After 15 years organising events for various charitable organisations, Nanni Singh, CEO of ShowCase Events, felt the need to empower traditional and folk independent musicians by giving them a proper voice and representation, in an ever-changing market. Thus, she began ShowCase Events as her own events space. Once lockdown was imposed, she became cognisant of the immense challenges faced by popular Indian music artists and decided to highlight their work in a truly unique live format, so they could grow in 2021. In this weekly digital show, the artists conversed with renowned music journalist Narendra Kusnur and shared the histories of their art forms, while also performing exclusively for the digital audience. In the run-up to the finale of Season 1 of showcase studio, Nanni Singh speaks about her vision for the show and the artists.
Q1: With experience of over 15 years in the Indian Events industry, what led you to enter the events industry?
A1: Events of all sorts, have always excited me. Curating the concept, coordinating with the right vendors and associates and then executing the event, has always been my main area of interest. I started organizing full-fledged events for Charities and for friends, almost 15 years back. My hands-on involvement in these events, brought in a lot of learning and experience as well as good connections. However, sometimes I faced challenges with the quality of the vendors, which made me want to start my own company.
Another reason for setting up my own venture, was my close connection with popular Indian music artists, especially independent and folk. I felt they were losing their sound and voice over commercial music and Bollywood, and wanted to create a space for them, that promoted the amazing talent in our country.
Q2: The events industry has been one of the worst hit by the pandemic. What measures have you taken to reinvent ShowCase Events and its sister brands in recent months?
A2: Yes, with the pandemic and lockdown, the space for LIVE and on-ground events too shutdown. The events industry came to a standstill. Fortunately, our team stepped up and took this crisis as an opportunity to learn technology and enter the space of virtual events. We modified and re-invented ourselves and our thought process, collaborated with associates and learnt how to manage and execute events virtually, which allowed us to explore the space of virtual and Hybrid events. Thus, we could give our clients on-ground support to the extent it was permitted in the pandemic, balanced with our virtual events platforms.
What was especially being looked over was access to good quality music, because of the lack of live concerts and performances. This gave birth to the newest vertical of ShowCase Events called ShowCase Studio. The first season of shows is a series of Conversations, almost like lecture-demonstrations (LEC-DEMS). Our focus has been on inviting popular Indian music artists who have stayed pure to their art forms, taking them beyond their narrow binding rules without diluting or commercialising their sound. Further, the in-depth knowledge shared about the art forms and the musical instruments in each episode, has brought in an audience looking for pure art. ShowCase Studio is set to showcase its finale episode this week and has a fabulous lineup ahead.
Q3: The events industry refers to you as the brand ambassador of Indian folk music and artists across musical genres. How are folk artists and performers, traditionally dependent on concerts and live patronage, being represented in the current scenario and making a living?
A3: That is a huge honour, but I honestly cannot take it. Folk music is so rich and so deep. The folk artists are the ones that are the true ambassadors of our folk heritage. To keep any of these folk forms alive, we need to save the artists. The pandemic has hit them very hard. These artists only know their music and their only space for survival is that of live music. They don’t understand technology or any other form of making a presence. In this period, to be able to survive, many of them have turned to farming and other work that could fetch them some money, so their families could survive. Our team has worked with some of them and helped them learn basic technological aspects, so they can use their smart phones better. Some have started offering lessons and others are doing small virtual performances. Rehabilitating them will take time and we are hoping the government takes dedicated interest and reaches out to each of these folk musicians to help them in whatever way possible.
We are grateful that artists across genres consider ShowCase Events their safe space and reach out to us often for help, conversations or to brainstorm ideas.
Q4: Do you think the future of the events industry will be entirely digital?
A4: I don’t believe so. Real life on-ground events will return but technology will no longer be treated just as a medium to enhance the event. In the last few months, we have seen a lot that technology is capable of. It has certainly brought the whole world together. Today our events are being streamed and watched by audiences across the globe and artists are able to join from different locations. We couldn’t imagine doing this pre-pandemic. As I have mentioned above, crisis often brings opportunities and learnings.
Q5: What advice do you have for new entrants in the events industry?
A5: I would advise them to be sincere to their commitments and infuse passion into everything that they do. They must be open to improvising and re-inventing themselves. Above all, as long as they are true to their work, they will never fail.
Q6: What can one expect from the ShowCase banner in the future?
A6: That is the interesting part and to know more you need to follow us on our socials to keep up with what we will offer next. We recently started ShowCase Studio, a virtual platform where artists connect with the audience in a conversation broadcast LIVE. We also have an on-ground state of the art studio called RRE Studios where artists or bands can record and dub, as well as live stream their performances.
