The intersection of artificial intelligence and modern fandom is transforming how we discover, experience, and connect with live events. In this enlightening conversation, Janette Roush, Chief AI Officer and SVP of Innovation at Brand USA, shares a treasure trove of insights on the evolving relationship between AI and the live experience economy.

Most marketers approach AI with a mixture of curiosity and anxiety – an understandable response to technology evolving at breathtaking speed. Roush dispels common misconceptions, explaining that while today's AI tools aren't perfect, we're merely in the "training wheels" phase of what will eventually revolutionize the entire ecosystem of live entertainment.

The discovery process for experiences is already being dramatically reshaped. Unlike traditional search engines prioritizing paid results and keyword-stuffed content, AI-powered discovery offers truly personalized recommendations aligned with individual preferences. This represents a fundamental shift away from volume-based recommendations toward connecting fans with experiences that genuinely resonate with their unique tastes and interests.

The conversation explores essential tools for marketers ready to embrace AI, with recommendations including ChatGPT Team, Claude, Google Notebook LM, Midjourney, and Descript. Looking ahead, Roush envisions a future where personalized AI assistants become our primary technology interface, proactively recommending experiences based on our preferences, schedules, and interests.

Whether you're a venue operator, event producer, or marketing professional, this episode provides critical insights into how AI will reshape fandom while offering practical guidance on navigating this exciting transformation. Ready to explore how artificial intelligence will forever change the relationship between fans and live experiences? This conversation is your essential starting point.

Recorded Tuesday, April 22nd, 2025
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Janette Roush, Chief AI Officer and SVP of Innovation at Brand USA
Producer: Peter Yagecic, Innovation Advisor, Situation
Slides: https://situationlive.com/aipdf

What happens when you give passionate fans five uninterrupted days with their favorite artists, chefs, comedians, or creators in the middle of the ocean? Pure magic, according to Jeff Cuellar, CEO of Sixthman.

For nearly 25 years, Sixthman has been perfecting the art of creating immersive fan experiences at sea – essentially floating festivals where passionate communities can fully disconnect from everyday life and connect deeply with both their favorite artists and fellow enthusiasts. As Jeff reveals, these experiences completely transcend traditional demographic marketing. Whether it's rock music fans, Broadway enthusiasts, or true crime aficionados, what unites these seemingly disparate audiences is the intensity of their passion.

Behind the scenes, Sixthman has developed a fascinating approach to quantifying passion – analyzing everything from social media engagement to merchandise sales to determine which concepts have enough critical mass to justify a cruise. But as Jeff candidly admits, the business carries significant risk: "We joke as promoters – if you think you want to launch a festival, because that's really what this is, go out and burn a million dollars and see how that feels."

What truly sets these experiences apart is the remarkable level of artist engagement. Unlike a 90-minute concert with a brief VIP meet-and-greet, these cruises offer days of meaningful interaction. Jeff cites Michael Franti wandering the ship with his guitar, spontaneously sitting down with fans during meals to play songs or share recipes – creating moments of connection impossible in conventional venues.

Perhaps most importantly, these floating festivals foster community that extends far beyond the event itself, with many fans returning year after year, building friendships that last a lifetime. As one multi-time attendee shares, "We were absolutely blown away by the passion, the community, just the friendliness... we'd never had a holiday like it."

Ready to experience fandom at sea? Visit sixthman.net to explore upcoming cruises and find your tribe on the ocean.

Recorded Thursday, March 27th, 2025
Hosts: Jeff Miele, Account Group Director for Sports, Attractions, and Live Events, Situation & Damian Bazadona, CEO & Founder, Situation
Guest: Jeff Cuellar, CEO, Sixthman
Producer: Peter Yagecic, Innovation Advisor, Situation

Ever wonder why people proudly wear PBS merchandise as a badge of identity when nobody's sporting ABC t-shirts? Amy Wigler, Vice President of Multiplatform Marketing and Content for PBS, reveals the secret sauce behind one of America's most beloved media brands.

