Having spent half a decade working in a management role in a 3,000-capacity nightclub, AVM-SFX founder, Emerson Wellens was looking for a new way to connect with the music scene. “I recognised early on that with so many well-established sound and lighting companies, I needed a unique niche and during my time working in the nightclub, I discovered the powerful impact that special effects could have in enhancing peak moments during events,” he recalled. With this thought, Wellens invested in two CO2 jets, which he hired out on a weekly basis at nightclubs in his local area – thus laying the foundation of what would become AVM-SFX.
During this time Wellens also began working with Le Maitre, which saw him transition from small clubs to major stadium tours. “This period also coincided with the rise of EDM festivals, where the demand for special effects grew alongside the genre’s popularity,” he explained.
“I started by focussing on our own shows in Belgium while also freelancing for colleagues, primarily in the UK and the Netherlands,” he added. “Often, they would ask me to bring equipment, which marked the real beginning of AVM-SFX. 2016 was another important year in our history as Xavier Kosolosky, my current business partner, came on board.”
What followed was several years of serious investment in equipment as AVM-SFX established a dry hire model similar to that used in the sound and light industry. “Word quickly spread that we are a single source for all additional SFX needs, which helped us save our clients time and costs,” reflected Wellens. “Our goal remains unchanged; to create unforgettable moments for audiences while also contributing to the growth and professionalisation of our industry.”
In answering why others might not have replicated this model, Wellens stated that “many underestimate the challenges involved,” particularly in maintaining the assets and managing logistics. He continued: “Our success lies in our attention to detail and commitment to service, which isn’t easy to duplicate. Special effects is a lot more than only machines. There are the consumables, different accessories and specialised knowledge and experience to consider.”
The dry hire model is certainly less common within the special effects world, and for it to work effectively, Wellens impressed on TPi the importance of keeping all equipment in immaculate condition: “AVM-SFX operates as a dry hire rental source, offering equipment in impeccable, nearly new condition. This ensures that every item we rent out is thoroughly checked, tested, and, if needed, restored to like-new condition before it goes out again. In our sector, reliability is crucial and there’s no room for error,” he underlined.
Wellens went on to express the evolution of special effects technology and the introduction of more complex technologies that “require meticulous maintenance and expertise,” which has been at the forefront of the firm’s offering.
Currently AVM-SFX employs 16 staff across its two branches in Belgium as well as a new base in Dubai. Collectively, the team works across 2,000 shows annually worldwide.
“We established our Dubai presence late last year, with a dedicated office, crew, and equipment to better serve the Middle East,” stated Wellens, outlining the reason for the international expansion. “We were cautious about opening a second office, but we’re confident in our ability to deliver the same exceptional service from Dubai as we do from our Belgium office.”
Reflecting on the past 12 months, Wellens was keen to highlight some of the major jobs he and the team had worked on in the Middle East including UNTOLD Dubai. “We also had the pleasure of touring with David Guetta in France, delivering an impressive package of special effects, pyrotechnics and even lasers. The Show from DJ Snake at Les Ardentes Festival in Belgium was also one for the books, with no fewer than 54 different flame devices providing a challenge in a festival setting.”
Away from the EDM world, AVM-SFX was also proud to supply equipment for the Olympic and Paralympic Games in France alongside this year’s Hellfest. “The outlook for Q4 this year is very promising,” closed Wellens.
“We’re collaborating with several clients on major events across Europe, the Middle East, and even North America. We anticipate strong demand in the coming months and are prepared to meet it, ensuring that AVM-SFX continues to deliver top-tier special effects that create unforgettable experiences.”
Words: Stew Hume
Photos: Julien Duval (UNTOLD) and Frederic Lepla (David Guetta)
