How To Build Your Personal Brand In Live Entertainment So Opportunities Come Your Way Faster Than Rosé Top Ups At A Saint-Tropez Beach Club In August

Welcome!

Ready to peek behind the curtain at the personal brands of 300+ entertainment execs on LinkedIn?

Buckle up.

If you’re reading this, you’re interested in building your own personal brand as a live entertainment executive and that fires me up.

Look, other industries have already figured this out.

Tech CEOs are building empires one LinkedIn post at a time.

Start up founders are securing VC deals with their content.

Even fucking insurance executives are becoming thought leaders.

But entertainment? We're still hiding behind the curtain.

Sure, the live experience is what people buy tickets for. It’s what they remember most. What they most about religiously. What they rave to their friends about.

But here's what's changing everything:

People don't just buy experiences anymore.

They buy from the humans who create them.

Talent doesn't just scroll job boards.

They stalk the CEOs they want to work for.

Investors don't just read pitch decks.

They follow the visionaries whose insights make them think “holy shit, this person gets it”.

And where are these visionaries front and centre?

LinkedIn of course!

The entertainment executives who understand this are already winning.

They're getting partnership DMs instead of spammy cold emails.

Speaking requests instead of conference rejections.

Investment conversations instead of ignored pitches.

The ones who don't?

They're watching from the sidelines wishing the opportunities they’re after would just magically fall from the sky.

Now before we get into

How to build your personal brand in live entertainment so opportunities come your way faster than rosé disappearing at a Saint-Tropez beach club in August.

let me tell you why you should take any advice from me at all.

I’ve spent most of my working life in live entertainment - 11 of those years leading VIP and front of house experiences for Cirque du Soleil.

I also ran the entertainment department on a cruise ship.

Now I am the ghostwriter to top live entertainment executives - building their thought-leadership based personal brands on LinkedIn and beyond.

Here’s a few highlights:

After 90 days working with one live entertainment exec, he saw a 222.4% increase in impressions, 133.8% increase in engagement and 21.7% increase in followers. He also got 1 speaking gig request (by a top speaking agency in Canada), 1 async keynote request (by a large event in Europe), 2 top industry podcast interview invites and 1 industry publication request.
An intro I made for another one of my clients got him a speaking gig at the largest global trade show for business events (his personal brand got the deal over the line).
In Q2 2025, I increased another client's LinkedIn impressions by 78.2% (vs Q1).
I led a personal branding workshop for entertainment execs at the 2025 World Experience Organization Summit in London

Alright enough about me, let’s pop that ice-cold bottle of rosé and feast.

How To Devour This Guide

I’m not here to throw another snoozefest of a report in your face.

I’m sure you look at enough spreadsheets and pdfs all day long.

Instead, I’m here to be the summer breeze to your stuffy inbox.

I have created this ‘report’ to be an endless scroll of entertainment and education that will help you build your personal brand no matter where you’re starting from and what your thought leadership goals are.

Now I may not be able to wow you as much as a Cirque du soleil show or Meow Wolf installation can, but hopefully the scroll format will allow you to find your flow and sink into each Act.

Below are hyperlinks to each Act if you’re feeling too jittery to devour this in order (I get it… I’m already 3 espressos in as I write this).

Each Act is short and actionable.

You're brilliant.

You're creative.

You'll know what to do with this.

Are you ready?

Allez.

Real quick….. if at any point throughout this epic read you think to yourself “fuck it, I don’t want to do this myself, I want a ghostwriter to help build me an iconic personal brand”, make your way over here.

The Line Up

Act I: Why Build A Personal Brand At All

Act II: The Huge Opportunity For Live Entertainment Execs

Act III: How The Top 8% Are Standing Out

Act IV: How To Build Your Own Personal Brand On LinkedIn

Act V: Beyond LinkedIn - Be Iconic

Act I

Why Build A Personal Brand At All

Picture this: I'm on tour with Cirque du Soleil, running daily VIP experiences, changing cities and countries every 2 months, leading local teams, hosting celebrities and corporate clients, managing crazy logistics (IYKYK) and working with world-class performers…

but I have the saddest LinkedIn presence you've ever seen.

