Leisure Insight – Kiryl Chykeyuk

Reshaping the Future of Live Entertainment through Technology

In this month’s Leisure Insight, Kiryl Chykeyuk, CEO and Founder at HYPERVSN takes some time out from the day job to discuss with RLI how the future of live entertainment is being altered and reshaped through technology for a new generation.

The live entertainment and events industry is dynamic and ever-evolving, thriving on delivering memorable experiences. Whether its music festivals, live performances, film launches or sporting fixtures the multifaceted nature of entertainment and events demands a unique blend of creativity, technology and strategy. While the specifics of these events can differ greatly, everyone involved ranging from production companies, venues, technology providers, entertainers and more all share the same unified passion: crafting unforgettable experiences for their audiences.

Fierce competition has led to novel and unique ways of vying for the attention of spectators and organisers are frequently relying on digital solutions to do so. At the high-end of immersive technology deployments, we’re seeing holographic replicas of performers as they appeared in the past delighting attendees. In March 2023, the ABBA Voyage experience achieved a significant milestone with the sale of one million tickets since opening in May 2022.

Maximising ticket sales remains the lifeblood of the entertainment sector and to keep drawing audiences back, the understanding that these sales are driven by creating unforgettable experiences that resonate long after the show is crucial. There is one thing to caveat with this example, however. ABBA Voyage is a completely bespoke solution and is one of the most expensive productions in music history, carrying a price tag of £140M. While not all organisations can justify this kind of spending, its evidence that the cornerstone of commercial success for live events lies in crafting encounters that resonate deeply and forge a lasting bond with attendees.

Elevating live events with phygital tech experiences
For many events, the centrepiece of the show will continue to be made up of physical elements. A music concert or show specifically would focus on the performer(s) on a physical stage, with lighting and sound effects. In a large stadium or venue with balcony seating that makes the view of the stage difficult, audiences may feel less connected with the performance than those in the front row. When relying solely on physical attributes, it can be a challenge to capture the entire audience’s attention and make them feel immersed in the event.

Adding elements of digital media or devices attendees can interact with can complement and enhance the physical aspects of a live event or performance. It can help to connect more deeply with everyone in the audience, no matter where they are seated. This combined approach of physical and digital aspects is aptly coined as a “phygital” experience. Various technology and digital solutions, including holographic displays and virtual reality innovations, can be layered as appropriate amongst traditional physical attributes to captivate the intended audience.

By enhancing the overall experience for all attendees, “phygital” live events serve to resolve a huge challenge faced by the sector: content or experiences that are forgotten almost immediately. If there’s no emotional resonance to imprint in the customer’s memory, what’s driving them to either make a repeat purchase or tell others to buy a ticket for a future show?

Recognising this challenge, the industry has turned to innovative solutions that capture the attention not only of the main event or showcase but also at various touchpoints before, during and after a show. In the music industry, for example, virtual meet-and-greets with artists or even virtual backstage tours to help attendees feel more immersed. Digital worlds and characters can also be brought to life through various digital media or technologies, creating seamless blends of virtual and real environments that leave a memorable mark in the audience’s mind.

As technology continues to evolve and integrate with live events, the collaboration between production teams, venue staff, technology providers, sponsors, artists and other professionals who work tirelessly behind the scenes is critical. Combining both physical and digital elements with strategic technological solutions plays a vital role in the success of any event, from the point of entry to the main attraction.

Stepping inside the story
While attendees may have a strong connection to a sports team, artist or theatre performance ahead of the event, they will want their investment to be justified. Especially in the current climate where inflation remains high and consumer budgets are stretched. Live events are under increased pressure to deliver and exceed expectations to stand out in a crowded market to ensure commercial success.

By crafting an immersive experience with interactive touchpoints that begin at the point of entry and extend beyond the main stage, events can create a memorable journey, fostering deeper connections and ensuring they stand out against other event experiences.

Incorporating technology with real-time audience engagement in this way, such as touch pads that allow attendees to change or manipulate the holographic imagery or live beam themselves as a digital avatar, makes people feel like they are truly stepping inside the story or theme of the event.

Live entertainment and events, now and in the future
With tightened consumer budgets, the rapidly evolving live entertainment and events industry faces the challenge of delivering exceptional value. Blending creativity, technology and strategy to craft unparalleled audience experiences is critical as audience expectations are raised and the competition intensifies.

Those who merge physical and digital elements to adapt to rising audience demands and deliver standout, memorable experiences will set the stage as trendsetters in the events and entertainment sector. Phygital experiences are more than just a trend. They are here and now and essential in leaving a lasting imprint on attendees’ memories.

The onus is on everyone involved with putting on live events, from inception to delivery, to continuously push the boundaries of what’s possible and redefine the audience experience. Technologies such as AI, augmented realities or holographic solutions have evolved beyond their roles as flashy gimmicks or showpieces in the events landscape. Today, they command the spotlight, turning every event into a captivating story that resonates with audiences. This isn’t just a glimpse into the future; it’s the transformative shift happening in the events industry right now.