12 September 2021 www.bahrainthismonth.com interview The complexity of that achievement was to further ensure that the Gulf would always feature in the global touring plans of major artists such as Madonna, Coldplay and ironically in a full circle - U2. That fork in the road led to a seemingly never-ending list of the world’s biggest names, best known talents and undeniable superstars, but true to form, Elissa reminded us of her original business strategy, sponsorship and partnership. “Becoming Live Nation Middle East opened new doors in commercial, corporate and government sectors. We forged a long and successful partnership with Flash Entertainment in Abu Dhabi, assisting them to book talent for their calendar of events including Guns n Roses, Christina Aguilera, The Killers, Eric Clapton and the talent for the Yas Island Abu Dhabi F1 Grand Prix,” she says Elissa’s work from Mirage Promotions to Live Nation has been recognised with awards over the years including ‘Best Concert in the UAE’ for several years. “We never forgot our roots and continued to promote under our own banner as Live Nation Middle East,” she adds. Elissa has since retired from her role at Live Nation. After a lifetime of having the best teacher, I walked in my mother’s footsteps and launched my own concert booking company - a notable success in the region until I relocated to Australia. My mum, despite her fiercely driven strategic business mind has taught me to always strive to achieve the seemingly impossible; which in essence, is exactly what she did, whether she believes it or not. A strong, indisputable woman who thrived in a region and industry where she would have been expected to flounder. For those of us who were lucky enough to witness the Mirage Promotions era of Bahrain as kids, teenagers and young adults, we can testify that it changed the pop-culture of the country forever, creating a new culture, for a new generation; epitomising a moment in time that can never be replicated. More than anything, my mum started her career in Bahrain. From Bahrain she flourished into regional dominance. There were many that told her she couldn’t do it, or stood in her way, but she walked her own path. She still walks to the beat of her own drum, and here are her words for you, in her trademark business model. “The advice I would give to anyone thinking of entering this industry as a commercial concert promoter is teach yourself every aspect of what it is to be a promoter including venue management, production installation, advertising, sponsorship and marketing. If you don’t have all the skills, you don’t hold the power. Delegating is great but only after you know the task yourself,” “Never lose sight of the profit and loss and remind yourself that selecting talent is based on market preferences and not your personal taste. Most of all give the fans a fantastic event but don’t lose sight of the fact that you are in it to make money too. I am incredibly impressed and excited to see what the future of live music in Bahrain holds. From the woman who knows her best, “Take the risk.” Scan for more:
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