Trend: Informal Performance

Events previously shrouded in formal procedures are being replaced by semi-rehearsed, impromptu interventions that rely on audience participation.

Trend Description

New forms of entertainment are challenging traditional notions of what being an audience member involves. Static seating, ticketing, start times, staging, linear plots, perfectly rehearsed performances and passive audiences are all concepts that new entertainment companies are breaking down.

Audience reward comes in the form of more engaging, personalised and unique performances. As a conference format, this style is guaranteed to keep participants awake and engaged with proceedings. The audience is also kept happy in the knowledge that if they stop enjoying proceedings at any point, they can always leave to find something in the building that they do appreciate.

Cases

Shine Unconference

The content of this London conference is created by its participants, who are signing up to contribute to the program less than two weeks before it starts. Instead of a formal program, attendees are simply encouraged to walk through the space, getting involved with interesting discussions and presentations as they happen. The rough-and-ready Bargehouse space, with its trendy bare brick walls and peeling wallpaper, suits the style of the event to a tee.

Shunt

Every week, a different artist curates Shunt, a bar and performance space under the railway arches at London Bridge. Gigs, dance, performance art and activities such as cupcake decorating sessions can be found as users wander around the space. Some pieces are presented as works in progress, adding to the sense of impromptu entertainment.

Punch Drunk

Punch Drunk is a theatre company that transforms entire five-storey buildings into performance spaces containing forests, feasting halls, dungeons and churches. The audience dons masks and is encouraged to explore the space: perhaps discovering the elaborate sets alone or following a particular actor as they move through the building. Sections of the performance happen simultaneously around the building: no one gets to see all aspects, but this makes every experience unique.

Trend Impact

Audiences are beginning to value substance and engagement over presentation. Gig spaces may soon be expected to have numerous performances and activities happening in the same building at one time, ranging from bands to circus acts to arts and crafts sessions. Customers may also expect to get more involved with their experiences: for example, value could be created by inviting restaurant-goers into the kitchen to create their own sauce for their meal. This trend also means that attendance no longer guarantees presence: if something doesn’t interest your audience, they won’t feel compelled to stick around.

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