Founding members of We Make Events - from left to right James Gordon, Nicky Greet, Koy Neminathan and Peter Heath
UK - Founders of the global #WeMakeEvents movement feature in the fourth episode of The Meister Series, Jägermeister’s project celebrating “the mavericks and innovators in the music and events industry.”
In April 2020, #WeMakeEvents was launched by PLASA in response to the impact of the pandemic on the live events ecosystem. What started as a single UK campaign soon grew into a global movement now spanning 40 countries. Since then, through fundraising, mental health support and campaigning, the organisation has worked tirelessly to keep the music industry alive and support those impacted by the crisis.
In this fourth episode, founders and board members of #WeMakeEvents - Nicky Greet and Peter Heath from PLASA, Koy Neminathan from Avolites and James Gordon from Audiotonix - join Jägermeister in a passionate conversation about the origins and work behind the movement.
#WeMakeEvents said: “The latest Meister Series episode by Jägermeister is a beautiful piece of work and it’s an honour for #WeMakeEvents to be involved in such a great project. This episode plots our development from April 2020 when six of us decided to start a campaign to help the businesses and people in the live events supply chain, up to today, now with 40 countries aligned in a global movement.
“At #WeMakeEvent, we live for live events; the performances that delight, inspire and improve our wellbeing. Whilst we are seeing some positive small steps in audiences being able to return to enjoying live events, we know that this won’t happen overnight. That’s why our main focus now is generating charity funds and government awareness for those out of work or income since March 2020, in order that, when that great day arrives where the curtain goes up and the lights come on, we have the people and skills we need to deliver the show.”
Speaking on the episode, Jägermeister’s UK music manager Tom Carson said: “It has been a tremendous honour to have #WeMakeEvents as guests on our Meister Series. With this campaign, we want to celebrate all the behind-the-scenes professionals who have found their careers and livelihoods suddenly halted. This is a tribute to their essential work and contribution to the music world we love so much. #WeMakeEvents' dedication to support and keep alive the events industry has been remarkable, an industry so close to our hearts and in which Jägermeister Musik is deeply rooted.”
To support the industry even further, Jägermeister created the #SAVETHENIGHT initiative to support every side of the nightlife community: artists, creatives and bartenders whose livelihoods have been impacted by the crisis, and those who would normally be in clubs and bars every week, hanging out with friends. The initiative consists of a mix of donations, micro-fundings, creative online entertainments such as ‘Meister Drop-Ins’ or ‘Meister Classes’ and support of partner activities. To find out more, please visit
To view the Meister Series video featuring #WeMakeEvents, click here.

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