John Likrich: The secret of success lies in how to manage the crisis and adapt

Abu Dhabi.. Event-packed programs confirm the recovery of the entertainment sector from the effects of the pandemic

  • The entertainment sector has faced many challenges over the past two years that have largely shaped its future.

    From the source

  • Lykrich: "(The pandemic) has raised the level of public awareness, and all parties have modified their health and safety protocols."

  • The “program” will not be limited to artistic activities, as sport is an important aspect of it.

    From the source

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The capital, Abu Dhabi, is witnessing a full program of artistic and entertainment events during the coming period, which confirms the recovery of the entertainment sector in Abu Dhabi and the Emirates from the effects of the “Covid-19” pandemic, thanks to the precautionary measures that have been implemented in the country since the beginning of the pandemic.

According to the CEO of "Flash Entertainment", John Likrich, "The crisis has changed the scene of events and the entertainment sector, and that the secret of success lies in how to manage the crisis and adapt."

"The entertainment sector has faced many challenges during the past two years, which have largely shaped the features of its future," Lykrich said in an interview with "Emirates Today".

The importance of cooperation with the concerned parties to achieve common goals and achieve success was highlighted.

Flexibility is also a key factor in the success of the organization process, as it provides the capabilities to meet the needs of different partners and events.

Here, the importance of the presence of several leading destinations in Abu Dhabi, especially the Union Arena and Union Park, which allowed us to hold various events that witnessed a diversity in the size of attendance thanks to the wide spaces that it provides,” adding that “the global pandemic contributed to raising the level of public awareness of health, and it has All entities must amend their health and safety protocols, in line with local and federal guidelines, to adapt to changing dates and ensure the holding of safe events.

"Flash Entertainment has adopted a business model that allowed it to play a prominent role in adapting and responding to the effects of the crisis in the region, as it continued to host events during the pandemic, and invested the opportunity to develop its virtual entertainment offerings, and provide digital content to keep pace with the requirements of the rapid transition to digital platforms during the the crisis.

Its teams have also made tireless efforts to ensure that health and safety protocols are applied in all of their locations, and have cooperated throughout the closure period with the official authorities in Abu Dhabi, to enhance their ability to organize live live events in a safe environment once restrictions begin to ease.

Multiple activities

John Lykrich reviewed the most prominent upcoming events, organized by "Flash", in cooperation with government agencies and partners in the Emirate of Abu Dhabi, most notably the return of the famous Italian artist Andrea Bocelli, with his team again after his last visit in 2019, to present a musical evening in Al Ittihad Park next November During which he performs his most prominent classic songs.

“Ya Salam” parties will also return after the race, to host the most prominent international stars for four consecutive nights with world-class live entertainment events.

The second night of the event on Friday, November 18, will see Swedish House Mafia participate in their world tour, which includes three electronic dance music artists: Steve Angelo, Axwell and Sebastian Ingrosso.

More major performances will be announced in the coming weeks.

Pointing out that the concerts will also feature a group of the region's most prominent musical talents, including artists from the Regional Artist Spotlight Program.

He explained that "the program will not be limited to artistic activities, as sports represent an important aspect of it," adding: "On the sports front, Abu Dhabi Challenge Week returns to Yas Island in its fourth session with a schedule full of experiences, including events for the public and a concert, in addition to To the (UFC 280) Championship, the main event that will be held at (Al Ittihad Arena) on Saturday 22 October, in cooperation and partnership with (Flash Entertainment).

During the tournament, Charles Oliver will meet Islam Makhachev to decide the vacant title of the world lightweight championship, while Bilal Muhammad and Sean Brady will compete for the featherweight title.

Other weights will be announced soon.

Abu Dhabi will also host in October for the first time two preliminary matches before the start of the NBA season, in a historic event during which the Milwaukee Bucks, the 2021 champions, and the Atlanta Hawks will meet on the sixth and eighth of October at the Etihad Arena.

selection criteria

Regarding the criteria according to which the events are selected, Likrich pointed out that "the most prominent of these criteria are to meet all tastes, and to contribute to the strengthening of Abu Dhabi's position by organizing events that vary between live music, sports and culture, as well as national events."

He said: "Flash Entertainment derives its strategy in organizing events from the vision of the wise emirate's leadership, its commitment and determination to enhance Abu Dhabi's leading position and build successful partnerships, which is reflected in the activities organized by Flash Entertainment, which drew a smile on the faces of more than 10 people. millions of people.

Many factors contribute to the artist selection process, including the information the sector provides about outstanding artists in various fields of the arts today.

Tracking social media data also plays an important role in determining which artists have fan interaction, as well as which celebrities have performed in the region before, and whether performing in Abu Dhabi is in line with their itinerary.”

400 events and 10 million spectators

Since its inception, Flash Entertainment has organized more than 400 major events in three countries, and the number of entertainment events held by more than 10 million people, and included live concerts (Beyoncé, The Rolling Stones, Eminem, and others), and “Ya Salam” parties for the aftermath. The race, which has been running since 2009, has seen more than two million people attend events with more than 160 superstars at 100 locations in the capital.

As for sporting events, they included international football matches for the Asian Cup and the Club World Cup, leading to the Mubadala World Tennis Championship and UFC and WWE matches, as well as national cultural events, such as the official celebrations of the UAE National Day, and the Umm Festival. Emirates, and the papal visit to Abu Dhabi in 2019.

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