Never underestimate the power and impact of good music in helping you make this connection. If you have ever experienced that spine-tingling sensation in response to an amazing musical performance, you will understand the power that music has over our emotions. The key to selecting the right music will be influenced by three main factors: the audience, the event and the timing.
The first and possibly most important element is the audience. Try to get an in-depth understanding of who they are – their likes, dislikes, ages, cultural backgrounds, experiences and motivators. Then select music that is relevant to that audience.
This will also depend on what you want the audience to do at your event. Do you want them to get up and dance, to make a connection between the music and your brand, or to feel a specific emotion (happy, reflective, inspired, etcetera)? Music that is either inspirational or aspirational to your specific audience will make them more involved with your event (and, by nature, your brand and company). It will also greatly help them retain the key messages from your event.
If you are conducting any pre- or post-event marketing you may include a sample of that music on your website or emails to increase the impact of your event.
Building a strong emotional connection with your audience is a key aim at any event. The power and impact of music in stirring our emotions is well known. Great movie soundtracks often live on long after the movie has ended. There is no reason why your event cannot build the same emotional connection through well chosen music.
The second factor is the event type. The music should be relevant to the event aims and the culture of the company and the people behind the event. If the prime objective of the event is to entertain, then the music will be an essential element. This is where live music may be a worthwhile consideration. To entertain, the music will need to have energy and emotion at the appropriate times.
Different event types call for different music. Some events are designed to end in a final energetic crescendo, leaving the audience on a high. If so, the music should gradually lift through the event until it hits a dramatic peak at the finale. This same music can be used for the walk-out music to give further longevity to the message.
If your event has numerous high points (such as an awards night) then the music should ebb and flow with short bursts of energy at key moments. This should then be followed by periods of quieter, reflective music. Remember that you shouldn’t try to sustain high energy music for too long. Quieter periods between peaks are needed to create contrast and effect.
The third factor is the timing. Music needs to be used at appropriate times of your event to match the specific objective at that time. Think of your event as a movie. Like a movie you should time the appropriate music for an opening and introduction. The music can be used to build excitement at key moments and then to finish on a high.
For example, at the start of your event you should have music that welcomes and gives a sense of excitement and anticipation of the event ahead. This walk-in music can then either be faded down, or stopped abruptly, to get the audience’s attention for the start of your presentations.
For all-day events music at breaks is a great way to re-energise and refocus your audience. While you can change the music throughout the day there should be a common thematic and stylistic element that links the music to your event.
Remember, at the end of the event the music should leave your audience in a positive frame of mind. High excitement levels can only be sustained for short periods of time so don’t try to overdo the high-octane music.
Finally, be aware that there are various licensing and copyright rules that may impact on your ability to play certain music at some venues. Consult with your event provider who can guide you in this area.
Sean Grech is a business development manager with Haycom Sydney. For a free weekly series of tips and strategies to improve your communication outcomes email ask@haycomstaging.com.au with Image Improver in the subject line.
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