UNIT 11 Music Events Management

FRESHERS BRIEF
Miskin Music Assignment September 2014

Evie French
30th September 2014

FRESHERS BRIEF
1. BACKGROUND
This assignment looks to consider and document the defining factors which contribute
to the successful delivery of a music event and the factors that will influence the
success of that music event within the context of delivering a music event for
Freshers1 at the Miskin Theatre2:
In addition the module will provide the author with a vehicle to demonstrate the
practical application of the planning procedures and management of specific roles
required for the proposed music event to near professional expectations.
There are many common factors which impact on the successful delivery of any event,
not least good planning and preparation, marketing and safety issues etc that must be
considered within a cycle of event management. Some of these factors will have a
greater priority than others e.g. a well planned and exciting show will fail if the event
marketing fails to draw in a sufficient audience or if a critical piece of technical
equipment is found not to work on the night. Equally, the existing skills and knowledge
of those involved will determine how those factors are considered and managed from
the outset.
Many of these problems can be overcome during the planning stages of an event in
which the critical roles are identified and agreed in advance with authority being
delegated to competent staff for ownership of specific responsibilities and rehearsals
are conducted to identify points to change or risks to be mindful of. In all instances
planning and communication is key to success together with an ability for the event
manager or delegated staff to make dynamic decisions for contingency plans if things
go wrong on the night; for it should be assumed that even the best laid plans can
change rapidly within the context of a music event that mixes an expectant paying
audience with alcohol and musicians of various standards.

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DEFINING THE FACTORS WHICH CONTRIBUTE TO THE SUCCESSFUL DELIVERY

OF A MUSIC EVENT
There are 4 critical factors that will contribute to the successful delivery of a music
event. These are:

The venue

The event management and marketing

The content of the event

The audience

Each of these factors will be broken down into further detail.

The Venue
In this instance the event will take place in the Miskin Theatre, which is situated on the
college campus. This theatre is a publicly licensed purpose built professional
entertainment venue. It is equipped with a purpose built stage, back stage areas,
lighting and sound equipment, audience standing and seating room for XX and a
licensed bar facility. It has appropriate entry and exit routes and toilet facilities. Even
so it will be important that the Freshers events team familiarize themselves with the
venue and if possible link in with others who may have staged and managed an event
using this complex to identify what worked and what did not? It will be necessary to
appoint an individual to liaise with the venue manager to find out all specific issues in
relation to using it to stage the Freshers event. In the first instance this might be
undertaken by an appointed Events Manager.
Managing the Budget
In this case the music performance students will be given a budget which they will be
in charge of. They will use the budget to cover the costs of the extra expenditures of
the event, e.g. equipment, props, lighting, tables to make the event better. When
budgeting they must plan and think carefully about what they want to it for, for
example money spent on fancy lighting won't get the audience to become aware of the
event but if the money were to be spent wisely on special effects or costumes it would
enhance the event.
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The event management and marketing

The event manager will be responsible for coordinating all aspects of the event from
start to finish and for making critical decisions which cannot be done by other members
of the events management team. This will include monitoring the budget for the event,
to ensure that it is used wisely, that security and safety issues are fully addressed and
that the content for the event that is going to be delivered for the paying audience as
promised. This is a difficult role in which the events manager will have to lead his
events team to deliver a professional and memorable experience. It may mean making
tough decisions about content, line up, finishing times and sound volumes etc; but at
the same time the events manager will be reliant on his team to advise on risks or
issues and to support the overall requirements that will lead to the delivery of a
successful event. The Event Manager will work with the Event Promoter and stage
manager to decide on the theme and content for the event. Others on the event
management team will also contribute in a variety of roles.
Risks
1. Lack of decision making to ensure that

Mitigation
Nominate an Event Leader.

activities are coordinated and delivered to

agreed timescales.
2. Lack of identification of critical risks.

Identify and nominate specific roles.

An Events Manager will allocate the following roles which will be agreed on by the
group. These roles will help controlling and shape the event:

The Venue Manager

The Venue Manager is responsible for researching options for the venue, its conditions
of use, facilities, costs; as well as the running of managing associated activities on the
night. This will include:

contacting and site visits with the venue owner.

