You can’t listen to them if you can’t afford them. Rising rates of Pakistani singers are giving birth to a nation deprived of public celebrations of music. The commercialization and rising rates of popular Pakistani singers have made it difficult for event organizers to plan events regularly. Popular singers including Rahat Fateh Ali Khan, Abida Parveen, Atif Aslam, Ali Zafar, Sajjad Ali, Alam Lohar, Bade Ghulam Ali Khan, Naseebo Lal, Hamid Ali Khan, Shafqat Amanat Ali and Humaira Arshad are charging between two and five million rupees to sing at concerts. While the amount cannot be afforded by event managers, the general public also finds it hard to purchase tickets that are sold at ridiculously high prices.
It all seems contradictory, because while musicians are yearning for an improved and reinvigorated music industry, no progress can ensue if they don’t minimise their rates. Artists such as Rahat, who were once in the spotlight at almost every music function, have taken a back seat because they are not paid as much as they demand. Renowned performers are only a common sight at wedding events hosted by the elite or corporate gatherings of some multinational companies.
These singers now only cater to the elite because they’re the only ones that can afford to pay such huge amounts. This is extremely disappointing and I suggest there should be some policy imposed on these singers now. If they call themselves Pakistani singers, then the general public should be given more opportunities to listen to them as well.
According to a source, Rahat and Abida are among the highest charging singers who receive between four and five million for their performances at gigs. Others such as Atif, Ghulam, Hamid and Ali demand between three and four million. Though still expensive for many, singers such as Sanam Marvi, Arif, Naseebo and Humaira charge around one million. Event organisers cannot afford the high numbers charged by renowned musicians. Sometimes they perform at high-end hotels or farm houses where the public isn’t allowed.
Now what if we wonder why these artists get paid so much? Artists often get the bulk of the ticket sales. There’s more than meets the eye, however. The talent is most likely more than one person. A larger band must split those proceeds. There are also their crew members who need to get paid. Then there’s the hotel, transportation, gas, and the artists’ personal needs included in this cost. These prices will fluctuate significantly amongst bands. For instance, a local band or band performing only for one night won’t require hotel accommodations for themselves and their staff.
The size and popularity of the band will also determine their asking price. A larger band recognizes their income will need to be divided, so they often ask for more than a solo act. A band in high demand can also ask for more than an undiscovered band with a smaller following.
The venue is another big expenditure for you to consider. The larger venues can be more challenging to book for an independent concert promoter, as many larger promotion companies snatch these venues up for the more extensive tours. Still, they can have them if the promoter knows the right people. While the big arenas are costlier, they also hold more people, equalling more ticket sales.
Smaller venues are less expensive than arenas and theaters, but they aren’t always available, either. As consolidations continue to squeeze independent promoters, competition for venues is heating up, raising prices to book them.
Venue costs go beyond the structure of the building. You may have to source lights, sound, staging, and a production team if the venue doesn’t provide it all. Don’t forget parking attendants, security detail, and a clean-up crew. If all of these have to be brought in and aren’t part of the venue package, costs can quickly escalate.
Marketing and advertising are often an overlooked expenditure because so much of it is up to you as a promoter. Some promoters use social media for advertising their events, while others include radio, print, and television in their strategy. The more channels, the higher the cost.
Then there’s the merch. Everyone wants merch, right? The Future of Music Organization reported merchandise accounts for approximately 6% of a rock band’s income. Merch builds a brand and satisfies loyal fans who are proud to brag about their love of music. You have to determine what your expected return on your marketing efforts will be. The more the event receives a promotion, the more tickets will sell, but that marketing eats up a substantial portion of the budget.
Artists should not demand so much money that it would be difficult for the organizers to hold a musical concert. However, the government should come forward and help these artists so that they can perform at their best for a low fee.
Pakistan is an entertainment-deprived country since the grave terrorism wave stricken the country so bad. We Pakistanis find our entertainment, collectively if I may say, in a cricket match that too just started happening in the country.
Our neighbouring country India is organising international concerts for Giant bands like ColdPlay and here we are reluctant to arrange a musical evening in an open air theatre just because. It is Govt’s responsibility to provide a go-venue with fool proof security to the musicians, bands and to the music lovers. For at the end of the day, nations are remembered through their Art and Culture in good books of History.
The writer is a staff member of The Asian Mirror.
