There are only a handful of entertainment experts who helped shape so many of the world’s best red carpet events, including the most prestigious galas and movie premieres from LA to Cannes. Roxanne Motamedi talks about how social media changed event photography and how the global pandemic might impact the red carpet.

You spent more than two decades in entertainment and events. How did it all start?

I started as a photographer and photo editor at a magazine. Later I led the entertainment business of Getty images as VP of Entertainment. After that, I helped The World’s Best Events launch their business.

What makes a red carpet event, or a special event in general, stand out?

It has to be a flawless experience for the guests. It's all about collaboration between the creative minds, from marketing, production, strategy, food and beverage, floral, and PR. It's the combination of everything together. It has to be memorable and have an emotional impact. You want an audience so excited that they can not help but to share their experience socially.

What is that one event you will never forget and why?

My most memorable event was the amFar event in Cannes. The splendor of their venue, the Hotel du Cap-Eden-Roc, the exceptional production of the event and the attendance of global celebrities and personalities associated with the film industry, fashion, music and international society as well as the cause itself. It's magical and fun, star studded and year after year the most coveted ticket in town!

With the rise of social media and Instagram, the dynamics have changed for event photography. How did you observe that change?

The difference between now and then is that social media platforms like Instagram allows guests to communicate with a global audience in real time. Event photographers now compete with citizen journalists. This has changed the dynamic. The photographers who have embraced this use social media as a channel to display their best work to build followers.

The Coronavirus has put events to a standstill, including premieres and award shows. How will the red carpet world look when it comes back?

Red carpets and movie premieres rise and flourish on the buzz of glamour and screaming fans. We will still have premieres and award shows, but the red carpet of the future might look different. Economy, health and technology will change the way events return. It will push us as an industry to get more creative. This is not the first pandemic and it won’t be the last one. We have to move forward in different ways and be innovative.