A Call to Action For Brands to Make Live Accessible

A Call to Action For Brands to Make Live Accessible

As huge swathes of society become increasingly priced out of live experiences, Jodie Fullagar, co-founder and co-CEO of Run Deep, believes brands have a clear choice. Remain passive bystanders with logos on perimeter boards, or step in as cultural enablers.


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There is a specific kind of magic that only happens when the lights go down, the curtains draw open, or the whistle blows and a collective hush settles over the crowd. In a world increasingly dominated by screens and parasocial relationships, the live experience remains our most potent form of human connection.

But we have to address the heartbreak in the room. Live experiences are now expensive and exclusionary. Amid the cost-of-living crisis, a slowing labor market and some ethically questionable secondary ticketing practices, live experiences are becoming luxury goods, pricing out the general population.