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Articles Nov-Dec 2022

Dialing it up: Ashish Saksena on how Monitor Mixing can Elevate a PerformanceNew!

What does it take to create a technically accurate monitor mix and put the stage performance on a pedestal? Ashish Saksena, Live Sound Engineer for Shankar Ehsaan Loy & Late KK, spills the beans on crafting a good monitor mix in PALM + AV-ICN conference session titled, 'How Good Monitor Mixing Can Boost A Performance.'read more

Articles Nov-Dec 2022

Revisiting Guwahati's Glorious Past: Tricolor India Schauspiel Delivers Assam's First 3D Projection Mapping at Gandhi Mandap Memorial MuseumNew!

PALM + AV-ICN spoke to Himanshu Singh Sabharwal, Creative Director, Tricolor India Schauspiel, to explore how the company illuminated The Ray of the East at Gandhi Mandap Memorial Museum to celebrate Assam's history, heritage, and culture at its finest.read more

Articles Nov-Dec 2022

Indian AV Specialist Certification CourseNew!

The AV Industry participated in CAVS first two course editions in Mumbai. Third CAVS course is scheduled to be held in Ahmedabad in March 2023. PALM AV-ICN magazine interviewed the promoter and founder of CAVS in India, Anil Chopra to understand the credibility, validity and legitimacy of AV-ICN's CAVS certification.read more

Articles Nov-Dec 2022

Are Lamp Projectors Slowly Becoming Obsolete?New!

Gone are the days of worrying about the lamp projector fizzling out, requiring bi-annual lamp replacement. With lamp-free projectors, LED projectors, and laser projectors, the time has come for uninterrupted projection to crystallize. But, does that mean no one needs a lamp projectors anymore? In this article, Pooja Shah, Editorial Assistant, PALM + AV-ICN, reports on the viability of a lamp projector.read more

Articles Sep-Oct 2022

Compass Box Studio's Raag Sethi Elevates His Recordings with Audient iD14 and ASP800 New!

Ahmedabad-based Raag Sethi is a man of many talents. He is a music producer, a music composer, an engineer, bassist, and guitarist with his own studio, named Compass Box Studio. Having collaborated on one-take, live sessions with renowned artists, musicians, and labels, Raag Sethi understands the gravitas behind working with the best-in-class sound equipment. read more

Articles Sep-Oct 2022

In Conversation with Krishna Tripathi, NEC at InfoComm India 2022 New!

Krishna Tripathi, General Manager, Display Solutions, NEC Corporation India Private Limited, joins Anil Chopra, Founding Director, PALM AV-ICN, for a quick conversation, where he talks about fail-safe display solutions for mission-critical applications, the rise of Micro LED and DVLED, and the revolutionary products on display at the NEC Booth at InfoComm India 2022. read more

Articles Sep-Oct 2022

Colour And Sound As Healing New!

How is the New Normal treating you? How different is yours from your Old Normal? Crazier and more stressful? It's said that if you have a normal life, 30 minutes of meditation and self-reflection is a healthy tonic. If, however you are super busy and lead particularly stressful lives, you need at least 60 minutes of the same. To uncross the tangled wires and cluttered messages inside your head. On one side they tell me that if you don't sleep enough - you will die. Now another hour wasted on meditation. Tell that to my boss / client who demands 25 hours a day.read more

Articles Sep-Oct 2022

Sound, Uninterrupted Six Pendant Speakers to invest in this yearNew!

From Yamaha to JBL and Extron to Bose, pendant speakers have reimagined, restructured, and revolutionized sound in commercial spaces. PALM AV-ICN reports on the six investment-worthy pendant speakers from the AV industry.read more

Articles Sept-Oct 2022

Roger Drego on Creating Fail-Proof Sound for Mega Live Events New!

In a session titled 'Performance Guarantee of Mega Scale Live Sound Projects', Roger Drego, Managing Director, Electrocraft, took to the stage at PALM Conference 2022 to share invaluable challenges and insights with regards to guaranteeing fail-proof sound reinforcement during showtime. read more

Articles Sept-Oct 2022

Bringing Futuristic AV Ideas To Life New!

MMRDA, responsible for promoting, monitoring, and developing various sectors in Maharashtra, including, but not limited to transport, housing, water supply and more, entrusted EYTE to revamp and upgrade Wadala Monorail Depot's Boardroom with state-of-the-art AV infrastructure. Abdul Waheed, Managing Director, EYTE Technologies Pvt Ltd, in conversation with PALM Technology, reveals how his team transformed the visage and acoustics of the boardroom and managed to execute the impossible feat in a matter of seven days. read more

Articles Sept-Oct 2022

Exploring the Dynamics of India's Pro AV market with Renkus-HeinzNew!