This way me throughout my entire entertainment career.

I kick myself thinking about it. I could've been…

connecting with Fortune 500 execs on my guest list
attracting headhunters with my global industry expertise
helping my corporate alliances team get new clients for our VIP offerings.

Instead, I was invisible for all of it.

If I could go back I’d start building my personal brand SO much earlier.

Now as a ghostwriter who spends almost all of my time building personal brands in our industry, it’s damn obvious.

The entertainment execs who attract opportunities are the ones who are positioning themselves as the industry experts they actually are.

They understand that building trust happens both in-person AND online.

And by going all in on LinkedIn (the best business platform right now), they’re landing speaking gigs, getting invited on industry podcasts, being asked to contribute to entertainment publications and join boards.

They’re improving their internal company reputation, strengthening their relationships with their employees and attracting top talent to their teams (goodbye job boards).

They are becoming well-known, industry thought leaders.

If you want any of the opportunities I mentioned above, then keep reading.

If you don’t, click outta this now. It’s not for you.

Act II

The Huge Opportunity For Live Entertainment Execs

I spent 30+ hours diving deep into 300 entertainment executives' LinkedIn profiles to see who's building influence vs. who's losing influence.

I looked at execs with titles like SVP, VP, President, CEO, Founders, Directors, etc.

I looked at execs from companies like Meow Wolf, Paramount, Disney, Cirque du Soleil, Moment Factory, IAAPA, Live Nation, AEG and Universal.

I probably looked at your profile too.

I devoured profiles and content, post by post, like a super fan getting sucked into every room of an epic Meow Wolf experience.

The Results Will Smack You In The Face

92% are completely invisible.

Now I didn’t have access to these execs’ analytics such as impressions and engagement, but here's what the public data revealed about their LinkedIn presence:

The data reveals an absolutely massive opportunity for live entertainment execs right now.

Over half (55%) have under 3K followers - essentially invisible - while only 6% have reached meaningful industry reach with 10K+ followers.

But here's where it gets even more interesting: 76% of entertainment executives are posting so infrequently they're missing huge opportunities to build influence.

And when they DO post?

Most are playing it safe with predictable content.

Look at what entertainment executives are actually sharing: 43% company announcements, 28% event promotions and 15% industry news with zero original insight.

That's 86% posting the same type of content everyone expects.

Meanwhile, only 8% are sharing personal insights (the goldmine most are missing) and just 6% are posting behind-the-scenes content (what audiences actually crave).

You're not just competing in an open market - you're competing in a space where 92% of leaders haven't figured out how to build meaningful digital presence AND most are sticking to safe, predictable content that doesn't stand out.

The doors aren't just open - the entire LinkedIn theater is empty and waiting for entertainment execs to take the stage!

We need headliners!

Now for god’s sake - channel Sister Mary Clarence aka Deloris Van Cartier and repeat after me…

I am not now nor have I ever been a Las Vegas showgirl. I….am a headliner!

Now let's see how the legendary 8% figured this out.

Act III

How The Top 8% Are Standing Out

After analysing the top 8% who actually get industry attention, here's what they do differently:

1. They Post

Instead of: Never logging into LinkedIn, treating it like a digital CV, or posting sporadically when they remember

They post: Multiple times per week with consistent, original, strategic content that builds their industry authority over time

Why it works: Thought leadership isn't built in a day - it's the compound effect of consistently sharing insights that only you could share. Miss weeks at a time and you're invisible when industry leaders are making partnership decisions.

Here's a few perfect examples: Duncan Fisher, James Wallman, Iain Morrison, Anick Beaulieu, Vince Kadlubeck.

2. They Educate

Instead of: Only resharing company announcements and industry news with zero personal insight or commentary added

They post: Industry trends they're seeing, insights from conferences they're attending, predictions about where entertainment is heading, and breakdowns of what's working (or not) in the industry

Why it works: Anyone can hit repost on a trade publication article. But when you consistently share your take on industry developments, you become the go-to voice other executives turn to for insights. Media quote you, conference organizers invite you to speak, and peers DM you for your perspective.

