Up to organize world-level event in Kazakhstan? Here is what you should know
A concert by a popular performer is a major event for both the audience and the artist. However, before the show can happen, a lot of behind-the-scenes work is required by the team responsible for booking the star. Let me explain how celebrities are selected for concerts, what kind of challenges organizers encounter and why artist riders may include unusual requests.
Star standards
Attracting an A-list star, someone extremely popular and recognized for achievements across various fields, requires extensive work by industry experts. Typically, the artist is not responsible for organizing the performance; this task falls to their management team. They communicate with organizers and say whether or not the artist is coming to a particular country.
To discuss the details, promoters representing organizers’ interests direct an official offer, which includes partnership conditions, a business plan and royalties, to the artist. Drafting an offer can be challenging, as even if the royalties exceed the «average price,» it doesn’t guarantee success and can sometimes lead to failure. This process allows the star’s management to assess the host’s experience and expertise, as well as determine if their market evaluation is reasonable. Several factors affect the choice of an event management company:
- Brilliant reputation, guaranteeing excellent organization and safety;
- Strong relations with agents, managers and performers themselves;
- Beneficial financial terms and strict adherence to contract conditions. The company must verify its ability to meet payment obligations with the performer’s management.
Event managers with bad reputations or even those who have generally decent records but had one or two failed or canceled performances are often blacklisted. International agents tend to be well-connected and can easily access the profiles of other industry players.
A specially formed team is responsible for creating the star list for the events. Freedom Ticketon, for instance, has a group of artist bookers, producers and marketing specialists. Different criteria exist for choosing each celebrity: their popularity and relevance for the audience.
We utilize various services and metrics to project the activity of the target audience. Curiously enough, a 100%-matching singer may not always find their audience in a particular town. This might happen because people are familiar with the music but don’t recognize their appearance or name.
Other key factors for choosing a celebrity are relevance to the theme of the event, availability on the planned dates, financial feasibility of the performance, positive image and professionalism. It’s also essential to consider the paying capacity of the target audience. Experience suggests several showbiz celebrities gained their popularity thanks to free content. So, when it comes to paid performance entrance, the listeners aren’t ready to pay for the ticket.
Negotiations are never the same
Negotiating with performers can last for weeks or even for more than a year. For Kazakhstani artists, the process typically lasts from a few weeks to a few months. On the other hand, negotiations with foreign performers can take up to a year and a half, depending on the artist’s schedule and the complexity of the performance requirements.
These conditions generally include ensuring the exclusivity of the performance in the region or the designated period, royalty and expense coverage and specific riders (technical, hospitality, gastronomical and others).
The execution of a difficult technical rider with all the star’s special requests demands the most attention. Transferring a team also requires a lot of effort, as all the members’ routes have to be approved separately. Sometimes, it may be easier to pay a fixed amount so that the artist’s staff can manage their flight and documents themselves. Financial risks related to possible performance cancellation or rescheduling also require special attention and careful planning.
Despite the complex nature, celebrity status and challenging environment, a performer may meet you halfway. The concessions may include the number of tickets for the organizer’s team, the time available for the rehearsals and sound checks or some contents of the hospitality rider. On the other hand, you may expect less luck when bargaining on revenue, key safety requirements, technical aspects of the performance and numbers of concert viewers. Sometimes the performer may end up canceling the concert if there are fewer tickets sold than they expected. On the other hand, the singer is also a party of interest; they often assist the promoters by recording live messages to the audience to fuel their excitement and engagement or providing the link to buy the tickets on the official website.
Examples of successful concerts held in Kazakhstan
There were several successful concerts over the past two to three years in Kazakhstan: The Scorpions, Lara Fabian, Plácido Domingo, 50 Cent and LP.
Speaking of genres essential for the Kazakhstani viewer, the following may be outlined:
- Pop and rock music;
- Electronic music;
- Remastered traditional and folk;
- Film and theatrical production.
Unique requests. How far can they go?
The hospitality riders aren’t for public knowledge; however, the leaked ones often include exotic meals and beverages, including the precise serving temperature. Common requests also include special accommodation and make-up room, for example, special furnishing or view, coloring, and decoration of the suite. There is a tale circling the promoters about a foreign group requesting to grade M&M’s candies by color, but these bizarre ‘whims’ usually play the role of a tester; if an organizer managed to cope even with such a condition, then they would implement all other conditions with scrupulosity and diligence. Of course, to achieve the best atmosphere possible at the venue, we always try to satisfy all the demands of a star to their maximum. For this purpose, we cooperate with the best suppliers and logistics partners.
World-class celebrities tend to be more whimsical because of their status and their expectations of exceptional services. However, local artists may also have specific requirements, especially if they need to demonstrate their value. Experience shows that the younger the star is, the more they tend to oversell themselves. Experienced artists express more humanity, as they have a broader background and can quickly read the room. They know the right time to be principled or more flexible. In the case of foreign A-level stars, their managers are the harshest critics. However, when you talk to them directly, you see that they are quite flexible and ready to negotiate any term of a contract.
One of the most touching moments was created by the famous singer Plácido Domingo. During his tour to Almaty, Domingo was accompanied by his son and wife. The singer’s wife, a respectable matron approaching 90, took part in all the events with sheer enthusiasm and facilitated organizers in their intention to take care of the great performer. Moments like these remind us that stellar images cover ordinary people who appreciate family values and treat each other with care.
