I plan a Brit Awards after-party attended by celebrities like Katy Perry and Lorde. Here's what goes into organizing an event for the stars.
This as-told-to essay is based on a conversation with Claire Haffenden, the director of artist relations and events at Universal Music, about planning events including its Brit Awards after-party. It has been edited for length and clarity.
One of my first jobs in music in the '90s was in artist relations for Polydor creating comfortable spaces for artists who were visiting. I was the person telling them where they needed to be and organizing their hotels and cars. I can't give too much away about the next one, but it's happening in February. It's also the first one since 2020 because of COVID-19, and it's the first time it will be on a Saturday. So people are eager.
If an event is split into pockets or rooms, there becomes this need for guests to get in and out, like at a festival. People think,"Where is it happening?" and there's this desire to see what's happening in the VIP areas. That can create a problem. Stairs, small doors, and different floors in a venue make my skin itch because there is no flow of people.
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