I love dance music and I love live gigs.

Together, they embody everything that drew me into immersive digital experiences: creative storytelling, high quality visuals & audio, and the ability to create memorable moments.

With Afterlife presenting Anyma 'The End of Genesys' at Sphere in Las Vegas, ravers are going to be in for a treat.

This will be the first dance music event being held at the venue with the world's highest-resolution wraparound LED screen.

It's going to be BIG, it's going to be BONKERS, it's going to be a once in a lifetime experience.

But here in lies the problem...

I've noticed a trend that's hard to ignore.

At recent events, I've see a growing number of people recording pretty much the entire thing on their phones.

Even user HTN519 agrees...

Look I get it, these experiences are visually stunning and we want to share with friends.

But while capturing these moments is understandable, it raises a question:

Are we missing out on being present?

Living in the moment

We live in an era where sharing our experiences online is second nature.

Yet, in doing so, we might be losing touch with the essence of the moment.

Studies show that 75% of social media videos are watched on mute (Hubspot). This suggests that while we are eager to share, the impact of our content might not be as profound as we think.

Additionally, 58% of people use Instagram Stories to view authentic content, which underscores our craving for real, unfiltered moments.

However instead of critiquing this, let's explore better ways to share our experiences more intentionally.

After all, the desire to capture and share stems from a genuine appreciation for the event e.g "I think this is cool - I'm sure people who follow me will too!"

Embracing authenticity

In a world of fake reviews and highly polished content there is a collective craving for genuine, unfiltered experiences

DJs like Fred Again and influencers like Fish56Octagon are popular because they offer authenticity.

Fish56Octagon recently blew up on social media for his morning DJ sets and dad-like dancing wearing a dressing gown while eating dry Weetabix in his living room...

Now, after just 6 months - he's just finished playing 3 life changing sets at Glastonbury and lined up a UK solo-tour.

Unbelievable and well done, sir.

Bringing authenticity to Brand Experiences

So, how can we incorporate these themes into the digital experiences we create for brands?

1. Encourage authentic sharing: Guide your audience on how to share their experiences in a more meaningful way. Instead of just pointing their phones at the stage, suggest they capture the emotions, the reactions, and the moments that truly define the experience.

2. Focus on presence: Create experiences that encourage people to be present. Design elements that engage the senses and evoke emotions can make a lasting impact, even if they are not shared online.

3. Value genuine connections: Shift the measure of success from "Instagrammable moments" to moments that provide genuine connections. Ask yourself: Can someone be present and authentically connect with this experience?

Incorporate realness

Incorporating realness into brand experiences is crucial.

As Vex King aptly puts it in his book, "Good Vibes, Good Life,":

The real value lies in making people feel something about your brand. It's about creating experiences that resonate on a deeper level, beyond just the urge to share them online.

Let's embrace authenticity and presence in our digital experiences.

By doing so, we can create more meaningful connections and truly memorable moments.

And I truly hope the screen at Sphere in Las Vegas is so big that attendees have no choice but to put the phone down, dance with friends and enjoy the music.

Rave on.