Eventizing is the art and strategy of transforming your content or campaign into something people feel they can’t miss. A shared, time-sensitive experience that demands attention, participation, and action.

It’s not just a marketing plan. It’s not a slow-drip awareness strategy.

It’s a moment in time that creates urgency, elevates importance, and pulls people together in a concentrated, high-intensity burst.

Eventizing isn’t a luxury. It’s how you get noticed. It’s how momentum begins.

Someone once said it this way:

Impressing is about you.

Influencing is about you and others.

Impacting is about others.

But here’s the twist: you don’t have to choose just one. The best leaders, artists, and entrepreneurs do all three.

They impress to capture attention.
They influence to build consistency, trust, and presence. To earn the chance to change something or someone.
And they impact by telling the truth, going deeper, and staying long after the applause fades.

Ok, so what? Why should we know the difference between each?

Because if all we are chasing is attention, we will settle for being impressive.
If we care about people, we will pursue influence.
But if we want to be part of something that outlasts us, we will aim for impact.

In my last role as VP of Marketing for a top music and comedy live entertainment company, I proposed a branding campaign titled: “BE THERE WHEN.”

Be fully alive.

In the room (stadium, arena, club).

When anything can happen.

That’s the power of live entertainment: what happens on that stage, field, or court will only happen once.

Here’s my thesis: AI won’t kill creativity. But I do think it will change the kind of creativity we trust, crave, and pay for …. and that’s where live events, sports, and documentaries rise to the top.

We live in an odd era of creativity — and capital.

More creators are launching brave, resonant, and genre-shattering work. I believe this quote to be true:

“[Today there is an] earthshaking drama where angels peer expectantly over the human shoulders to see what is coming out of the palette or typewriter.” (Calvin Seerveld)

Similarly, more funders are looking for brave, resonate, and model-proving work. To quote one funder:

“The problem isn’t funding; the problem is finding creators that have a model that can be tested and scaled. There’s plenty of money available to things that work.”

And yet … projects stall, relationships break down, and dreams fade out before they catch fire.

The deeper problem facing publicity isn’t timing. It’s that no amount of pitching can overcome the collapse of the traditional media landscape:

When once-powerful media companies are auctioned off for a dollar...

When conglomerate names read like your spacebar is broken...

When social posts have more reach than newspapers or television ...

When there are fewer outlets with less influence...

It’s a crisis for anyone trying to get attention in a world drowning in content.

We’ve all been there — learning lessons the hard way, in real time, after the deal is done. You walk away from the meeting, review the terms, and suddenly you’re quarterbacking the conversation from your couch, muttering, “I wish I’d asked…”

We know the feeling. We’ve lived it, advised through it, and heard it from dozens of filmmakers who’ve said the same thing: “I didn’t ask the right questions — and it cost me.”

Nashville officially became known as “Music City” in the 1950s, but the legend behind the name traces back to the historic Fisk University Jubilee Singers. In 1873, this all-African American choir toured the U.S. and Europe to raise funds for their struggling school. According to reports, Queen Victoria, upon hearing their performance, remarked that these singers must hail from a “city of music.”

We create with others. Always. Creativity thrives in community, not in isolation. We take risks that scare us — and stretch us. Safety is the enemy of significance. We don’t chase red carpets or algorithms. We chase what matters.