The Finance World Magazine| Edition: March 2023

Event Industry
Shaaista: Our passion is driven by
the artists we bring and the happiness
they bring to our events. We’re motivated
by the experiences we create and the
joy it brings to others.
Q. Can you share any notable challenges
you faced in your career and how
you overcame them?
Shaaista: COVID was a tough time
globally, and we all went through it.
We accepted the challenge.
Osman: We had to adapt to the
pandemic, especially in the business
we are in. We ran two entities and
had to switch to virtual shows and
develop COVID-conscious floor plans
while ensuring safety for everyone. We
even did a radio interview and a video
to explain how we kept people safe,
which became a TikTok trend.
Shaaista: We were shopping when a
cashier recognized us as “celebrities”
and showed us a TikTok video. It was
actually a video we made inviting people
to our show with COVID precautions in
place, including 1000 seats and a twometer
distance between each person.
Osman: We made a video that showed
the journey from driving to the venue,
highlighting the safety measures taken
by our company and Dubai, before
vaccines were available. Despite
challenges in 2020, we overcame them
by seizing opportunities and adapting
to the situation.
Shaaista: Post-COVID behavior is a
challenge for promoters. People have
forgotten how to behave in public,
and the challenge is to remind them of
common courtesies without offending
them. However, there is hope as people
are slowly getting into a new form of
consciousness and appreciation for
each other.
Q. What would you say are the key
skills required for success in the
event management industry?
Shaaista: I think the key skills for
success in the event management
industry are definitely to remember
to be humble and to build with every
single opportunity that you have.
Osman: In event management, leaving
your ego at home is key as you deal with
multiple personalities. The audience
is there for entertainment, and you’re
there to provide the service.
Shaaista: To be successful, you must
be able to quickly change your demeanor
to suit the situation - one minute you
may need to be happy and sad.
Osman: Brining your ego to the party
can lead to challenges and hurdles.
To succeed, you need to be a people’s
person.
Shaaista: Our key to success is
having each other for balance and
support. We feed off each other and
share overwhelming moments together -
both the highest of highs and the lowest
of lows. This has been our greatest
factor of success.
Osman: At our events, people know
us by faith and appreciate that we walk
around to address any small issues that
may arise. We’ve ensured that people
know the people behind the event.
Shaaista: We celebrate with our
patrons and the fans of the artist, as
they are there not only to see the artist
but also to have a great time.
Q. Can you share your thoughts on how
the event management industry has
changed recently and what changes
you see in the future?
Osman: The entertainment industry
has changed a lot post-COVID and
people are appreciating live events
more. In the UAE, people are buying
tickets earlier than before. There’s now
a demand, and people know they won’t
get tickets at the last minute.
Shaaista: People are appreciating
live events more now due to the absence
of entertainment during the pandemic.
This trend is supporting the events
industry and companies like Blu Blood.
The accessibility of big stars has also
improved thanks to the online community.
Osman: The events industry is
evolving with NFTs, the metaverse,
and AI technologies being integrated,
and Blu Blood is eager to embrace and
incorporate these new developments,
despite it being early for full integration.
Q. How do you measure the success
of an event and evaluate its impact
on the attendees and stakeholders
involved?
Osman: Measuring the economic
impact of a live event is about people
coming to watch the show, filling up
arenas, and spending money, which
sustains the economy.
Shaaista: Events and the tourism
industry are interconnected, particularly
in the UAE. People travel for events,
generating a ripple effect for hotels,
restaurants, and shopping malls. The
happiness factor, measured by full
arenas, sustains the economy.
Q. Can you provide an overview of
your upcoming events for 2023?
Osman: We have just hosted an
incredible concert with Atif Aslam
and the phenomenal Firdaus Orchestra,
it was definitely a highlight event on
our books. We have a number of other
acts in the pipeline that bridge the
72 www.thefinanceworld.com March 2023