Step up your game – event organizers said

Event organizers have been told to “up their game” if they want to increase patronage for their functions.

The advice comes following a blame game between event organizers and performers over low event attendance. While some have blamed artists for not doing enough to promote the events they are charged for, others have called out event organizers for not doing their homework.

Graphic Showbiz spoke to some event organizers, including Image Bureau’s George Quaye, who recently organized the Samini Xperience gig on the issue.

According to him, event organizers are always to blame for poor attendance at events because “they don’t tell the artists who come to their shows what they expect from them”.

“Some event planners think that artists should promote events on which they charge them based on the relationship they have with them. I mean they want them to do such things on a purely friendly basis It’s supposed to be part of the contract you sign with the artists.


“Artists are expected to avail themselves of interviews and promote the event through their social media accounts. They also have to do videos and photo shoots etc. and all of that is supposed to be spelled out in the contracts.

“It’s not meant to be word of mouth from the event organizers to the artists to promote the event; specify it in the contract. Event organizers should stop begging artists to promote their events for them for free,” he said.

George Quaye explained that it was never the performers’ fault if there was low attendance at the events, as other factors such as location and time contributed to the success of the programmes.

“You see, location and time are also factors. Someone might say that he or she is not attending an event at a particular venue due to its faulty air conditioners etc. So it all comes down to the targeting; you need to know when customers will be available and the appropriate location for those people,” he said.


Another event organizer, Nabil Alhassan, who has organized events such as Easter comedy show, Rapper and Bhim concert said a failed event was still on the organizer’s doorstep.

“Organizing an event doesn’t come that easily, especially if you want that massive crowd, so an event organizer has to do a lot of work booking the venue on time, do a lot of publicity, and then hire the artists charged to perform. also do their part by promoting the event, which should be specified in the contract.


“If you go with an artist who won’t promote your event, you need to know what you’re getting into. You hire such artists if they fail to promote the event for people to attend after the paid so well,” he said.


For his part, artist manager / event organizer Kwesi Ernest, who has also organized events such as Bliss On The Hills, SP Sarpong In Concert, among others, said that it was not entirely the fault of the event organizers.

He said: “Two people are beneficiaries here; the artists who took the money to perform need the platform to showcase their talent, so it is their responsibility to promote the event as well. After all, if people don’t attend the show, the artist will perform in front of empty seats.

“And the more people talk about your performance at a particular event, the more gigs you’ll get. More so, artists will expand their fan base if they performed well at a crowded event.

“The event organizer also has to do their part by promoting the event well after paying so much to the artists and the venue. It’s a win-win situation for both parties. There is nothing wrong with artists promoting the event and telling their fans to attend the event,” he added.

Reacting to the question, Dancehall artist Stonebwoy said event organizers should be blamed for low event patronage.


“The artist, for God’s sake, is not a promoter. He or she is a performer, not a promoter. Promotion and marketing are very separate parts of the event. Posting on social media platforms cannot entirely be seen as promotion, but as endorsement to assure customers that it is genuine. That’s where it stops and that’s how far the artist can go,” he added.

For Highlife artist Kofi Kinaata, an event planner knows the value of entertainers and how popular they are in attracting customers to the event “so ultimately if people still don’t show up, why the should the artist be blamed?” he asked.


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Jennifer R. Strohm