About Premiere Noire Entertainment
Premiere Noire Entertainments are a promotions company which has been organising black events since 1993. At the heart of their success is a clever combination of innovation, community spirit and exceptional customer care.
I recently spoke to the promoters about the early years, maintaining success and was interested to know how they had managed to keep going for over 25 years.
The Premiere Noire team was built from a collection of handpicked, well established DJ’s, respected in the industry for their craft and known for having a reliable, tried and tested formula. “We realised that there was a need for something different in the events scene. We were tired of going to events and hearing the same old music. From very early on, the focus was about providing quality events with quality music which in turn would attract quality people”.
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One of the first events held boasted two of the top sound systems at the time; Special Edition, Cass Manhatten, The Rude Boys and the legend Santic Romantic”. We were lucky enough to have some good contacts so hosted a Christmas party backed by some of the UK’s finest talent. The original Lady of Soul, Jenny Francis, who at the time was a Choice FM DJ. Comedians Richard Blackwood and Curtis Walker along with vocalist Kelly La Rock were just some of the celebrities to contribute to the success of Premiere Noire’s events.
With a hardcore of respected Sound systems, DJs an on board, Premiere Noire began to concentrate on innovation. This came in the form of some of the earliest ‘concept events’ which inspired the public and changed the game in the industry. “We had the first Lovers Rock versus Revival cup clash and this was a huge success. Mellow Jams meets Lovers Rock and the Revival & Soca Elections where each sound system represented a political party, were just some of the novelty events which the public loved and proved to be a real success.
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Targeted marketing also meant that Premiere Noire could gage the success of their events. Written feedback from customers via a PO Box number was encouraged. Individuals could send written comments and air their opinions. We also had a regular newsletter which would keep customer up to date with what was going on. The formula worked and Premiere Noire was soon at the forefront of the industry. .”
Premiere Noire were not just about entertainment, they were keen to get involved in the local community and becoming active in the promotion of charitable events. They collaborated with ‘Y-Bug’ a local black youth initiative promoting the black vote and encouraging young people to voice their opinions on the political system.
In May 2017 Premiere Noire were still going strong and although family responsibilities, work and life in general kept the founders away from the scene the commitment was still alive. The advent of technology also meant that change was inevitable, but with uncertainty came opportunity. “I was keen to find out if the developments meant change for Premiere Noire. “ Improved technology meant that we were able to reach out to the public in a different way. Customer service was still at the heart of our business, but we could do an even better job and reach more people via social media and creative marketing. We learnt very quickly that everything has changed and we knew that we needed to step up a gear.”
Premiere Noire could boast an incredible 25 years in the promotions industry and were able to look back proudly whilst seeing where improvements could be made. “Back then there was a definite sense that if something went wrong with an event; it was down to Promoters not focussing on something. We had experienced good and bad and learnt that with every event you can never be too confident. There was a definite sense that for a while that people had stopped raving as they weren’t getting value for money. “To us this was of paramount importance. We realised that If we manage to focus on great customer care, hold onto the passion whilst keeping our eye on the customer we could succeed.”
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The company officially re-launched in 2017 with a new team, we now have an advice and support role. But we are confident that the new team has the same ethos, with new fresh ideas.
Fast forward to 2019 and Premier Noir have further developed their business model. “We wanted to evolve the Membership side of things. We now have so many followers and want to give something back in exchange for their loyalty. We want people to come back to us and tell us that they’ve had an excellent time at our events.”
What better time to be involved in the entertainment industry. Premiere Noire have certainly earned their stripes in what is a fiercely competitive market. We are hopeful for the future “We are not going to be sticking to the same formula and have many things in the pipeline. We’ve obviously got what it takes to be in the game so long. Our future is our members and we’re working towards serving them to the best of our ability. Watch this space..”
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IF YOU WOULD LIKE TO FIND OUT MORE ABOUT PREMIERE NOIRE EVENTS
EMAIL: info@pn4e.co.uk
CONTACT: 07956 – 656707