Renkus-Heinz is a professional loudspeaker company known for its innovative technology that redefines sound to empower its audience. PALM+AV-ICN got in touch with Karan Kathuria, Renkus-Heinz's Director of Sales and Business Development, Asia, Oceania and SAARC, to learn more about the company's plans for India and its strategy to stimulate growth across different verticals.read more

Articles Sept-Oct 2022

7 New Trends in AV Conferencing to look out for this year New!

From augmented meetings and interactive whiteboards to LED video walls and seamless acoustics - Pooja Shah, Editorial Assistant at PALM AV-ICN, reports a comprehensive roundup of the biggest AV conferencing trends to keep an eye out for in 2022. read more

Articles July-Aug 2022

IRAA 2021 Winners Felicitation New!

The IRAA 2021 winners were felicitated at the PALM expo on 28th May 2022 in the presence of Jury members. Check out the pics here. Nominations for IRAA 2022 close on 30th October so hurry and send in your nominations now! read more

Articles July-Aug 2022

PALM AV-ICN Expo 2022 - Glimpses & HighlightsNew!

The PALM AV-ICN Expo 2022, held from May 26 - May 28, 2022 at Bombay Exhibition Centre in Mumbai, witnessed 20,000+ unique visitors from the world of pro audio, display, lighting, and integration. Take a look at the three-day expo's glimpses. read more

Articles July-Aug 2022

HARMAN Live Arena dazzles with a range of latest audio and lighting gearNew!

The HARMAN Live Arena one of the most popular demo features at the PALM Expo entered its 11th year. The Live Arena facilitates live demonstrations of advanced sound and lighting systems, through three-day live musical performances, featuring popular and budding artists and bands from the country's independent music scene.read more

Articles July-Aug 2022

CAVS (Certified AV Specialist) Course returns for its second consecutive editionNew!

The ethos of CAVS is to provide an independent neutral education forum suited to Indian AV ecosystem to gain their commitment to a future career in AV as a technician and join an integration team on par. AV professionals in India were imparted basic knowledge of AV from May 26 - May 28, 2022 at the CAVS three-day training.read more

Articles July-Aug 2022

PALM AV-ICN Conference & SeminarNew!

Curated by PALM AV-ICN magazine, the PALM Conference & Seminar was the optimum learning and networking platform for attendees, where the best talent and top-notch professionals from the country shared their expertise, skills and knowledge. read more

Articles July-Aug 2022

High Quality Attendance At Palm & Av-Icn Expo 2022New!

The professional sound, professional display, professional lighting and integration market of importers, distributors, dealers and actual users congregated in full strength at the BEC, Mumbai, to witness the largest display of product range from top global brands, sourcing millions of dollars inventory for distribution and rental.... read more

Articles July-Aug 2022

IRAA strikes an energetic progress path with new chiefNew!

K.J. Singh recording engineer of brave new-gen albums is a spirited veteran deeply involved with Indian recording arts and professionals. The entire jury of IRAA after years is now entirely fresh, newly appointed by KJ... read more

Articles July-Aug 2022

Attendees to PALM & AV-ICN Expo 2022New!

PALM AV-ICN 2022 proved to be far busier and well attended than expected. Who exactly attends and exhibits at India's foremost audio, lighting, and audiovisual technology expo? Read on for detailed breakdown of the attendee figures... read more

Articles July-Aug 2022

Chopra's Keynote Pushes For Indian Manufacturing, Indian BrandsNew!

The 20th PALM Convention Keynote address by Founding Director Anil Chopra gave a clarion call for major investment into manufacturing pro audio, pro lighting and pro AV hardware in India... read more

Articles July-Aug 2022

What to expect from NEC at InfoComm India 2022New!

Joining PALM AV-ICN for a quick interview is Krishna Tripathi, General Manager, Display Solutions, NEC Corporation India Private Limited, wherein he elaborates on the exciting products attendees will be able to witness at the NEC Booth E20 at InfoComm India... read more


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The Ever-Evolving Experiential Industry

The last two and a half decades has witnessed constant evolution of the experential industry. In this article, Sushma Gaikwad provides insights into this indutry which has through the years provided an opportunity for creativity and innovation to blossom into enterprises and business collaborations

Sushma Gaikwad, Co-Founder & Director, Ice Global

Just recently, in March, I celebrated 25 years in the Indian event Industry. Over these past two and a half decades, I have been a witness to the evolution of the industry and the experience has been exciting and extremely rewarding. This article is a tribute to this dynamic industry that has constantly evolved to provide an opportunity for creativity and innovation to blossom into enterprises and business collaborations.

It began a little over three decades ago

A few local companies known for organizing concerts and public shows began offering event services for a fee by cajoling and convincing prospective clients. This began the journey for the event management industry in India. Initially the growth was slow and laborious. The pace quickened in the early 90’s with the advent of Multinational companies launching in India. The need for the event agency was established and the industry grew in leaps and bounds as event agencies mushroomed across the country.

In the following years, the industry developed rapidly and eventually attracted investment by global players and today is recognized by global associations and operators as an evolved and established industry.

Over the years

The industry has seen changes, some massive, some insignificant. As markets and technology evolved, the industry seamlessly adapted to the changes.

