tosin and Temi, JDX, Cazz Bang, Sizel and Hauche. The acts were not paid for the performances. The audience particularly enjoyed the Sizel and Hauche act, because they sung a unique reggeaton influenced by the Latin beats. Four members of the events team were responsible for management. They are; Mulenga, Jessica, Rodrigo, and Mayra. Six acts performed in the concert, and the most popular was Sizel and Hauche due to their effective reggeaton beat. DISCUSSION Type of Event Produced The Urban event was the major entertainment issue. The urban event is relevant to the entertainment scene in London. Majority of the people, 50% of the audience, who attended the event were youths, and thus the music that were performed had the objective of entertaining the youthful London residents significantly. 35 respondents illustrated that they live in London, and this represents the majority at 79.5%. The urban event comprised diverse music genres. The genres include; urban, hip-hop, reggae, and pop. The music genre categories were chosen based on the results of the survey that illustrated popular music categories. 57.8% of the urban respondents prefer hip-hop music. The urban music genre is preferred by 46.7% of the respondents. Reggae and pop are also popular at 46.7% and 42.2% respectively. The six acts engaged in diverse performances, which were mainly related to the music genres. For example, Sizel and Hauche performed a unique and entertainment reggeaton during the “Fresh out of Urban” entertainment event. The music event aims at enhancing positivity in the community, and also appreciating music. The “Fresh out of Urban” event had the ripple effect benefits. One benefit entails exposing the bands and attributes that will positively influence the future music industry (Angelo 2012). Rationale for Event Choice The key rational for the event entailed scouting for new talents. Many special guests were invited to the events night, so as to evaluate the performances of the acts. The special audiences were from major music labels like Universal, Sony and Warner Bro’s. The artist were, therefore, motivated to perform well (MMF 2012). Effective performance has the possibility of enhancing the music careers of the artists. The event created opportunities for new or emerging artists to enter the competitive entertainment industry. The acts were effectively introduced to the national limelight and also the international music scene, due to the event performance. The international music audience viewed the events performances through the social media networks, especially YouTube, and hence the acts received international viewership (Rachlin 2013). London has a huge proportion of youths and the employed market segment. The key audience targets as illustrated through the survey were the female youths who are employed. 77.2% of the respondents were female, and this illustrates a strong desire for music entertainment events. 63.6% of the survey audience is employed, in addition to the 9.1% who are self employed. Thus, a majority of the event audience are in their productive years. Description of the Acts Eight acts were invited to participate in the “Fresh out of Urban” event. Two acts did not perform at the live event, because the cancelled during the last preparation stage. All the eights acts were not recognized in the national and international music sector, because they were not signed by any music label or producer. The urban entertainment event was thus an effective avenue for enhancing their popularity to the target music audience, and also connecting them to appropriate music labels. The six acts that performed greatly benefited from the live music experience (Tchmuch 2008). They became more popular with the fans, and thus their music styles were more appreciated. The acts appeal to unique demographic aspects. 35 respondents live in London, and this represents approximately 79.5% of the audience. 40% of the respondents reside in the North London area, and this was supported by the majority of North Londoners who attended the live music event. The majority of the audience got information about the live concert through the social networks like Facebook, twitter and YouTube. 53.5% of the respondents explained that YouTube is the most effective social network, for identifying new music artists. Key Operations The planning and management of the event were very effective and efficient. A survey was conducted to determine the target audience and the appropriate music product. The survey illustrated that women mostly preferred to live music events. Women form approximately 77.3% of the event audience. The survey also illustrated that youths aged between 25 and 34 years participated actively in live music events, at 50%. The black and Latino population in London formed the bulk of music audience at a combined 61%. 80% of the targeted audience resides in London. The majority of the audience, 53.5%, gets information on live music events and emerging or popular acts on the YouTube social media platform. The survey gave us information on the key features that attract music lovers to events. The major factor is security and safety at 58.1%. The events management thus adopted adequate measures of enhancing security during the “Fresh out of Urban” festival; for example, hiring ten security personnel and also ten emergency staffs. The acts were contacted early enough through the booking form. They were filled the form and returned it to the organizing team, so as to confirm their performance. A budget was drawn to illustrate resource requirements (Rachlin 2013); for example, the financial allocation for hiring the 229 venue. The event roganization took place from January 2, 2015 to February 12, 2015. The events organization encompassed diverse activities. The activities are; setting event goal, venue identification, resources identification, liaising with artists, audience management and performance management. Planning and goal setting for the event took place in the