As we celebrate International Women’s Day, it’s essential to acknowledge the women who have broken barriers and made a mark in industries typically dominated by men. One such industry is the audio-visual industry, which has seen a steady rise in female representation in recent years. To shed some light on the topic, we spoke with Kara Gouveia, the Marketing & Events Manager for Homemation, a leading distributor of premium audio-visual, automation, and other lifestyle products in Africa.
Kara’s journey into the industry was a natural progression. She has always been in love with music and good sound, and when her brother, the CEO of Homemation, asked her to take over the marketing department, it was a resounding yes. As the events and marketing/PR manager for Homemation, she has been at the forefront of the industry’s growth and transformation in Africa.
One of the things that Kara loves most about her work is the industry’s innovation and ever-changing environment. She is always learning about new technology and experiencing it in Homemation’s world-class listening and cinema rooms. For Kara, the audio-visual industry is more than just technology; it’s an art form that enhances the interior design of a room, making it a work of art.
The audio-visual industry has traditionally been a male-dominated industry, but Kara notes that more women are becoming involved, albeit mostly in sales and marketing roles. She believes that the industry could benefit significantly from more female representation, especially given women’s integral role in building and designing homes. With the increasing emphasis on aesthetics and interior design, having a female voice in the industry can add value and bring a unique perspective.
When it comes to trends that are attracting women to the audio-visual industry, Kara notes that women are increasingly aware of the role technology plays in their homes. They want to ensure that their homes are streamlined and work for the whole family. Home automation, in particular, is of interest to women as it allows them to check in on their homes even when they’re not there, ensuring their families are safe and sound.
Kara’s career highlights include organizing big launch events for Homemation’s resellers, with legendary musicians and DJs to celebrate music and the industry’s core values. She also takes inspiration from legendary female musician Madonna, who has kept herself current through reinvention and versatility in music.
To her younger self and other women looking to make a mark in the audio-visual industry, Kara offers this advice, “If the plan doesn’t work, change the plan, not the goal.” She also encourages women to embrace the industry’s innovation, keep learning, and be open to change.
In conclusion, the South African audio-visual industry is changing, and more women are becoming involved. While there is still a long way to go, the industry can benefit significantly from having more female representation. Women bring a unique perspective and can add value to an industry that is constantly evolving. As we celebrate International Women’s Day, let’s acknowledge the women who have broken barriers and made a mark in the audio-visual industry, paving the way for future generations.