The industry that we call the experiential industry has been built on the pillars of passion, perseverance, resourcefulness and creativity. Driven by the need to innovate, the industry has constantly collaborated to strengthen service offerings and provide value in content, technology, entertainment and engagement.

Lines have blurred as media houses and experiential agencies have partnered to curate and produce content. Partnerships have blossomed as agencies collaborated with travel houses, technology providers and artistes to increase service offerings.

The industry has evolved through shifting markets, emerging trends, dynamic technologies and service requirements. I have captured a few observations over the years in a feeble attempt to chart the development of the experiential industry in India.

From One-stop-shop to Specialists

In the early years, agencies would offer a host of services which were branded Promotions, Corporate Events, Special Events and Birthday parties. Over the years, the terminologies as well as agency offerings have seen a dramatic shift. Agencies have moved from offering a host of varied services to positioning themselves as specialists in one or few areas.

Hence today, specialisations in key event categories exist such as MICE, Concerts, Festivals Weddings, Brand activation etc. Moreover, agency roles have evolved from service providers to solution providers as agencies are now being engaged on a turn key basis by clients & brands.

Domestic Operators to Global Players

There was a time when agencies grew at a rapid pace with offices across India and this was considered the mark of a flourishing agency. The need at that time was to establish presence across India and provide a network of services to clients in the country.

With the world getting smaller, the need for collaborative growth exists as experiences are both exported as well as imported, today. The trend has moved from domestic to international presence and there is a larger emphasis on the bandwidth of collaborations and agency networks across the globe. This, has further led to a rapid infusion of international event concepts and technologies which are now being hosted in India.

" Even after three decades, the industry is still known as the sun rise industry. With constant evolution it keeps reinventing itself to emerge as a force to reckon with. "

Technology – The Game Changer

There was a time in events when 3 gun Sony projectors existed, when clear coms did not and when analogue control boards were considered latest in equipment. There was a time when event managers walked the length and breadth of football fields to deliver messages and walkie talkies belonged only in James Bond films.

India has rapidly moved from the dark ages when technology played the role of mere event aids. Today, the role of technology has increased as it provides the opportunity for deeper impact, wider coverage and a stronger presence in event creation.

Technology engages across all event phases with a distinct ability to engage, immerse and enthrall through wearable technologies, apps, gamification, AR, VR, programable lighting tech and special effects, robots, drones, holograms, projection mappin... and the list is endless.

Today, technology provides an opportunity for creative innovation and event impact thus earning the rightful title of a game changer.

Limited to Unlimited : Event Content & Amplification

One of the major changes has been the evolution of content.

In the first few decades, the event content planned was limited to live audiences and then evolved into content curation for televised audiences. Yet, over the past decade, social media has gained prominence and events have evolved into generating complete immersive experiences for audiences present at the event as well as those present on social media and television. Dynamic social media trends provide an opportunity for constant innovation in event content and event amplification.

Service Providers to Intellectual Property Owners

While ticketed events have been around for decades, a growing affinity to create Intellectual Properties was established two decades ago by a few experiential agencies. These IP’s have charted a new way forward for experiential agencies today. Many have evolved from client commissioned events by developing creative propositions and own successful Intellectual Properties that are internationally acclaimed.

Developing into a Formidable Industry

The best measure of the evolution of an industry is the ability to share best practices and attract best resources.

The industry has come a long way. At first, experiential agencies functioned as sole operators and over a period of time relationships and networks were created for mutual benefit. The past decade saw a shift in mindset as agencies joined hands to create EEMA, an association that would represent the best interests of experiential agencies and the event ecosystem. The momentum has gained ground and many regional associations are now coming together with an aim to share best practices and enhance knowledge.

One of the indicators of the shift is the fact that today event management has found its way into the curriculum of management degrees. This has become possible because the perception of the event industry has shifted and event management is on the consideration set of prospective serious career options.

And it has just begun...

Even after three decades, the industry is still known as the sun rise industry. With constant evolution it keeps reinventing itself to emerge as a force to reckon with. Industry associations forge together to make pathways in influencing government policy, share knowledge and attract the right talent. Global tourism boards and travel giants have begun to recognize the influence of the Indian experiential industry. Creativity through signature experiences is the new mantra and with dynamic technology to give it wings, it can only shift to level next. The Sun rise Industry is here to stay.

About Sushma Gaikwad

Sushma is a veteran of the event industry and is the co-founder of Ice Global, a premium experiential management company. She is also a partner in DVFX team, a visual effects firm.

Driven by a passion for learning, Sushma has set up a leadership coaching and training institute and is a sought after leadership coach, motivational speaker and business mentor.

Sushma is a frequent lecturer in management colleges and is a Director of Wizcraft Management Institute of Media and Entertainment, India’s premium experiential education institute.

Sushma has recently been appointed Member of the Board of Studies of Somaiya International Convention Centre and Academy

Facebook : sushmagaikwad.ofc

Twitter handle: Sushmaspeak

Current Issue : November - December 2022
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