We have been celebrating International Women’s Day and featuring some of the amazing female talent here at Viva Live Music. The musicians asked if Susan Heaton-Wright, the creative director, could also answer some questions. So here goes!
Questions from Nuria
- Know who your target buyers are.
- Really understand the nature of the industry you are in and where your business fits into that structure.
- Find out what is unique about your business because every business has competitors and you need to stand out.
- Ensure you cost in everything when quoting – so remember to include your time.
- You are only as good as your suppliers – in my case, musicians, so take care in selecting them. They are representing your company, so take your time to choose who you work with and always check how well they delivered their service.
- Make sure you have the relevant documents/insurance/checks in place.
- From the start, keep accounts and check your finances on a weekly basis.
- Create a marketing plan – of course this includes social media, on how to meet potential clients and to keep in touch with them
Questions from Lizzie.
And questions from Marika
Trends seem to change at a rapid pace. How do you keep up with the latest?
I keep up to date with the event/music media and often attend events. I keep up to date with trends by talking to other event professionals too.
You must have a wide network. How did you go about starting that and building your client network?
This is an interesting question. Whilst there are clearly some ‘Diva’ performers who have unrealistic demands (and they very quickly don’t work for Viva Live Music as I know our clients won’t put up with their behaviour), there are also requirements that any performer needs in order to deliver their performance to the best standard possible. Basic requirements such as having somewhere safe to leave personal belongings, soft drinks, somewhere to wait away from guests, are essentials. Food is also a greatly appreciated requirement – particularly if it is a long gig. However there are occasions when I have to remind individual performers that there is only one Diva: and that is the client. They are paying a lot of money for the service, and deserve respect, and for the performer to do their very best. We are very blessed with the clients we have. On only a couple of occasions have we had very very difficult clients: and on one occasion, the performers involved were determined to do their best performance despite some truly unacceptable behaviour from the client. They delivered a sensational performance and it was to their credit that they rose above the appalling abuse they received throughout the event, from the client.