Putting on a Rock n Reggae Concert - Essay Example

?Topic:  Putting on a Rock ‘n’ Reggae Concert The costs are in RED font so you may change it to a realistic costs based on your area. Section I - Project Plan The event Rock and Reggae Concert is an outdoor summer music festival that hopes to an overnight affair. The event will feature one of the most popular rock bands in America, Red Hot Chili Peppers and the reggae iconfrom Jamaica, Sly & Robbie. The concert will also involve special participation of local music groups based in Florida to make the event more memorable as well as lasting until the wee hours of dawn. The event will be staged at Marley Memorial Field, Florida, USA. The concept is to attract interest from students, local residents and music fans throughout the region to these types of music. The specific objectives of the concert include promotion of cultural activities in the town, attract tourists, and increase awareness about the town and Marley Memorial Field as an events destination. It also hopes to engage music enthusiast as well as the general public to watch and rock with the bands. The objective is achievable and attainable with the support of local officials of Florida. Through the help of all involved, it can be realistically achieved with the limited resources. There is sufficient time to plan, market and execute the rock and reggae concert. Rock and reggae is a common combination in the production of albums and concerts. In fact, there are many rock-reggae bands or rock bands that perform ska and reggae. Ska is a faster version of reggae. Reggae is known to have originated from African beat as popularized in Jamaica by blacks also of African origin. The music is characterized by bass hook and the emphasized drum or percussion beats (Barrow and Dalton, 1997). Rock is a very popular and major music genre. It is so wide the label is considered an umbrella label for many sub-genres from punk, metal, blues, rock’n roll, to alternative, and many considered popular and middle of the road music. It is one of the most consistently supported genre of music with its own loyal audience, listeners, and fans. Some of rock music’s followers were so drawn to the genre and the musicians they emulate their images such as way of clothing, hairstyle and even lifestyle. RHCP is one of the more enduring bands that emerged from the early 1990s whose music continues evolving. Their music is sometimes labeled funk-rock for its sexy undertone, and many of their singles are considered radio-friendly, and they provide stunts during stage performances, making them one of the more sought-after live rock band performers until more recently (Prato, 2007). Section 2 – Work Breakdown Structure Booking of Performers The priority for this event is to invite and convince the Red Hot Chili Pepper rock band and Sly & Robbiereggae duo to perform in this event with minimal/lower than their usual talent fees. The concert management may convince the talent performers that this event is one way of promoting the said music because not everyone appreciatesthem.That through live performance, the people may appreciate the creativeness of these music genres. After being able to book the major talents or celebrities, the next work to be done is to recruit local music groups to perform for free. Same approach as above shall be employed. In addition, they will also be given a rare chance to perform with the famous music artist of these genres, and be promoted in various multi-media as well. These will eventually make their group more popular in the state. Once the performers are lined-up, the rest shall follow and much easier to handle. Booking of Venue and Other Event Needs Once performers are confirmed, the venue must be found. The appropriate one will be the Marley Memorial Field, a high school football stadium with a capacity of 8000. Since the concert will be held on summer, an open space such as a stadium is applicable.Permits and licenses must also be secured in order to coordinate security and police force within the locality. Sound system, lighting, and other logistical needs should also be addressed. Event Marketing The targeted audience and how to maximize attendance comes next. The organizers must utilize all possible ways to generate the most of income in the said event through proper marketing communication strategies. Likewise, securing the support of corporate sponsors is also important. Sponsorship in cash, products, tie-ins and other forms can help reduce production and promotional costs. An example is the securing of hotel and accommodation, food and beverage for staff, performers and event volunteers. Other forms of sponsorship may also be secured. In a tight economic state, many companies prefer to provide sponsorship where they will not need to outlay cash but instead provide what