Blu Blood, powered by Osman Osman and Shaaista Khan Osman, is a leading lifestyle and management company in the event management industry. It has collaborated with renowned comedians and artists, created the Kings & Queens of Comedy franchise, and worked with major companies and brands. Osman and Shaaista have extensive experience in marketing, communications, hospitality, and logistics and launched their Middle East base in 2019.
Exclusive to The Finance World Magazine
Q. Shaaista Khan Osman, can you share your journey and experience in building a successful event management company in the UAE?
Shaaista: Building a business in the UAE has been a great and blessed experience. The structures, processes, and protocols in the UAE have made it easier. With patience and time, building a business in the UAE is a seamless process, and company development, visa requirements, and necessary processes are professionally done.
Q. Osman Osman, please brief us on your journey in the event management industry in the UAE.
Osman: Myself and Shaaista have both been in the events industry for over 20 years. Despite facing challenges early on in our journey due to Covid-19, we were able to organize the first live show with “COVID consciousness,” a term coined by Shaaista, in August 2020, bringing together musicians from across the UAE with Sonu Nigam on one stage. We have since organized many events in Dubai with big names like James Blunt, Jo Koy, and Atif Aslam. The UAE, being the entertainment capital of the Middle East, attracts big names, making it a blessing for the industry.
Q. What motivated you to launch Blu Blood and pursue a career in event and project management?
Shaaista: Our motivation comes from our backgrounds. Osman’s company, Four Corners Entertainment, brought entertainment from all over the world. This led to our partnership after we met, and we fell in love.
Osman: We were doing events separately, but at some point, we realized we should merge our companies as we were supporting each other in corporate events, project management, and live shows.
Shaaista: We’re passionate about our industry and each other’s success. We work well together and are building a legacy for our children. Our love for people and the business of happiness is what ties us together. Our Blu Blooders and patrons are what make our shows possible.
Q. Can you discuss the importance of networking and building relationships in the event management industry?
Osman: Networking is part of our entire industry; you have to network with individuals that come to your event.
Shaaista: Dubai is the networking capital of the world where people from all nationalities come together and open doors for each other. It’s harmonious and different from other parts of the world where people would exclude someone from a deal.
Osman: In the events industry, your network is crucial to success because your reputation and connections are what bring value to your business. It’s important to have solid relationships with artists, service providers, and patrons to create a fulfilling entrepreneurial journey. Your reputation opens doors for you and enables networking, which is essential in this industry; your reputation and your network bring you your net worth.
Q. How do you ensure that your events meet the needs and expectations of clients and attendees while also driving business results?
Shaaista: We prioritize meeting our patrons’ needs and expectations, which we refer to as the “Blu Blood Experience” and the “Blu Blood Way.” Our second show was our proudest moment. We have a reel at the end of the show, and we had our team out there in early 2021. People were outside, and they removed their masks; groups of people were shouting #TheBluBloodWay.
Osman: When we put on the show, we want to see more people, but we want to share that experience with everyone else. We’re passionate about it, and our family’s passionate about it too.
Shaaista: Our passion is driven by the artists we bring and the happiness they bring to our events. We’re motivated by the experiences we create and the joy it brings to others.
Q. Can you share any notable challenges you faced in your career and how you overcame them?
Shaaista: COVID was a tough time globally, and we all went through it. We accepted the challenge.
Osman: We had to adapt to the pandemic, especially in the business we are in. We ran two entities and had to switch to virtual shows and develop COVID-conscious floor plans while ensuring safety for everyone. We even did a radio interview and a video to explain how we kept people safe, which became a TikTok trend.
Shaaista: We were shopping when a cashier recognized us as “celebrities” and showed us a TikTok video. It was actually a video we made inviting people to our show with COVID precautions in place, including 1000 seats and a two-meter distance between each person.
Osman: We made a video that showed the journey from driving to the venue, highlighting the safety measures taken by our company and Dubai, before vaccines were available. Despite challenges in 2020, we overcame them by seizing opportunities and adapting to the situation.
Shaaista: Post-COVID behavior is a challenge for promoters. People have forgotten how to behave in public, and the challenge is to remind them of common courtesies without offending them. However, there is hope as people are slowly getting into a new form of consciousness and appreciation for each other.
Q. What would you say are the key skills required for success in the event management industry?
Shaaista: I think the key skills for success in the event management industry are definitely to remember to be humble and to build with every single opportunity that you have.
Osman: In event management, leaving your ego at home is key as you deal with multiple personalities. The audience is there for entertainment, and you’re there to provide the service.
Shaaista: To be successful, you must be able to quickly change your demeanor to suit the situation – one minute you may need to be happy and sad.
Shaaista: Our key to success is having each other for balance and support. We feed off each other and share overwhelming moments together – both the highest of highs and the lowest of lows. This has been our greatest factor of success.
Osman: At our events, people know us by faith and appreciate that we walk around to address any small issues that may arise. We’ve ensured that people know the people behind the event.
