<\/p>\n
As brands increasingly use music and culture to create emotional connections, Rivca Burns, head of Music at Factory International,\u00a0the organisation behind Aviva Studios,\u00a0has written this blog to share how cultural venues are redefining the corporate event experience.<\/p>\n
Music as a connector<\/strong>\u00a0<\/p>\n We\u2019re seeing a real shift in how people think about corporate events and brand activations.<\/p>\n It\u2019s 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 \u2013 it has the power to transform.\u00a0<\/p>\n 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 \u2014 because that\u2019s what events are all about: networking and building connections. And it\u2019s about doing it in a way that isn\u2019t a team-building exercise, but instead a very organic way of connection.<\/p>\n Music trends brands need to know<\/strong>\u00a0<\/p>\n Immersive technology, intimacy, and grassroots are the big music event trends right now.<\/p>\n The sweet spot for brands lies in combining all three.<\/p>\n Technology<\/strong>\u00a0\u2013 Hybrid, immersive formats are coming. Billie Eilish is working with James Cameron on a 3D 360\u00b0 film. Projects like that will be game changers.\u00a0<\/p>\n Intimacy<\/strong>\u00a0\u2013 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\u2019s eyes.<\/p>\n Grassroots<\/strong>\u00a0\u2013 There\u2019s a growing focus on supporting local venues and emerging artists.\u00a0Promoters big and small are coming together to strategically invest\u00a0in grassroots music, which strengthens the entire ecosystem.<\/p>\n There are loads of parallels between producing a live gig and producing an impactful brand experience or corporate event. Whether it\u2019s a gig or a dinner for a thousand people, it comes down to the same thing: great sound, great atmosphere, great experience.<\/p>\n Cultural venues change the game<\/strong>\u00a0<\/p>\n 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. <\/p>\n Cultural venues don\u2019t 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 \u2013 all to create the best event possible.<\/p>\n There\u2019s a different mentality when you work in the arts. Our teams are used to producing wildly different events back-to-back \u2013 from adidas Skateboarding BUILD Manchester activations and Amazon Music\u2019s City Sessions to conferences and awards for global organisations.\u00a0For these events, the sheer variety, audacity, and scale are extraordinary. Nothing is impossible.\u00a0<\/p>\n Creative planning \u2013 clarity and collaboration<\/strong><\/p>\n When planning a brand activation or corporate event, always start with purpose. You have to begin with the \u2018why.\u2019 Why are you doing this event? Who is it for? Once you know that, it\u2019s much clearer how to build the journey \u2013 where you want intimate moments, where you want spectacle, where you want people to dance.\u00a0<\/p>\n For brands or agencies aiming to infuse more creativity into their events, I\u2019d recommend having an open mind, a clear brief, and being willing to collaborate. <\/p>\n Think big, don\u2019t be afraid to take risks, and be open to the journey. That\u2019s where the magic happens.<\/p>\n<\/p><\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.conference-news.co.uk \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" As brands increasingly use music and culture to create emotional connections, Rivca Burns, head of Music at Factory International,\u00a0the organisation behind Aviva Studios,\u00a0has written this blog to share how cultural venues are redefining the corporate event experience. Music as a connector\u00a0 We\u2019re seeing a real shift in how people think about corporate events and brand […]<\/p>\n","protected":false},"author":2,"featured_media":2161537,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[414517,360471,414518,22034,21800],"class_list":["post-2161536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","tag-brand-experience","tag-corporate-events","tag-eventprofs","tag-events","tag-music"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/11\/When-music-joins-culture-to-aid-brand-experience.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2161536","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2161536"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2161536\/revisions"}],"predecessor-version":[{"id":2161538,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2161536\/revisions\/2161538"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2161537"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2161536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2161536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2161536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}