Aceel Dear
29 April 2020 00:00

Are you missing something?

Hands-up those who are missing live events...


We all need some positivity right now, let’s be honest. We don’t know when this is all going to be over but it’s reassuring to hear things like Easyjet announcing flights later in the year. What we’d do for some escapism right now! Human instinct requires structure, milestones to look towards and at present, we need to visualise a time when this is all over and we can get back to normal. I’m visualising the day when the government lifts restrictions, roll-on the party! We will all be desperate for social interaction – a real need will exist for face to face, and I think that our business and the live events industry will have a very important role to play in providing this for the British public.


So why are Live events so important in our culture, why do we need them so much?


I think it's fair to say that having them available as something we can dip into when we need that fix or something we can use when we need to bring people together or get a message out, is something we perhaps take for granted. It’s only at times like this when we don’t have them as an available option that we start to really consider human psychology and question why it’s important to bring people together, why we need to feel part of something, why we crave that common purpose that a group can often provide.


Reason #1

Firstly, the most important reason has to be the need to really ‘feel’ (not like that!). One of the amazing things about the human being is our ability to relate, to feel and understand and learn to a greater level than any other species. It is what has driven us to progress and develop throughout time. Events are so important because they allow us to really engage, visually see emotions of others around us and this enables us to understand to a greater degree – it’s a more intimate and engaging experience than simply viewing from a distance via a digital medium.

And to the above point, live events hit all of the senses – no matter whether it’s a conference or a concert, we can see, hear, taste – and it all combines to create a much more immersive experience that has impact and creates a longer-lasting impression. Viewing a concert on TV is great, but you won’t remember it forever – you won’t ‘feel’ the moment to the same degree as you would when you watch it in the flesh. That favourite song that made you remember, the revelation of something new or the empowerment you went away feeling…


Reason #2

The next reason is our need to belong. Being part of a group that shares the same interest, goal or purpose allows us to feel connected and feeds our desire for acceptance. There is an old proverb that reads, “Show me your friends and I’ll tell you who you are.”

Live events allow you to create long-lasting relationships with people from all over the world and when you create an empowering ecosystem, we can feel unstoppable.

As humans, we need to be part of networks of other people that will support and challenge us. And events also give us social currency, something we can talk about and relive with others. I think this is part of the reason why live events are so important in sales and lead generation. People buy from people they trust – and they trust people they like.


Reason #3

Don’t you think that we all need to sometimes separate the single from the noise – to focus on one thing that we love? We all need to create moments to do that – to get our hearts racing one way or another. Listening to your favourite inspiring speaker, shouting at the top of your lungs to sing with your favourite band… or cheering on your team. We need that.

I’m sure I haven’t captured everything but the point I am trying to make here is that as humans, we really need live events!

– they are a critical part of our culture. Yes, we are missing something! We’re missing everything about events right now. But it won’t be long until they come back… and when they do, we’re going to be busy doing what we do best…Bringing live to life!!!!


If you are interested in discussing any of the things mentioned in this post, drop me an email.  

[email protected]