You’ve done everything right. The speakers are outstanding, the venue is perfect, the schedule is meticulously planned, and your event technology is cutting edge. Yet something’s missing. Despite checking all the boxes, your events still aren’t creating those electric moments of connection that transform attendees into passionate advocates. If this sounds familiar, you’re not alone—and the solution might come from an unexpected source: the science of DJ-ing.
When Will Curran first started DJing college parties, he discovered something that would later revolutionize his approach to event design: the art and science of managing human energy. “I think at that point I was really starting to become more intentional with my energy,” Curran recalls about his early days. “There was this Sweet Sixteen party I did where I realized it wasn’t just about DJing anymore. I might have actually had an impact and created a moment in their life, this experience, this chance to change behavior.”
Today, as an event industry veteran and former Head of Go-to-Market for Klik (a Bizzabo company), Curran has transformed these early insights into a framework for creating unforgettable experiences—one that balances the operational excellence events demand with the human connection attendees crave.
Engineering Energy Through Sound
The secret, Curran explains, lies in understanding how different elements of an event work together to create energy—starting with music. “When people first arrive at an event, I want them to actually feel a little bit of nostalgia because it’s going to make them feel like, ‘oh, they get me,'” he explains. This isn’t about random playlist creation; it’s about strategic energy management.
Curran breaks down the key musical moments that shape event energy:
– Arrival Music: Use nostalgia to create immediate emotional connection
– Transition Periods: Strategic instrumentals to guide focus
– Deep Work Sessions: Ambient sounds without lyrics for concentration
– Peak Moments: High-energy tracks for celebration
– Reflection Times: Peaceful instrumentals for processing
“There are moments within an event where you want people to pause and have deep thoughts,” he notes. “Then there are times you need to elevate the energy. Understanding when to do what—that’s the real skill.”
From Music to Human Connection
But the principles of energy management extend far beyond the soundtrack. Just as a DJ reads the room to adjust the music, event professionals must cultivate and sustain community energy throughout their entire event experience.
“A lot of amazing events happen because we love the core, which is the people that are going to be there,” Curran emphasizes. “I mean, events without people, that’s not an event. It’s just… what would that be? Just like a recording of something?”
This focus on human connection has led Curran to a counter-intuitive insight about event scaling: bigger isn’t always better. “To take the awesome people that you have and start to inject too many people into it that are just not awesome—that’s what can ruin an event,” he warns. “The more we can protect to have the right people at an event, the more that it becomes a hell yes for people and turns it into an extraordinary experience.”
Building Sustainable Energy
The challenge for event professionals is creating systems that sustain this energy, both during and after the event. Curran suggests a three-part approach:
1. Create Space for Natural Connection
“If you get the right people together, magic will just happen,” Curran insists. “It could be a boring ballroom with all the lights on… But if you get the right people together, magic will just happen.” The key is designing spaces and moments that facilitate genuine interaction.
2. Build Community Infrastructure
Rather than trying to control every interaction, develop a framework that supports organic community growth. “At some point, if you can build enough energy, the community should kind of grow and build and manifest itself,” Curran explains. This might mean having a mix of paid staff and volunteer ambassadors who help facilitate connections without forcing them.
3. Trust the Process
Don’t expect instant results. “It takes two, three weeks maybe. And then all of a sudden the community begins taking over,” he notes. “Like people begin starting conversations. They further the conversations.” The key is creating the right conditions and being patient enough to let connections develop naturally.
The Future of Event Experiences
As the events industry continues to evolve, the pressure to create meaningful connections while delivering operational excellence only increases. Curran’s framework suggests we don’t have to choose between the two. By understanding the science of energy management—from music selection to community building—we can create environments where both logistical precision and human connection thrive.
“When you put the right kind of people together and you just put them in a room,” Curran concludes, “magic will just happen.” The key is understanding how to orchestrate that magic through intentional design, while still leaving room for organic connections to flourish.
For event professionals looking to create truly unforgettable experiences, the message is clear: stop focusing solely on the checklist and start thinking about energy flow. When you get that right, everything else falls into place.
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