Based in Madison, WI, JEM Live Events specializes in delivering the highest level of industry-standard audio, video, and lighting solutions tailored to the unique needs of the range of live events happening across the country. JEM's expert team focuses on all the details to be executed with precision and creativity as a "one call" production solution from rehearsal to the final show. Providing a full range of event and tour support from rehearsal spaces, audio, lighting, video, trucking and coaches. As they are building a strong reputation for tour support at every stage, this month PLSN turns the spotlight on JEM themselves, speaking with the owner, Joe Ellis.

Tell me a bit about how JEM came to be.

I always say that this whole company is a wonderful accident. I had a 15-year career as an airline pilot, a dream I had nurtured since I was seven. But in 2012, I developed vertigo, and that ended my flying career. I have always been a musician, as a hobby, and even before I knew that my flying career was over permanently, I decided to play live music. That is when I found that the sound at some clubs was inconsistent and did not translate the hard work my band and I did to prepare a good show. So, I bought a small PA to make sure the audio would be consistent. Soon, other bands in the area started asking, "Hey, could you run sound for us with your system?" When it became clear that I would never fly again, I decided to start my own business. I totally loved it when I started and it's that same passion that drives my business today. It started with doing audio, but it has grown to lighting and video as well as trucking, coaches and rehearsal spaces.

In the 12 years we've been around, it's been ever-changing. We do everything from bidding on complete, full-scale productions at large arenas down to 800-person corporate galas in a ballroom, but the bulk of our work has become supporting the touring industry. We've focused on building a company profile that allows a management team or a tour manager to make "One Call" and from there they can coordinate their rehearsal space, tour storage, and tech space for tour prep and programming. Then we can take al of the gear, put it on our trucks, they can fly into Madison, jump on a bus, or we can go pick them up and everything leaves altogether. That's been our direction over the past couple of years, complete tour support.

Tell us about your rehearsal space.

Our 20,000 square foot warehouse is a flexible space. We can configure it for one client at a time or arrange it to be a 25 by 25-foot bay for pre-vis lighting programming. We can also have a 50-foot by 50-foot space with a rigging grid with full audio, lighting, and video set up for a band to do a full show rehearsal with the trim height. We also have a complete lounge with foosball and darts, a TV lounge area for bands, with a small kitchen. [As of this writing, Joe Ellis has confirmed that JEM Live Events is moving their warehouse next month to a new, larger facility equipped to efficiently handle the company's growth, with a higher rigging grid, more docks, and more power. —ed.]

I consider our rehearsal space to be part of our "One Call" solution. My goal is to ensure that no matter what type of event we're organizing, when a tour manager contacts me, we can seamlessly facilitate the show for them. They can come to JEM to rehearse, we load our trucks, and they board our bus-it's that simple. They don't have to worry about anything, it simplifies their life significantly. My aim with tour support is to allow the band and their management teams to focus on their performances, not on logistics.

As part of that, one of the most appealing aspects of our company, in addition to our rehearsal space and tour preparation, is our location. Madison, Wisconsin, is centrally located in the country, making it an ideal spot for bands going on tour. Band members often live all over the country, and if they have to fly to Los Angeles to rehearse while their first tour stop is in Boston, it creates significant logistical challenges just to reach the first show. Everyone we work with who comes to Madison loves it; there are great restaurants, and hotel expenses are reasonable.

You started in audio, but you have grown into doing lighting and video. How did you learn those disciplines?

They are entirely different languages than audio. It was tough, but it was out of necessity. I had a technical background because I spent my whole life learning about airplanes, and that software is procedural based and very step-by-step; which is similar to lighting and video languages. It was a lot of deep diving into manuals. Even though I am an audio guy, a front-of-house and monitor engineer, now as an owner I must be competent in all the roles and disciplines JEM offers to properly manage our team. But I don't try to master those disciplines. I know it's much wiser to hire people who are the experts, which is who we have at JEM. My role is to get them the tools they need to do their job and do their best work.

How do you handle crewing? Is it staff and extra hires?

Our crew management is designed to be flexible, adapting to the season's demands. We maintain a roster of about 18 regulars and contractors, but this number fluctuates with the ebb and flow of events. The consistency of our team members, however, ensures that our clients often work with familiar faces, fostering long-lasting relationships.

We refer to our team as the Road Warriors. While we have specialists in lighting, sound, and video, about 90% of our team members showcase remarkable adaptability and a willingness to learn across different disciplines. When I hire someone, I encourage them to embrace various roles. This approach has fostered an eagerness among our team to understand al aspects of our business over the years.

Most JEM team members have at least a basic understanding of operating a light board or a sound board and knowledge of wireless systems, DMX, and other relevant technologies. Of course, I always prioritize placing individuals in roles where they excel, but we don't operate solely as separate lighting, audio, or video teams during tasks like load-ins. Instead, we function as a cohesive JEM team, focused on completing the project. Everyone contributes by wrapping each other's cables and loading carts into the truck until the work is done. This collaborative spirit extends to the skill set of our operators, as everyone pitches in with various tasks.

However, they also each possess their unique expertise. For instance, one of our team members, Zac, specializes in time coding and creates impressive previsualizations for tours. When clients consider us for a light show, Zac takes one of their songs, builds a light rig, and programs a visual presentation, saying, "This is what we can do for you." It's invaluable to have team members willing to provide clients with a tangible preview of our product. My role is to equip my team with the necessary tools to match their creativity, and it always pays off.

Has your training as a pilot helped you in this business?

Yes, it has significantly. The vibe among the people at JEM aligns with my personality type. It's essential for me to have a like-minded crew that can handle stressful situations with composure. This experience stems from my flying days, where we encountered many issues on the flight deck that passengers were unaware of, and our responsibility was to find solutions. When you're traveling at high speeds, you can't focus solely on the current moment. Our training taught us to think ahead, anticipating a hundred miles in front of the airplane. This mindset translates perfectly to production. I rarely dwell on what's happening in the moment; instead, I prepare for potential problems, like what to do if the wireless goes out or if a light fails. By approaching it this way, when issues arise, we remain calm, and our JEM team does an excellent job managing the situation. Being part of the touring process is an exhilarating experience. The energy in the shop when people are preparing for tours is palpable. It's a thrill to be a part of this excitement, and tour support has been a fantastic development for our business. The thrill of being part of this process is something that never gets old, and it's a perfect fit for us, complementing everything else we do.

Anything else you want our PLSN readers to know about JEM Live Events?

This year's mission is to make sure people know we're here in Madison and that there's nothing we can't do. Whether it's a large-scale concert, a corporate event or function, we take every project as equally serious, and get as stressed over the details as any TM to ensure things go well. We fully immerse ourselves in being part of the family with our clients, and we want to be known as a viable option to support their next project. 

Trust is a crucial element in any business. Just as you trust a pilot to land a plane safely, we trust in our business operations

to execute every project with precision and care. This trust is the foundation of JEM Live Events commitment to our clients,

ensuring they can rely on us to deliver their events or tour expertly. 

Photo courtesy of PLSN.