Organising and funding events can be a complex task, as discussed in a Live Music Masterclass powered by High Roller, the organisers behind popular Black British party Recess and radio station No Signal. The Masterclass was presented by Jojo Sonubi (co-founder), Lodina Agyeman (project manager) and RBC (programming manager) who took the audience through their respective departments and what it takes to work in the live music and event space.
During the conversation, they spoke about their festival-like party, Recessland. This popular event has become a big day out, featuring rides, food, drinks, DJs, and a lively crowd down the coast in Margate at the iconic Dreamland venue. The aim of this Masterclass was to debunk myths and misconceptions held by the public about nightlife and production across events like Recessland.
One of the initial points of discussion were marketing strategies, which are a major focus at High Roller, as they highlight how past successful events can serve as powerful promotional tools. When planning future events, leveraging the success of previous ones helps attract attendees and build excitement. Recording events was highlighted as a valuable practice included in their strategy. By capturing footage and feedback, the High Roller team can analyse what worked well and what didn’t, allowing for continuous improvement in future events and encouraging others to do the same.
The team also pointed out essential costs like insurance and licensing. The Performing Rights Society (PRS) licensing, which ensures that artists are compensated for their music, typically costs around 10% of the event’s total value. Understanding these financial aspects is crucial for budget management and ensuring that everyone is accommodated and musicians and DJs are centred in these conversations.
One of the challenges mentioned was the need to balance costs while securing partnerships that can enhance the event. This includes maintaining a consistent team of DJs who can play various music genres to keep the atmosphere lively and engaging. As trends in music evolve, it is important for the lineup to adapt and stay relevant to the audience. Transitioning the event from an 18+ to a 21+ age group was another topic of discussion and as the organisers grow older, their audience naturally follows suit, which is something the audience wondered how High Roller navigate. The team responded that evolution requires careful planning to ensure the event remains appealing to all kinds of people, with an emphasis on providing an enjoyable experience for everyone in attendance.
Jojo, Lodina and RBC stressed that having a diverse team is also essential. A team with a wide range of skills and perspectives can keep the event fresh and innovative, and team members should complement each other’s strengths and challenge one another, leading to better decision-making and creative ideas for upcoming events.
To summarise the Masterclass, for Jojo, Lodina and RBC organising successful events like Recessland involves careful planning, effective marketing, and a strong team. Through understanding costs, adapting to audience changes, and focusing on continuous improvement, High Roller can create memorable experiences that resonate with attendees and those who want to work in nightlife or event production.
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Words: Naz Hamdi
Photography: Kat Friar
