The ‘People’ Factor: What’s So Great About Live Experience?

When Boris announced his four-step roadmap back in February, it felt for the first time in a long time, like we were all one step closer to a sense of freedom again. Pubs have reopened and millions have bookmarked the 21st June 2021, nicknamed ‘freshers week in the UK’, as the official day of freedom.

The nation’s mood has shifted from a sense of insecurity to one of optimism. The creative and arts industries are able to formulate some sort of plan for the first time in months. Live Nation announced a flurry of sold out events following the release of Creamfields, Reading and Leeds festivals, followed by a plethora of other outdoor summer announcements, many of which experienced a similar surge in fast and furious ticket sales.

The British public, it seems, are ready and rearing to jump into a summer of events and live entertainment.

The brand and agency world also painted a similar picture. In a recent poll undertaken by Campaign, 17 out of 24 of the leading experience agencies agreed that in-person events could now take place this year. And nearly all reported that brands expressed a desire in developing live, in person events for 2021.

So, what exactly have we all been missing?

Live Insta-gigs, virtual kitchen raves, drive-in or sofa fuelled entertainment, cook-a-longs, drink-a-thons and even and live gym sweat sessions have all brought much needed light relief over the last 12 months.

A global pandemic has certainly demonstrated the resilience of the people and our industry. We have adapted and brought our favourite past times into the home. We have learnt new ways of doing things – of working, of socialising, of how to be ‘locked down’. But as it turns out, it’s not where we do these past times that is the most important factor. Yes, dancing in a field feels liberating. Yes, drinking at a bar feels familiar; but what we have really been after is people to share these experiences with. It is the people factor that we have been deprived of, who we want to share moments with and which roots us to the core of any experience.

So, the truth is nothing can really replicate the feeling of human connection at live events. TV, live-streaming, VR and AR can make an experience feel different or memorable, but the emotional fulfilment that comes with the palpability of live experience – human connection can rarely be imitated through technology.

No going back…

The fast-tracked evolution of the creative industry has meant that hybrid and digital experiences will now become a more permanent feature across the creative landscape – new forms of experience have emerged that have challenged and titillated audiences.

We have seen some incredible examples over the last few months of the powerful integration of reimagined shared physical spaces, of how the partnership between digital and physical can create a commanding and connected experience. It is very likely that leading on from the last year of expedited change, that we will now have different need and a new appreciation of how to experience. 

Some examples of lockdown re-imagined interactions that we have loved…   

Theatre on-demand arose over lockdown; The National Theatre, Digital Theatre and Marquee TV, along with a number of organisations including Soho Theatre, English National Ballet and Shakespeare’s Globe sharing their in-house content platforms, most of which are likely to remain in the long term.

Hybrid entertainment experiences in the shape of a lockdown special edition of Party Skills for the End of the World run by Shunt’s pioneering duo, Nigel Barrett and Louise Mari, re-booted their off the wall, genre defying spectacle for the online world in way that made us feel connected during the early days of a lockdown ambush.

Swap Motel’s award winning in-person show that blurred the boundaries between the immersive theatre and gaming worlds over zoom.

Brands using their purpose and platforms for the better; Desperados ‘Rave to Save’ campaign shone a light on cash-stricken venues, converting dance steps into donations through the fundraising app.

Brewdog’s launch of an alcohol-free festival in dry January, producing a Punk hand sanitiser which donated to local charities – in conjunction with running an online bar experience during lockdown, which brought drinkers together when they needed it most.

And finally, ending on a high – WE LOVE, the latest documentary from Defected Records Where Love Lives, which gave us serious cravings for the dance floor. The film opens up a conversation around the cultural movements that surrounds the history of the dance floor, the freedom of expression and how everyone is invited to the party.

Enjoy!