We recently had the privilege of sitting down with Mr. Bally Singh, Founder, and Chairman of Hoko Agency and Aioka, and discussing his remarkable journey in the Sports and Entertainment Industry. As a seasoned leader, Bally Singh has worked at the highest level of marketing for over 25 years and held reputable CMO positions during this period.
Aioka, an IP of Hoko Agency, has successfully collaborated with leading global brands. In this insightful interview, Bally Singh articulates his passion for the industry, providing a comprehensive perspective on common misconceptions and challenges within the field. Singh also shares valuable insights on promoting collaboration among employees, along with strategic approaches for beginners seeking to enter and excel in this ever-evolving industry.
Spark Behind The Passion
We started the interview by asking, “What ignited your passion and led you to embark on your professional journey in this particular field?”
Bally Singh shared, “As a social creature since childhood, I delved into the entertainment industry at 17 by organizing events like A-level results parties. The thrill of organizing and being part of events sparked my passion, leading to promoting in nightclubs, hosting parties, and eventually owning a nightclub. This journey expanded into founding a concert and PR company, culminating in my move to the U.S.”
More On Bally Singh’s Journey
We were eager to learn more about Bally Singh’s advent in this industry and the factors influencing him to start his business. So, we asked, “Share more about your background and the unique story behind the inception of your business. What sets you apart in the market?”
Bally Singh responds, “My journey began in Abu Dhabi, organizing Formula 1 events at Rush in the Viceroy Hotel. After a successful collaboration, I ended up partnering with the hotel’s GM to create a lasting event. The success in Abu Dhabi led to partnerships globally, setting us apart with a brand known as Aioka, operating 10 years in over 10 race weekends in 2024.”
Busting Common Myths
Every industry has certain prevalent misconceptions that need to be addressed by a professional. We inquired, “Identify a prevailing misconception about your industry or role that you believe needs clarification.”
Bally Singh shared, “People often think organizing events is simply booking venues and entertainers. However, it’s akin to creating a piece of art – an ecosystem of the right attendees, sponsors, and synergies. It takes time, knowledge, and years of experience to ensure a successful event.”
While businesses come across certain inevitable challenges, overcoming them efficiently counts the most. To learn more about this, we asked Bally Singh, “Reflecting on your journey, what significant challenges have you encountered in your business, and how did you overcome them?”
Bally Singh replied, “Challenges are inevitable in any business. Creativity and thinking beyond problems have been crucial. Viewing challenges as opportunities for solutions, fostering a culture of teamwork, and empowering every team member as a partner have been instrumental in overcoming obstacles.”
Plans We Asked Bally Singh
Curious to learn more about the professional goals of Bally Singh, we asked, “Outline your professional aspirations and goals. What strategic initiatives are you implementing to achieve these objectives?”
Bally Singh passionately responds, “We aim to infuse fun into Formula 1 events, providing unique experiences to enhance race weekends. By focusing on collaboration, creative zones, and fostering a younger audience, we aim to differentiate ourselves in the market.”
Collaboration and teamwork are integral to success. We asked, “Could you elaborate on the methods and practices you employ to foster a culture of collaboration within your organization?”
“Encouraging a “we work together” mindset and emphasizing that every team member is a crucial part of the business creates a collaborative culture. Providing solutions rather than dwelling on problems and fostering a sense of ownership make every team member feel invested in the company’s success.” Bally Singh replied.
Envision The Future
The majority of the industries are going through a transformational phase at present. So, we asked, “How do you foresee the evolution of your industry or field over the next 5-10 years?”
Bally Singh shared, “In the next 5-10 years, the industry is set for substantial growth. Ensuring accessibility for all fans will be a priority. Exploring collaborations with fan pages and charitable initiatives could play a key role in maintaining the sport’s inclusive tradition.”
Setting The Business Apart
We further asked, “Take a moment to introduce our visitors to the standout services and products your business offers. What unique value do they bring to the market or consumers?”
Bally Singh continued, “At Aioka, we specialize in creating unique experiences, such as off-site activations for partners to maximize branding and hospitality services that provide a customized experience for groups and partners at race weekends. It’s a forefront of premium hospitality, a preferred choice for HNI’s, Corporates, and Sponsors seeking unparalleled solutions for hospitality brand activation and product launches.”
Suggestions For Beginners
We concluded the interview by asking, “Drawing from your experience, what valuable advice would you offer to individuals embarking on their journey in this industry?”
“Embrace mistakes as lessons, as they contribute to your knowledge. In this industry, knowledge is power, and learning from mistakes is crucial for personal and professional growth.” Bally Singh concluded.
Follow Bally Singh on LinkedIn.