We will soon be launching another vertical, but I will let that be a surprise.
Wish us well!
WATCH THE FINALE EPISODE OF SHOWCASE STUDIO LIVE HERE: https://m.facebook.com/showcasestudioofficial/
Follow ShowCase Events here:
Follow ShowCase Studio here:
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Crisis brings opportunities and learning..this is so true. Indian art is so beautiful. I remember attending live concerts when I was in IIT Kanpur. But with pandemic, there is a shift in the performance style. Virtual concerts has a big plus that people from any part of the word can attend.
Yes absolutely 😊
Entertainment and hospitality are worst hits due to pandemic, but every business has found a way around it.
Thanks for sharing the links for events, will check them out. My kother is an art lover.
Do share with her 🙂
Great to see the work of folk artists being brought to the world. Really commend the work of Nanni Singh. The pandemic has opened the doors to a world wide audience.
Nanni Singh is doing really a great job in empowering indian traditional and folk artist with this event. It is really helpful in this hard days of pandemic. Thanks you so much Noor for sharing this inspiring interview with us.
Glad you liked it 😊
It’s nice to read such interviews. They open the mind and offer ideas for innovation. The pandemic really did force us all to rethink strategies.
Every sector has found a way out during this pandemic. The same has happened to music industry. The initiative Neha Singh has taken is really good. It’ll help the artists in these hard time.
Her name is Nanni Singh but yes it’s a wonderful initiative!
Nanni Singh is doing a commendable job. Folk music is so rich and this is a great way to bring them to the world. Virtual events are wonderful
That’s so brilliant, it was a pleasure reading this interview Noor. I am glad she is doing such great work for artists.
So glad you liked it!
Very inspiring indeed! It’s true that self believing and reinventing things can completely turn events to ones side. It is great to know that folk artists can showcase their talent and help people to understand it’s richness.
Every sector is hit by this pandemic . It is great to know that she is working so hard for these artists . Very nice interview .
Thank you. Glad you liked it
I really appreciate that Nanny Singh is doing such great work for the artist during this difficult situation. The interview is a bliss to read.
Being true to ones own self,improvising and improving are such great advice for the artists who want a platform like Show case.Will be listening to the show case studio.Its very Innovative.
I will check the links because I am a big music lover. Agreed! Pandemic hit very bad on concerts and live events. But I think, if we can’t attend life, the virtual medium can also solve the purpose.
I loved this intereview with Noor. Tourism, Entertainment, Travel were the worst hit during this pandemic.
This is such an inspirational interview of Nanni Singh. She is doing such a fab job by giving opportunities for Indian music to flourish in such times. Thanks for sharing this information.
This venture by Nanni Singh of Showcase events is truly a thoughtful one. Giving musicians a platform is very important as only then there talent can come forward in front of world as not all music companies give them a chance.
Yes, this is actually very sad, the event industry is the worst hit due to the pandemic and the folk artists are suffering. But it felt good to read how showcase events are helping them learn technology and somewhat coping with the situation. Thank you for bringing this interview!
It’s great that they had employees that were happy to learn new things. Many event companies have shut down because they did not have the bandwidth or the skills to go online. I still prefer real events than online events.
Of course.. you can never replace real with virtual complete
This is an interesting interview. I like how the changing face of technology and its impact on events has been discussed. The fact that digital media has come into its own as an offshoot of the pandemic is really noteworthy.
Adspting to the current situation is all we could do to deal with. In this new normal when everything is online, music ought to be online too. Well said dear
You said it. Everyone should find a way to reach their audience without fail. What to do, with the pandemic lurking around, we have to change our style.
I really appreciated the great work done by Naini Singh. Will be listening to the showcase studio. Great thoughts.
The pandemic has definitely hit these industries hard! Good to see virtual events happening with the help of technology! 🙂
Entertainment industry had a worst hit this pandemic. Its feels great to know the other side of the story ( from the artist point of view). Good to see that Ma’am is helping the upcoming artist to pursue their career 🙂
– Representative of TCT
This is simply great that Indian music artists are getting platform and their talent is getting recognised!! Thanks for sharing this interview!!
This year saw most events as virtual Events but I am seriously waiting for the live events too.
Good to know about Nanni Singh through this interview. She is inspiring. It’s all about changing according to the current situation.
What a beautiful thought behind curating this event. Loved reading about Showcase Events. Artists all over the world took a bad hit due to pandemic. Their livelihood suffered and made them do meagre jobs to make their ends meet.
Yes it has been a difficult time for everyone