The Power of Live Event Storytelling in Modern Entertainment
In an era where digital engagement is more crucial than ever, the art of storytelling through live events has become a cornerstone for creators across various industries. From streamers and traditional TV networks to esports leagues and music artists, the ability to captivate audiences through live experiences is reshaping how content is produced and consumed.
Melanie Fletcher, CEO of Done + Dusted in North America, has been at the forefront of this evolution. Her production company, which has been active since 1998, has orchestrated a wide range of live events spanning comedy, sports, gaming, music, and awards shows. According to Fletcher, the cost of such events can vary significantly, ranging from as little as $1 million to as much as $50 million annually.
“It’s hard to conceive and stage and produce an event that’s also a livestream of any scale for under a million dollars,” Fletcher explained. “But even smaller events require the same level of energy and dedication.”
One of the company’s most notable achievements includes the Victoria’s Secret Fashion Show, which generated 1.2 billion engagements and a combined reach of 305 million. More recently, they produced the League of Legends World Finals 2024, which became the most viewed esports event ever with 7 million concurrent viewers.
Fletcher’s journey began in Australia, where she started as a producer for Saturday morning television programming before moving on to MTV Australia. There, she developed a passion for live event storytelling. “I like to call it the University of MTV because there were no rules,” she said. “We were making things up as we went and learning on the job every day.”
By the late 90s, Fletcher was in Los Angeles working on award shows like the Video Music Awards. She later moved to England to join MTV London, where she worked on events such as the Europe Music Awards. It was during this time that she met key figures who would later co-found Done + Dusted.
The company initially focused on producing music specials when audiences still bought DVDs of concerts. As that market declined, they shifted their focus to other forms of programming. In 2003, they won the contract for the Victoria’s Secret Fashion Show, which was transitioning from internet to broadcast for the first time. This marked a pivotal moment in their career.
Over the years, Done + Dusted expanded its operations in the U.S., adding creative partners and evolving into a scaled business. Fletcher transitioned from hands-on producing to an executive role as North America CEO.
When asked about the biggest lesson she’s learned in her career, Fletcher emphasized the importance of adaptability and continuous learning. “If you don’t love learning, then this isn’t the industry for you,” she said. “Every day I learn something new that I need to apply going forward.”
One of the most significant challenges in live storytelling is the inherent risk involved. Fletcher noted that the team often pushes the boundaries of innovation by using new camera technology or live demos for tech brands. “We don’t like repeating ourselves, so there’s a high risk that needs to be managed,” she said.
Another challenge is determining the necessity of live events. “Does it need to be live? Should it be live? Why is it live?” she questioned. “Sometimes shows are better not live, actually, as an experience to the viewer.”
The Shift from Linear TV to Streaming
As linear TV ratings decline, the shift toward streaming has raised questions about the future of live storytelling. Fletcher believes that the key lies in maintaining premium content regardless of the platform. “Our work and output always has to be premium, regardless of where it’s going,” she said.
She also highlighted the importance of understanding the audience. “We’re obsessed with who’s watching this, how they’re watching it, when they’re watching it, what their habits are, and whether it’s engaging them.”
The Role of Creator Content in Hollywood
With the rise of YouTube and creator content, Fletcher sees a unique intersection between creator culture and traditional entertainment. “Most creator content will not be premium and will remain user-generated,” she said. “But there is space for that, and it’s proven by the growth in the creator economy.”
Fletcher also emphasized the value of creators as channels for content distribution. “We see creators as a channel, so we take over their feeds or handles and pump our content through those pipes,” she explained.
Future Directions and Emerging Trends
Looking ahead, Done + Dusted is exploring new areas, including immersive experiences. “A couple of years ago, we took on another partner, Adrian Pettett, who runs a new vertical for us in the immersive experience space,” Fletcher said. “We’re about to open our first original immersive experience in London later this year.”
AI is also becoming a topic of interest. “I’m very interested in trying to understand the best use cases for AI in live and how we can interpret those into our workflow,” she said. “It’s still in the early days of figuring out how to implement that in a live situation.”
Advice for Aspiring Professionals
For those looking to break into the industry, Fletcher’s advice is straightforward: “When someone asks you to do something, absolutely nail it.” She emphasized the importance of hard work and aligning one’s strengths with their passions.
“Hard work is unavoidable, and you need to turn it into something you love,” she said. “Otherwise, it’s an uphill struggle.”
Ultimately, the world of live event storytelling continues to evolve, driven by innovation, adaptability, and a deep understanding of audience engagement. As the industry moves forward, the lessons learned from pioneers like Melanie Fletcher will shape the future of entertainment.
