SUMMER | FEATURE
Looking for action
Members of the Access All Areas 30under30 alumni outline what they feel needs changing for the better in the live events industry
Words : Joe Gallop
As the live events industry continues its post-Covid recovery , issues such as sustainability , diversity , accessibility , and mental health have come to the fore – not least due to vociferous young event professionals .
A key focus of the team at the 66,000-capacity Boomtown Fair is environmental sustainability . Lana Elworthy , who heads up production , says the planning of this year ’ s event has involved an emphasis on sustainable build methods including the use of reusable materials and nonplastic-based paint .
She says many event organisers are making strides with sustainability but external factors are hindering progress : “ Loads of festivals are trying to take positive steps in the right direction , monitoring their impact and acting on that , but with the wider industry problem of the economic crisis , budgets becoming tighter and infrastructure costs soaring , it ’ s taking away from the investments into these new initiatives and is making it a lot more difficult .”
Driving diversity Among the AAA 30u30 class who are heavily involved in promoting diversity in the industry is Metropolis Music promoter Alexandra Ampofo , who is diversity coordinator at its parent company Live Nation . She co-founded the promoter ’ s learning hub EMBRACE Nation , which is focused on racial equality and hosts workshops , training and speaker panels .
Ampofo says , “ It ’ s the place where
Photo : Aniseed Photo our Live Nation employees can come to and have a voice and ask questions , which they may not feel comfortable asking in front of other people . We wanted to make sure there was a central hub for everyone to be themselves .”
Caitlin Ford , a freelance event professional who has worked as a promoter rep for Live Nation , says , “ In senior management roles it can be very male dominated . It ’ s important to recognise that woman can do exactly the same thing .”
Ford , who is also owner of Manchester-based underground electronic music events production company Televised , adds , “ I have seen events where certain roles will be very female based and others will be male dominated , when in fact it ’ s important to mix the two . In a control room for example , a lot of the senior reps and management who make the decisions tend to be male .”
Several of the 30u30 cite NOWIE ( Network of Women in Events ) as a good community for young female event professionals .
Freelance chances With many of the 30u30s either currently working in freelance roles or having previously done so , they recognise the pros and cons when it comes to balancing job freedom and security .
Ford , who has been working freelance on several outdoor events in Australia this year , says , “ For someone getting into the industry , [ freelancing ] is a good way to go - because you jump from client to client and you can build up the levels that you ’ re working at quickly . You can climb the ranks and potentially get to a higher position quicker .”
Watchtower Group ( formerly Fly Events ) festivals director Sam
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