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The event is only half the product. The aftermath is just as important

‘Almost every marketing budget I have seen is built the other way round, but it’s an expensive mistake to keep making.’

[Source Photos: glazok/Adobe Stock, brillianata/Adobe Stock]

When I was chief business officer at Defected Records back at the start of the decade, the best thing we made in any given week tended to get made on the Monday. Defected is a house music label that also throws parties, so on a Saturday night there would be a few thousand people in a dark room somewhere in the world, dancing to a DJ until the lights came up. Someone would have shot the event on a shaky handheld iPhone. By Monday afternoon the videos would be up and everyone who’d been there would go hunting through them looking for themselves. Then the playlist would land, people........

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