News and
Insights
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July 29, 2026
What Is A Brand Activation? Definition, Strategy & How It Works
Brand activations are a marketing strategy that turn passive brand awareness into active consumer participation. Instead of simply telling people what a brand stands for, activations give them a direct way to experience it, try it, respond to it, share it, or join in.
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August 28, 2026
What Is Experiential Marketing? How Brand Experiences Create Connection
Most marketing asks people to watch, read or listen. Experiential marketing gives them something to step into, try or take part in, bringing the brand out of the message and into the real world.
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August 17, 2026
Mojo Takes Its New Energy Format on a National Tour
Mojo® Energy Pouches is hitting the road with a new mobile tour built around a different kind of pick-me-up: energy by the pouch.
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August 14, 2026
How Internal Events Can Make Company Culture Feel Real
Companies are usually good at telling employees what matters. The bigger challenge is creating moments where employees can feel it. That is where talent and entertainment can give the moment more meaning.
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August 6, 2026
Why Live Events Need a Dedicated Social Media Team
For festivals, concerts, fan events, brand activations, and large-scale cultural moments, social media is one of the few places where the whole event comes together.
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July 31, 2026
July Music Industry Trends & Insights Report
Whether it is global icons dominating sports halftime shows, massive fall tour announcements, or biopics smashing box office records, artists are scaling up their cultural reach like never before.
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July 30, 2026
Altra Brings Its Dopamine Dispensary Back to Diplo’s Run Club
Altra is back at Diplo’s Run Club for a second year, and the Dopamine Dispensary has evolved from a clever design idea into something runners can actually feel.
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July 28, 2026
The Soccer Cooligans Host Bank of America and Visa’s FIFA World Cup Watch Party Tour
Bank of America and Visa celebrated the FIFA World Cup Final with an entertainment-fueled watch party in New York on July 19. The event capped The Breakaway Tour, an 11-city run spanning every U.S. host market.
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July 23, 2026
Brand Activation Examples That Delivered
Brand activations can be fun, beautiful, clever, strange, useful, or all of the above. But the best ones have more going on than a good-looking footprint or a flashy idea. They solve for something.
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July 21, 2026
Types of Brand Activations: A Complete Breakdown
Brand activations aren’t just one thing. That’s part of what makes them useful. It’s also part of what makes them easy to misunderstand. Since the category can feel like a catchall, it helps to start with a clear definition of brand activation before choosing the right approach.
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July 14, 2026
The World Cup Is a Reminder That Brand Sponsorships Need More Than a Logo
The 2026 FIFA World Cup is showing that visibility still has value. But when the rules change or culture opens a door, the brands that do best are the ones ready to do more than put up a sign. They’re ready to participate.
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June 29, 2026
June Music Industry Trends & Insights Report
As the industry moves deeper into peak festival season and high-impact touring, June revealed how scale, experience, and community are driving the next phase of growth.
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June 29, 2026
White Claw Surge Continues Its Breakaway Music Festival Tour After Minnesota Stop
White Claw Surge is showing up across the country this year as part of Breakaway Music Festival’s 2026 tour. For G7, the program reflects the value of building brand activations that can travel, scale, and stay consistent across markets.
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June 23, 2026
When a Songwriters’ Round Makes More Sense Than a Headliner
A great live music moment doesn’t always have to be built around a massive headliner. For certain corporate events, client dinners, leadership retreats, incentive trips, and VIP gatherings, the stronger choice may be a songwriters’ round: a small group of hit songwriters sharing the stage, taking turns playing songs they wrote and telling the stories behind them.
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June 22, 2026
How to Book Talent for a Corporate Event
Corporate talent booking sounds simple until you’re the one responsible for it. This article breaks down what goes into a strong talent booking for a corporate event: defining the role talent should play, turning a wish list into real options, clarifying the deal, and managing the execution so the moment works in the room.
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June 18, 2026
Cayman Jack Kicks Off Its Festival Season at Governors Ball 2026
Cayman Jack launched its 2026 festival tour at The Governors Ball in New York City earlier this month, bringing its signature refreshment mindset to one of the busiest weekends in music. The activation offered a first look at how the brand is approaching the season: by turning “escape” into something fans could actually do.
