“A lot of the work at C2 is not C2 Montréal,” the Canadian event management company’s CEO, Anick Beaulieu, told Vendelux. As part of the strategy to expose the industry “to the umbrella brand” that is C2, it has launched a podcast, Let’s Make a Scene.
C2 has a reputation for putting on a one-of-a-kind experience. Take it from its remarkably young crowd at C2 Montréal, where a staggering 70% of attendees are under 50, setting it apart from most global conferences, Beaulieu noted. Thus, releasing a podcast is not only a natural extension of the C2 brand, but “a baseline of what people expect,” according to Beaulieu.
Naturally, Let’s Make a Scene also differentiates itself with its bite-sized, tell-all conversations that are just 10 minutes each. It “forces focus” and “respects their [listeners’] time,” Beaulieu added of the short-form episodes, which are set to be released on a monthly basis. They’re also filmed in scenic locations around Montréal, allowing C2 to publish on audio-first platforms like Spotify and Apple Music, but also on visual-first channels like LinkedIn, Instagram and YouTube.
Beaulieu calls the podcast episodes “snackable”—a sharp contrast to the hour-long deep dives typical of its competitors—which blends in with the times. “Content is quicker [and] more consistent in different formats,” Beaulieu said.
The concept was born out of the release of the GenXP white paper, which promises a framework for executing “generative experiences,” which C2 defines as immersive, adaptable, business-focused events that are designed to evolve dynamically based on attendee’s evolving expectations and engagement styles. Beaulieu admitted that “the white paper can’t just be a PDF.” Rather, for its impact to reach its full potential, it also has to be “a living, breathing thing.” Enter: Let’s Make a Scene.
The podcast’s name itself is primed for conversations about the events industry, which are sure to include behind-the-scenes details of the 2024 Paris Olympic Games Opening Ceremony and Cannes Lions International Festival of Creativity (in episodes two and three, respectively). However, the targeted audience extends beyond industry peers, Beaulieu said, noting that the ideal listeners are businesspeople who can listen and learn “how experiential can be a really powerful growth strategy.”
“It’s a new chapter in how we share our thinking,” Beaulieu said, encouraging fellow executives to consider “building a media ecosystem around the mission” in order to meet their audience where they are.
Venturing into another form of media has also forced Beaulieu to be okay with imperfections which were, in part, intentional, she noted. It was no mistake that Let’s Make a Scene was planned to be unscripted. The rise of TikTok is proof that audiences don’t want to see curated perfection, Beaulieu acknowledged.
To other executives exploring new multimedia formats in order to stay relevant in today’s content ecosystem, Beaulieu championed podcasting for its power to set a “human tone” that “give your ideas a second life.”
“Start small. You don’t need a full studio setup, just a clear point of view and a willingness to experiment!” she advised, adding: “Most importantly, treat it as a conversation, not a performance.”
Curious about Let’s Make a Scene? Here’s a look at the lineup of guests joining Beaulieu in the months ahead:
August: Sofia Hernandez, global head of business marketing & commercial partnerships, TikTok
September: Thierry Henry, the director of the 2024 Olympic Opening Ceremony; and Thomas Jolly, the artistic director for the 2024 Paris Olympic Games
October: Jimmy Knowles, the global head of experiential at Canva
November: Xanthe Wells, the vice president of global creative at Pinterest