first week of January. The main objective of the event was to earn a profit, and also introduce new music artists to the national and international music audience. The plan also included identification of the promotion approaches for the live music event. Venue identification also took place in the first week of January. The events management team agreed that the 229 Venue was the most appropriate venue, due to superior music facilities. Resource identification occurred in the second week of the organizational schedule. The resources required for event success include; financial resources, human resources, technological resources and facilities (Angelo 2012). Funds were obtained through savings of the event organizers, and a huge proportion was used in renting the 229 venue. The third week mainly involved contacting the acts, who totaled eight. The last week involved audience management through mainly ticketing, and explaining the benefits of participating in the music event. Basic Promotions and Financial Outcomes Urban Dot utilized four key promotion approaches. The approaches are; social media, promotional videos, flyers and posters. The flyer was distributed by the events team to professionals and students. The flyers were distributed to the students during the college sporting events, and at the library entrance. The employed population received the flyers during professional conferences and seminars. The “Fresh out of Urban” posters were located in strategic locations. The posters were placed strategically at the entrance and exit of shopping malls. The posters were also placed at the entrance if colleges and major work places. The social networking sites were the most popular promotional approaches. YouTube is the most preferred social network promotion approach at 53.5%. Promotional videos were also used, especially on social media sites like YouTube, Facebook and twitter. The financial outcome was positive, because the “Fresh out of Urban” event realized a profit. The total revenue from the project was $348. The total expenses incurred during the event planning and management was $206. Thus, the events team realized a financial surplus of $142. Hence, the profitability objective was adequately realized. The financial analysis illustrated the expenses for the live music event, and the income that adequately covered the expenses. Two cost categories were; band fees and venue hire, which costs $56 and $150 respectively. Thus the total budgeted expenses were $206. The income generated from the event was in four categories. The categories are; door cash sales, advance sales and merch sales, which generated $197, $147 and $4 respectively. Thus the total income was $348. The difference in income and expenditure shows a profit of $142. The financial budget thus illustrated the most important costs for the “Fresh out of Urban” concert. The promotional period was one month, as illustrated by the events schedule. Four aspects of promotion were implemented. The promotion approaches are; Facebook page, posters, flyers, and finally promotional videos. The promotion began on January 13, 2015 and ended on February 12, 2015. The social media posts were done every day for the one month promotional duration. Facebook was the preferred social media platform, because of the huge following that Urban Dot has. The Facebook page of Urban Dot was very active during the promotion period, illustrating the eagerness of live music fans. The posters promotion was done during the first two weeks of promotion duration. The posters were put in strategic places where potential event audience could view them. The posters were put up at the entrance of shopping mall, college lecture halls, and recreation parks around London. The flyers were distributed to potential audiences in various venues across London. The flyers were distributed during the last two weeks. The flyers were issued out mostly during professional conferences and seminars in various locations across London, and also to college students in the halls of residence. The promotional videos were posted every day, during the one month promotion period. The social media were the most appropriate sites for the promotion video, especially YouTube and Facebook (Rachlin 2013). Historical Development of the Chosen Area The 229 venue was very appropriate for the “Fresh out of Urban” music event. The entertainment was established in 1965, as a major component of the International Students House. The venue is suitable for diverse music performances, because of the multipurpose entertainment facilities. The facility was entirely renovated during April 2007. The aim of the complete overhaul and refurbishment was to install advanced facilities for live entertainments such as drama, music, plays and poetry. The maximum capacity of the entertainment venue is 200. The venue has given various music artists the opportunities of improving their music careers. Island Records performed in 2008, “Florence and the Machine” at the venue two. After one year, she received her initial Brit Award. Additionally, Tinnie Tempah in 2010 performed a special gig, and on that night "Pass Out" was number one on the download charts. Other artists have also enhanced their careers through performing at the 229 venue; for example, Gnarls Barkley. The performances at the venue are majorly “Fresh out of Urban” music events. The music event enhances positivity in the London community, and also adequately appreciates the music art. The chosen music venue is very reliable due to its fixed entertainment schedules; everyday from 8pm to 11pm. The technical facilities installed during the refurbishment enhance the performance of the live music events; for instance, superior sound system, effective monitor system, appropriate lightning facilities, and appropriate DJ equipment (Tchmuch 2008). Key Players Various stakeholders participated in ensuring the success of the “Fresh out of Urban” music festival. The main players in the event are the performing