🎤 Backstreet Boys at The Sphere: Innovation that feels like magic

This weekend, I watched the #BackstreetBoys at the Sphere Entertainment Co., and it felt like the fans and the artists were all floating inside the same universe.

The fans weren’t just watching a show — they were inside it. #TheSphere turned every visual into a wave, every sound into movement, creating a shared emotional space where thousands of people moved, sang, and felt as one. It was a reminder that innovative immersion can take entertainment to another level — one where technology doesn’t replace emotion, but amplifies it.

That’s the real power of innovation: creating experiences that people don’t just remember, but live. The Sphere is quickly becoming a benchmark — not for product placement, but for how brands and artists can build connection through design, emotion, and technology.

More and more, brands are realizing this is the future. Not selling or interrupting, but creating worlds people want to be part of.

Congrats Hillary Gilmore, Robin Gonterman, Katie Lavin, Katie Facada, Jennifer Koester, Maximilian Hoch, David Manley, Curtis Holden, Ned McNeilage, Theo Skye, Sarah Alvarado, Richard Sears

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.