Event Promoter Urges Organisers To Prioritise Value For Audiences

Event promoters and producers have been urged to focus not just on organizing events, but on delivering value to audiences who pay to attend.

Chief Executive Officer of All Adams Events, Austin Okpara, made the declaration in a statement issued in Abuja by his media handler, Fidel “Castro” Oseghale.

Okpara, who has produced several successful shows in 2025, including Maleke Unchained in Benin which I co-produced with Smith Oseghale’s 16:Xisten Events.

He emphasized that providing quality content elevates the art of event production.

“Considering the audience for a particular show should be the first consideration as they will turn out to be the organic paymasters for any successful outing,” Okpara said.

He added, “The people are the original kings of any planned show and hence their happiness should not be taken for granted.”

The All Adams CEO stressed the importance of encouraging more practitioners to enter the events industry to explore the numerous opportunities available.

Okpara, however, noted that funding remains a challenge for hosting major events, describing show business as highly capital intensive.

He suggested government support through funding, grants, and the creation of an enabling environment to ease the burden on promoters.

“Producing a live show can be so expensive, especially when the brand in question is a huge one,” he said.

“Most times we go out of our way to outdo ourselves by using foreign standards just to keep our clients impressed and coming back to us.”

He further added, “Government clearly has a role to play in entertainment. They have to do more than they are doing at the moment.”

According to Okpara, the entertainment industry is a significant revenue generator, pointing to examples from foreign countries where the art industry has contributed substantially to government earnings.

As 2025 draws to a close, Okpara expressed optimism for the future, citing a productive year in event production.