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May 26, 2026
How Talent Partnerships Work for Brands
If it feels like you’re seeing talent partnerships everywhere you look, it’s because you are. While they may look simple from the outside, there’s a lot that has to happen behind the scenes for them to succeed. We took a step back and broke down how it all comes together.
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May 20, 2026
The All-American Rejects and Mike’s Hard Lemonade Bring a “Dirty Little Secret” to the House Party Tour
The All-American Rejects brought their House Party Tour back for a second year this spring, with Mike’s Hard Lemonade joining as the official sponsor of a 10-show run that wrapped with its biggest pop-up yet in Brooklyn.
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May 19, 2026
What Disney+ and Hulu’s Festival Livestreams Signal for Brands, Talent, and Fans
Music festivals have always been more than a lineup. They are live communities, cultural signals, brand stages, and fan destinations. Now, they are becoming media properties, too.
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May 7, 2026
White Claw Expands Its Presence at the 152nd Kentucky Derby
In its sixth year as the official hard seltzer of the Derby, one thing was consistent across Churchill Downs: wherever you were, White Claw wasn’t far.
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May 5, 2026
Three Questions with Andrew Way, VP, Wild
Just a few weeks after launching Wild, G7’s new venture focused on building destination-scale festivals and cultural events, we caught up with Andrew Way, Wild’s Vice President, to hear what all the fuss is about.
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May 1, 2026
Inside Subaru’s Journey to Build Community in the Most Rugged Landscapes
Rather than treating the moment like a traditional activation, Subaru builds something closer to a home away from home.
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April 28, 2026
White Claw and Teddy Swims Launch Year-Long Global Music Partnership
White Claw is expanding its presence in music with a year-long global partnership with Teddy Swims.
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April 20, 2026
Teddy Swims Pulled Up to White Claw’s Shore Club at Coachella Weekend 1
G7 supported the brand across creative, production, talent partnerships, and digital, helping bring the Shore Club to life on the Coachella grounds.
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April 15, 2026
Kiehl’s Launches Hydration Ski-Thru for Slopeside Skincare
Kiehl’s is bringing skincare to the summit this season with the launch of its Hydration Ski-Thru, a G7 conceived and produced ski-up experience delivering “Ultra Hydration for All Elevations.”
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April 9, 2026
How Brands Activate at Music Festivals (And What Actually Works)
Tons of brands are technically “there.” Far fewer are offering something people will actually remember.
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April 1, 2026
The Flaming Lips Headlined Wild-Produced Rendezvous 2026 at the Base of the Tetons
Rendezvous returned to Jackson Hole on March 28, closing out the mountain’s 60th ski season with a night of live music at the base of the Tetons.
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March 26, 2026
White Claw and Caleb Pressley Bring “Couple of Claws” to Sports Bars This March
The brand opened a $1 million national bar tab, encouraging fans to grab a friend and order a couple of claws on White Claw.
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March 24, 2026
Wild Launches as New G7 Venture for Destination-Scale Cultural Events
Today we’re excited to introduce Wild, a new venture from G7.
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January 23, 2026
White Claw Teams Up with Please Don’t Destroy for Holiday Roast Campaign
This holiday season, White Claw teamed up with comedy trio Please Don’t Destroy to launch a limited-edition campaign built around a familiar truth: close friends roast friends.
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December 5, 2025
3 Questions with Terry Kane
If you’ve ever walked into a one-day White Claw Sessions show and thought, “how did they pull this off?” — chances are, Terry Kane was behind it. With decades of touring and live-event experience, he’s part of the small but mighty Mobile Ops team that turns G7’s ideas into fully realized shows in a matter of hours.
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December 5, 2025
Ultraman Takes Over American Dream With High Energy and Kaiju Showdowns
For two weekends in November, one of Japan’s most iconic heroes took over the American Dream shopping complex in New Jersey and turned into a fully immersive Ultraman experience. As Ultraman enters a new era of U.S. popularity, Bandai Namco and Tsuburaya Productions partnered with G7 to bring the franchise’s first American live battle show to life.
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November 6, 2025
From Spectacle to Substance: How Gen Z Is Reinventing the Music Festival Experience
Music festivals have always reflected their era, but the next evolution is different. Gen Z isn’t attending solely for the headliners; they’re showing up to find belonging, build community, and create moments that outlast the weekend.
