EEMPA to implement events certification

MBABANE - In a proactive move to combat the proliferation of false marketing in the events industry, the Eswatini Events Managers and Promoters Association (EEMPA) plans to introduce a certification and grading system for events.

This initiative seeks to uphold trans parency, reliability and accountability within the industry, ultimately aiming to minimise instances of misrepre sented shows and performances

The certification and grading sys tem, which is set to be enforced by the governing body, will reTuire event promoters to adhere to guide lines and standards This includes providing accurate information about the line up of artists, the schedule of performances, and other essential event details %y implementing this system, the association intends to instil confidence in both event attend ees and participants, ensuring that the public can trust the authenticity of the marketed events

Industry

6peaking on behalf of ((03$, 6ecretary *eneral, %anele 'lamini emphasised the necessity of this initiative, stating, ³:e recognise the detrimental impact that false market ing can have on the reputation of the event industry The implementation of certification and grading will not only protect consumers from mislead ing advertisements, but also elevate the overall Tuality and credibility of events in (swatini ³The grading will help us curate an accurate events calendar which will also help event position themselves so that they can also receive sponsorship,´ said 'lamini

,t is also worth noting that a firm warning has been issued by ((03$ to events promoters who falsely market their shows as they are said to be ruining the image of the country ³0anagers who continue marketing their events falsely will be addressed and dealt with by the association,´ emphasised 'lamini

8nder this new system, event organisers will be reTuired to undergo a thorough certification process to validate the accuracy of their event promotions

$dditionally, events will be graded based on their adher ence to in dustry standards, with the aim of distin guishing reputable and transparent events from those that fall short of the reTuired criteria ,t is also worth noting that an event which has no cer tificate will have less to no chances of sponsorship

)urthermore, the association has made it clear that strict enforcement of the certification and grading system will be a priority, with non compliant events facing potential repercussions %y holding promoters accountable for the accuracy of their marketing efforts, the association is taking a proactive stance in safeguarding the interests of both event attendees and the integrity of the events industry as a whole

Response

,n response to these developments, event promoters and managers have e[pressed their support for the asso ciation’s efforts, acknowledging the need for increased accountability and ethical practices in event mar keting 0any industry professionals see the certification and grading system as a positive step toward fostering a culture of transparency and trustworthiness in the (swatini events landscape 6easoned (vents 0anager, 0elusi =o[ 'lamini was also interviewed and he said, ³The association will need to e[tensive ly engage stakeholders on the subMect as a matter of priority Licensing, grading and certifi cation of events involve many value chain players within the same ecosystem This idea is actually a revenue stream 6o, round table dis cussions are a prereTuisite ´ $s the (swatini (vents 0anag ers and 3ro moters $s sociation strives to imple ment this for ward thinking approach, it is clear that the industry is moving toward a more transparent and responsible era, with a focus on delivering genuine and reliable event e[periences to the public The association’s commit ment to minimising false marketing practices is poised to elevate the standards of the events industry and restore confidence in the authenticity of promoted shows

,n recent years, event promoters have come under scrutiny for em ploying deceptive marketing tactics to attract crowds to their events

These promoters have resorted to falsely advertising the appearance of international musicians and artists, knowing full well that these appear ances would not materialise

:hile this strategy may initially draw large crowds, it ultimately leads to disappointment and unrest among attendees This trend has sparked a debate on the advantages and disad vantages of such practices, as well as the potential conseTuences when audiences realise they have been deceived

2ne of the primary advantages of using international musicians and artists in event promotion is the potential to attract a larger and more diverse audience

The allure of seeing a renowned international performer can create a buzz and generate significant interest in the event This can lead to in creased ticket sales, media coverage, and overall visibility for the event and its organisers $dditionally, the association with well known artists can enhance the event’s reputation and credibility, potentially attracting sponsors and partners

+owever, the disad vantages of this ap proach are significant and far reaching )alse advertising not only damages the trust be tween event organisers and attendees, but also tarnishes the reputation of the artists involved

,t can lead to legal repercus sions, in cluding lawsuits and fi nancial penal ties, as well as irre vers ible dam age to the pro moter’s brand

)urther more, the negative publicity resulting from such deceitful practices can have long term effects on the promoter’s fu ture events and relationships within the industry

,nternational e[amples of such deceptive marketing tactics leading to crowd unrest are numerous ,n

, a music festival in the 8nited .ingdom faced backlash when at tendees discovered that several of the advertised international headliners were not performing as promised The revelation led to widespread dis appointment, anger and protests, with some attendees demanding refunds and others e[pressing frustration on social media The festival organisers faced severe criticism and were com pelled to issue public apologies and compensation to disgruntled ticket holders

6imilarly, in , a music event in $ustralia e[perienced chaos and disorder when attendees realised that a highly anticipated international act was a no show The ensuing uproar resulted in confrontations between disappointed attendees and event staff, as well as damage to property and facilities The organisers faced significant financial losses and dam age to their reputation, prompting an industry wide discussion on ethical event promotion practices

Artists

,n light of these e[amples and the ongoing debate surrounding the use of international artists in event promotion, there is a growing call for transparency and accountability within the industry

,t is essential for event promoters to prioritise honesty and integrity in their marketing efforts, ensuring that attendees are informed accurately about the artists and performances they can e[pect %y doing so, promot ers can build trust with their audience, establish long term relationships with artists and stakeholders, and contrib ute to a sustainable and reputable event industry

The use of international musicians and artists in event pro motion can be a dou ble edged sword, offering potential benefits in audi ence attraction while carrying significant risks of deception, un rest and reputa tional damage (vent promot ers must care fully consider the ethical im plications of their market ing strategies and prioritise honesty and transparency to maintain the trust and confidence of their audience and the industry at large

The Eswatini Events Managers and Promoters Association governing body.

(Courtesy pics) Events Organiser and the Eswatini Events Managers and Promoters Association Secretary General, Banele Dlamini.

A section of the crowd from a recent show which was hosted in the kingdom.

(Courtesy pic). Melusi ‘Zox’ Dlamini highlighted how EEMPA will need to extensively engage stakeholders on the subject as a matter of priority.