Here are 2 perfect examples:

3. They Attract

Instead of: Posting dry company updates, boring announcements or treating their company like just another corporate entity

They post: Behind-the-scenes glimpses of their company culture, entertaining stories about what it's really like working there and content that showcases why their company is the place top talent wants to be. They are the ultimate cheerleaders of the companies they run.

Why it works: The best entertainment professionals don't apply through job boards - they follow executives they want to work for. When you share what makes your company special through engaging content, top talent starts DMing you instead of HR. You become a talent magnet because people can see the culture, leadership style, and opportunities before they even apply.

Here are 2 perfect examples:

4. They Advise

Instead of: Keeping their hard-won wisdom to themselves or only sharing leadership insights in private conversations

They post: Career lessons from their journey, leadership insights from managing entertainment teams, practical advice for navigating industry challenges, and mentorship content for aspiring entertainment professionals

Why it works: When entertainment executives share their wisdom publicly, it strengthens their reputation as industry leaders worth following. Their teams feel proud to work for someone the industry respects, top talent seeks them out, and they become magnets for speaking and advisory opportunities.

Here are 2 perfect examples:

5. They Inspire

Instead of: Only posting about current projects or staying focused on the day-to-day operational updates

They post: Their vision for the future of entertainment, what excites them about industry innovations, motivational content for the next generation of entertainment leaders, and big-picture thinking about where the industry is heading

Why it works: Entertainment is ultimately about creating magic and moving people. Executives who share their passion and vision for the industry become the leaders others want to work with and learn from. They attract the best talent, most interesting partnerships, and biggest opportunities because people are drawn to their energy and forward-thinking perspective.

Here are 2 perfect examples:

Ready to join them? Here's how…

Act IV

How To Build Your Own Personal Brand On LinkedIn

Look, you're convinced personal branding works yes?

You’ve seen your peers leverage the hell out of LinkedIn to get the opportunities they’re chasing like speaking gigs, promotions, board invites and partnership/investor deals.

Now it's time to stop being a spectator and find your own stage.

Step 1: Find Your Unique Angle (No Generic Slop Allowed)

Your goal shouldn’t be to appeal to everyone.

It should be to find your point of differentiation.

The one that’ll make your audience run to your content.

Take me as an example.

There are lots of ghostwriters out there who serve all sorts of niches.

But my unique angle is that I actually come from live entertainment.

I’ve been in the trenches.

I’ve loaded trucks at 2am in the pouring rain.

I’ve hosted celebrities in the VIP and led over 60 hospitality teams all over the world.

That’s the kind of differentiator you can’t fake your way to - no matter how many clients you have.

So I lean into this in all my content. It is my unique angle.

Now let’s find yours!

Ask Yourself These 4 Questions:

What type of entertainment experiences do I create/lead? (festivals, venues, corporate events, cruise entertainment, etc.)
What part of the business do I see that others don't? (artist relations, audience development, partnership negotiations, operations etc.)
What's my contrarian take on the industry? (What does everyone get wrong?)
What stories can only I tell? (Your specific experiences and insights)

Step 2: Turn Your LinkedIn Profile Into Your Main Stage

Your LinkedIn profile is your new golden asset.

So before you even THINK about posting, make sure it reads like a programme on premiere night - iconic, surprising, memorable.

There are 4 main features that are desperate for a glow up:

Banner

I’ve heard lots of LinkedIn gurus talk about what to include in your LinkedIn banner. I tried them all. But what actually works? An image or text that best presents you. Could be a pic from the latest experience your company has launched, a value proposition statement (I help [person] with [problem] by [solution]), you on stage speaking, your company’s logo. The simplest banners are the most effective, so don’t overthink this… ok?! Always go back to 'What do I want to be known for?'

Headline

Not only does your headline appear straight away on your profile, but it is also visible when you comment on other people's posts. So it needs to be VERY clear. Here’s mine:

This is the format:

What I do. Who I do it for. What transformation I help them get. My credibility.

Don’t just put your role and company. Spice it up.

About Section

If this section reads like a boring CV cover letter, burn that baby to the ground and start over. You want your potential client, customer, investor, employer or employee to read this section and think... 'Holy shit! I NEED to know more about them immediately.' Write this section in first person (you're not Beyoncé!) and tell a fricken great story. Tell YOUR story. (But don’t make it too long - keep it to max 200 words so your audience actually reads it).

