Our latest Creative Access Masterclass pulled back the curtain on Fane, the live events and production company shaping some of the most exciting cultural moments happening on UK stages today.
If you’ve ever attended a beautifully curated conversation with a bestselling author, an evening with a screen icon, podcaster or public thinker, there’s a good chance Fane was behind it. Known for its thoughtful, talent-led approach, the company specialises in creating space for meaningful dialogue, blending entertainment, insight and storytelling in front of live audiences.
With a portfolio that spans global names, literary giants, cultural commentators and rising voices, Fane has become a major force in the live events landscape. The team produced over 500 shows this year alone, balancing high creative ambition with meticulous logistical planning.
Against the backdrop of the Barbican’s Frobisher Rooms, the Fane team offered an exclusive, behind-the-scenes look at how these events come to life. Our panel included:
- Renae Prince, associate producer
- Deena Mavji, programming manager
- Olivia Atley, senior marketing manager
- Sally Zarzour, young Barbican alumna and panel chair
How does an idea become a show?
Renae captured Fane’s mission simply:
“Connecting audiences with the people they love.”
But behind that simplicity is a complex and highly collaborative process. Every event begins with an idea, which is often sparked through cultural trends, talent relationships or team passion projects. This happens before moving into planning, pricing, creative approvals and long-term scheduling.
From assessing audience demand through social media insights, to crafting copy, artwork and marketing plans, the journey can take months. Occasionally, though, things move fast: the team revealed that the event featuring highly acclaimed Tony, Emmy & Grammy award-winner Cynthia Erivo, alongside BAFTA Scotland’s award-winning actor Ncuti Gatwa, celebrating her brand-new memoir SIMPLY MORE!, went on sale in just four weeks. Fane’s immense success comes to fruition from its esteemed relationships with venues, talent teams, publicists, designers, and the close-knit team members themselves.
Producing high-impact events
Olivia described producing as understanding “what makes a show a show”: the details, tone, atmosphere and narrative that shape the audience experience. Clear communication, patience and thorough pre-event preparation all matter, especially when balancing multiple events at different stages of development.
Deena highlighted the importance of staying flexible and organised, using digital tools like spreadsheets or Asana to keep fast-moving projects aligned. Meanwhile, marketing plays a crucial role in capturing audience attention:
You have three seconds to make someone stop scrolling.
The panel also discussed Fane’s active approach to widening its reach beyond London, diversifying audiences regionally and spotlighting a broader range of voices across its stages.
How has audience behaviour changed?
Reflecting on the last five years, our panel noted major shifts post-pandemic. Olivia shared that audiences are now more selective, choosing experiences that truly resonate with them. Deena added that the industry has pivoted away from relying solely on big names as audiences now respond more to authenticity, passion and strong content than to celebrity status alone.
Despite the challenges of recent years, the appetite for live culture is growing. Theatre attendance rose 11% from 2023 to 2024, pointing to a renewed desire for in-person connection. Fane has continued to balance both digital and live formats, keeping accessibility at the forefront while still celebrating the energy of live performance.
Panel favourites: standout Fane events of 2025
When asked about their most memorable shows of the year and countless options to pick from, our panellists lit up.
- Deena – ‘Most wanted’ with Gillian Anderson at the Barbican: A moving and candid event where Anderson read anonymous letters from women, exploring personal fantasies and untold stories.
- Olivia – Margaret Atwood, celebrating the launch of her new book ‘Book of Lives: A Memoir of Sorts’: A sassier evening than expected, and a powerful full-circle moment for Olivia after studying her work in school.
- Renae – An evening with Barack Obama & ‘Always winning’ with Ashley Walters: Obama’s event was a surreal milestone. Walters’ appearance, meanwhile, offered vital representation for audiences who, historically, may not have seen themselves reflected in traditional theatre spaces.
And on the horizon: a very special Judi Dench event on 16 December…
Advice for breaking into events and the creative industries
The team offered thoughtful, impactful advice for people from under-represented starting out in the creative industries:
Your twenties are a “defining decade”. Make the most of weak ties, be kind to everyone, and remember the three Ps: place, price, people. Most importantly: don’t compare your journey to anyone else’s. – Olivia
Deena: Stay open to unexpected paths, a mindset that led Deena to Fane through Creative Access.
Renae: “Be more confident.” Self-doubt will hold you back long before the industry will. Mentors can be transformative, and tailoring your CV and cover letter to the role you’re applying for is essential.
Q&A: your top questions answered
Why does it take at least four weeks to launch an event?
Because aligning talent schedules, venue availability, artwork, copy, and client approvals is complex and compressing that timeline is very tough.
How do you handle working with controversial guests?
Rigorous research and transparency. Accountability comes first.
How do you navigate creative differences?
Through clear communication, exploring multiple options, and always identifying the core audience.
How is event funding secured?
Fane usually fronts funding. For independent creators, clarity on your identity, your aesthetic, your value, your audience is essential. Networking opportunities, like Creative Access masterclasses, play a huge role.
How do I re-enter marketing or the creative industries?
A strong cover letter can stand out more than a CV. Keep putting yourself out there, trust your instincts, and ask friends for a second opinion on your applications before sending them in.
These were just some of the standout moments from an insightful, energising session at the Barbican. Big thank you to our amazing panellists and chair, the Barbican for hosting us, and everyone that attended!
To join future Creative Access masterclasses and hear directly from leading voices across the creative industries, make sure you’re registered with us and keep an eye on our opportunities board.
