As brands increasingly use music and culture to create emotional connections, Rivca Burns, head of Music at Factory International, the organisation behind Aviva Studios, has written this blog to share how cultural venues are redefining the corporate event experience.
Music as a connector
We’re seeing a real shift in how people think about corporate events and brand activations.
It’s now all about creating organic and genuine shared experiences. Music is a universal language and a great connector. It creates moments of joy, connection, sadness, reflection, and surprise – it has the power to transform.
My role is to curate those moments, to bring audiences together on unexpected, shared journeys. You want people to feel surprised, so they start talking to each other in those moments — because that’s what events are all about: networking and building connections. And it’s about doing it in a way that isn’t a team-building exercise, but instead a very organic way of connection.
Music trends brands need to know
Immersive technology, intimacy, and grassroots are the big music event trends right now.
The sweet spot for brands lies in combining all three.
Technology – Hybrid, immersive formats are coming. Billie Eilish is working with James Cameron on a 3D 360° film. Projects like that will be game changers.
Intimacy – Audiences are craving closer connections. Artists are choosing smaller shows, open soundchecks, and meet-and-greets. They want to see the whites of the artist’s eyes.
Grassroots – There’s a growing focus on supporting local venues and emerging artists. Promoters big and small are coming together to strategically invest in grassroots music, which strengthens the entire ecosystem.
There are loads of parallels between producing a live gig and producing an impactful brand experience or corporate event. Whether it’s a gig or a dinner for a thousand people, it comes down to the same thing: great sound, great atmosphere, great experience.
Cultural venues change the game
More than ever, event organisers are transforming their events by working with cultural venues. This is because they can tap into creative perspectives and expertise, and land their brands within both local and international communities.
Cultural venues don’t work from templates or blueprints; we experiment. That means event partners find openness, creativity, and a willingness to challenge the usual ways of doing things – all to create the best event possible.
There’s a different mentality when you work in the arts. Our teams are used to producing wildly different events back-to-back – from adidas Skateboarding BUILD Manchester activations and Amazon Music’s City Sessions to conferences and awards for global organisations. For these events, the sheer variety, audacity, and scale are extraordinary. Nothing is impossible.
Creative planning – clarity and collaboration
When planning a brand activation or corporate event, always start with purpose. You have to begin with the ‘why.’ Why are you doing this event? Who is it for? Once you know that, it’s much clearer how to build the journey – where you want intimate moments, where you want spectacle, where you want people to dance.
For brands or agencies aiming to infuse more creativity into their events, I’d recommend having an open mind, a clear brief, and being willing to collaborate.
Think big, don’t be afraid to take risks, and be open to the journey. That’s where the magic happens.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.conference-news.co.uk ’