may be easily available such as the companies’ own products and services. Examples would include sponsorship of hotels for the artist accommodations, sponsorship of food by known restaurants, sounds and lighting from a town provider, transport by a bus company, among others. Once major expenses are addressed, distribution of tickets will be a little bit lighter for the organizers. Ticketnet and other popular online and high street ticket distributors will be tapped for the ticket-selling. The event’s own website will also promote and sell concert tickets with a leeway to provide discounted prices. Timeline and Gantt Chart Activity Weeks 1-2 3-4 5-6 7-8 9-10 11-12 13-14 15-16 17-18 19-20 Invite Performers Confirm Performers, Venue, License, etc Market Event Logistics Budgeting & Financial Tasks Evaluation Section 3 – Risk Analysis A. Strength, weaknesses, opportunities, potential threats and uncertainties The strength of the event will be on the presence of popular band Red Hot Chilli Peppers and Sly and Robie who will participate in the event. Live performancesare always a big hit among music enthusiasts and it encourages awareness and appreciation among target audiences. Target audience is wide – students, local residents and music fans. The combination of rock and reggae concert has been done before and known for their crowd-drawing prowess and concert success. Weakness –Preference of performers may not be timely or that summer may have the target audience elsewhere, like college students or families on vacation elsewhere. The audience of Red Hot Chilli Peppers may not also want the combination with Sly and Robbie, although the RHCP’s music is almost ska-reggae at times, a genre that crosses rock, ska, and reggae.It may also be the other way around for fans of Sly and Robie. Opportunities - All the challenges provided in the weakness section can be overcome by turning these into opportunities. By promoting the cross-over genres among music buffs, listeners and target audiences, it is highly probable that the weaknesses will be overcome. Threat – Possible other concerts may just be around the corner which will feature timely or hot performers. Increased rate of juvenile actions during the event is also expected. Traffic congestion near the venue is another threat. Stampede is also possible especially if the audience cannot discipline themselves during the concert, or while entering/exiting in the venue. B. Quantitative Analysis A few thousand, like 8,000 or less is the target audience. But it is expected to double especially if the promoters of the event dispose the tickets more than the expected prior to the event. Fluctuation of gross net is also possible especially if the promotion and marketing is not effective. Section 3 – Cost Estimate Tickets will be at $10each. Since the event will be sponsored by business industries and local officials of Florida, expenditures will be minimal as much as possible. Activity Cost Estimate Staff / Team Involved Office Operational Expenditures $ 3,000 All teams & Staff Talent Fee & Artists Expenses $2,000 Organizers Venue (Rental), Sounds & Lights, Security, Video, etc. $3,500. Logistics team & Production team Marketing & Communications ? Website ? Print & Broadcast ? Invitations, Tickets, Posters, Streamers $1,200 $800 $1,200. Marketing & promotions team Ticket Selling ? Ticket cost for front seats ? Regular Targeted Sales Targeted Sponsorship $50 $10 $300,000. $200,000. Sales team Transportation and other services for staff and performers $1200 All Others $2,000. All TOTAL INCOME $$$$ TOTAL EXPENSES $$$$ Evaluation It is important that a cause for the concert be established as noble, including promotion of the sleepy town, for the town’s social projects, or others that may convince the management of the performers to reduce the artist’s honoraria or talent fee. Some performers require a certain percentage from the gross ticket sales of which the organizers may take advantage of because it will mean that payment will only be determined through the sold tickets. Use of popular acts in events such as this may convince sponsors to support the event, thus will add to revenue or lessen expenses. Aggressive marketing that will focus on the target audience must use convincing promotional strategies or integrated marketing communications approach to ensure that the correct message is sent to the target audience. In addition, it is also important that multi-media promotions be employed, together with the right ticket pricing and timing such as a weekend, in order to maximize attendance. Reference: Barrow, Steve & Dalton, Peter (1997) Reggae: The Rough Guide, Rough Guides Chang, Kevin O'Brien and Wayne Chen.(1998). Reggae Routes: The Story of Jamaican Music. Temple University Press. Prato, Greg. (2007)"Red Hot Chili Peppers - Biography". Allmusic. Read More