Equipment available at the site.

Times of opening and availability (rehearsals and event)

Security and Safety factors

Capacity for the venue

Disabled access

Power and lights

Any restrictions for use i.e. noise or age limits, licensing

Staffing on the night e.g. Door Staff, Security, Bar Staff

Cleaning and securing the venue after the event

Securing cash payments.

The Venue Manager will be required to talk to the management team of all conditions
of the venue as well as working with individual managers on roles which cut across
each of the other e.g. marketing the maximum capacity for ticket sales? and
Technical what equipment is already there or needed to be brought in etc? The venue
manager will also have to negotiate with the event manager and promoter to ensure
that all costs for use of the venue and staffing.
The Venue Manager will assume responsibility for overall security for the event;
primarily setting out a plan to prevent security issues which might happen on the
night. Staff assigned to the security role will be fully told in advance and located at the
entrance and inside of the venue. Their responsibilities will involve stopping fights,
helping escort any disabled or wheelchair users in and out of the venue, removing
people who are causing or threatening to cause trouble, protecting the performers from
any trouble which arises from the audience or other event participants, monitoring
persons safely and securely in and out of the venue, acting as fire marshals in the vent
of a fire or fire alarm, and contacting the police or other emergency services in the
event of an emergency.
In addition, the Venue Manager will coordinate and site the box office team who will be
located inside the entrance of the building. Their role will be to check, sell and issue
prepaid tickets; directing ticket holders and securing and accounting for the cash from
ticket and other sales.
The Venue Manager will coordinate the bar staff whose role will include serving drinks
to people at the event and controlling the cash from the bar takings. The bar will be
located inside the venue. Bar staff must have the skills to communicate well with
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customers and be able to remember what a customer has asked for? They will also be
responsible for ensuring that the age of customers is over 18 to ensure that they are
not selling alcohol illegally, to people under the age limit.
Risks
1. The costs to stage the event outweigh

Mitigation
Make sure to have a strict budget control.

the ticket sales the event makes a

financial loss.
2. The ticket sales outweigh the capacity

Have a strict process for ticket sales and

of the venue
3. Valuable equipment is stolen - the

reservations etc
Agree security procedures. Inform staff

event is not properly managed to ensure

responsible for managing security and

security of equipment
4. The event is gate crashed or there is

what to do in the event of security.

Make sure security is present on the night.

fight due to alcohol etc Poor door control

Deal with incidents quickly.

on the night.

The Stage Manager

The Stage Manager will be involved with the acts performing on the night. He or she
will schedule and agree their ques on and off stage, and bare in mind any requirements
they might have. He or she will attend all rehearsals and be aware of what is required
and how their act features within the overall event.
The stage manager will deal with any issues that arise on the night for each act to
ensure that they are present and ready to perform at the agreed times. He or she will
notify the Events Manager and Events Team of any unforeseen events that might arise
e.g. an act not being able to perform or appear at the correct time. And will be
responsible for finding a replacement.
Each of the acts performing is there to provide and create an exciting and memorable
performance for the paying audience. It is important for them to understand that they
each have to be professional to ensure that they are present to contribute to the event.

Each act will need to liaise with the sound and lighting teams during the rehearsal
stages and final sound checks to make sure they are get the right sound and lighting
from the available equipment to enhance their performance e.g. spot light, strobe light
or any special effects such as sound or using a smoke machine.
Performers will be required to work with the Event Promoter and Marketer to ensure
that they receive the best support to enable the best from their individual
performances.
It is important for each act to be prepared and to be flexible about their performance
times and to report any problems to the stage manager. This will allow the stage
manager to make a plan in order to ensure that the show goes on with another act.
Risks
1. The act fails to appear on the night or

Mitigation
watch the acts before hand. Step in if

becomes incapable (drink, drugs, nerves

necessary to prevent an act or performer

etc)
2. An act complains about their slot or

going on if they are incapable.

Be firm and say no as a change will impact

changes their song without notice.

badly against the original plan.

The Event Promoter

The Event Promoter is responsible for the marketing of the event and for the
management of ticket sales and receipts. It is important that the promoter agrees and
knows what he is offering to the public what are the unique selling points and who
are the likely interested? He or she must make sure they do market research to
identify:

Is there a theme for the event?

