Alive Events Agency

What Alive Events Agency does

Alive Events Agency, commercially branded as Unbelievable Group, is an Australian independent events and experience advisory firm founded in 2009 and led by founder Antony Hampel. The company designs, produces, and activates live, virtual, and hybrid events for enterprise brands, government bodies, and start-ups, operating from offices in Sydney (headquarters, 121 Castlereagh Street), Melbourne (489-505 Toorak Road, Toorak), and Byron Bay (1D/11 Banksia Drive). It delivers across eight service categories: conferences and summits, award shows and gala dinners, brand activations and pop-ups, product launches, concerts and large-scale events, marketing roadshows, public events and exhibitions, and virtual and hybrid events. The firm is independent and founder-controlled, with no disclosed venture capital or private equity backing, and explicitly positions itself against the traditional full-service agency model through a 'no unnecessary layers' operating philosophy.

The firm's core technology stack is built around BrandStream, a proprietary virtual and hybrid events platform offering broadcast-quality streaming, multi-studio network delivery, real-time audience interaction, and measurable engagement analytics, alongside Alive TV, a sub-brand delivering TV-level production values for digital and virtual event content. Marquee enterprise clients include Bentley Motors Asia Pacific, Optus, Australia Post, PopMart/Labubu, Luxottica/Sunglass Hut, Scenic Tours, Silversea Cruises, Brickworks, Datasite, Continental Tyres, Huda Beauty, W Hotels, and Nike, with documented government and healthcare engagements for the Digital Health Authority and Fresenius. Quantified outcomes include 97.8% guest satisfaction (Scenic Tours), 96% engagement rates (Brickworks virtual launch with 1,200+ live viewers), 32% above-benchmark engagement (Optus, 24,000+ attendees), and 450% social media engagement lift (Billson's).

The revenue model is project-based professional services with custom, quote-based pricing tied to event scope and complexity. Go-to-market is primarily direct enterprise sales through brand managers, marketing teams, and event coordinators, supplemented by agency partnerships, content marketing via a 16+ page blog, organic social channels (LinkedIn, Instagram, YouTube), newsletter marketing, and earned media coverage in outlets including the Australian Financial Review and REDNote/Xiaohongshu. Geographic reach spans Australia (NSW, VIC, QLD, WA, SA), New Zealand, and APAC (Singapore, Shanghai, Hong Kong), with global broadcast event delivery extending to Europe and North America. In 2025 the company rebranded from Alive Events to Unbelievable Group to reflect its expanded advisory positioning. No revenue, funding, or headcount growth figures are disclosed.

Name

Alive Events Agency

Legal name

Unbelievable Group

Website

https://aliveeventsagency.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Unbelievable Group (Alive Events Agency) is an Australian independent events and experience advisory designing live, virtual, and hybrid events for enterprise brands, government, and start-ups via its proprietary BrandStream platform and offices in Sydney, Melbourne, and Byron Bay.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD)

akta.pro secondary industries

Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB), Activation/Experiential Creative Agencies (MPAAAAAO), Virtual, Hybrid & Livestream Event Coordination (HSACAAAO)

Keywords

• Event management services
• Live event production
• Hybrid event production
• Brand activation services
• Virtual event platform

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Event Management and Production Services: Project-based professional services revenue from designing, developing, and activating live, virtual, and hybrid events. Includes strategy, creative concept development, production, and delivery services for conferences, brand activations, product launches, award shows, roadshows, and public events.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Alive Events Agency (Unbelievable Group) is an events and experience advisory that designs, develops, and produces live, virtual, and hybrid events for enterprise brands, government, and start-ups. Services span strategy, creative concept development, production, and delivery across conferences, brand activations, product launches, award shows, roadshows, public events, and concerts, with broadcast-quality virtual and hybrid production enabled by the proprietary BrandStream platform.

