Managing events to build brands

Managing an event such as a music concert is not an easy task that can be successfully executed by every Jim and Jack. Among other tenets, it requires strategy, partnership, mutual understanding and careful planning to make the event colourful, professional and memorable. Our Correspondent HOWARD MLOZI caught up with Levie Msakambewa, one of the event managers based in Lilongwe, to appreciate the dynamics of professional event management: Excerpts:

Q

: You have been managing artists and planning events for some time. Tell us your background?

A

: Well, I do not call it managing artists per say, but working with artists or creatives for the good of our industry. I started my career in events management as an artist manager in 2012 when I teamed up with Daud Suleman, now director general of Macra, and his Nyimbo Music Company and Lemekeza Phiri of Nyanja Productions.

Among other responsibilities, I was tasked to manage different artists such as Lulu. This was the time I also came to meet Patience Namadingo, Skeffa Chimoto, Lucius Banda, Wendy Harawa, Dan Lu and many others. At that time, we had a recording studio, sound equipment and video cameras. Our strength then was an online Nyimbo Radio and also Nyimbo Magazine. So, this was a full project. However, we disbanded and took different paths. Then, I teamed up with Lulu as his manager responsible for bookings, managing the band and writing proposals, among other key responsibilities. Then in 2018, I entered into partnership with Skeffa Chimoto who was only interested to work with me as an event manager for his album Masomphenya. Since then, I have been managing several events by both artists and other clients like companies.

Q. How many artists or clients have you worked with so far?

A

: I cannot really give the exact number because they are many. In fact, I have worked with almost all well-known artists in Malawi both on full-time and part-time basis. Talk of Zathu Band, Kell Kay, Ritaa, Sangie and soon I will be managing events for Chifuniro Banda and Limbani Chibwana. I have also worked with Wendy Harawa, Patience Namadingo, Tay Grin during his 2021 Christmas with the Stars concert, The Great Angels Choir, Marvelous Deeds, Thoko Katimba, the list goes on and on.

Q

: Why does the creative industry in Malawi need event management?

A

: Well, I think professional event management is crucial for building a reputable image and brand of artists. If we look at it from a business perspective, you will agree with me that artists need well-organised events that can attract business and partnership, from the corporate world.

Now creatives need to monetise their brands and products. But how can they maximise and monetise their brands and products? That’s when I come in to help in developing concepts for different events such as album launches, concerts and charity shows. My main task is to win the corporate support. Professional events are a magnet for business. Most companies and organisations who seek the services of artists mostly look at the track record of their organisation as far as events are concerned. So, time has come for the creatives to be known to the corporate world and the corporate world to the creatives in order to achieve mutual benefits.

Q: You mostly deal with musicians. Do you see the potential in Malawi music?

A

: There is a great potential in Malawi music and artists. Firstly, the music industry in Malawi is a source of jobs for many creatives such as music producers, videographers, graphic designers, sound engineers, live instrument players, dancers, makeup artists, promoters, event managers like me and the musicians themselves. It is a big industry which is contributing a lot to the development of this country. However, the music landscape is not the same. An artist needs to have a team comprising different professionals to take care of their brand and activities such as media relations, video shooting and events management, among others and that is where I come in.

Q

: You have been in this industry for some time, what is your success story?

A

: My success stories are numerous. But I love the fact that I work with artists to promote their brands and work. Like I said earlier, I started work with Nyimbo Music Company and even before this company, Daud Suleman had another company called Computer Point where I was made the manager and we were doing websites. I am proud to say that I happen to be one of the first people to produce artists with digital content and be able to design websites for them. For example, I have worked with the Black Missionaries Band, Lulu and Lucius Banda. That time, artists were not willing to go digital so, I used to offer my services for free. But I have managed numerous projects for different artists from 2012 up to date and I am still doing it. Currently, I am coordinating Urban Music Vibes Festival which will be held on May 1 at Lilongwe Golf Club, Kell Kay’s Ndabwera ndi Nkhani album launch on May 22 and Sand Music Gospel Concert which is scheduled for May 28.

Q

: Lastly, do you have anything to say as regards events management in the country?

A

: First and foremost, I desperately want to see the growth of the creative industry in Malawi because it is a major source of employment for many young people. Government should invest in the creative industry to enable the sector to empower creatives both artistically and economically. Currently, Malawi lacks arts and culture related programmes that can enable the creatives to develop their full potential. Local creatives such as musicians should be respected and paid accordingly by event organisers. It is sickening to see international artists who come in the country being paid millions yet local artists continue to get peanuts. It is high time we start valuing ourselves as Malawians.