Which acts which will best suit the event?

The target audience who is likely to want to come?

Ways of advertising the event - Posters, Social Media, Radio, Local TV

merchandising at the event to increase revenues.

Costs required to market the event?

Finding the best person to market the event - i.e. band leader, tutors etc)

What is the price per ticket?

The Event Promoter will set the scene of the event and an expectation with the
audience of what they are likely to get. Poor marketing will result in a low level of
ticket sales. A important factor that must be addressed by the Events team is the price
per ticket. It is important that event costs are met by ticket sales.
At the Freshers Event, all acts will be new and their talents will be unknown, which
might create a low expectation for the audience. Which means the ticket price should
be reasonably priced, which will create a compromise between the performers and the
audience.
Sound and lighting
The sound team also known as a sound technician will hold the responsibility of mixing
and controlling the sound the audience and performers will hear through the speakers
and monitors during the live performance. The sound technician will be in charge of
sound checking to make sure the sound is excellent. The sound team will also make
sure all sound equipment (mixing desks, instruments, microphones, amplifiers,
speakers, monitors and cables using power.) are all working tuned, adjusted and set up
ready for the performance. This role requires a level of confidence and skill too much
smoke from the machine, an extended session of strobe lighting or a deafening level of
volume from the sound system might well destroy what might have been a great
performance.
It is important that each act works together with the technicians to agree a
performance structure, which should be rehearsed and practiced several times in
advance. It is also important that people are trained in the scenario a technician falls ill
on the night, if this were to happen an event would fail if the audience turned up to
listen to great bands and then the sound system could not be turned on! The risks are
mostly the same for each of these roles:

Risks
1. The equipment fails.

Mitigation
Check that the equipment is working
during rehearsals and run a final sound

2. The technician cannot attend the

and light check.

Appoint at least 2 individuals per

performance on the night.

responsibility to manage the different

aspects of the event.

The Sound Technician

The role of a sound team or sound technician will hold the responsibility of mixing the
sound the audience hears during a live performance. They do this by using a mixing
desk which is usually located at the back of the room.

will adjust the levels on the

mixing desk to make sure that the sound is right and not too quiet or too loud for the
audience. They will also make sure that all of the microphones are working by checking
that the cables, batterys and sound is intact and properly set up and adjusted ready
for the performers to use.
In this case the sound team will be operating from the Miskin Theatre which is a
purpose built building with its own equipment and power source that will be available
for the performance event. The sound team who will be using the equipment will come
from the Music technicians group, where they would have acquired the skills to use the
equipment correctly and professionally.
The basic equipment needed when operating sound at an event will be:

A mixing desk

Speakers

Amplifiers

Cabling

A power source

The lighting Technician

The role of the lighting technician is to set up the lighting equipment and to control the
lighting and any effects such as fog machines, fire and lasers that are used on stage to
enhance and set the mood of the performance. Again, they are situated at the back of
the room and control the lighting used on stage by controlling a lighting console desk.
The content and participating audience
The aspects of the event the event planning can and should be controlled at all
times. On the night however, control is in the hands of the performers who will interact
with the audience who will set the vibe.
The Performance content of the event
In this instance it has been agreed that students from the Music and Performance
Group will stage a music event that is based around the theme of and asylum.
The content of the event will be provided by students who will be assigned to groups
and perform. It is important to know that each act will experience some forms of
heightened emotion which will contribute to the overall success of an event which may
not be seen until the night of the event. It is through these emotions from the
performers which creates the 'buzz' for the audience, and each performer will have
reasons for wanting to perform in what is a vulnerable situation.
As a performer I can list the following emotions which could boost or reduce an
audiences experience a the event:
Before the event:

Anxious

Afraid of what others might be thinking

Excited

Brain freeze will I remember the lyrics

During the event:

Powerful

In control

Amazing/high

Happy

Strong

After the event:

