Events and fan experiences continued to undergo massive changes in 2021, with artists, teams, and brands embracing digital engagement opportunities more than ever before and exploring new ways to connect with fans.
The metaverse was obviously a huge theme of the last year and will continue to play a big role in fan experiences and digital innovation in 2022. As we close out a challenging yet exciting year and enter another period of uncertainty, XLIVE asked live entertainment professionals and event tech experts to share their top trend predictions for the coming year — here’s what they had to say:
Time to Get Busy Living
Looking to 2022, highly curated and unique experiences will rise to the top of consumers’ wish lists as the need for human connection continues to grow.
At the start of the Covid-19 pandemic, all of our lives were suddenly left with a massive void when we were no longer able to experience the world. To an extent, virtual experiences provided us entertainment and envy — inducing in-home access to celebs and artists. However, we were still left with a strong desire to have experiences IRL. As we hopefully shift to a post-pandemic setting, consumer attitudes and mindsets have shifted permanently. Consumers indicate that they plan to “live it up” again, but with some profound differences.
Because of the pandemic, the bucket list is out and the Living List has emerged. Driven by the consumers' desire to not only make the most of what they missed out on but be more thoughtful on what they do and who they do it with helps fuel their need and appreciation for human connection. And while we all see the return of expected events like concerts and sports, the enthusiasm for profound and unique experiences is strong. These highly curated events and experiences allow greater intimacy and a higher degree of self-discovery. Regardless of the type or size of an experience, the pandemic consumers are willing to spend more to make every experience epic.
- Richard Black, President & General Manager, Superfly
Contactless Tech Will Enhance Attendee Experience
We foresee 2022 bringing improved and customized fan experiences across all events due to contactless technology. The pandemic has increased the need for cashless transactions and contactless opportunities that activate fans in new ways. From wristbands to digital wallets and push notifications, RFID and NFC technology will make it that much easier for attendees to simply swipe a wristband or phone to navigate through a whole event. Contactless technology also streamlines the overall event operations, creating shorter lines, decreasing ticket fraud, limiting overhead costs, and offering even more opportunities for tailored activations.
- Conway Soloman, CEO & Co-founder, WRSTBND
Productions Will Adapt and Deliver New Experiences
Productions are taking all the learnings from the last two years and applying them going forward — we now have a blueprint, and remaining flexible is a key part of it. As we’ve seen with the past variant surges, the situation can change quickly and the ability to adapt plans to the moment and having partners and vendors who can do the same is critical to success. Most industry professionals are now accustomed to compliance protocol and most are vaccinated. Based on the number of cases and CDC guidelines in the county or city, measures like vaccination requirements, compliance, masks, testing, and protocols will be with us for the foreseeable future.
I think TV, sports, music, entertainment, and film production protocols have provided a blueprint for the safe way forward. Both the good and bad decisions made in the last 18 months have allowed us to work the kinks out of what works.
For 2022, I'm excited for the potential for increased activity across all verticals of the entertainment industry. The pandemic has forced many to think outside the box and challenge the status quo to find creative solutions. I’m excited for the potential of the new kinds of events and ways to engage audiences that will emerge across all verticals of the entertainment industry and beyond. While the Covid risk still threatens the viability of some events, we have more tools in our toolbox now, more people are vaccinated than ever and the show will go on…with caution.
- Joe Lewis, Founder & CEO, Joe Lewis Company
Health & Safety Will Drive Innovation
Events are going to be more complicated to plan in 2022. At first, the pandemic moved everything outside, in a temporary way. By the end of 2021, we thought we were just going to be going back to normal, but clearly, that's not happening. More and more events are going to be conceived as outdoor events this year. And rather than that just being an emergency measure, event owners are going to get very creative about how they do this. I believe we'll see some really inspiring innovation because of that.
The people who create events will continue to get more nimble. They will plan for the unexpected and have ways to pivot at the ready as various public health situations change.
As with any challenge, you look for what can be learned to make improvements for the future. Already, the strategies and tools that were developed to respond to the pandemic have the potential to improve safety across the board. Systems to help with testing or social distancing, for instance, can be used for other safety and security needs or to enhance an athletic or entertainment experience.
- Paul Foster, Founder & CEO, OnePlan
Authentic Partnerships Will Be Key
The past two years have accelerated the innovative ways we’ve been able to bring talent partnerships to life, from fully virtual to hybrid and intimate IRL experiences. Pairing the right talent with the right brand at the right moment will continue to resonate in 2022, whether it’s pairing a digitally savvy celebrity with a tech-forward brand in the metaverse or tapping into a musician’s cultural roots for a global activation with local relevance. Fans will gravitate to partnerships that feel authentic and will be the first to call you out if they’re not.
- Jessica Abel, Senior Director, Growth & Development, G7 Entertainment Marketing