Featured Section

Think of this section like a spotlight. As someone scrolls down your profile, it’ll jump out, so it should be THE post (max 3) you want to be known for - your best performing post, your company’s website, your keynote announcement or project launch.

Step 3: Collect Your Stories (Faster Than Groupies Chasing A Tour Bus)

Most entertainment leaders like you get stuck when it comes to creating content because they don't know what to talk about.

They have SO much knowledge and expertise and they do SO much every day, but when it comes time to actually sit down and turn all that into LinkedIn posts, they suffer from one of the most common afflictions...Blank Page Syndrome.

But there is a way to help make this a little less painful.

The Snapshot Method

If I jumped on a plane to come and spend the day with you and just followed you around like a puppy, I could EASILY write 10-15 unique posts by capturing all little moments.

Think about your day today - what are all the things you're doing?

You might...

Host a team huddle
Build out a creative brief
Attend an industry event
Lead a bunch of meetings
Revise next quarter's budget
Check yesterday's sales reports
Sit down with an employee for a 1:1
Look at the latest marketing campaign results.
Hide in the bathroom while your CEO hunts you down.

Within each of those activities is content gold (ok maybe not the last one)!

The key to finding that gold is to document in the moment.

At the end of that meeting, take 2 mins.

Open your notes app in your phone.

Write down what happened in a few bullet points.

a team win
something that surprised you
a question your colleague asked
a problem you just haven't been able to solve yet.

It's all about capturing ideas, thoughts, struggles and interactions IN THE MOMENT.

So when you're sitting there staring at a blank LinkedIn post thinking to yourself 'what the hell am I going to write about?', you can open your notes app and pick from your new list of ideas.

Here’s an example of this in action (I practice what i preach)

I was on a call with a potential client. He was ready to start working together, but he wanted his company to pay for it. So he asked me what the company ROI of him working with a Ghostwriter to grow his personal brand was. I put together a one-pager, he shared it internally and the company covered the cost. BAM. I opened my notes app. I made a note of this cost hurdle for potential new clients. Later that day I turned it into this LinkedIn post.

Step 4: How to Write Posts That Don't Suck

You got into the live entertainment business because you love creating experiences that give people chills, not because you wanted to write boring posts about finding synergies or fast-paced environments. Am I right?

So let’s make sure your content doesn’t let you down.

I could write an entire course on how to write a good LinkedIn post, but honestly who’s got time for that.

Every month another LinkedIn guru shares a post structure or methodology or a new AI writing tool is released.

What ends up happening?

Everyone’s posts start to look the same.

I used to follow them too.

And my posts turned into robotic garbage.

So I 86’d that pretty quick.

Now I have a few rules I follow instead

1. Write Like You Speak

It is a common misconception that in order to attract people you need to sound smart. But in most cases, this is a total turn off or it leaves your reader confused. Instead your goal should be to sound relatable. Does your post sound like you’re telling your friend a juicy story over coffee? BAM. Nailed it.

2. Forget What School Taught You About Grammar

Want to start a sentence with And? Do it!

Want to say shit without replacing the i with a * ? Do it!

Want to use weird spelling to make a word stand out? Do it!

Make a few mistakes here and there? Who cares!

Just be YOU!

3. Space Out Your Text

We are talking about social media here, not some university assignment. If your paragraphs are chunkier than a Ben and Jerry's Chunky Monkey ice cream, you gotta reformat it. Who wants to read big fat paragraphs? Um. Nobody. Duh!

4. Spend 70% Of Your Writing Time On Your Hook

The hook of a post is what your reader sees before having to click '...more'. If it sucks, they'll keep scrolling and your precious words will be lost forever. It is the most important part of our posts. Whether I am writing for myself or for my ghostwriting clients, I spend SO much time writing these first 220 characters, it’s unhinged.

5. Add A Visual Asset To Your Post

If you want your post to live its best life and be picked up by the almighty algorithm, add an asset - pic, carousel, static text image or a gif. But the easiest asset is for sure a photo. And not a stock image FOR THE LOVE OF GOD! A picture you took (or someone took for you) that complements the post. I’m constantly pestering my clients to take more pics. Why? Because it helps tell the story.

