UA-167299338-1 1117517095042706 The Experience Economy, AI & Selling Live Events | Dawn Farrow | The Business of Show Business - The Business of Show Business

Episode 10

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Published on:

29th Apr 2026

The Experience Economy, AI & Selling Live Events | Dawn Farrow | The Business of Show Business

Today Jamie is joined by Dawn Farrow — freelance marketing and sales consultant, founder of On Sale Live, and the woman behind over 36 million tickets sold across theatre, immersive experiences, and live entertainment.

Exhibition News called her the accidental architect of a live experience revolution, and after this conversation, you'll understand exactly why.

They get into the real business of selling live experiences — from why some shows make a profit and others barely break even, to the biggest red flags Dawn sees when producers pitch to her.

Dawn shares the lessons she learned building and then closing her own agency, Boom Ents (home to clients like Walking With Dinosaurs, Luna Cinema, and Birmingham Royal Ballet), and why walking away was her proudest career moment. They also talk honestly about:

- Why "this show is for everyone" is the fastest way to fail

- What performers already know about sales that most marketers don't

- How AI is changing the experience economy (and why it's a massive yes)

- The difference between marketing and just making a poster

- Her new event, On Sale Live — the first conference built purely for sales, marketing, and comms professionals in the experience economy

Whether you're a performer, a producer, a marketer, or a freelancer trying to figure out how to sell yourself, this one is packed.

🎟️ Find out more about On Sale Live: https://www.onsale.live/

🔗 Connect with Dawn on LinkedIn: https://uk.linkedin.com/in/dawn-farrow

🌐 The Business of Show Business: jamiebody.com

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About the Podcast

The Business of Show Business
Unpacking the skills, stories, and side hustles behind the entertainment and creative industries.
A podcast to help unpack the skills, stories, and side hustles behind the entertainment and creative industries.

So if you're ready to thrive, not just survive, in the showbiz and arts & culture sectors, you're in the right place.

A series of solo shows and interviews to help creatives with the business of show business.

Learn how to market yourself as a creative and how to boss your social media and online presence.

Great for actors, dancers, singers, producers, writers and those in the creative industries.

About your host

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Jamie Body

Jamie Body comes from a performance background having worked in TV, Film, and Theatre for 13 years. Since then Jamie has gone on to be a published entertainment journalist, worked in entertainment marketing for some of the leading shows in the West End and has covered some of the biggest events in the entertainment calendar.

Jamie gives you a 360 look at the entertainment industry with insider knowledge and expertise.