"Your memories of PBS take you back to a time... it's visceral," explains Wigler, describing how the network creates powerful emotional connections that transcend generations. This nostalgic bond serves as both a blessing and a challenge—how does a legacy brand honor its past while staying relevant today?

The conversation delves into the critical distinction between passive audiences and active fandoms. "Audiences create hits. Fandoms create phenomena," Wigler asserts, drawing from her experience with commercial successes like RuPaul's Drag Race and Broadway's Footloose. At PBS, where marketing budgets can't compete with commercial networks, fan evangelism becomes essential. The authentic community around PBS programming creates a special relationship commercial networks struggle to achieve despite considerable resources.

PBS's status as America's most trusted institution for 22 consecutive years stems from rigorous standards and a commitment to non-commercial content. "We are never trying to sell you something," Wigler notes, explaining why parents trust PBS without reservation. This dedication to integrity, while sometimes limiting from a marketing perspective, has created an unparalleled level of audience trust.

From strategic platform-specific content promotion to balancing nostalgia with innovation, Wigler offers a masterclass in nurturing multi-generational brand affinity. Whether you're a marketer, a PBS fan, or simply curious about how beloved institutions maintain relevance, this conversation provides valuable insights into the power of authentic connection in today's media landscape.

Recorded Thursday, February 27th, 2025
Hosts: Damian Bazadona, CEO & Founder, Situation, & Jordan Person, Managing Partner, Town Hall
Guest: Amy Wigler, Vice President of Multiplatform Marketing and Content, PBS
Producer: Peter Yagecic, Innovation Advisor, Situation

What truly separates an ordinary gameday from an unforgettable sports experience? For the New York Red Bulls, it all comes down to their meticulously crafted "street to seat" philosophy that transforms every matchday into a celebration of community, passion, and soccer culture.

Elisa Padilla, CMO of the New York Red Bulls, takes us behind the scenes of creating the most fan-friendly sports experience in one of the world's most competitive entertainment markets. From the moment supporters arrive at the boulevard—with its interactive soccer activities, live music, and vibrant pre-game energy—to the final whistle in a stadium where "there's not one bad seat in the house," every element is designed with fans as the North Star.

The results speak for themselves: steadily increasing attendance, an impressive 80% renewal rate among members, and a passionate supporter culture that stands and chants for the full 90 minutes. Padilla reveals how the organization maintains this success through constant feedback loops, personalized experiences for first-time attendees, and a marketing philosophy centered on evoking emotion at every touchpoint.

Whether you're a marketing professional looking to enhance fan experiences, a sports enthusiast curious about soccer's growing cultural footprint, or simply someone interested in how brands foster passionate communities, this conversation delivers valuable insights about the intersection of sports, culture, and emotional connection. 

Recorded Thursday, February 6th, 2025
Hosts: Jeff Miele, Account Group Director for Sports, Attractions, and Live Events, Situation & Damian Bazadona, CEO & Founder, Situation
Guest:  Elisa Padilla, CMO, New York Red Bulls
Producer: Peter Yagecic, Innovation Advisor, Situation

The passionate world of opera fandom might surprise you. Forget polite, hushed appreciation – opera enthusiasts are more like sports fans than theater patrons, tracking their favorite performers across venues, possessing encyclopedic knowledge of past productions, and vocally expressing their approval (or disappointment) during performances.

Joining us for this fascinating exploration are voices from LA Opera and Situation, who reveal how modern opera companies balance centuries of tradition with fresh approaches to welcome new audiences. From $16 tickets to hilarious social media campaigns demystifying opera conventions, LA Opera has positioned itself as an innovator in making this powerful art form accessible without compromising artistic integrity.

