The art of reading the room

Cannes Lions is full of show-stopping moments, but this year, one dance floor stole the spotlight – not just because it was fun, but because it nailed something far trickier: entertaining an audience of creatives.

The creative industry has always presented a paradox for anyone trying to provide entertainment or experiences. These are professionals who spend their days crafting experiences for others, which makes them simultaneously the most appreciative and most critical audiences you'll encounter. This is especially true at events like Cannes Lions, where the sensory overload is immense.

Think about it: you've just survived a week of 'brain food' talks, intense networking, groundbreaking films, exceptional food experiences, and constant stimulation. By the time the shots party arrives – against the beautiful backdrop of the beach, the majestic Carlton bathed in that dreamy Riviera light, the magic of Cannes – what do brand directors, agency heads, or creatives actually want?

Not something challenging or high-brow. They want the opposite: pure joy. Hands in the air. Don’t think, just dance. Be wowed, be delighted. This is the party of the week where everyone finally gets to let loose completely.

Creative audiences don't always want to be challenged.

There's absolutely a time and place for challenging, intellectual entertainment – but not on 'your knees Thursday' when you need someone to pull it out of the bag for you. This is when you need an artist like Raven who understands that their job is to create that effortless "flip the switch" moment for people who've been in critical thinking mode all week.

The creative audience paradox

Here's what I've observed: creative industry professionals are simultaneously the most appreciative and most critical audiences you'll encounter. 

They notice details others miss. They recognise genuine artistry instantly. But they spend their days making creative decisions and relish someone else taking the wheel and delivering an experience they can trust.

Learning through trial and error

Understanding this audience came through careful observation over the years. What I learned from attending countless industry events is that while creative professionals appreciate artistry and innovation, there's a crucial difference between respecting someone's intelligence and demanding they use it constantly.

When I first pitched the idea of evolving the shots experience from accomplished DJ sets to a performance-based set, the response was often mixed. "If it ain't broke, don't fix it," was a common refrain. Even within my own team, there were raised eyebrows and reluctant "well, it's your call" responses.

The breakthrough came from realising that creative audiences don't always want to be challenged. Sometimes they desperately need permission to switch off – and Thursday night at Lions is absolutely the right time for that.

Reading the room (literally)

Finding the right talent is often about spotting something others miss. I first discovered Raven warming up for another celebrity DJ. While others focused on the headline act, I was transfixed by something authentic in the warm-up set – an intuitive understanding of crowd psychology that you simply can't teach.

What makes Raven exceptional isn't just technical skill; it's the ability to read a room full of agency heads, brand leaders, and creative directors and understand that they need something different from what works at a typical club night. The setting is mind-blowing, the tracks are bangers, the work bit is done, and Raven's performance does the heavy lifting – you can't help but surrender to the joyous chaos and pure delight that is Cannes Lions.

The business of understanding

For anyone working in this space, success isn't just about booking great talent – it's about understanding the ecosystem you're operating in. Working in music supervision has taught me that context is everything. The same track that works perfectly in a luxury car commercial might be completely wrong for a tech startup's brand film. Similarly, what energises a fashion week after-party won't necessarily work for creative industry professionals coming off a day of intense programming.

When you truly understand your audience, you can anticipate their needs before they even recognise them.

The creative industry has its own rhythms, pressures, and rewards. What works for one sector might fall flat for another – and understanding these nuances is crucial for anyone trying to serve these audiences effectively.

This understanding translates into everything: timing, music selection, visual presentation, even the way we communicate about events. When you truly understand your audience, you can anticipate their needs before they even recognise them.

The authenticity filter

Creative professionals have finely tuned authenticity filters. They can spot manufactured experiences from a mile away because that's literally their job – to distinguish between genuine connection and hollow marketing. This means that anyone serving this audience needs to bring something real to the table.

Raven's journey from underground club culture to sharing stages with Diana Ross and Nile Rodgers, while maintaining residencies at respected venues like Ministry of Sound and Printworks, represents exactly this kind of authenticity. It's not about abandoning underground credibility for mainstream success; it's about bringing that credibility to new stages.