Leave People Feeling Moved With Live Events

I was rescued from a life of mediocrity and probably certain obscurity by discovering that my own creativity had a use and realising the power of expressing that creativity, or anything else for that matter, live.

Live events are the most powerful medium you have to communicate, promote or entertain.

They should leave people feeling moved. If your live event doesn’t leave people feeling moved – frankly – there are cheaper, easier and better solutions.

Move People


If you’re trying to sell more stuff – live events should move people to take action and do just that: buy, or at the very least spread the word.

If you’re trying to get a message across – live events should move people to think, challenge their beliefs and either change behaviour or move people to take action.

If you’re trying to entertain – die hard fans are an easy target, if you want to reach a new audience or keep people coming back, whether to a concert, to take part in a sporting event, or to visit your city again, people should be moved by the experience.

Over some 20 years I’ve sat though and attended more live events than many. I’m probably a tough audience I admit, but too many live events leave not just me, but from the faces of people around me – others too, feeling ‘Meh’.

‘Meh’ – a slang term meaning “So what?”, “Why should I care?”.


3 Questions


If you’re going to go to the effort of commissioning or creating a live event, please answer the following questions:


1. Why are you doing this in the first place – is a live event the best medium for whatever you’re trying to do? Or are you just staging an event because it’s what everyone else does . . . or for some other arbitrary reason?

2. What will your audience actually care about? What resonates with them and what will move them?

3. Do you have the right balance of content (product / purpose / ideas) and context (complexity, scale, infrastructure, planning, delivery) experience to actually create a live event that will move people?


Live events are powerful. They’re also an art form.

Like any good art they need integrity and the right care and attention.

An idea alone isn’t enough. The right team to deliver alone isn’t enough. You need both, and then, you still need to make sure whoever you’re targeting is going to actually care about what you’re doing, else you’ll move no one and if you’re not going to move anyone – what was the point?