I have known Biko for years. He is an engineer by profession, but he finds time to make people dance. He is one third of SoulChild Entertainment. Their maxim: ‘We go big, or we go home!’
After my parade was rained on at the concert in Toronto, I turned to him, seeking insight on who to blame … and more importantly, why I was so easily hustled off a pao! I gave Biko my scenario: A venue has been secured; a recognizable Kenyan artist has been thrown in for good measure; a Facebook ad tells me that there’s a party.
I don't think they hate the promoter, but how come people didn’t show up?
Interesting question! I think they didn’t show up because somebody did not make it enticing enough for them. I believe all events should have a “what’s in it for me?” factor for the targeted guests. Notice my use of the word guest. It should start from there. Everyone that you invite is your guest, visiting your “home” . . . and you have to give them a very good reason to come and visit you.
You should not assume that people will show up just because the artist is there. You have to market their music, get it out on the local radio station, and get some local DJ’s to play it. Then you have to make the fact the artist is coming into town an event in itself; convincing everyone that they are part of something special.
Marketing is very important. How you advertise will make or break your turn-out; followed closely by your reputation.
Who do we blame when a show fails to turn a crowd?
The promoter/entertainment group is solely responsible for turning up the crowd. No excuses! That is their job description by definition!
You have proven certain amplitude in managing these types of events. What makes a good events co-coordinator?
Thank you!
The first rule is to know your audience. I deal with the Afro-Caribbean crowd: primarily African; mainly and most importantly East African. Put yourself in their shoes and ask, “Why would I attend the event?” and incorporate the answer into the planning of it!
Be HUMBLE! It’s a small community, and even though I have a big event, I make sure that I talk to, and thank everyone that attends. Remember, they came to the venue (which you should treat like it’s your home, i.e. make it clean, safe, secure and accessible). Make use of the new-media (Facebook, Twitter, email, Text-messages) to advertise the event to your friends and urge them to bring their friends. Make them feel like it’s also their party and they have a vested interest to make it a success.
One important thing to remember especially with our community is, never make it about money! Never over-charge; and never argue with guests at the door about money.
It never hurts to have an over-abundance of respect. In this delicate business, you are dealing with people who have a lot of pride. It’s always better to treat them gently. Last but not least you must DELIVER!
The music must be ‘on point’ … and the DJs should have people dancing all night and leave them asking for more.
SoulChild Entertainment is arguably the only show in town (in Ottawa), and it is quite successful at what it does. What's the trick?
SoulChild Entertainment consists of three members who multi-task in the various roles of promoter, manager and DJs. We are close friends: Yves Bertrand, Eric Mulwa and I (Steve Biko).
lol! This may sound weird, but, we do NOT do it for money. Once you accept that, it gets easier and simpler. We concentrate on QUALITY … and we make sure that the guests get their money’s worth. HARD WORK and preparation is key. In fact, it is paramount! The profits come eventually because our product speaks for itself.
Yves and Eric are both in university for Business and Engineering respectively; and I have an Electrical Engineering degree, shooting for a Masters in September. We do this (SoulChild) on our spare time: strictly because we felt that there was a need for an avenue in which we could channel in some good African music, for Africans who are here in Ottawa, Ontario and provide a venue for them to converge on.
We provide an essential service … we think.
We play African music, but we mix it in with hip-hop, dancehall, R&B, reggae and ol’ skool. We make sure that when we play all the regions of Africa are represented in the music. We find out the popular song requests through intelligent scouting; the rest is up to the crowd.
Yves is a shrewd manager with good instincts and Eric (Skillz) is a talented DJ who has the same music IQ as I do. We think alike as DJs and we work very well together.
So what’s the trick? I‘d say we work hard so that our guests have fun. We never take any event for granted and make sure that everyone has a positive experience. We make our events classy and we will always have something planned that will please the ladies. I could go on but I don’t want to reveal any more secrets. Lol!
Back to the example: After taking people's money and not delivering, how does one recover their reputation from the ashes of a failed entertainment event?
That’s a tough one to answer.
An angry mob cannot be calmed easily. First and foremost APOLOGISE! Admit the error in judgment and ask for tolerance. Make amends (that is: refunds, free entrance et cetera). A complete re-birth is needed. They have to acknowledge the fact that they will not make any money for the next few events. Re-think the strategy and apply some of what I have said above.
Last but not least make sure to deliver the goods the next time.
The recent Nameless concert in Ottawa was a huge success. I think it definitively put Ontario on the map for East African performing artists. What else is in the works at SoulChild Ent.?
We worked hard on the event and it paid off. But the biggest bonus was the performance of the artist. Nameless was amazing. He worked the crowd and sent the place on fire! There is no way to describe how good he was!
SoulChild Ent. will hold our Sexy Diva II party (in appreciation to the ladies who grace us with their presence at our events); we have our annual CARIBANA party in Toronto, and our annual Safari Boat Cruise, all before September. We are hoping to bring in T.I.D, WAHU, REDSAN or Ali Kiba next. We will ask our patrons and use their feedback to deliver what they want.
Other than that, we remain humbled by our success in Ottawa, remain indebted to our fans coz they make us … and we thank God for the people around us (close friends and/or family) who keep us grounded!