artists or acts. The six acts that performed during the entertainment event are; Natalie May, Tosin and Temi, Sizel and Hauche, Cazz Bang, JDX, and Pedro. The acts greatly entertained the audience, and thus the event was successful. The events management team proved very significant. The four team members are; Mulenga, Jessica, Rodrigo, and Mayra. Mulenga was responsible for budgeting and promotion, and performed so well. He ensured the effective design and distribution of promotion materials in either print or electronic form. He was in charge of financial efficiency, and thus ensured that all event operations were according to budget. Jessica effectively managed the administration activities. One activity entailed communicating with the artists; for instance, illustrating the category of music expected during the event. Another administrative activity entailed ticketing, to ensure that the fans get access to the event (Angelo 2012). Rodrigo ensured effective stage management. He, therefore, ensured that the bands entered the stage on time, and ensuring that the technical equipment is working and compatible. Mayra was responsible for artist management. The major responsibility entailed scheduling the performances of the six acts, to ensure entertainment consistency and effectiveness. The audience was also key players in the music event. Their main role involved providing support for the emerging music acts. The audience provided revenue that ensured the profitability of the event. Musicians and music events greatly depend on the support of the audience or fans. Innovation and Excellence Areas The 229 Venue applies superior technological facilities that enhance the effectiveness and appeal of the music events. The venue has a superior sound system, which improves the events appeal. It has the QSC Active Sound System that applies two key features. The first feature entails the 2 x mid high bass speakers that produce appropriate sounds. The second feature entails the 4 x sub bass music speakers that are effective for music events. The dimensions of the venue are spacious enough for the installation of entertainment systems and facilities. The venue room size measures 18m by 7m. The ceiling height is also spacious enough at 2.5m. The main stage dimensions are; 5.48m (width) by 0.46m (height) by 3.66m (depth). The venue has the most advanced FOH speakers that are; 700w RMS. The specifications of the speaker, hence, provide the desired sound output for live music events. The monitor system exceeds the music industry standards, and comprises microphones, stands and DI’s facilities. The DJ control equipment is installed at the end of the venue room. The DJ equipment includes; 2 x SL1210 turntables, Denon DN-X900 Mixer, DJM800 mixer Monitor, and also the DN D4500 twin CD player. The installed lighting system is very excellent for live entertainment events. The lighting systems comprises; 1 x Martin Freekie controller, 575watt CMYK flood light, and 12 x Chrome-Q. Legal Considerations Several legal conditions were observed during the “Fresh out of Urban” music concert. Mayra Angulo mostly adhered to the Copyright, design and copyright Act (1988) during performance management. The copyright legal aspects give the acts the rights of performing and distributing their musical work. This is the main reason why their consent is required for live performances such as the "Fresh out of Urban" musical event. However, when the music enters the public domain then the fair use applies. The enforcement of the legal principles is by the artists, promoters, venue management, and the label (Rachlin 2013). The management of the 229 venue prohibits the tapping of musical performances by the fans, so as to minimize unauthorized usage or view of the musical performances. However, fans are not penalized for the cases of tapping and unauthorized usage of musical recordings; due to difficulties in tracking or policing song usage. Challenges arise in the implementation of the music entertainment laws, because the majority of the audience consider recording part of the live show for personal reasons, is fair use. The booking form illustrates the terms and conditions of the event performance, and thus legally binding to the acts, the venue management, and the event organizers (Lebrecht 2009). All event stakeholders should be guided by the contents of the booking form. Part five of the form states that the acts will not be paid for their music performance; however, expenses incurred by the acts in the promotion of their merchandise, will be reimbursed. The condition is thus very clear to all the parties concerned in the event and artist management (Passman 2011). CONCLUSION The “Fresh out of Urban” event was successful because of two major reasons. The first reason is the profitability objective, because the total income exceeded the total expenses by $142. The second success factor is that the six acts got adequate exposure to the competitive music industry. REFERENCES Angelo, Mario. (2012). Perspectives of the Management of Musical Institutions in Europe. Paris: ParisIV-Sorbonne University. http://pedrodfc.blogspot.co.uk/p/about-me.html http://udproltd14.wix.com/ud-management http://www.229thevenue.com/ https://soundcloud.com/cazzbang https://soundcloud.com/dark-child https://soundcloud.com/jtheexodus https://www.facebook.com/FOUEvents?ref=bookmarks https://www.youtube.com/user/NatalieMayOfficial/videos https://www.youtube.com/watch?v=ON37M2Dv4pk Lebrecht, Norman: (2009). When the Music Stops: Managers, Maestros and the Corporate Murder of Classical Music. London: Simon & Schuster. Music Managers Forum (MMF). (2012). The Music Management Bible. London: SMT. Passman, D. (2011). All you need to know about the Music Business, Revised and Updated seventh Edition. London: Penguin Books. Rachlin, Harvey. (2013). The Encyclopedia of the Music Business. New York: Harper & Row. Tschmuck, Peter. (2008). Creativity and Innovation in the Music Industry, London: Springer. Read More