One of the key benefits of brand integrations into event spaces is the ability to reach a highly targeted audience. By partnering with events that attract a specific demographic or interest group, brands can ensure that their message reaches the right people in a relevant and engaging context.

This can bring people together around a common interest or goal. Whether it's a music festival, a sporting event, or an AV show like InfoComm, events offer a unique opportunity for brands to connect with consumers in a way that is both memorable and meaningful.

This was the message delivered by the Art Director of Spotify and the Creative Director at Rainygraphics, Rainy Fu, in an interview conducted by Jessica Santiago, Founder, CEO, and Curator of ArtRepublic Global, in AVIXA Xchange Live's behind-the-scenes fireside chat.

"Two of my largest projects were the Wrapped Party by Spotify and Spotify House at the Country Music Festival in Nashville," says Fu. She points to the growing presence of motion graphics as the catalyst to success at these and other events.

Santiago asked Fu about Spotify's focus on emerging artists, how this is blended into industry events, how music genres can influence the vibe of events, and how they better relate to audiences.

"It's part of a brand's focus now to blur the lines between the creator and the audience," said Fu, specifically addressing Gen Z's interaction with brands on social media. "The audience has become co-creators."

"Your personal opinion shouldn't be your business strategy when planning events. It's about engaging the audience of those attending the event."

Fu advises having a great team to help formulate strategy and to get feedback as the project progresses. "Trust the team," she says.

She credits her parents for instilling the work ethic in her to see her projects from birth to fruition.