President and FounderNVE Experience Agency
What was the most memorable event you’ve worked on?
In its early days, NVE partnered with Beats by Dre for the launch event of their streaming platform, Beats Music. This event allowed us to bring together the icons of 90’s hip-hop: Busta Rhymes, NAS, Eminem, Diddy and Mase, Ice Cube, Bone Thugz and Harmony, and of course, Dr. Dre himself.
The event was centered on the theme, “The Ultimate 90s Hip-Hop Playlist.” But there was an exciting catch: The guests had no idea that this playlist would be brought to life through live concert performances. I’ll never forget the looks on the faces of the audience when they realized these acts were coming out live.
The event was also a monumental testament to our level of production precision. We designed the entire concert to flow and feel exactly like a playlist, with multiple consecutive performances. The execution required flawless timing and seamless transitions for live bands and stage cues.
What was the AHA Moment that made you love events?
Immediately upon graduating college, I took an internship in LA’s nightlife scene, which evolved into a five-year career under my initial company known as Night Vision Entertainment.
My immersion into LA nightlife was the networking super highway that connected me to the heads of global brands, entertainment execs, and A-list celebrities. Night Vision became LA’s largest volume promotion company and quickly built a strong foundation in event production, producing premieres and music events for brands such as 20th Century Fox, VEVO, and Beats by Dre.
I understood what I was doing, but never truly articulated why I was doing it, until one day a good friend asked me why I was spending all my waking moments dedicated to this work. The thought that came to my mind that day remains our agency’s guiding principle: The right moment will transform someone forever.
The realization that events have an unmatched ability to transform individuals, foster communities, and drive culture is what eventually led to the pragmatic growth from an event production company to the world-class experiential marketing agency now known as NVE Experience Agency.
I continue to lead NVE and its portfolio of best-in-class brands with the same core principle with which the agency was founded.
Any advice for up-and-coming event pros? As more marketers begin to recognize the power of experiential, here are a few things they need to consider:
- Always ask “Why?”
- If what you’re doing is going to move the needle or have any real impact, start by getting to the root of why you’re doing what you’re doing, and then engineer the event around that guiding principle.
- Understand what drives culture to identify what moves your audience.
- Build an experience with the contextual understanding of what will actually resonate with the people you are trying to reach. Get involved and deeply in touch with what your audience cares about through a constant immersion into the trends and ideas that shape culture.
- Integrate technology with purpose and strategy.
- Words like VR and augmented reality are becoming buzz words that marketers latch onto. But make sure the technology you leverage serves a purpose and is woven into the fabric of a solid strategy.