Nagaland has begun work on a strategic framework to develop its live entertainment sector into a viable economic industry, with the State seeking to monetise large-scale events, generate employment and position itself as an entertainment and experiential tourism hub in the Northeast.
A meeting to discuss the development of a Live Entertainment Economy Framework for Nagaland 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, stressing that it should be viewed not merely as a platform 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 establish mechanisms through which large-scale events can generate sustainable economic returns for local stakeholders while contributing to the State’s economy.
Lotha said Nagaland already possessed considerable strengths in its rich cultural heritage, musical talent, creative community and enthusiastic youth, providing a strong foundation for building a robust live entertainment ecosystem. He also emphasised the need for inter-departmental coordination, noting 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 developing the framework.
Director, LiveNow, Atsunglir Jamir, made a detailed presentation on the initial study, research findings and observations aimed at understanding the existing landscape and potential of Nagaland’s live entertainment sector.
Jamir highlighted the sector’s potential contribution to the State’s economy through skill development, employment generation, entrepreneurship and tourism promotion. He said a vibrant live entertainment ecosystem could create new opportunities for local artists, performers, event professionals, technicians, production crews and other service providers, thereby generating employment and livelihood opportunities, particularly for the youth.
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He also underscored the need to strengthen and upgrade existing infrastructure and facilities to enable Nagaland to host events of national and international standards. Such investment, he said, would enhance the State’s capacity to attract major events while helping position Nagaland as a preferred 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 and recognisable brand for the State’s emerging 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 to develop a comprehensive and actionable Live Entertainment Economy Framework for Nagaland.
LiveNow has been appointed as the consultant for developing the framework. With more than a decade of experience, the firm has expertise in developing sustainable models for the growth of the live entertainment sector and is expected to assist the State in formulating a strategic framework suited to Nagaland’s unique cultural and economic context.
