In Insider Tips, Interviews

Russell Boiarsky, Chief Brand Officer of SongDivision

Russell Boiarsky, Chief Brand Officer of SongDivision shares his thoughts on the current situation, what it takes to be an outstanding event supplier and some industry trend predictions for 2021.

Since 2003, SongDivision has pioneered the use of music to unify corporate culture by utilizing scientific principles of music to strengthen social bonds and heighten emotional connection. Тhey work with companies of all shapes and sizes including Fortune 500’s in over 30 countries.

You are one of the Eventex Awards 2020 winners. What does this recognition mean to you?

Receiving an Eventex Award 2020 is truly an honour to everyone within the SongDivision family. We recognise and greatly respect the talent of the many suppliers considered, and feel privileged to be among such elite company.

What is the role of an event supplier for the success of an event? 

The role of an event supplier is to be a great listener. Event suppliers contribute to the success of an event by taking time to first understand their clients’ purpose, and then shaping their services to best support that purpose.

What is your formula for an award-winning event supplier? 

Purpose + Positivity + Creativity + Adaptability. Start by understanding the client’s purpose inside and out. Bring a positive, can-do attitude. Think creatively and always strive to innovate. Be flexible and always willing to adapt.

How did the current crisis affect you? How did you adapt and what are your plans for the near future? 

The current crisis has been especially challenging and has forced us to pivot on many fronts in order to continue to serve our clients with the quality and creativity they expect, and that we strive for. A key asset in all of this has been the time we’ve devoted over the past several years to developing virtual versions of our many musical offerings. While this provided us with a head start, it still required a global team effort to ready our virtual offerings for clients, requiring revised processes for everything from marketing, sales, operations, and delivery. We are optimistic that live events will return, and with them a new perspective on how events can be delivered. SongDivision will continue to innovate musically in the virtual space as well as look to incorporate virtual elements into live events as they return. 

What do you think will be some of the trends in the events industry in 2021?

With the global landscape changing so rapidly, determining 2021 trends is anyone’s guess. We believe that virtual meetings & events will remain in demand as companies look to keep their employees safe as well as manage costs, however we also feel that as live events return, they will incorporate virtual programming more than ever. Additionally, the current pandemic has challenged us all to be more compassionate toward each other and the environment — look for events to be more purposefully linked with environmental pursuits and helping others.


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