Emotional

Relieved

High

By accepting and being aware of these emotions I can enhance my own performance
and be understanding of others, either in the group or those who are about to go on.
The audience
Each member of the audience will have their own view of the performance - their
overall impression, understanding and meaning to the event; before, during and after.
This experience will have been set managed by the Events Team and then created
between performers and audience.
It is essential that the Event Management Team seeks to understand the needs of the
audience in advance; what it is that they are likely to want or expect from the
anticipated experience, and how it can be achieved using the available means.
It is also important to bear in mind that different people attending and what they want
or need from the event to make it a memorable experience for them.
When a live music performance is staged, the experience is not only about entertaining
the audience, but also ensuring that the audience is connected to the event.
THE FACTORS THAT WILL INFLUENCE THE SUCCESS OF A MUSIC EVENT
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The factors which may increase the events success are listed bellow:

Learning from past experience

Finding the Theme and relevance

Timing and marketing of the theme

Delivering the wow factor

Costings

Learning from past experience - market research

When putting on a performance event it is important to know what an audience wants

in order to make the event a success. One of the ways to achieve this is to ask the
question, has this type of event been done before and if so, who could I ask to find out
what has worked in the past and what did not? In this scenario, it is necessary to
approach the course tutors and students from level 3, as well as any other manager
linked to the Music or in the theater. The aim of this research is to find a high standard
as a starting point and then to improve upon the ideas with new thinking using other
skills available.

As well as looking to build on the success of past events the Events Team must take
think about problems that were experienced from previous events, such as students
and performers getting drunk on the night. This does not only create a negative image
for the college when outsiders visit but it is not professional or responsible and could
seriously jeopardize the success of the event. It is highly important to have security at
the door to confiscate any alcohol being brought in from outside of college, and that
the bar staff do not serve alcohol to someone who has drunk too much.

Other performance events at the college have had issues with gate crashers who have
caused fights, so the security team must make sure only people who show a ticket are
allowed in and if trouble occurs they will be immediately escorted out or the police
called.

The Theme

The theme for the event has been based on an asylum. This will impact on the set
design and costumes but will not be relevant to the music performed on the night.

Previous performance events have shown that the majority of attendees are college
students that enjoy contemporary dance music. Therefore, it will be important to select
a mix of upbeat energetic songs throughout the night. The set will require smooth
transitions between performers to keep the event energetic and flowing.

In this instance the course tutor has strongly influenced and advised each of the
performers to focus on learning 'feel good' songs that everyone knows and will be able
to dance to as this is a standard for what is expected at the Freshers performance
event.
Of course the performers themselves are students also. They will have a good
understanding and interest in current popular music and will recognize the types of
songs that the audience likely to want to hear.

In this instance, the performers have come up with a wide range of 50 well known
songs which will be narrowed down to 20 songs to cover a two hour set. Many
unforgettable classic songs such as 'Thinking of you' by Sister sledge and 'Right here'
by Jess Glynne will be added to the set list. Although, some effort should be made to
identify some theme related material, such as Michael Jacksons Thriller as a means to
develop the mood.

The actual set will be 2 hours long as that is enough time for everyone to have a good
time without getting bored or tired.

The mood of the evening will be enhanced by the use of the bar facilities which will
create a more social environment; allowing everyone to relax and take them out of the
college setting.

Market Research

Other ways to enhance the success of the event could be to identify and research
similar performance events online or in the real world (i.e. at The Mick Jagger Centre)
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and to use that knowledge to create a survey for the audience (students, family and
friends) to see what they might want or expect.

The use of a survey, either online or written is an excellent and easy way of directly
finding out what the audience attending might want from an event.

This will require some thought and preparation to come up with specific questions.

Important questions could include:

The types of music to be played (special requests)?

What type of theme would work?

Whether people would want to attend in fancy dress?

Would they want for the event to be open to everyone (including those outside
of the collage)?

What special drinks (a themed cocktail) would you like the bar to sell?

Market research was created in which the feedback showed:

They would mostly prefer to hear popular songs that can be danced to.

They like the asylum idea and want to come in fancy dress.

They would like Jager drinks to be sold at the bar.

During the production meeting, the Events Team decided to base the event around the
concept of an asylum, which ties into the overall Halloween theme.

In addition, by researching and watching popular festivals, concerts and performance

events such as Glastonbury, Live aid and other popular music performance events it
has helped to assess and identify the unique selling points that can be taken on to
enhance the Freshers event.