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October 20, 2025
Jeep Cherokee Unveiled with Music-Fueled Celebration in Brooklyn
Jeep revealed the all-new 2026 Cherokee in Brooklyn, pairing the debut with live music and the launch of its “America’s Original Influencer” campaign featuring LL Cool J.
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October 8, 2025
White Claw Sessions Put Fans Front Row with Myles Smith in Austin
Rather than simply stamping a logo on an existing show, White Claw produces its own live music experiences from the ground up.
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September 23, 2025
Wellness Is the New Social Currency — So Why Isn’t It on Every Event Stage Yet?
If this is what excites and motivates employees in their daily lives, shouldn’t it also be what energizes them at your next corporate event?
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July 10, 2025
Q&A with Chason Goodwin
Chason has 15+ years of experience in the music, events, and entertainment industry, but in his spare time has turned his running hobby into a personal passion, having completed 10 marathons across the globe. Get to know Chason here.
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June 24, 2025
Why Music Artists Could Be the Antidote to AI-generated Marketing
Don’t worry, this isn’t another fear-mongering think piece about AI. Let’s just agree that the revolution is here, and it’s erasing the competitive edge of big brands with their massive budgets and armies of marketing minds.
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June 10, 2025
Corporate Talent Booking: Top 5 Things to Consider
In an ever-changing industry with ever-changing tools, the G7 Corporate Talent Booking team thrives on creating value for our partners by serving as a time-proven and trusted resource.
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March 7, 2025
So Your Corporate Event Wants An Inspiring A-List Speaker. Now What?
Whether you’re feeling stuck in your speaker search or you’re just looking for a little inspiration, maybe it’s time to stop thinking only about specific individuals that might feel exciting, and instead to focus on the potential impact that might be transformative.
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February 11, 2025
Super Bowl LIX Halftime Show: A Hit or a Miss?
Wooten Joyce, a senior specialist on our talent partnerships team, joined a handful of other industry professionals on BizBash to critique Kendrick Lamar’s halftime performance.
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February 7, 2025
Three Questions With Sarah Moore, Director, Digital Strategy
Sarah is a digital strategist with over 20 years of experience growing engaged audiences for renowned artists and brands, including Mariah Carey, Bon Jovi and Kid Rock. At G7, she develops digital campaigns that enhance experiential activations and talent partnerships.
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December 4, 2024
G7’s Greatest Hits of 2024
Picture being in a room that’s alive with anticipation—the lights dim as a legendary figure takes the stage. The crowd quiets in reverence, then erupts in a symphony of cheers as Elton John makes his entrance, gets seated at his grand piano, ready to launch into the opening chords of “Rocket Man.”
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November 20, 2024
Camp TurboTax Inspires Gen Z
Camp TurboTax brought together nearly 200 college student influencers to learn how to empower their communities during tax season.
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November 15, 2024
Cayman Jack Rivershack Bar Tour
G7 took the Cayman Jack Rivershack Bar around the country to select food-focused festivals.
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October 30, 2024
Align Talent With Your Event’s Location For A Bigger Impact
In real estate, they say one thing matters most—location, location, location. It’s also important when planning an event.
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October 28, 2024
INFINITI Finishes Strong At The Life Time Chicago Half Marathon
At the Life Time Chicago Half Marathon, INFINITI made a powerful statement, both on and off the course.
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September 10, 2024
New Reel Drop
Hot off the press, here’s a look at some of our most memorable entertainment moments. From Elton John to T-Pain, brand activations to corporate talent bookings, this compilation is a peek into the moments when people come together to enjoy the things they love most.
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September 10, 2024
Three Questions with Michael Boltzman, Executive Director, Talent Partnerships
Michael is lifelong live music junkie and an award-winning talent buyer who’s been producing corporate entertainment for over 25 years.
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August 19, 2024
White Claw Wows Tales Of The Cocktail Attendees
Tales of the Cocktail is an annual event in New Orleans that draws industry professionals from bartenders to distillers. For this year’s event, G7 took over the Contemporary Arts Center New Orleans and transformed it into a lively and immersive environment for White Claw Vodka.
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July 31, 2024
Faire Indie Retail Fest
To celebrate Small Business Month, Faire, an online wholesale marketplace, hosted its first annual Indie Retail Fest in the independent retail district of Tennyson Street in Denver, Colorado. The two-day event included a retailer summit on the first day followed by a shop crawl and block party on the second day.
