Is Going Virtual a Wakeup Call for the Events Industry?

Words Nothando Mpala

It's no secret that COVID-19 has certainly put a hold to many major events that were meant to take place this year locally and internationally. Events have either been postponed until 2021 or completely cancelled altogether. Freelance Events Coordinator, Nothando Mpala shares with us why going virtual may be vital for the events industry to stay relevant.

One thing is clear, it has been a challenging time for the events industry. Technology has unquestionably provided a great alternative in the events industry as well as for the general economy. There is no doubt that virtual events were rising in popularity this year. However, no one would have expected that it would take COVID-19 to fasten the virtual culture. 

For the events industry, numerous businesses have been forced to invest in upgrading their technology capabilities to enhance the quality of their online event experience. It was reported in AIM Group most recent survey that 80% of corporate sponsors are interested in investing in virtual events. Conference calls and video calling platforms have become the best way for companies to interact with different audiences such as employees internally along with their customers and external stakeholders. 

Will virtual events be the only way to do events post COVID? Probably not! However, virtual events have undeniably offered its different audiences a sense of community which is significantly more valuable in these tough times. COVID-19 is similar to the industrial revolution which encouraged more meetings and events, virtual events has provided a solution for online meetings and events. This has also given all people the right to become their own event planners as hosting your own virtual event is pretty much accessible to all.

It is indisputable that virtual events have taken us back to the origin of events which was to promote peace and friendship by connecting people and communities without solely focusing on profit. Technology has given the events industry the opportunity to work more collaboratively with other companies whilst still maintaining interaction with their audiences worldwide without anyone having to travel. 

Bazaar's global Fashion Director Carine Roitfeld partnered up with amfAR for fashion unites to deliver the first ever self-filmed virtual fashion show with an all star line-up that consist of such names as Kim Kardashian west Carolyn Murphy, Hailey Bieber, Winnie Harlow, Stella Maxwell, Ashley Graham and many more. This fashion show aimed to raise awareness for the research efforts led by the amfAR fund to fight COVID19, as well as offering their audience with inspiring and exciting performance for those staying at home; reminds us of the power of virtual events and maintaining social distancing.

There are countless virtual events to lookout from EDC virtual rave-a-thon, the Junction 2 Present J2v (an online 3D festival of house and techno artists across three unique stages) to London tech week will be virtual this year via registration. Virtual events have given the event industry an opportunity to continuously engage with a wider range of audiences locally and internationally as there is no limitation to numbers when it comes to hosting an event online.

Virtual events have provided people with a sense of support and activity for those stuck in their homes with nowhere to go. After COVID-19 virtual and hybrid events will have a huge contribution to lowering our carbon footprint and sustainability in the events industry. It is evident that virtual events will not only become more normal for hosting events in future but also a great way of developing communities online for people with the same interests.

Nothando Mpala - Freelance Events Coordinator