If you’re planning events for brands with a message to share—a story to tell—then the entertainment can’t be an afterthought. It needs to be part of the message. Part of the story. Part of what gets people talking about the brand long after the event is over.
Let’s break down how you can use entertainment not just to entertain—but to reinforce your client’s brand in a way that’s smart, intentional, and unforgettable.
Don’t start with what’s fun. Start with what’s true.
It’s easy to jump into brainstorming DJs, aerialists, or immersive experiences that sound exciting. But before you even look at talent, take a step back.
Ask:
- What is this brand really about?
- What are they trying to say?
- Who are they trying to connect with—and how do those people want to feel?
The answers will shape everything.
Let’s say you’re producing an event for a wellness brand focused on mindfulness. Booking a fire-breathing circus act might get attention—but it doesn’t match the energy or values. On the flip side, a live sound bath performance or movement artist might strike the right tone and reinforce the brand's identity.
When the entertainment matches the mission, it hits harder.
Let the entertainment act as a translator
A great performance does more than wow people—it helps them understand. It can take abstract brand ideas like “innovation,” “community,” or “legacy” and turn them into something visceral.
For example:
- A legacy brand celebrating its 100th anniversary might bring in a jazz quartet that evolves into a modern DJ set, symbolizing past-meets-future.
- A tech company might use projection mapping with a dance performance to show how their product moves through the world.
Entertainment doesn’t need to explain the brand—it needs to express it.
Design around the moment you want remembered
Here’s the trick: most guests won’t remember the full run of show. They’ll remember a moment. That one performance or surprise that made the room feel alive.
As the planner, your job is to reverse-engineer that moment to reflect your client’s core message.
If your client’s brand is all about bold moves, risk-taking, or shaking things up? Create a moment that interrupts expectations.
If the brand is about warmth, connection, or storytelling? Slow the energy down and make space for something heartfelt—like a spoken word artist who ties in the brand’s mission in a poetic way.
You don’t need nonstop spectacle. You just need one unforgettable moment that says everything.
Involve artists who understand the assignment
The right performers do more than show up and do their thing—they bring perspective, collaboration, and often, unexpected magic. But only if you bring them in early enough to contribute.
That might look like:
- A live painter who creates a mural in real-time based on the brand’s founding story
- A band that reworks a classic jingle into a live mashup
- A theater troupe that transforms product features into character-driven skits
You don’t need celebrity names—you need artists who “get” the brand. When they do, the performance doesn’t feel bolted on. It feels built in.
Don’t stop at the stage—build experiences across the floor
Entertainment doesn’t always have to mean “main act.” Think more broadly about moments of engagement.
That might be:
- A roaming jazz trio that shifts energy from one room to the next
- A pop-up poetry booth where guests get custom pieces typed on the spot
- A 3-minute mini-performance that signals the reveal of a new product
Entertainment that’s embedded into the flow of the event becomes part of the atmosphere. It’s not something guests pause for—it’s something they step into.
Use performance to build anticipation—and buzz
When done right, entertainment becomes a marketing tool. Especially in NYC, where people are deciding whether to show up based on what they expect to experience, your lineup can help drive pre-event momentum.
Think about:
- Releasing teaser clips from rehearsal
- Having your entertainer do a pre-event takeover of the brand’s Instagram
- Turning your performers into part of the invite (think: “featuring a live sculptor building the story in real-time”)
If it’s baked into the brand’s campaign—and feels intentional—it creates curiosity and conversation. Which means more people talking, tagging, and attending.
Make it easy to capture and share
Guests don’t just want to experience something cool—they want to show others that they were there for it. So if entertainment is going to reinforce the brand message, it should also be something worth filming, posting, and reposting.
Plan ahead:
- Design lighting for photo moments
- Create visual contrast that pops in video
- Coordinate a branded hashtag guests can attach to their clips
- Let your performers interact with guests for more personal, post-worthy moments
Entertainment becomes marketing when your guests are doing the sharing for you.
Don’t just book the act—build the message
When you use entertainment to reinforce the brand, you’re creating more than a show—you’re crafting a memory.
It’s not about hiring the loudest act, or the biggest name. It’s about saying something through the performance. Let the entertainment reflect what the brand stands for, how it sees the world, and who it’s here to serve.
Because in the end? Great entertainment doesn’t just fill a slot in the schedule—it gives your event a voice.
FAQs: Entertainment as a Brand Storytelling Tool
Q: Isn’t all entertainment inherently on-brand if it’s fun?
Not necessarily. Fun doesn’t equate to being “on-message”. You want your entertainment to complement the brand. They both need to align with similar values, energy, and tone for it to feel connected and resonate with your audience.
Q: Can branded entertainment still feel authentic? Or does it risk being cheesy?
There’s always a way to keep branding classy during an event. Avoid plastering logos everywhere as a general rule and let the brand message come through in tone, script, and subtleties around the event.
Q: How do I pitch more intentional entertainment to a client who “just wants a band”?
For clients that need help seeing the bigger picture, introduce the concept by focusing on its impact. Explain and show examples about how strategic entertainment helps drive social sharing, makes memories more meaningful, and has lasting positive long-term effects.
Q: Is there such a thing as “too much” entertainment?
Surprisingly, yes. If there’s too much going on with audiovisuals, music, or energy, it can overpower the overall brand message. Build in space for conversation and organic connection, and nods to the brand’s message throughout your event.
Q: Can entertainment be used for internal events or B2B gatherings?
Absolutely. In fact, entertainment can be even more impactful in those settings because it breaks down walls, builds culture, and humanizes the brand. Think about team retreats, leadership summits, or client appreciation events—strategic entertainment can elevate all of them.
Q: Where can I connect with entertainment vendors who understand branding?
At The Event Planner Expo 2025. It’s where NYC’s top creatives, vendors, and experiential pros come to collaborate. From talent agencies to AV partners to interactive artists, this is where the big ideas get sourced—and booked.
Want to work with talent that doesn’t just entertain—but tells a story?
Exhibit or reserve your booth at The Event Planner Expo 2025 and connect with the entertainment professionals, creative partners, and brand activators who can help you design events that hit harder and resonate longer.
👉 Reserve your booth now and position yourself where the best event planners go to grow.
