Three ways to create a sonic experience guests will never forget
Incorporating dynamic music at a live event elevates the entire experience. A great example of this came about when Eventique took over the Coda nightclub and event space in Philadelphia and transformed it into a sleek black-and-green ode to the music company Spotify. Green fluorescent tubes dangling from the ceiling illuminated the space along with rows of horizontal lighting attached to the balcony railings, which mimicked the Spotify logo and cast a green glow.
The event launched Spotify’s City of Spotify Love initiative with a splash. Guests sipped branded matcha cocktails — in Spotify green, of course — and set them down on Spotify coasters with playlist codes. When they sat, they reclined on customized Spotify pillows. Of course, it would be impossible to produce an event for Spotify without music! At the end of the long, narrow room, DJ Matthew Law, indie rock band Twin Peaks, and DJ Jazzy Jeff & the Fresh Prince lorded over a crowd of executives, brand marketers, media, VIPs and influencers. Their performances were the lynchpin of the night and a prime example of Eventique’s sonic event work.
“Music is that one unifying factor,” said Liron David, Founder and Executive Producer of Eventique. “It makes people feel emotion. Whether it brings joy, sadness, excitement, or memories, it always brings something to the table and it’s part of everyone’s life,” he says, adding, “Every great artist doesn’t just play great music. They take you on a ride from the beginning of the show to the height, then leave you wanting more.”
Here are the Eventique team’s top three recommendations for creating an unforgettable sonic experience.
- Examine your audience.
This process is about more than simply grabbing star power. First, the team asks a series of important questions, including: “Who is the audience?” “What will drive them?” “What will excite them?” and, “Does this audience have the patience to go on a journey with this artist?” Then, it’s a balancing act to coordinate all of the event’s elements — including the ideal musical performance — and bring them into harmony. - Bring every multi-sensory element into alignment with the music.
“When we’re booking artists or working with artists booked by a client or agency partner, we’re always thinking about how to enhance the experience around that artist,” Liron says. “Music for the individual can be experienced on headphones with their eyes closed. But to have music incorporated in a multi-sensory experience, other factors need to be operating in the same tune, on the same beat as the music being played. That includes the lights, the video elements, the food and beverage, and the venue. “We’re thinking about all of those things and how they stay in line with the music we’ve chosen, whether it’s coming from a playlist, live artist, band, DJ, or even a visual artist,” Liron says. “It all has to come together and be one track.” - Curate a playlist that perfectly matches the mood of the occasion.
With deep roots in the music industry, VP of Creative and Strategy Eric Weilander is an expert at this. In the 1990s, he helped edit and publish a New York City music magazine called The Village Noize, and he also spent years writing about music for news outlets. His eclectic tastes cover rock, EDM, indie, pop,and more. For a recent Beauty Grand LANEIGE influencer event celebrating the launch of the brand’s Water Bank Skincare Collection,Eric curated a “women vocalists only” playlist at the client’s request. The event with “Euphoria” actress Sydney Sweeney was underscored by the voices of pop, folk, indie, and hip-hop artists through the decades including Stevie Nicks, Dua Lipa, Alicia Keys, and Book of Love.
Music is an integral part of event production — and it may just be Eventique’s favorite facet. In fact, Liron describes the entire process of designing an event as “following the beat.”
