Nightlife
Two hours into handing out flyers as a newly recruited club rep, a teenage Ben Shamashang quit after having a lightbulb moment – instead of promoting other people’s events, he could make his own.
Fast forward 16 years and Ben now runs London-based events and creative agency BennyBoy Events with co-founder and younger brother Gaëtan.
With a fashion-forward Gen-Z and millennial audience, and direct links to key tastemakers, influencers, and celebs, they deliver on-trend experiences in the entertainment, fashion and lifestyle spaces.
Catering for a crowd not solely looking for alcohol and loud music, The Bowl is BennyBoy’s flagship event. Held at London’s famous Bloomsbury Lanes every Friday, it combines bowling, karaoke, food, drinks and DJs. Similarly, guests of their annual high-end NYE Glitz and Glam party are entertained with naked sushi, casino games, and acrobatic displays.
“The events industry is always evolving, and trends change dramatically, which is what makes it such an exciting creative field because we must constantly be creative to stay ahead of the competition,” Ben says.
As experts in experiential and social media marketing, BennyBoy has also curated events for brands including Adidas, Bacardi, Universal Music, and more.
As experts in experiential and social media marketing, BennyBoy has also curated events for brands including Adidas, Bacardi, Universal Music, and more.
"We connect brands with fashion-forward culture," Ben says.
His proudest achievement, though? Well, that has to be the authentic hip-hop night he launched in Ibiza.
“Ibiza is the home of house music, so we were faced with a huge challenge to build a strong community and brand that represents me and my community,” Ben says. “After many flights, sleepless nights, planning, and huge financial investments, today we can say that Ibiza is also ready for hip-hop culture on a large scale because of the work we’ve done.”