By observing what the audience enjoys, these ideas can be taken and used by the
performers e.g. by observing stage craft and seeing how others energetically perform

songs, how they get their audiences involved through interaction and gestures, and by
getting them to sing along to the songs etc.

Other useful factors include how other professional performers set their onstage
scenery. Most bands have a projector screen or a banner with their name on it.

The Events Team for the Freshers performance event could have a banner with the
name of the event (in this case 'Asylum') behind the performers on stage to make it
more professional and visually interesting.

Delivering the wow factor

During most performances, the positioning of the performers on stage is generally

standard e.g. the singer is usually positioned at the front of the stage, back-up singers
are usually positioned at the side, bass and sinth players are found behind, or by the
side of the singer, and the drummer is usually at the back of the stage.

It is important that the singer becomes the focus of each set performance as they
generally act as the show person who will be required to set and deliver the vibe to the
audience.

In taking on the role as a performer there are different aspects to look at such as the
type of performer, the different skills performers bring and the way the feel before and
after their performance.

When looking at different types of performer they will each bring their own unique
points to the stage, such as stage presentation/image, attitude and their professional
approach, which will all play a part in the event and its ultimate success.

When stepping on stage the performer will be the audiences main focus. They will be
keen to see what is coming next and who will be performing it. here will be an
expectation from the audience of confidence and composure. Stage presence is vital
and it is not simply about dressing up in the best outfit.

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It is key to have confidence and belief in order to own the stage and win the crowd.
Many performers struggle with their nerves, even throughout their careers which can
lead to freezing, forgetting their parts, not turning up even fainting. It is unfortunate
but a recognized part of the performing arts industry that some overcome this problem
using alcohol or drugs. Many however also develop an ability to fake their confidence,
chose their material to suit their comfortable style and have developed better self belief
through relentless practice.

The end result of a nervous performer is that it can quickly bring the atmosphere of the
event down to become the only memorable thing of the night.

Other performers are naturally born for the stage and find it easier to perform; moving
with ease and confidence with the music and judging the mood to make the gig
exciting and enjoyable for the audience to be a part of.

Image is a good thing to have but it is vital that a performer not only looks the part but
sounds it too.

Image is often a very personal thing but allowing the performer to dress how they want
to will help them to go on stage and feel more at ease. This simply may mean doing
their hair in a certain style or agreeing for them to wear a favorite t shirt.

Attitude/professional approach

A performers attitude and professional approach to an event is highly important as

they will ultimately taking charge of the audience once up on stage. A performer with a
good attitude and professional approach to their performance will take all parts of their
role seriously by rehearsing the songs to a professional standard, making time for
rehearsals, turning up on time to rehearsals and working with others in the Events
Team to deliver the event itself.

The performers must agree to their roles and rehearse the songs that have been
selected to a professional standard, meaning, knowing how to sing or play the
song/getting to know the song if its unfamiliar, keeping in time, playing the right

chords, notes, tab and being able to perform the song confidently and getting into the
music by moving around.

Rehearsing outside of college time is another great way for a performer to gain
confidence and to demonstrate commitment to the Event Managers. By using free time
to focus on the song it will give the performer more confidence for when they have to
perform their parts during rehearsals with their group.

Rehearsing the song with the group outside of college is also an excellent way of
learning songs as it will give the performers time to focus rather then being disturbed
by other performers and tutors during college, whilst again showing commitment and a
professional approach to the Event. When rehearsing it is very important to plan and
turn up to rehearsals on time, with good planning and communication with other
performers it will be easier to develop and improve the act and to provide options for a
greater set. All individuals within a performing group need to have great team working
and communication skills, they need to be kind and considerate to the potential needs
of others if they are to achieve the best from their overall performance.

If a performer has a bad attitude they simply let down other performers they work with
in a group, making it harder for them to practice and progress to support the rest of
the team in the delivery of the actual event.

4.

CONCLUSION
Having reviewed the roles and skills that are required to plan and manage an event in
order to make it a success, these can be summarized as follows:

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Leadership

Teamwork

Professional

Technically capable

Reliable

Committed

Financially capable

Creative

Performance skills

Patient