Nagaland has begun work towards developing a Live Entertainment Economy Framework aimed at positioning the state’s growing entertainment sector as a potential driver of economic growth, employment and tourism.
A meeting to discuss the development of the framework was held at the Directorate of Information & Public Relations (DIPR), Kohima, on Tuesday under the chairmanship of Secretary, Information and Public Relations, Orenthung Lotha, IAS.
Lotha highlighted the growing importance of the live entertainment sector as a potential driver of economic growth and livelihood generation in the state. He stressed the need to recognise live entertainment not merely as an avenue for cultural expression and recreation, but as a viable economic sector capable of generating revenue, creating employment and stimulating allied industries.
He particularly stressed the need to monetise events in the state and develop mechanisms through which large-scale events can generate sustainable economic returns for local stakeholders as well as contribute to the state’s economy.
Lotha said Nagaland already possesses considerable strengths in its rich cultural heritage, musical talent, creative community and enthusiastic youth, which could provide a strong foundation for developing a robust live entertainment ecosystem.
He also emphasised the importance of inter-departmental coordination and collaboration, stating that hosting major national and international events would require the collective efforts of various line departments and stakeholders.
Director, Information and Public Relations, Dzüvinuo Theünuo, expressed the department’s appreciation for having the LiveNow team onboard for the development of the framework.
Director, LiveNow, Atsunglir Jamir, presented the initial study, research findings and observations on the existing landscape and potential of the live entertainment sector in Nagaland. He highlighted its potential contribution to skill development, employment generation, entrepreneurship and tourism promotion.
Jamir said a vibrant live entertainment ecosystem could create new avenues for local artists, performers, event professionals, technicians, production crews and other associated service providers, generating employment and livelihood opportunities for the state’s youth.
He also underscored the need to strengthen and upgrade existing infrastructure and facilities in Nagaland to enable the state to host national and international-standard events. According to him, this could enhance Nagaland’s capacity to attract major events while positioning the state as a destination for entertainment, cultural and experiential tourism.
Among the short-term objectives identified by the LiveNow team are positioning Nagaland as an entertainment hub in the Northeast, attracting major national and international events to the state, and building “Nagaland Live” as a distinctive brand representing the state’s live entertainment ecosystem.
The meeting concluded with discussions on the preliminary findings and recommendations of the inception study, with emphasis on further consultations with relevant stakeholders and line departments towards developing a comprehensive and actionable Live Entertainment Economy Framework.
LiveNow has been appointed as consultant for developing the framework. The company, which has more than a decade of experience in the live entertainment sector, is expected to assist the state in formulating a strategic framework tailored to Nagaland’s cultural and economic context.