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July 30, 2024
How Music Shapes The Modern Sports Experience From Anthem To Atmosphere
Imagine it’s game day. You approach the stadium filled with anticipation as you and many other like-minded supporters funnel through the gates like a stream approaching a waterfall, ready to scream and cheer your team to victory.
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July 26, 2024
Mike’s Hard Lemonade Goes on a Country Music Tour
G7 is taking Mike’s Hard Lemonade on tour this festival season to various events fueled by country music. The footprint recently stopped at the NASCAR Chicago Street Race and is hitting six country music festivals.
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July 15, 2024
NASCAR Fans Murder Their Thirst In Chicago
NASCAR fans were able to murder their thirst at the recent Chicago Street Race with Liquid Death, the Official Iced Tea of NASCAR.
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July 12, 2024
Birth of an Anthem
At G7, we pride ourselves on recognizing the right talent for the right audience. And when soccer’s governing body from Concacaf shared with us they were looking for an international sounding theme song for their Women’s Gold Cup tournament, we knew Alexis Gomez had the right sound, image, and Latin roots to create music magic for Concacaf.
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July 10, 2024
Lucky Number 7
We’re pumped to share that we’ve made the IT List for the 7th year in a row. Being featured as one of the top 100 event agencies by Event Marketer is a big deal to us because it means our team is creating the kind of work we love and that our clients are getting noticed in the experiential space.
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July 1, 2024
Speakers Take The Stage For The American Gift Conference
G7 booked speakers for The American Gift (TAG) conference presented by Equity Prime Mortgage. The lineup featured former college football coach Nick Saban, winner of seven national championships, Jesse Itzler, entrepreneur and part owner of the Atlanta Hawks, and Sara Blakely, founder of Spanx.
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June 18, 2024
Matty Matheson Shares Love For Hellmann’s
What do you get when you combine one of the yummiest and most versatile condiments with a man of many talents? A tasty partnership that’s full of flavor.
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June 7, 2024
G7 Brings Elton John To Las Vegas
Elton John may have retired from touring last year, but there’s no doubt he still knows how to wow a crowd. G7 recently booked the legendary singer to perform at a client’s special event in Las Vegas.
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June 5, 2024
MAKING WAVES At The 150th Kentucky Derby
In its fifth year as the official hard seltzer of the Kentucky Derby, White Claw brought its fourth iteration of the White Claw Shore Club to Churchill Downs for “the most exciting two minutes in sports” in Louisville, KY.
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May 31, 2024
Tom Brady Shows Why Live Entertainment Captivates Audiences
The clock is winding down. The pressure mounts as Tom Brady takes the stage. He’s been knocked back on his heels for the past three hours—taking hit after hit—but these are the moments that separate the great ones from the rest.
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May 30, 2024
Turn Ordinary Into OMG: The Importance Of Finding The Right Event Talent
How can you transform the ordinary into OMG to create events that leave long-lasting impressions? You harness the power of entertainment, and that starts by booking the right talent for your audience and event.
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May 7, 2024
The Coachella Coaster
Shaking up an event doesn’t need to be an uber-like disruption. With enough care, consideration, and thought for the long-term life of the event, Producers can create years and years of an event that is deserving of an audience putting their hands up, screaming, and enjoying the ride.
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April 19, 2024
Crosby Helps Passengers Take Flight
G7 recently booked Nashville based artist Logan Crosby to celebrate along with Alaska Air as they launched their first nonstop flight from PDX to BNA.
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April 17, 2024
David Goggins Brings The Energy
G7 recently booked retired Navy Seal David Goggins for Vivint’s Home Opener event.
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April 16, 2024
Get The Pop From Pop Culture: What Events Can Learn From The Oscars
Award shows offer valuable lessons for brands looking to create memorable and impactful experiences. Consider the following tips when planning your next event.
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April 16, 2024
Six Degrees Of Kevin Bacon
Over 1,000 leaders in health, well-being, and business attended Virgin Thrive Summit this year, either in person or online, and were treated to this year’s keynote, Kevin Bacon.
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March 15, 2024
Kylie Morgan and Stella Rosa
Nothing tastes sweeter than a fruitful partnership.
