#WeMakeEvents Campaign

What #WeMakeEvents Campaign does

#WeMakeEvents is a cross-industry advocacy campaign launched in 2020 and spearheaded by PLASA (Professional Lighting and Sound Association), a UK-based non-profit trade association headquartered in Eastbourne. It was created at the start of the COVID-19 lockdown to call for urgent Government support for the live events supply chain — encompassing technical crew, venues, equipment suppliers, production companies, and freelancers — which faced existential threat from event cancellations. The campaign operates as a coalition platform rather than a technology product, with no proprietary software, AI, or data infrastructure; its core "offerings" are high-visibility advocacy activations including Red Alert Day (August 2020), Global Action Day across 25 countries (September 2020), Survival in the Square on Parliament Square (October 2020), the #GovCantSeeUs testimonial campaign, and the TEXTING ONE TWO donation system for industry charity Backup. Support from major artists (Radiohead, Coldplay, Noel Gallagher, Sir Mick Jagger, Fatboy Slim) and mainstream media coverage (BBC, NME, ITV) provided disproportionate reach relative to the 8-person team.

The business model is non-commercial: merchandise sales (apparel, accessories, gin) through an online store funnel 80% of proceeds to charity Backup, which supports entertainment technology professionals and families in hardship, with additional contributions to Music Support and Stagehand. BikeFest cycling events generate supplementary fundraising. The campaign's measurable policy outcome is the live events supply chain's inclusion in the UK Culture Recovery Fund rising from 3% in Round 1 to 12%+ in Round 2, alongside securing written support from over 300 MPs. PLASA maintains organisational control and serves as the legal/operational home; no independent funding rounds, M&A activity, or management team disclosures exist.

Name

#WeMakeEvents Campaign

Legal name

PLASA (Professional Lighting and Sound Association)

Website

https://wemakeevents.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

#WeMakeEvents is a UK-based non-profit advocacy campaign, launched in 2020 by PLASA, that lobbies Government for support of the live events supply chain — crew, venues, equipment suppliers, and freelancers — through awareness activations and fundraising for industry charity Backup.

Ownership category

akta.pro rank

Product category

Industry advocacy and trade association services

NAICS

Social Advocacy Organizations (8133), Social Advocacy Organizations (81331), Other Social Advocacy Organizations (813319), Civic and Social Organizations (813410)

SIC

Services-Advertising (7310)

akta.pro primary industry

Nonprofit & Cause Communications (BPAFADAK)

akta.pro secondary industries

Community Fundraisers & Charity Events (Gala/Walks excluded) (MPAGAEAK), Government Accountability, Ethics & Anti-Corruption Advocacy (BPAGAFAN)

Keywords

• Live events advocacy
• Industry coalition lobbying
• Government affairs campaign
• Entertainment technology association
• Trade association public affairs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Charitable fundraising and merchandise sales: The campaign raises funds primarily through merchandise sales (with 80% of proceeds going to industry charity Backup) and text-to-donate campaigns. Donations are directed to Backup, which supports individuals and families in the entertainment technology industry facing hardship.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The #WeMakeEvents Campaign is a cross-industry advocacy movement that lobbies the UK Government and coordinates public-facing awareness events on behalf of the live events supply chain. It raises charitable funds for industry charity Backup via an official merchandise storefront, text-to-donate (TEXTING ONE TWO), and fundraising initiatives such as BikeFest. The campaign operates as a unified industry voice organising high-visibility events (Red Alert Day, Global Action Day, Survival in the Square) and direct political engagement with MPs and Government departments.

Product overview

#WeMakeEvents is a cross-industry advocacy campaign (not a software product) calling for urgent Government support for the live events sector. The campaign operates as a coalition of companies, organisations and freelancers united to raise awareness. Core offerings include the #GovCantSeeUs interactive testimonial wall, the TEXTING ONE TWO donation system for charity Backup, the BikeFest cycling fundraiser, and an Official Merchandise Store. All fundraising supports industry charity Backup (technical industry charity) with contributions also going to Music Support and Stagehand.

