Virus Wanes
Viraf Pocha
Trying to Peer into Life After Covid.
The Live Event Industry has been decimated across the world. Jobs lost, careers killed, Companies
ravaged. But we held on. Knowing that good days always follow storms.
Looks like storms are clearing and there is talk (in the metro cities) that events will be allowed
to happen. Apart from the Government mulling permissions, there is also a sense from a large number
of clients that they are dying to stage LIVE events, as long as they are safe from medical and/or
legal complications.
The authorities have taken their share of brickbats on how they have managed the crisis. To be fair
they were caught off balance as much as we were. Their primary duty was to save lives. Reports of
medical shortages all around quietened people down as we all retreated in fear.
Yes, we all suffered economic hardships. Yes, far too many colleagues and family members met
untimely ends. Tragic Indeed. But we also have stories of fighters who pulled back from the brink
and recovered.
I understand that there is no balance or justification in touting numbers when our near and dear
ones have been vulnerable. Adding to our mental anguish was that most of us were sitting on our
hands.
A few resourceful ones found something to do. Some used this opportunity to be of service to our
communities. Whatever we went through and however each of us individually managed to cope, the
experience has changed us. The Events business is a run run, go go business.
After years we were able to just sit and think. Sooner or later we all came around to thinking of
the future. What our careers have meant to us and our families. What realistic expectations do we
have for ourselves in the future? Even Pre Covid some trends in our Industry were clear. Primarily
- Budgets were shrinking. Clients were demanding more and more and were willing to pay less and
less.
- The Event Managers were winning Technical Contracts as part.
of a package deal. Even the largest Event Technology Houses were being demoted to sub-contractors.
There was huge interest in young people for creating careers in this world. Sadly, when confronted
with the scale of the work and diminishing rewards, a large number just stagnated while looking for
other avenues to supplement Income.
- (Which was great so that they an avenue to turn to when Covid Hit.)
- Television was changing to the tastes of their Viewers. Reality and Talent Shows were becoming
more and more extravagant but sagging TRP's was a concern.
- The video was slowly taking over from all other mediums. Steadily, spending on Video overtook
spending on Lights and Sound. Even Sets were replaced by larger and larger LED Screens. For
variety, the LED screens were now shaped and staggered to create unique architecture. Have I
missed anything?
Then Covid Brought Things to a standstill. Events people by nature are energetic and want to be on
their feet. All of us began looking for activity. Dozens of Webinars were hosted to educate our
people. Equipment was overhauled and serviced. All the long-standing, back end work that we simply
did not have time for, was addressed. And we still had time on our hands. Some of us went in for an
upskilling. We heard of the odd event. Weddings were cautiously arranged. Some activity took place,
even though the scale was missing. We kept hearing of pent up activity that was supposed to come
roaring in within a few weeks. Nothing meaningful, so far.
A few pockets which were in the right place to fit within the Government dictates thrived. Everybody
had lots of time to think of the future and what it holds for us. I have been chatting with some
colleagues. Grizzled old dogs and some young Turks.
Here's a summary of their thoughts. Shrinking Budgets seems to be the biggest area of concern. Many
Reasons are put forth. To My Mind, the single biggest reason is the lack of engaging content. Just
Great sound Great Lighting or Great Visuals are not enough to carry the day.
Even the smallest of shows demand Sophisticated Sound AND Lights AND Video Equipment. The sad part
is that Content does not match - and so the end effect to the Client is underwhelming. Clients are
leaning on technology - Not on Content. Perhaps that is what they are being sold. But the equation
is not working, and Clients are walking away dissatisfied.
So, despite State of art equipment being employed the Client does not seem to be happy with the bang
for his buck. We have to be able to address that. To create shows that are both pleasing and elicit
'Maaja aa Gaya' using equipment that can be rented at a reasonable cost.
If we do that then the second issue, we all face would be taken care of (IN My View). That of
Fairness. The standard story we hear from investors is, 'I invested so much money - where is my
return.' While Technicians say, 'I've invested so much time, mastering the machine and editing the
content to address all the changes demanded - I'm not paid a fraction of what I think I'm worth'
This equation must be addressed and balanced FAIRLY for both sets of stakeholders. The Third Issue
that keeps cropping up is - Cost of Doing Business.
With the current overhaul of business and tax parameters set by the government and its very strict
compliance rules. In our own businesses, as well as meeting Compliance issues now being demanded by
clients. Who in turn are also following Government Norms.
Ours being a Buyers' market, we are forced to turn somersaults to meet these norms or lose business.
These hidden costs, that we only come to know off after contracts have been awarded and sometimes
even after advances are paid, shrink margins even more. Today there is the added cost of Covid
protocols that the government has established. To date, I have not heard of one client, one venue or
one production team that is even willing to discuss how to make this a win-win for all of us. I just
see more and more powers being handed to security as nobody wants to be saddled with these
responsibilities.The Event crew is more focused on meeting security compliance norms. Inevitably the
content and creativity.
Budgets were shrinking. Clients were demanding more and more and were willing to pay less and less.
We are slowly moving to an Entertainment Economy. Look at our Malls.
They have gone beyond being simple shopping centers and have now extended their role to
Entertainment centers. Right now, most mall entertainment is free - But if we can figure out a way
to monetize the mall experience, I'm sure it could open many doors for all of us. Not Just Malls.
Museums, Multimedia Experiences, and Installations in the unlikeliest of areas are a huge
opportunity for people with our skill sets. Tread Intelligently my Fellow Entertainment Techies.
Make wise choices and I pray all of us to use this 'Covid Pause' to emerge Better and Stronger than
we were before