Here’s why your brand should throw a house party

In LA, urban sprawl, limited public space, and a patchwork of tight communities mean house parties have always been part of everyday life. Depending on where you live, they might look and feel totally different. What defines and binds them is specificity.

House parties flourished in the 90s and acquired new currency during the pandemic, when backyards and parks, porches, and parking lots were the only places for people to gather. Now, these impromptu, friends-of-friends gatherings are going from practical necessity to viral experience format.

When it comes to live, marketers often default to attendance as our main KPI. But over the past year, an ‘experienced by few, seen by many’ mindset has been gaining momentum. Across online and IRL platforms, we’re starting to see that being specific and selective about who you engage doesn’t have to mean compromising on scale. This is nowhere more true than with these house parties.

To read the full article, visit The Drum.