Steeling the limelight

The MOBO Awards took place in the city of Sheffield for the first time. Read on, as StandOut talks to key players behind the MOBO Awards and MOBO Awards Sheffield – The Fringe

On February 7, Sheffield hosted one of the biggest nights in the world of music when the MOBO Awards took place at Utilita Arena, Sheffield. It was the first time that the event had taken place in the city and the move north continued the MOBO Awards’ tradition of celebrating the best of Black music and culture in the regions and UK-wide.

For the past 14 years, the MOBO Awards have travelled to cities outside London, including Glasgow, Liverpool, Leeds, and Coventry. The ambition to take MOBO to different cities across the UK has always been rooted in the desire to unite fans with local and global talent and to celebrate Black music and culture.

But whilst MOBO will always have its roots in music, the MOBO Awards now champion Black culture in arts, sport, and media. This year’s event demonstrated that, taking a new direction with the introduction of new awards, including the MOBO Impact Award and MOBO Pioneer Award.

Celebration

Thousands of fans gathered inside the arena to celebrate with the event’s big winners – Little Simz, Ezra Collective, Raye, Central Cee, Ghetts, Jessica Ennis-Hill, Sugababes, and Soul II Soul. But such famous names were not the only ones celebrating. Whilst event industry professionals –including Marvellous Incorporated, SWG

Events, and Harrogate Food and Drink Company – worked hard to ensure those inside the arena experienced an amazing time, the city itself was still reeling from hosting MOBO Awards Sheffield – The Fringe from February 5-7.

Embrace The Event

Organised by Sheffield City Council in collaboration with MOBO and members of the local community, MOBO Awards Sheffield – The Fringe was a series of events that took place before the big awards show.

Emma France, manager at Marketing Sheffield, explained: “As the city’s destination marketing organisation, we look after the Sheffield brand and work closely with the events team and senior leaders at the Sheffield City Council.

“We developed a great relationship with MOBO,” France continued. “The Fringe was our idea. We wanted to make sure we could wrap the city of Sheffield around the event, to welcome the MOBO Awards and to have good community engagement.”

Start Of A Movement

MOBO Awards Sheffield – The Fringe took place over three days and comprised several smaller events and showcases; each designed to inspire creativity or shine a light on some of Sheffield’s new and emerging talent from across the MOBO genre. For example, an industry panel event featuring leading players from the UK’s Black music scene offered insight to local young talent and there was a MOBO city takeover at Sheffield’s iconic Winter Garden full of exciting daytime performances.

MOBO Awards Sheffield – The Fringe was built on four pillars – school engagement, where 8,000 local children learned a Stormzy song, a general city takeover with Black businesses showcasing their wares on MOBO day, a showcase of local talent at the Crucible Theatre, and an industry panel of key players from the UK music industry.

Kanye King, founder and CEO of MOBO, said that The Fringe was more than an event; it was the start of a movement, an opportunity for the city to foster community spirit and a platform for many voices to be seen and heard.

France concurred. She explained that not everyone thinks about attending an event because they naturally assume that an event is “not for them”. Therefore, local authorities, destination management organisations, and event organisers need to collaborate and educate people on events and what’s out there. For example, some people might not like the music, but the food and culture could appeal instead.

“The community support for the MOBOs was exceptional,” continued France, who supported the MOBO Awards’ COO with logistics and operations, and worked hard to ensure the city’s hotels and transport providers knew the scale of the awards and were onboard to help. “We are used to organising large-scale and high-profile events like Sports Personality of the Year Awards and the International Indian Film Academy Awards [Bollywood’s equivalent to the Oscars]. The MOBO Awards was not a big event but like large events, it still captured the hearts and minds of the city.”

Championing Black Culture

King hopes both MOBO Awards – hosted by Babatúndé Aléshé, Indiyah Polack and Zeze Millz – and MOBO Awards Sheffield – The Fringe will leave a lasting legacy.

“I’m still overjoyed by the celebration of black music and culture we witnessed in Sheffield,” King said. “Since 1996, MOBO has been an unstoppable force, championing Black culture, and providing a platform for many unheard voices to be seen and heard, particularly in the city of Sheffield, leaving a legacy that will endure long after we are gone. Together, MOBO and our stellar array of talent elevated the scene to such heights and created a real landmark moment.”

Again, France agreed. “The legacy that this event will have will be amazing,” France said. “What we can do with the city in years to come will be powerful.

“The value of having a connected city team and working with an organising team when an event rolls into a city is critical.

“The MOBOs are such a multi-faceted event and that’s why convention bureaus are so important. We connect the city. For example, we made sure that we had enough VIP coaches and I know that might seem like such a small thing, but it’s not, it was important. We wanted to make sure that MOBO’s guests had the VIP experience they had been promised.”

Legacy

The MOBO Awards 2024 was a resounding success, reaffirming the importance of diversity, inclusion, and artistic excellence in the music industry. Like France, the team at Utilita Arena Sheffield is also looking forward to welcoming future events that continue to celebrate and amplify diverse voices in music and culture.

Dom Stokes, director of live events and venues at Utilita Arena Sheffield, said: “What an incredible honour it has been for Utilita Arena Sheffield to host the 26th MOBO Awards. What a celebration and showcase for what we do so brilliantly day in and day out! Working together with our amazing partners, the MOBO organisation and Sheffield City Council, we got to show the world why we are renowned for being a city built on the best music and culture! With Sheffield City Hall being a part of the innovative and groundbreaking MOBO Fringe, we have ensured there will be a lasting and fruitful legacy after what was quite simply a reyt good party.”