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"When it comes to entertainment, Albanians do not compromise, but spend", the nightlife business is booming, how much are singers paid

2023-10-07 08:24:41Biznes SHKRUAR NGA REDAKSIA VOX
"When it comes to entertainment, Albanians do not compromise, but
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Albania faced a wave of tourists who, in addition to vacation, sought the adventure of live music sounds. Small cafes on the coast, restaurants overlooking the sea and town squares were transformed into arenas for local and international artists. How was the nightlife this summer? Tourism in Albania has had a tremendous impact on the revitalization of the nightlife and the development of the music scene, bringing a new spirit to live music and improving the opportunities for singers to express their talent and increase the income of the sector.

In recent years, Albania has been at the center of the tourist map all over, leading to a significant increase in the number of tourists visiting the country to enjoy its natural beauty, rich culture and an "active" nightlife. A noticeable impact has been made in the live music sector, especially considering the difficult years after the pandemic, where major cities such as Tirana, Durrës, Saranda and Vlora have transformed their beaches, streets and squares into entertainment scenes. Clubs and bars this summer have increased their level of service and the creation of experiences for visitors, who have been a combination of local Albanians, diaspora and foreigners.

Live music concerts have found new and special spaces to be organized, while artist shows have further enlivened the hot nights. According to Xhani Demika, manager of singers, this year Albanian singers have gained special importance in this new tourism scene.

In addition to the financial benefits, according to him, they have had the opportunity to share their music with international audiences, making these moments beautiful and unforgettable for those who follow them. "Live performances offer a rare opportunity to include their emotions and energy in every sound, evoking deep feelings in those who listen to them.

This industry is two-sided, business leaders want visitors and turnover, singers want fame and payments" - says Mr. Demica.

Music is undoubtedly one of the main "weapons" in the entertainment industry, but it should not remain the only one. According to Dorjan Maknori, manager of several clubs in the capital, this industry should be accompanied by investments in the environment, but also in the technology of lighting, audio and special effects, which add costs to this sector.

However, an advantage, according to him, nowadays are social networks that serve as the best channels for conveying messages. Entertainment businesses see social networks, especially Instagram, as a low-cost tool that guarantees the spread of news about various events.

South "reigns"

In the cities of the southern coast of Albania, the night life is a combination of music, bright colors, fun atmosphere. Tourists find diverse music, from traditional Albanian music to modern pop, dance and rock rhythms. Albanian singers and music groups have multiple platforms to showcase their talent in an environment that has managed to combine natural wealth with the energy of night music. This year, as in previous years, Saranda and Vlora have dominated. According to Xhani Demika, manager of a club in Saranda, this year has been the most successful of the last four years.

According to him, there have been collaborations with many singers or groups, duets with Albanian and Kosovo singers. "We have not seen much of the impact of the attendance of foreign tourists, given that the audience of singers we have had is mostly Albanian."

But, he explains further, in cases of singers of Albanian origin but who are known in Switzerland, Italy, London, Germany, such as Ledri, Noizy, Dhurata Dora, Tayna, it has influenced foreign tourists to visit as well, given that the location of the club has also been preferred.

"30% of the club's attendees were from the Czech Republic, Denmark, Poland, Italy, Spain, France, Britain. The rest were local Albanians and Diaspora Albanians. As I said before, the attendance was the best after the pandemic" - says Mr. Demica.

Noizy, Dafina Zeqiri, MC Kresha, Elvana Gjata, Tayna are other favorite artist names according to him and with full bookings for every organized show. This summer, the night life has been more lively than any other year, in the quality offered by the singers, as well as in the number of attendees and consumption.

The coastline of Durrës

A trend of recent years, but with an increase this summer, is that of foreign tourists also on the coastline of Durrës and Kavaja. In addition to Albanians within the borders, as well as those of the diaspora, foreigners who have come to Albania for tourism have become the main frequenters of summer clubs. The singers have been willing to sing on the dates they were asked and this has also helped the situation of the music business this year.

According to sources from a hotel in Golem, a singer is an artist and the king of the stage, so he is liked more. "In every performance, in every night, we have made sure that the flavors are the same as other countries that have tested these experiences before. This year there was a mix of Albanian and foreign music, as 80% of the tourists who used the hotel were Czechs, Poles, etc."

Ergys Keta, manager, says that the season has been very good. New investments have been made, and the program has compiled a tab with the anticipated events.

The most popular singers, as well as those who were at the beginning of this season, according to Mr. These are Ledri Vula, Elvana Gjata, Ylli Limani, etc. The payment for the singers varies, according to him, depending on the hits and the repertoire.

He adds that, although Albanians have a habit of complaining about the prices, about the difficult living, etc., when it comes to entertainment, they do not make compromises, but spend. Tourists, according to the manager of a club in Durrës, are one of the main target audience, considering that the Durres coast has seen an increase in tourists, especially Nordics, in recent years. As for the competition, Ergysi says that most of the main clubs in the country work for one main purpose: that of the VIP area, where the expenses are higher./Monitor

 


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