Pssst... even with these tips, writing attention-grabbing posts can be tough (and takes lots of practice). So if you need some help, Just say the word.

Step 5: Commit To A Plan

Hopefully making it this far in this guide means you are more confident in building your personal brand on LinkedIn. You have a few more tools to work with. But that’s nothing if you don’t actually post. So in this moment, commit to a certain number of posts per week. Pick any number between 1 and 7 (I recommend 3). Just start posting.

Act V

Beyond LinkedIn - Be Iconic

Look, you're convinced personal branding works yes?

You’ve seen your peers leverage the hell out of LinkedIn to get the opportunities they’re chasing like speaking gigs, promotions, board invites and partnership/investor deals.

Now it's time to stop being a spectator and find your own stage.

Step 1: Find Your Unique Angle (No Generic Slop Allowed)

Your goal shouldn’t be to appeal to everyone.

It should be to find your point of differentiation.

The one that’ll make your audience run to your content.

Take me as an example.

There are lots of ghostwriters out there who serve all sorts of niches.

But my unique angle is that I actually come from live entertainment.

I’ve been in the trenches.

I’ve loaded trucks at 2am in the pouring rain.

I’ve hosted celebrities in the VIP and led over 60 hospitality teams all over the world.

That’s the kind of differentiator you can’t fake your way to - no matter how many clients you have.

So I lean into this in all my content. It is my unique angle.

Now let’s find yours!

Ask Yourself These 4 Questions:

What type of entertainment experiences do I create/lead? (festivals, venues, corporate events, cruise entertainment, etc.)
What part of the business do I see that others don't? (artist relations, audience development, partnership negotiations, operations etc.)
What's my contrarian take on the industry? (What does everyone get wrong?)
What stories can only I tell? (Your specific experiences and insights)

Step 2: Turn Your LinkedIn Profile Into Your Main Stage

Your LinkedIn profile is your new golden asset.

So before you even THINK about posting, make sure it reads like a programme on premiere night - iconic, surprising, memorable.

There are 4 main features that are desperate for a glow up:

Banner

Headline

Not only does your headline appear straight away on your profile, but it is also visible when you comment on other people's posts. So it needs to be VERY clear. Here’s mine:

This is the format:

What I do. Who I do it for. What transformation I help them get. My credibility.

Don’t just put your role and company. Spice it up.

About Section

Featured Section

Step 3: Collect Your Stories (Faster Than Groupies Chasing A Tour Bus)

Most entertainment leaders like you get stuck when it comes to creating content because they don't know what to talk about.

But there is a way to help make this a little less painful.

The Snapshot Method

If I jumped on a plane to come and spend the day with you and just followed you around like a puppy, I could EASILY write 10-15 unique posts by capturing all little moments.

Think about your day today - what are all the things you're doing?

You might...

Host a team huddle
Build out a creative brief
Attend an industry event
Lead a bunch of meetings
Revise next quarter's budget
Check yesterday's sales reports
Sit down with an employee for a 1:1
Look at the latest marketing campaign results.
Hide in the bathroom while your CEO hunts you down.

Within each of those activities is content gold (ok maybe not the last one)!

The key to finding that gold is to document in the moment.

At the end of that meeting, take 2 mins.

Open your notes app in your phone.

Write down what happened in a few bullet points.

a team win
something that surprised you
a question your colleague asked
a problem you just haven't been able to solve yet.

It's all about capturing ideas, thoughts, struggles and interactions IN THE MOMENT.

So when you're sitting there staring at a blank LinkedIn post thinking to yourself 'what the hell am I going to write about?', you can open your notes app and pick from your new list of ideas.

Here’s an example of this in action (I practice what i preach)

Step 4: How to Write Posts That Don't Suck

So let’s make sure your content doesn’t let you down.

I could write an entire course on how to write a good LinkedIn post, but honestly who’s got time for that.

Every month another LinkedIn guru shares a post structure or methodology or a new AI writing tool is released.

What ends up happening?

Everyone’s posts start to look the same.