Differentiator

Problem solved

Functional benefit

Brands

• #GovCantSeeUs: Campaign featuring an interactive wall of testimonials from industry professionals, reaching almost seven million across social media.
• BikeFest
• #GovCantSeeUs

Products and services

• #WeMakeEvents Campaign Cross-industry advocacy campaign calling for urgent Government support for the live events sector, uniting companies, organisations and freelancers under a coordinated political and public awareness effort.
• #GovCantSeeUs Interactive wall of testimonials from industry professionals raising awareness of the live events supply chain crisis; reached almost seven million across social media.
• TEXTING ONE TWO Text-to-donate short-code system enabling one-off charitable donations to industry charity Backup supporting entertainment technology professionals and their families.
• BikeFest Fundraising cycling event where participants ride towards PLASA Show in London and ISE in Barcelona, raising funds for industry charity Backup Tech.
• Official Merchandise Store Online merchandise storefront selling apparel, accessories, and gin, with 80% of all sales proceeds directed to industry charity Backup.

Quantifiable outcome

• Culture Recovery Fund inclusion increased from 3% to 12%+ for live events supply chain
• +4 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• 25 Countries (Global)coreStrategic or Co-development Partner · 30 September 2020International coalition of 25 countries from New Zealand to Chile participated in Global Action Day on 30 September 2020, lighting skylines red at 8pm local time to demonstrate worldwide solidarity.
• #LightItInRedcoreStrategic or Co-development Partner · 11 August 2020Partnership with #LightItInRed for Red Alert Day of Action on 11 August 2020. Iconic venues, landmarks and monuments across the UK lit up red in solidarity with the live events sector.
• BackupcoreStrategic or Co-development PartnerSelected charity partner - the technical industry charity supporting individuals and families in the entertainment technology industry. The campaign raises vital funds through merchandise sales (80% of proceeds) and text-to-donate campaigns. Backup also contributes to Music Support and Stagehand charities.
• PLASAcoreStrategic or Co-development PartnerPLASA is the trade organisation spearheading the #WeMakeEvents campaign. PLASA provides campaign infrastructure, resources, and serves as the organisational home for the initiative.
• DCMS (Department for Digital, Culture, Media & Sport)coreStrategic or Co-development PartnerGovernment department engaged by the campaign for briefings and policy advocacy. Due to these engagements, live events supply chain inclusion in Culture Recovery Fund increased from 3% to 12%+.
• Arts Council EnglandcoreStrategic or Co-development PartnerGovernment body administering the Culture Recovery Fund. The campaign engaged with Arts Council England to advocate for higher inclusion rates of live events supply chain in funding rounds.
• JägermeisterminorGTM or Marketing PartnerBrand that presented #WeMakeEvents activities, providing sponsorship support for campaign initiatives.
• BikeFestminorGTM or Marketing PartnerFundraising cycling event that sees participants cycle towards PLASA Show in London and ISE in Barcelona, raising funds for industry charity Backup Tech. The BikeFest team has raised tens of thousands of pounds.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• PLASA (Professional Lighting and Sound Association): The trade association that organises and houses the #WeMakeEvents campaign. Directly comparable as the parent entity whose mission, infrastructure and membership base the campaign leverages to advocate for the live events technology sector.
• Help Musicians: UK charity providing welfare, health and hardship support to musicians. Comparable as a peer cause-based organisation within the same live music ecosystem, combining direct charitable support with sector advocacy.
• Crew Nation: Global relief fund for live music touring and concert crews impacted by the COVID-19 pandemic. Comparable as a peer advocacy and emergency-support initiative for the same live events crew community #WeMakeEvents serves.
• Music Support: UK charity providing mental health support for music industry professionals. Receives contributions from #WeMakeEvents' charity partner Backup and is directly comparable as a peer cause-based organisation within the live music workforce.
• Stagehand: UK charity supporting stage and live events crew in times of hardship. Receives contributions from #WeMakeEvents' charity partner Backup and is directly comparable as a peer cause-based organisation serving the same live events supply chain workforce.
• Backup Tech: The technical entertainment industry charity that receives 80% of #WeMakeEvents merchandise proceeds. Directly comparable as a peer cause-based organisation addressing welfare, hardship and crisis support within the same UK live events supply chain.
• Music Venue Trust: UK charity advocating for grassroots music venues. Directly comparable as a peer advocacy and policy organisation focused on protecting live music infrastructure and securing government support for venues — a subset of the broader live events sector #WeMakeEvents champions.

Broad incumbents

• UK Theatre: UK trade body representing theatre and performing arts organisations. Comparable as a broader incumbent industry association that advocates on policy and government funding issues affecting live performance venues and producers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PlasaOnline
• YouTubeyoutube.com/channel/UCmj88NbkGBNzTsJXoQtDijA
• Facebookfacebook.com/PLASAshow
• LinkedInlinkedin.com/company/wemakeevents-official
• Instagraminstagram.com/plasaonline

Revenue estimate

Valuation estimate

Number of profiles

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 #WeMakeEvents Campaign