Music
“One of the things I love most is the sense of freedom that comes with dreaming up new concepts,” says Nathan Reed, which is why his experiential company MEGA has a policy that they are not confined to particular event genres.
Nathan and his team have created everything from gin festivals and classical concerts, to city-wide metro festivals and 24-hour raves.
“This keeps things really exciting and broadens our horizons,” he says.
“Because of the scale at which we like to do things, we always make sure to explore the opportunities that may become possible should an event concept be successful; in particular activities that enrich and perpetuate the event brand itself.”
One such example is The Rock Orchestra, which started as a conceptual music event and now records and releases music to the fanbase amassed from promoting the event.
He explains: “This helps us to find new online audiences and fans who then buy tickets for the show.”
Nathan calls the “engine” he has built at MEGA his “proudest achievement” as it can take a new concept “all the way through to rolling a show out internationally, entirely in-house and at speed”.
Last year, MEGA also expanded from the UK to other European countries and the US, and recently held its first event in Australia.
As for what’s next, Nathan says: “I want to be leveraging our distribution and scale to develop more innovative products, while continuing to double down on our best concepts to take them to new levels.”