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February 15, 2024
Moneyball’s Billy Beane
A leading agriculture brand requested talent that could demonstrate how effective thinking outside the box can be. We booked and executed three events with Billy Beane, former Oakland A’s executive and subject of Moneyball.
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February 14, 2024
Rating the half time show
The Super Bowl is over, which means most people are critiquing the game and even the commercials. G7’s Danielle Kates joined other industry experts by sharing her take on the Halftime Show.
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February 1, 2024
White Claw Shore Club at Sundance
White Claw Shore Club returned to snowy Park City, where Sundance attendees enjoyed a premium lounge experience that showcased sound as an essential element of film.
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January 31, 2024
Barbara Corcoran and Apex Invest
G7 booked Barbara Corcoran, a fan-favorite investor on ABC’s Shark Tank for an intimate Q&A with attendees at the annual Apex Invest event.
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January 23, 2024
ROI of LOL: How Comedians Bring The Power Of Punchlines To Events
In the competitive world of corporate events, creating a memorable experience that resonates with attendees is key. One seemingly unconventional yet increasingly popular choice is incorporating stand-up comedy into your event.
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January 23, 2024
Three Questions with Dominic Karr: Rendezvous Rebrand
A brand refresh should strike a balance between what was iconic about previous iterations and what could evolve to keep the brand fresh.
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January 5, 2024
IHG Hotels & Maren Morris
When IHG Hotels & Resorts wanted to launch a first-of-its-kind seasonal and experiential campaign at select locations, they turned to G7 for assistance.
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December 21, 2023
Creating An Identity Through Music
There are a few things in this world that say a lot about who we are. For some, it’s a sense of fashion. For others, the type of car you drive is a strong indication of personality and character.
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November 21, 2023
Adobe Rev Run
Adobe MAX is an annual conference full of inspirational ideas, demos, and tips that help people expand their creativity.
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November 21, 2023
Portugal.The Man At The Honda Retreat
Portugal. The Man dropped by the Honda ReTreat at ACL Music Festival to talk about how they relax and recharge ahead of their performance on the Honda Stage.
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October 31, 2023
Break Through The Crowded Floor At Your Next Trade Show
If you enter a room of industry professionals and ask who has been to a trade show, most people in the room will raise their hand.
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October 25, 2023
Clairol Streak Shop
G7 teamed up with our sister agency, Praytell, to design and activate Clairol’s Streak Shop at Splash House in Palm Springs.
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October 25, 2023
Cap’n Crunch 60th Birthday
Legendary cereal mascot Cap’n Crunch celebrated 60 years young with an epic birthday celebration in Palm Springs, CA.
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October 25, 2023
Dick’s Public Lands
To celebrate the opening of Public Lands in 2021, DICK’S Sporting Goods first outdoor-focused concept store, G7 tapped Brittany Howard to narrate and appear in a spot commemorating the new purpose-driven brand.
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October 25, 2023
Virgin Pulse Thrive Summit
For Virgin Pulse’s annual Thrive conference, G7 booked actor, writer, and producer Kal Penn as the featured keynote speaker.
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October 4, 2023
Festival Season Rewind
There’s a change in the air. And no, it’s not just the days becoming shorter and cooler now that it’s officially autumn. Traditional event marketing continues to evolve as consumers expect more from brands than ever before.
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August 30, 2023
Music In The Mountains: A Win-Win-Win Situation
Ah the mountains—fresh air, majestic landscapes, and plenty of activities to help you fall in love with the lifestyle. Each mountain resort has an aura that draws us in and allows us to ascend above the ordinary routines of daily life.
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July 27, 2023
Songwriters’ Round: Could It Be In Tune With Your Next Event?
It’s the buzz of a room filled with anticipation, the sights and sounds of an audience connecting, and the feeling of exclusivity—that’s what live entertainment brings to your event. But choosing the right performer can be tricky.
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June 28, 2023
Booking multi-hyphenate celebrities for speaking engagements
The multi-hyphenate celebrity has been around since there were actors who could sing or singers who could act. But most recently, the world of corporate events has seen a need for more multi-hyphenate keynote speakers.
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May 31, 2023
Spice Up Your Event Strategy
The popularity of cooking shows on the Food Network and other streaming services provide chefs a bigger stage today than ever before. With their restaurants, cookbooks, and TV shows, many celebrity chefs have well-established brands, making them staples of pop culture.
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