"Sometimes the best thing to do is just let opera be opera," explains Eric Bornemann, highlighting how the fundamental power of the art form has sustained it for over 400 years. Yet the company isn't afraid to embrace humor and contemporary culture on platforms like TikTok, where both traditional performance clips and creative, meme-inspired content find enthusiastic audiences.

We also explore how opera extends beyond traditional venues through innovative programming, free outdoor broadcasts, and vital educational initiatives that introduce younger generations to this enduring art form. Whether you're a lifelong opera devotee or opera-curious, this episode offers fascinating insights into one of entertainment's most passionate fan communities.

Recorded Thursday, January 23rd, 2025
Hosts: Meghan Goria, Account Group Director for Arts & Culture, Situation & Damian Bazadona, CEO & Founder, Situation
Guests:  Melanie Broussalian, Associate Director of Communications, and Eric Bornemann, Senior Director of Marketing of LA Opera
Producer: Peter Yagecic, Innovation Advisor, Situation

What happens when passionate fans decide to create the events they've always wanted to attend? Melissa Anelli, CEO and Founder of Mischief Management takes us on her journey from Harry Potter superfan to convention entrepreneur running some of the most beloved fan gatherings in entertainment.

The spark began in 2007 when Anelli and fellow staff members from The Leaky Cauldron (a major Harry Potter fan site) decided they could create better fan events themselves. Their first convention drew 750 attendees, and while creatively successful, it wasn't yet a sustainable business. Their persistence paid off when their second event exploded to 3,500 daily attendees. Today, Mischief Management produces conventions for Broadway lovers, fantasy fans, romance readers, and more.

At the heart of successful fan events is what Anelli calls "unironic enthusiasm" – that special quality where loving something becomes integral to your identity. This authenticity permeates everything from how staff interact with attendees to how venue personnel are trained to treat fans with respect. The goal isn't just entertainment but creating spaces where people can fully express their passion without judgment.

The conversation also explores how brands can meaningfully engage with fan communities without feeling exploitative. The most successful partnerships, like Mean Girls' viral bathroom mirror message at BroadwayCon, come when brands are willing to play and have fun in authentic ways that resonate with the community's spirit.

Ready to experience the magic of fandom for yourself? Whether you're a Broadway enthusiast, fantasy fiction lover, or passionate about any form of entertainment, discover how connecting with fellow fans can transform your relationship with the stories you love.

Recorded Tuesday, December 17th, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest:  Melissa Anelli, CEO & Founder, Mischief Management
Producer: Peter Yagecic, Innovation Advisor, Situation

Jonathan Linden, Co-president of Round Room Live, takes listeners behind the scenes of the Formula 1 Exhibition – a groundbreaking immersive experience bringing the high-octane world of F1 racing to fans worldwide.

What happens when one of the world's most exclusive sports creates an exhibition accessible to everyone? Linden reveals how his company recognized a crucial gap in the F1 fan experience. With Grand Prix events scattered across the globe and only 24 race weekends per year, millions of passionate fans have limited opportunities to engage directly with the sport they love.

The F1 Exhibition solves this challenge through meticulous attention to detail, showcasing actual F1 cars, interactive elements, and recently added race simulators that give visitors a taste of just how challenging these vehicles are to drive. "They sort of think it's going to be like a video game and it's extremely challenging," Linden explains, highlighting how the exhibition balances educational content with immersive experiences that capture the essence of being trackside.

Netflix's "Drive to Survive" series emerges as a key inflection point in F1's growth story, particularly in North America. The documentary humanized the sport by introducing viewers to the personalities behind the helmets, transforming what many saw as just cars racing around tracks into compelling human drama.

Most exciting is the upcoming Las Vegas installation opening in spring 2025, which will be housed in the Grand Prix Plaza paddock building where the actual race takes place – creating an unprecedented connection between exhibition and competition venue. Don't miss this fascinating exploration of how modern fandom is evolving through immersive experiences that bring exclusive worlds within reach of every fan.