I used to follow them too.

And my posts turned into robotic garbage.

So I 86’d that pretty quick.

Now I have a few rules I follow instead

1. Write Like You Speak

2. Forget What School Taught You About Grammar

Want to start a sentence with And? Do it!

Want to say shit without replacing the i with a * ? Do it!

Want to use weird spelling to make a word stand out? Do it!

Make a few mistakes here and there? Who cares!

Just be YOU!

3. Space Out Your Text

4. Spend 70% Of Your Writing Time On Your Hook

5. Add A Visual Asset To Your Post

Pssst... even with these tips, writing attention-grabbing posts can be tough (and takes lots of practice). So if you need some help, Just say the word.

Step 5: Commit To A Plan

Act V

Beyond LinkedIn - Be Iconic

LinkedIn is just the beginning.

The moment you start building your personal brand on LinkedIn, something bigger starts to happen.

You're not just posting content anymore - you're positioning yourself as the entertainment executive other industry leaders (seasoned and upcoming) can't ignore.

But here's the thing about being iconic: it doesn't happen overnight.

And it sure as hell doesn't happen by accident.

What Does ‘Iconic’ Actually Mean?

Look, I'm not talking about becoming a celebrity or influencer.

That's not the goal here.

Iconic means being the person other entertainment executives think of when they need expertise.

When a journalist needs a quote about venue partnerships, they call you.

When a conference needs a speaker on leadership in events, they invite you.

When an investor is looking at entertainment companies, they ask for your take.

The top 8% of entertainment executives who dominate LinkedIn understand that every post is an opportunity to:

Demonstrate industry expertise through authentic insights
Build trust by sharing both successes and failures
Create partnership opportunities by showcasing thought leadership
Establish authority that leads to speaking gigs, media mentions, and business development

Iconic means your opinion matters.

Your insights move conversations.

Your presence elevates any room you're in.

How You Know You're Making Progress

Forget follower counts and likes.

Building an iconic personal brand in live entertainment is a long term game.

My clients often see meaningful results at around month 3 of us working together.

Here are the signals we actually pay attention to.

Speaking Opportunities - whether it’s keynotes, panels or podcasts, you’ll start getting inbound requests specifically referencing your content.

Your Team Notices - Employees feel proud to work for someone the industry respects. You build stronger relationships with them. They talk about your posts constantly. They engage with you more. Up-and-coming leaders are dying to be mentored by you.

Talent Finds You - Top talent seeks you out. Recruiting becomes easier. Gone are the days you have to post stuffy job descriptions to job boards.

Partnership Conversations Find You - Your industry peers reach out to collaborate. Investment opportunities come through your network. Business development happens in your DMs.

The Industry Seeks Your Perspective - Other executives ask for your take on industry trends. You become part of conversations that shape the future of entertainment.

Your Iconic Moment

That figure in the spotlight? That's you.

Not because you chased fame or attention.

But because you consistently shared your expertise, built authentic relationships and positioned yourself as the entertainment leader others want to learn from.

Your industry trusts you.

The stage is set.

The audience is waiting.

The spotlight is yours.

Time to be iconic.

Encore

Alright That’s The End Of The Show!

Thanks for sticking with me to the very end.

Seriously.

I know you're busy leading your company, so the fact that you took time to read this means everything.

People ask me why I chose to specialise in entertainment executives instead of casting a wider net.

Here's the truth: after 20 years in this industry, I know our firsthand how many incredible humans create magic every single day in our industry.

But most of you are invisible online and that hurts my heart.

You deserve to be known for the sheer creative genius you are.

You deserve promotions and speaking gigs and industry recognition.

If you apply what you've learned in this guide and lean into those stories only you can tell, you probably won't need me.

Remember: Your industry is built on creating unforgettable experiences.

Your LinkedIn presence should do the same - turn every piece of content into a VIP experience that makes other entertainment executives feel like they're getting exclusive backstage access to your insights.

But if you're like the entertainment execs I work with who barely have time to write a single sentence let alone build out an entire thought-leadership personal branding strategy, I’d love to be your ghostwriter. Head here.

Either way, the spotlight is waiting.

Time to step onto your stage.