Few companies have been hit tougher this 12 months than occasions. Regardless of present difficulties, music competition operator Superfly is bullish in regards to the potential for in-person experiences in 2021. The agency has introduced on Momentum Worldwide veteran Richard Black to rebuild its company enterprise.

Can Superfly persuade shoppers to show up for reside occasions?

  • “Individuals are prepared to hang around once more”, says Richard Black, previously chief development officer at Momentum Worldwide. Six weeks into his newly created function, Black is engaged on “stabilizing and rebuilding” Superfly’s enterprise.
  • The reside leisure and model expertise firm has pivoted largely to digital occasions however has been beginning see momentum choosing up for in-person activations as manufacturers look to the approaching 12 months.
  • Born from the Bonnaroo competition, the pandemic gives Superfly a second to ratchet up its evolution into branded experiences, mental property creation and company providers.
  • Black is enthusiastic in regards to the alternatives afforded by mental property creation and monetization for manufacturers within the vein of its profitable BravoCon. “In contrast to businesses, Superfly will spend money on IP,” he says of the unbiased, 75-person firm.
  • Black is tasked with constructing Superfly’s company providers together with social, model technique, digital and experiential. It counts Google and Dropbox as shoppers in that realm and is even Citi’s social media company of document. Superfly additionally owns, operates and licenses Outdoors Lands and the FRIENDS Expertise.
  • Given, the corporate’s place in tradition because the builder of probably the most iconic festivals of all time, Black feels that Superfly has a leg up in terms of making a model a part of cultural moments. He factors to ease through which they pulled collectively Small Business Live to boost funds for at-risk companies. The privately held firm “didn’t want numerous decks” to get it performed, he says. As an alternative it pulled the marketing campaign collectively in six weeks and raised greater than one million {dollars}.
  • Superfly has been creating digital occasions 2009 however sees “the return to reside” because the true impetus for its future development. “We now have fairly excessive aspirations to develop the enterprise considerably over the following 5 years,” says Black. That is consistent with shoppers’ pondering as “individuals simply wish to get again to promoting,” he says, albeit with the very best in-person security requirements “that are desk stakes.”
  • The experiences afforded by occasions are vital for model constructing, Black says. “Our shoppers know they should get again to constructing loyalty” by hybrid fashions and the “redefinition of experiential.”



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