Amplify raises bar for live production industry

The live events production industry in Nigeria and across Africa has received a significant boost with the inauguration of the Amplify Live Production Academy. This new initiative is designed to equip practitioners with the necessary skills to compete effectively in the global entertainment industry.

The academy was unveiled during the second edition of the Amplify Live Production Conference held in Lagos. It offers training for various technical crew members, including sound engineers, lighting designers, and event promoters, who work behind the scenes at live events. The convener, Siji Ewedemi, stated that the academy is part of a broader effort to build a structured and globally competitive live production industry in Nigeria and Africa.

Ewedemi explained that the conference's theme, “The Business of Live,” followed the maiden edition's focus on transitioning live production from an informal hustle to an organized industry. The current edition aims to explore how the sector can become a viable wealth-creation industry, with training identified as a key strategy. "Amplify is a movement with a desire to build a structured and globally acceptable live production industry in Nigeria and Africa as a whole," Ewedemi said.

The initiative stresses the importance of developing local expertise to meet the demands of Nigeria's rapidly growing entertainment sector. The goal is to ensure participants receive training based on global standards, leading to internationally recognized certificates. Keynote speaker Temidayo Oladehin urged practitioners to adopt stronger business practices, fair pricing, and improved contractual structures to address financial challenges and build sustainable businesses.

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Amplify is a movement with a desire to build a structured and globally acceptable live production industry in Nigeria and Africa as a whole. The hustle has given way to the business of live. We are looking at ways to make the industry viable and a wealth-creation industry. The most promising way of achieving this is through training.