Recorded Tuesday, November 26th, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest:  Jonathan Linden, Co-President, Round Room Live, Producer of F1 The Exhibition
Producer: Peter Yagecic, Innovation Advisor, Situation

When the New Orleans Pelicans take the court at Smoothie King Center, they're not just playing basketball – they're celebrating the soul of a city renowned for its distinctive culture, resilience, and community spirit. This captivating conversation with Mel Barry, Senior Director of Brand Marketing for the Pelicans, reveals how the organization has masterfully woven the essence of New Orleans into every aspect of their brand.

"If you love New Orleans, it'll love you back," Barry shares. This philosophy guides how the team approaches fan engagement across an increasingly complex ecosystem of touchpoints – from the in-arena experience to broadcast partnerships, social media, merchandise, and community initiatives.

What sets the Pelicans' approach apart is their deep understanding of audience segmentation. They recognize that different fans are motivated by different experiences: some seek premium all-inclusive packages, others respond to themed nights or giveaways, while community groups connect through specially designed experiences like Veterans Appreciation Night. This nuanced understanding allows the marketing team to craft personalized journeys that resonate with diverse fan segments.

Technology plays a crucial role in this strategy, enabling the team to conduct sophisticated A/B testing across platforms, build comprehensive fan profiles, and deliver increasingly personalized communication. Yet Barry emphasizes that the human element remains paramount – particularly in how the organization supports players' personal brands and community initiatives.

Perhaps most compelling is Barry's description of those magical moments when everything aligns – when 20,000 fans rise to their feet in unison, creating an electric atmosphere that transcends the game itself. Even in defeat, as when fans gave the team a standing ovation after a playoff elimination, these shared experiences forge powerful emotional connections that keep fans coming back season after season.

Ready to experience the unique blend of basketball and New Orleans culture? Join the Pelicans faithful and discover why this team has captured the heart and soul of one of America's most distinctive cities.

Recorded Tuesday, November 12th, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest:  Mel Barry, Senior Director of Brand Marketing, New Orleans Pelicans
Producer: Peter Yagecic, Innovation Advisor, Situation

The relationship between artists and fans has undergone a dramatic transformation in recent years, and no one understands this evolution better than John Loken, EVP at The Recording Academy. In this captivating episode of Fandom Unpacked, we dive deep into how modern musicians are building authentic connections with their audiences in ways previously unimaginable.

Gone are the days when performers were untouchable deities separated from their admirers. Today's most successful artists embrace vulnerability and transparency, using social media not just as a promotional tool but as a platform for genuine conversation. John and host Damian Bazadona share fascinating examples of this shift, from Travis Scott publicly denouncing VIP ticket holders at his own concert to Lana Del Rey stopping mid-show to interact personally with individual fans. These moments aren't just spontaneous gestures—they represent a fundamental reimagining of the artist-fan relationship.

The Recording Academy and its GRAMMY Awards occupy a unique position in this new landscape. As John explains, unlike fan-voted awards, the Grammys reflect the choices of roughly 13,000 music professionals, creating an interesting dynamic where they must simultaneously engage with both industry insiders and passionate fan communities. When nominations are announced, marketers must carefully navigate the expectations of different artist fandoms, knowing that for every celebrated winner, seven other artists and their devoted followers will face disappointment.

John also describes how organizations can sustain engagement beyond once-a-year award shows. By shifting narratives toward advocacy work in areas like artificial intelligence regulation and creator rights, The Recording Academy transforms casual followers into dedicated supporters invested in the music industry's future. This approach recognizes that today's fans want more than just entertainment—they seek meaningful connections with the artists and institutions they support.

Ready to understand how fandom is reshaping music and entertainment? Join us for this revealing conversation that will forever change how you think about your favorite artists and the passionate communities that surround them.

Recorded Tuesday, October 22nd, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest:  John Loken, EVP of Marketing, The Recording Academy
Producer: Peter Yagecic, Innovation Advisor, Situation