54 Launches ‘Behind The Volt,’ a New Tech Events Division
Global PR, marketing, and events company 54 has announced the launch of Behind The Volt, a new tech arm focused on infrastructure and experiential events. This strategic move aims to deliver deeper, more interactive experiences for rights holders, event owners, investors, and brands.
This venture is part of 54’s ongoing expansion, positioning the business squarely in the events, technology, innovation, and experiential sector. Behind The Volt has been established in response to the evolving needs of event staging, which increasingly requires sophisticated infrastructure, networks, and special effects solutions. The new business will offer cutting-edge thinking, event technology master planning, innovation consultancy, converged network infrastructure, digital displays, lighting, pyrotechnics, and special FX.
Driving the new business is Matthew Selby, co-founder and group Chief Commercial Officer for 54. Selby’s extensive experience in event production includes work on major events such as the Ocean Race, Formula 1, Porsche Super Cup, Red Bull Air Race, FIFA Club World Cup, Premier League, E1 Series, World Triathlon, UCI Cycling, and professional golf events.
Behind The Volt will oversee the technological aspects of planning and executing live events for 54’s clients, including the LIV Golf League.
Seasoned events expert Alan Muller will serve as Managing Director, leading a team with over 40 years of combined experience in delivering events and brand activations across more than 20 countries.
Selby commented on the launch: “The team at 54 have experience from every angle of the event sector. We are constantly balancing the excitement of on-site delivery with trialling more forward-thinking and innovative solutions. With Alan Muller, we have a leader in network technology and audio-visual experiences. Over the past years, we’ve planned how enhancements can be integrated with maximum impact and efficiency.”
“We’re ready to deploy Behind the Volt’s innovations and bring to life what we think is a crucial next step in how events businesses deliver results and connect with fans.”
Behind The Volt operates as a portfolio business of 54, with its own management structure.
Muller added: “Our unique skillset is to think holistically across all of the complex needs of a contemporary event and dovetail them in a seamless way that benefits organisers and audiences alike. The two key elements to Behind the Volt are our experience and our strategic thinking. We’ve organized, contracted, and managed technology providers worldwide, and know what makes the best and how that technology fits into the wider picture of the event.”
“We have to work harder and think better to keep sending audiences home excited and buzzing about the event they just attended. There’s no limit to what we can achieve with the expertise we have in the team.”
