Ever wonder why you can still recall your first concert, but can’t remember what you ate last week? Live events are more than just fun; they actually stick with us! At Switch, we get this, and we use that science to make experiences that are truly unforgettable.

The “Everyone’s in This Together” Feeling

There’s nothing quite like singing your heart out with thousands of strangers who feel like instant best friends. That’s called “collective effervescence”—it’s that awesome feeling of shared energy and purpose. A study published in the Personality and Social Psychology Bulletin found that people reported higher levels of happiness and meaning in their lives even a week after attending a live music event.

We see this at all the brand activations and events we design: when people connect over a shared moment, they leave feeling way more connected than just entertained. And the goal is for that feeling to last long after the experience.

Live Events Fire Up Your Brain

Live music actually stimulates your brain more than recorded music, especially the part that handles emotions. Being there really changes how your brain reacts. Specifically, it activates the amygdala, the part of the brain responsible for processing emotions.  That’s why live experiences hit different compared to just seeing an ad or commercial.

At Switch, we create activations that you don’t just see, you feel. You are a part of the experience. Interactive activities and cool exhibits create stronger emotional ties, and those are the brand memories that last.

Your Heart Gets in Sync

During live performances, people’s heartbeats can actually sync up with the music. That doesn’t happen with records or listening on your headphones.

In addition to the positive feelings, heart rates are often lower at live events, meaning more relaxation and a deeper emotional connection. Basically, experiences literally move us. We keep that in mind when designing at Switch, focusing on all your senses and emotions.

How Brands Can Benefit From This

If concerts can give you goosebumps years later, imagine what a live brand experience could do for your brand.

When your audience gets that “everyone’s in this together” vibe, their brains light up with emotion, and their hearts sync with the event, it’s not just marketing. It’s making memories. At Switch, we don’t just put on events; we create real impact that people remember and carry with them.

So, next time you’re calculating if the benefits of a live event are worth it, just think about that first concert and all those awesome memories. Whether it’s a huge concert or a Switch activation, live experiences create unique connections and can change how people feel about your business. And at the end of the day… that’s just science.