Speed’s tour was not just another event that we list on our business portfolio, it was a test of adaptability, improvisation, and resilience. Writes Peter Gacheru, CEO, IMG Communications.
My role as captain of our events management team was pushed to its limits when we were tasked with organizing American YouTube Streamer IShowSpeed’s whirlwind tour of Nairobi.
At IMG Kenya, we have been handling events of all kinds since 2004 ranging from major sporting competitions, music concerts to high-profile VVIP gatherings.
The 2017 IAAF Under-18 World Championships is among our most memorable events as it brought together 2,000 athletes from 164 countries which was broadcast live on over 100 global networks. Kasarani stadium, which hosted the games, was packed to the brim for four days with 60,000 spectators inside and countless more locked outside.
Under our belt are four successful editions of the Beyond Zero Marathon, twelve editions of the Ndakaini Half Marathon, and a dozen-fold of presidential events – all which took us months of preparation.
In my experience, I thought I had seen it all until IMG was tasked with managing the just concluded IShowSpeed unscripted Nairobi tour. It was different as we had less than a week to plan and execute.
Rolling Up My Sleeves
In 21 years of our existence, our team has grown to the point where I rarely dive into the details of each event. My job is to ensure our team leads have adequate resources to deliver three to four events weekly. But this time, I had to personally assemble our most experienced leads.
For starters, Speed’s team insisted the itinerary remains undisclosed, even to suppliers, and that the tour be entirely unscripted. For event managers, that’s a nightmare. We thrive on control, rehearsals, and contingency plans.
This time, we could not rely on barriers or traditional crowd-control measures. He expected a raw experience of the city and its people, and we were determined to give him exactly that!
Meeting Speed’s Fans
Like many Gen-Xers, I had no idea who Speed was until I watched his stream from South Africa, but little did I know that his assignment would land on my desk shortly after.
At the first Nairobi location, Speed went live from his vehicle. As he stepped out, he caught the attention of a group of seven-year-olds, chased one all the way home, and that’s when it hit me, we had no script. Improvisation was the only way forward.
In minutes, Nairobi was a sea of humanity at almost every destination. The fans were welcoming, non-violent and their enthusiasm overwhelming. They wanted selfies, hugs, and to be as close to Speed as possible. At Kenyatta Market, he even hopped into a random matatu and drove off. Losing a VIP influencer in Nairobi was unthinkable, but thanks to the livestream, we tracked him down and kept the tour moving.
A Convoy Like No Other
As we moved down Langata Road, the convoy grew. Fans didn’t just wave; they followed us, engaging in ways I had never seen before. By the time we reached KICC, the turnout was something any preacher or politician would envy.
Our IMG team was stationed at every pre-planned location, supported by other agencies, all working to “script the unscripted.”
We have done LIVE events before, but rarely for 5 hours and multiple locations. Once the cameras started rolling at the Upperhill School, they didn’t stop until Speed returned to his hotel. If there is a day I missed someone shouting “CUT” and “RETAKE”, this was it.
The Reality of Going Live
Livestreaming amplified everything. Any gap, any slip, was magnified a million times. The behind-the-scenes fixes event managers usually rely on were exposed to millions of viewers, free to rewind, screenshot, and share across X.
By the time the curtains came to a close on the live stream, Speed’s tour was not just another event that we list on our business portfolio, it was a test of adaptability, improvisation, and resilience. For a team used to meticulous planning, it was a reminder that sometimes the most unforgettable experiences are the ones you can’t control.