Shaaista: We celebrate with our patrons and the fans of the artist, as they are there not only to see the artist but also to have a great time.
Q. Can you share your thoughts on how the event management industry has changed recently and what changes you see in the future?
Osman: The entertainment industry has changed a lot post-COVID and people are appreciating live events more. In the UAE, people are buying tickets earlier than before. There’s now a demand, and people know they won’t get tickets at the last minute.
Shaaista: People are appreciating live events more now due to the absence of entertainment during the pandemic. This trend is supporting the events industry and companies like Blu Blood. The accessibility of big stars has also improved thanks to the online community.
Osman: The events industry is evolving with NFTs, the metaverse, and AI technologies being integrated, and Blu Blood is eager to embrace and incorporate these new developments, despite it being early for full integration.
Q. How do you measure the success of an event and evaluate its impact on the attendees and stakeholders involved?
Osman: Measuring the economic impact of a live event is about people coming to watch the show, filling up arenas, and spending money, which sustains the economy.
Shaaista: Events and the tourism industry are interconnected, particularly in the UAE. People travel for events, generating a ripple effect for hotels, restaurants, and shopping malls. The happiness factor, measured by full arenas, sustains the economy.
Q. Can you provide an overview of your upcoming events for 2023?
Osman: We have just hosted an incredible concert with Atif Aslam and the phenomenal Firdaus Orchestra, it was definitely a highlight event on our books. We have a number of other acts in the pipeline that bridge the Middle East, comedy, Western culture and Bollywood.
Shaaista: The all-female Firdaus Orchestra, mentored by A.R. Rahman, is a beautiful concept that was created for Expo and has given phenomenal opportunities to the global music industry.
Osman: There’s a whole line-up for the Comedy Festival that we’re doing, a lot of comedians that we’re bringing in.
Shaaista: Follow Blu Blood on social media for updates on our upcoming events in 2023, which promises to be an exciting and jam-packed year as we emerge from COVID restrictions. We hope to see both our loyal patrons and new attendees join us for our events.
Q. What audiences are you targeting in your upcoming events, and what should these audiences look forward to in these events?
Shaaista: Dubai’s audiences are diverse, including Indian, Pakistani, African, Russian, Asian, etc., and come together under one umbrella to enjoy their love of music, the entertainment industry, and the arts.
Q. How do you manage and motivate your team to deliver high-quality events?
Osman: Our team is like family, and they’ve been our biggest support system in growing our business. They come from all over the world, and we have a shared focus on growth and success. Shaaista’s delicious food is a great motivator for everyone.
Shaaista: Our Blu Blood team is like a family, consisting of industry experts in their respective fields. The team is a beautiful harmony of Shaaista’s craziness and Osman’s madness, with woven intelligence providing stability.
Q. Can you discuss your approach to developing and maintaining strong relationships with clients and stakeholders?
Shaaista: Our clients and stakeholders are crucial to Blu Blood’s success, and we are grateful for their amazing support.
Osman: Be honest with stakeholders and clients about the event’s situation to address their anxiety, as Blu Blood takes responsibility for any problems and keeps them updated.
Q. What strategies do you use to manage a tight budget while still delivering a high-quality event
Osman: Budgets in the entertainment industry can vary greatly; you can do an event with AED 100,000 or $24M.
Shaaista: As a privately-owned entity, Blu Blood has a unique perspective. Osman and I are solely responsible for budget decisions, which allows us to be flexible with our spending. We once hosted an event on a tight budget, but with quick thinking, we were able to provide food for 32 people at an after-dinner without sacrificing quality.
Q. Can you discuss the role that innovation and technology play in the event management industry and how you leverage them to deliver high-quality events?
Osman: We adapted to COVID by moving from in-person to online events. Technology has changed the entertainment industry with developments like the metaverse and NFTs, and we must adapt to avoid falling behind as new tech emerges, such as holograms and sound systems. The metaverse has become an interesting option for concerts.
Shaaista: The entertainment industry is vast and encompasses more than just shows. Conferences and symposiums also fall under the events industry, and there is potential for growth and development due to its influence on other industries. NFTs have also found their place in this industry.
Q. Can you share a particularly challenging event you’ve managed and how you overcame difficulties?
Osman: Our industry has had its challenges, including an artist being unable to perform due to COVID and a show being cancelled out of respect for the late founding father of the UAE, H. H. Sheikh Khalifa bin Zayed Al Nahyan. We’ve also dealt with positive COVID cases among support staff during the pandemic.
Shaaista: We are thankful to the Almighty for our success. It is also due to the support of our team, stakeholders, clients, and the UAE leadership, and we are grateful for it.
Q. Do you have any words for our readers?
Osman: To succeed in entertainment and events, plan and pursue your ideas without fear of failure. Even unsuccessful pitches can expand your network and bring you new opportunities.
Shaaista: Try, fail, and try again. Be mindful of your aspirations and your place in the world, and take ownership of it. Claim your stake in this world, no matter how unconventional it may be.