Product overview

Alive Events Agency (Unbelievable Group) is an event management and experience agency offering a portfolio of live, virtual, and hybrid event services. The company provides eight core service categories: Conferences & Summits, Award Shows & Ceremonies, Brand Activations, Product Launches, Concerts & Large-Scale Events, Marketing Roadshows, Public Events & Exhibitions, and Virtual and Hybrid Events. The agency also operates two proprietary technology platforms: BrandStream, a virtual and hybrid events platform featuring broadcast-quality streaming, multi-studio networks, and measurable engagement analytics; and Alive TV, a digital content platform delivering TV-level production for virtual events. The service offering operates as a unified consultancy and production model, combining strategy, creative, and technical delivery across all event types.

Differentiator

Problem solved

Functional benefit

Brands

• BrandStream: Proprietary virtual and hybrid event platform offering broadcast-quality digital event production, multi-location hybrid events, and seamless integration of livestream, VOD, and interactive features.
• Alive TV

Products and services

• Conferences & Summits Event management service for corporate conferences and summits, covering strategy, creative concept development, speaker management, and production delivery for enterprise and government clients.
• Award Shows & Ceremonies Event production service for award shows and gala dinners, including stage design, ceremony flow, and entertainment programming for corporate and industry recognition events.
• Brand Activations Experiential marketing service creating immersive brand activations and pop-ups designed to drive consumer engagement and brand awareness for enterprise brands.
• Product Launches Event service for launching new products, including venue selection, staging, and multi-channel promotion strategies for enterprise brand marketers.
• Concerts & Large-Scale Events Production service for concerts and large-scale events, including technical production, artist management, and crowd logistics for major live experiences.
• Marketing Roadshows Multi-location touring event service for brand campaigns, including logistics coordination and consistent brand experiences delivered across cities for enterprise marketers.
• Public Events & Exhibitions Community and public event management service including festivals, precinct activations, and government events for public sector and corporate clients.
• Virtual and Hybrid Events Digital event production service combining live and remote audience experiences through live streaming and interactive platforms, enabling global broadcast event delivery.
• Alive TV Digital content and virtual events platform providing broadcast-quality streaming, content creation, and custom experiences that deliver TV-level production values for virtual events.
• Digital & Content Experiences Content-driven digital event production service combining creative strategy, technical delivery, and storytelling for engaging online experiences for brands and government clients.

Quantifiable outcome

• 97.8% guest satisfaction at Scenic Tours Night of Stars event
• +5 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Global brand experience agency specializing in live events, brand activations, product launches, and hybrid/digital experiences for enterprise brands. Directly comparable to Alive's full-service experiential model across strategy, creative, and production.
• George P Johnson Experience Marketing: Large global experiential marketing agency delivering brand activations, product launches, conferences, and trade shows. Comparable to Alive across enterprise B2B experiential engagements with similar multi-format service portfolio.
• Sparks: Experiential marketing agency (part of Dentsu Creative) focused on brand experiences, product launches, and live events. Comparable to Alive across the brand activation and experiential service category for enterprise clients.
• Octagon: Global sports and experiential marketing agency producing brand experiences, sponsorship activations, and live events. Comparable to Alive in targeting premium enterprise brand experiential budgets.
• MKG: Independent experiential marketing agency focused on brand experiences, product launches, and live events. Comparable to Alive as a boutique creative-led experiential competitor with similar service mix.

Broad incumbents

• Live Nation: Global live entertainment company operating concerts, festivals, and venue-based events at massive scale. Comparable to Alive as a broad incumbent in live entertainment and event production, though vastly larger and venue-operating.
• Endeavor (formerly IMG/WME): Global entertainment, sports, and events company with broad portfolio spanning talent representation, brand experiences, and event production. Comparable to Alive in the experiential/events space as a much larger incumbent with deeper resources.

Emerging players

• Bizzabo: Event experience platform offering virtual, hybrid, and in-person event technology with engagement analytics. Comparable to Alive's BrandStream platform offering as an event-tech specialist targeting the same hybrid event use cases.
• Hopin: Virtual and hybrid events platform enabling online conferences, product launches, and broadcast-quality experiences. Comparable to Alive's BrandStream capability as a focused event-tech player in the same hybrid event category.

Regional players

• Onstage Communications: Australian event management and communications agency delivering live events, conferences, and brand experiences. Comparable to Alive as a domestic Australian peer competing for the same local enterprise event budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/alive.live.events
• LinkedInlinkedin.com/company/alive-live-events

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alive Events Agency