We, at Skymusic, have long been aware that entertainment is increasingly moving to the online space from offline space to the digital world, and although we do not think the future will be exclusively online, we implement innovations and follow trends but also set new trends and standards.
In his interview for the January edition of Diplomacy&Commerce magazine, CEO&Founder of Skymusic Corporation, Milenko Škarić, talks about demanding projects, the crisis affecting the industry and current and future projects. When asked where he sees himself and the company in the coming years, he says: „Expanding into the digital and video business segment is our current priority, and that will, of course, change our overall way of working and functioning. Also, we are actively working on solidifying our market presence in several countries.”
The construction of the Serbian Pavilion at the world’s most prestigious event – Dubai Expo 2020 – took almost three years. How challenging was this demanding project for you?
Skymusic managed and coordinated the entire construction of the Republic of Serbia’s Pavillion, which spans over 2,200 square metres, is located in the desert, in another continent. We were in charge of technical production and multimedia and the implementation of audio-visual and VR technology. This was, without a doubt, the most serious and demanding project we have ever done in two and a half decades of the company’s operations. It was a huge challenge, but the happiness is even greater when we look at the results of our work.
Skymusic managed and coordinated the entire construction of the Republic of Serbia’s Pavillion, which spans over 2,200 square metres, is located in the desert, in another continent
One of our favourite indicators of success is that the most eminent global and national websites dedicated to construction and architecture have ranked the Serbian Pavilion among the 10 must-see pavilions at the world exhibition. It is a great honour to be in that selected ‘club’, which includes, for example, the pavilions of the UAE, Finland, Denmark and Great Britain, which were designed by the most prestigious global architectural studios and architects, such as Foster and Calatrava. People might also not know that Skymusic’s experts were also in charge of the technical support of the Swiss and Dutch pavilions, which once again proved our company to be the most reliable partner of the world’s biggest clients.
How much has the worldwide pandemic-induced crisis affected and changed the sector in which you operate?
The pandemic has radically changed the music industry, both in our country and the world. The music industry was practically the first to be hit, and it will be the last to return to its former way of functioning. For a long period of almost a year, the music industry in Serbia did not even exist, that is from the onset of the pandemic until this summer when the first outdoor events were held. During this time, we demonstrated that, as professionals who deal with event organization, we can organize music festivals while adhering to all legally prescribed measures. This was an extremely demanding job and a very complex organization-wise – not a single unvaccinated person or a person with a positive coronavirus test entered the Music Week festival in Ušće. To achieve this, it took twice as much effort and attention to each, smallest detail of each process, but we succeeded. So, it is doable!
We are glad to see that the things we had been insisting on since the pandemic outbreak were proven to be true, i.e. that professional event organizers have the capacity and resources to organize completely safe events. However, the situation is difficult worldwide and the end of the crisis is not in sight. The only thing we see as a way out is comprehensive vaccination, which we wholeheartedly support.
Which new development directions have you embarked on and has the pandemic expedited them?
New development directions and now focusing more on video production, and this is the area in which Skymusic will expand. Yes, the coronavirus pandemic has expedited this process. We are now increasingly focused on production – both music and TV formats, as well as movies, series and videos. We created the first real music show in this part of the world called ‘Studio’ that airs on RTS1. We are also launching SE TV, a television station that will offer entertainment, music and showbusiness content, in a different, contemporary way, modelled after the latest TV formats in the world.
We have founded the Sky Entertainment Group (SEG) platform, which gives performers, both well-known and non-established, the opportunity to market their talent in the best possible way. SEG covers the complete creative process – publishing, management and all marketing and PR activities regarding the launch of music and video releases on the market. We have opened a complex of modern music studios, as well as a fully-equipped TV studio near Belgrade because we know how important the proximity of the city is to our clients.
What is happening with the development of Sky Academy? Do you think that finding appropriate staff is one of the greatest challenges or even a problem in your industry?
In our region, Skymusic has a reputation as a leader and the largest innovator in the organization and production of the largest and most demanding musical and other events. We use the latest technology following global production standards, and this requires our staff to monitor the level of development. Over the many years of our work, we have noticed that today’s education for many people in the entertainment industry does not fulfil the real market needs, so our idea is to launch Sky Academy, the best regional education centre in the multimedia industry, to bridge the gap between our ambitions and existing labour market capacities.
Apart from being trained in the best studios in this part of Europe, the Sky Academy students have the opportunity to work on specific projects
Apart from being trained in the best studios in this part of Europe and learning from the most eminent experts in their respective fields, our students also get what other institutions of this type do not offer enough that is practical work on specific projects such as Exit, Beer Fest, Music Week and No Sleep. We are creating employees that have wide interests and knowledge. Our best students have the opportunity not only to receive scholarships but also to become our colleagues and associates after graduating from the Academy.
How much can the music industry and the event organization sector progress in Serbia and what do they need to develop more?
You need to follow trends and technological developments to progress. We, at Skymusic, have long been aware that entertainment is increasingly moving to the online space from offline space to the digital world, and although we do not think the future will be exclusively online, we implement innovations and follow trends but also set new trends and standards.
We are developing the eFinity application, the first integrative application in Serbia, which offers users numerous services from different domains of life. We are in the final phase of development. Soon, the application users will be able to watch and listen to audio and video content, make cashless payments, follow the latest news related to culture and entertainment, book accommodation, have access to online stores that sell various products, follow social media that cover the entertainment industry, as well as to have access to many other useful and fun content. Plus, there is a unique innovative loyalty programme, created to cover all segments of modern life.
Looking back on your decades-long work, which projects are you especially proud of and could you tell us something about your future projects?
In addition to building the Serbian Pavilion in Dubai, which I have mentioned earlier, I am immensely proud of the Music Awards Ceremony (MAC), which, in all respects, is an innovative music and stage live and TV event. This is a project that combines the best of the best – the best performers with top production, and at the same time, connects the region, disseminates messages of friendship and has a humanitarian aspect. We plan to hold the next MAC in the spring. It will be innovative and different, just as our audience expects from us. We have raised the bar of quality and innovation, and now we have to reach and surpass it with each new event. This is both a great challenge for us and an even greater pleasure.