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Imagine being the promoter who is bringing Nicki Minaj to SA. It’s a tough job, and here’s the man who has made it possible. Phumlani Sithebe Langa spoke to David Airey of Airey Scott Entertainment
Hip-hop culture has become part and parcel of pop culture, with world tours and music downloads galore – not to mention the must-have sneakers – and South Africans want in on it.
Airey Scott Entertainment is in the lucrative business of hosting memorable events and concerts, and has been doing so for some time.
Founded by David Airey and Stuart Scott, this is the company responsible for hosting such crowd pleasers as the Pegasus Lounge at the Durban July, which it established eight years ago.
For those who are not in the know, Pegasus Lounge is a premium hospitality event that has been a sellout success every year.
But there’s more. Airey Scott Entertainment has extended its reach to bringing international music acts to South Africa. This year, they are treating us to one of the global pin-ups of urban culture and hip-hop, rapper Nicki Minaj.
Called the Pinkprint Tour in support of her third studio album, The Pinkprint, the Trinidadian recording artist is set to wow audiences in Johannesburg, Durban and Cape Town in what has been billed as the spectacle of the year.
The events management company has also brought out 2 Chainz and Kendrick Lamar, two of the hottest rap artists in the world, and singer-songwriter extraordinaire Jill Scott.
David Airey says the company is not simply looking out for its bottom line; he and Scott are avid fans of urban culture.
“We’ve had an affinity for urban culture and hip-hop, and Nicki Minaj is the next step up on our journey.”
When asked who has been the most memorable to work with, Airey names Kendrick “for his immense professionalism and the timing of his tour [which coincided with the release of his critically acclaimed debut album Good Kid, M.A.A.D City]”.
How do you organise a tour of this magnitude?
“Organising international shows in South Africa is challenging, as our country is geographically out of the way for overseas artists of this magnitude, who usually have shows in Europe and the US. So getting them here can be hard,” says Airey.
He adds that artists usually come to South Africa on a short stopover when they are en route to Australia.
But Airey Scott is taking steps to ensure South Africa’s shores become a main port of call by going the extra mile to showcase the country to artists, says Airey.
“We go out of our way to show touring visitors our country – you know, the culturally active parts of Johannesburg; Cape Town, where Robben Island is always a favourite; and the game farms just north of Durban.”
What is the biggest demand a performer has made?
“The number one demand is that our sound and stage execution are immaculate and on par with the standards these artists experience elsewhere and have grown accustomed to,” says Airey.
“Fortunately, we have stellar suppliers and infrastructure, so we are able to deliver to their high standards.”
Minaj is a real coup for the entertainment company. As an artist with crossover appeal, she has the hip-hop and pop sounds in her repertoire that are guaranteed to attract a mass audience.
When asked if he is A fan of her music, or is simply bringing her out because of her current superstar status, Airey replies: “I’m a lover and fan of the music. My two favourite artists currently are Kendrick and Nicki. I’m constantly playing their albums while driving in my car.”
At the end of the day, the performers’ demands, ticket prices and the challenge of filling seats are not the biggest headache for Airey and his team – it’s the weather, which can play havoc with the best-laid plans, “and there’s nothing we can do about that”, says Airey.
Fortunately for all those with tickets to the Pinkprint Tour, the Ticketpro Dome is an indoor arena and the 19 000-strong crowd expected on the night of March 17 can look forward to seeing Minaj at her dressed-up best, accompanied by quality sets, lighting and sound.
The special events industry has grown exponentially over the past decade.
According to recent research, spending on special events worldwide amounts to $500 billion (R7.7 trillion) annually.
Why do people hire events planners?
People often find they lack the expertise and time to plan events themselves. Independent planners can step in and give these special occasions the attention they deserve.
Here are the main tasks you will need to complete as an event planner:
1. Research
2. Design
Your creativity comes into play in the design phase of events planning, during which you should sketch out the overall look and feel of an event.
