Want Next-Level Engagement? Steal This Idea

What happens when you stop trying to impress your audience and start empowering them instead? This week’s story spotlights Astrid Jorgensen, the Aussie event innovator who got 3,000 strangers singing together - live on America’s Got Talent. Her performance is more than viral content - it’s a blueprint for audience-led magic. Whether you’re planning a town hall or a global summit, the takeaways here might just change the way you approach your next event.

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Turning Audience into Choir, and Moments into Magic

I’m always on the lookout for moments that remind us why we do what we do - why we endure the deadlines, the spreadsheets, the late-night logistics calls. At the heart of it all, it’s about connection. That spark that happens when people stop being strangers and start becoming something more - an audience, a team, a community.

So when I saw this, I had to pause and hit replay. Multiple times.

In June 2025, Astrid Jorgensen - founder of Pub Choir in Brisbane - stepped onto the America’s Got Talent stage. A 34-year-old music teacher-turned-choir-conductor, she faced a stage that’s tripped up many professionals. But she didn’t go out there to impress the judges with her voice. She flipped the entire format.

She invited the audience to sing with her - all 3,000 of them.
No rehearsal. No sheet music. Just a shared moment of harmony.

They sang Toto’s Africa - together, in glorious, goosebump-worthy unison.

👉 Haven’t seen it yet? Watch it now. You really do need to feel it to understand what I’m getting at.

Why It Matters to Event Pros Like Us

Sure, it’s a great story. But let’s not miss the point.

What Astrid did wasn’t just clever. It was a masterclass in live audience engagement - and one we can all learn from. Because isn’t that the holy grail? Not just attendees who sit politely and clap at the end, but attendees who light up, who join in, who walk away saying, “I’ll never forget that.”

Let’s break down how she did it - and how we can too.

1. Redefine Who Gets the Spotlight

Astrid didn't stand center stage basking in the limelight. She literally said, “I conduct the biggest choir in the world,” and handed the spotlight to everyone else.

That’s radical.

Most events are built around a stage-and-audience model. One talks, many listen. But Astrid’s approach turns that on its head. She redefined the role of the speaker - not as a soloist, but as a facilitator of shared brilliance.

For us? That means looking at our lineups and asking:
Where are the moments where the audience gets to be seen?
What could shift if we created more space for them to contribute, not just consume?

You’d be amazed what happens when you make the audience part of the experience instead of just the end-user.

2. Support Participation Without Stress

Let’s be honest - asking people to sing in public can be terrifying. But Astrid didn’t just throw them into the deep end. She brought guitarist Sahara Beck to give structure and rhythm. She gave clear, calm instructions. She started simple and built momentum.

In our world, this is the equivalent of handing out confidence, one facilitation cue at a time.

Want attendees to open up during a workshop? Use guided questions.
Hosting a large-scale team-building session? Set the tone with music, lighting, and visual cues that make participation feel safe.
Running a hybrid event? Make sure your tech support isn’t just functional - it’s frictionless.

Participation doesn’t happen by accident. It’s designed.

3. Use a Common Language

Astrid picked Africa by Toto - not just because it’s catchy (although, yes, it’s a banger), but because it’s familiar. It spans generations. It triggers smiles. Everyone knows the words - or at least thinks they do - and that matters.

In events, our version of “Africa” could be a shared pain point. A universal value. A goal that resonates across departments or regions. It's not about making everyone agree - it’s about giving them something they can rally around.

Think of moments you’ve felt united with a crowd: was it during a standing ovation? A mass vote? A moment of silence? A surprise singalong? That’s the magic.

So… Did It Actually Work?

Oh yes, it worked.

• Engagement? Simon Cowell said that within 20 seconds, the whole audience was in.

• Reach? The video has racked up over 3.6 million views in under a month.

• Judges’ verdict? Three out of four said yes.

But more than metrics, look at the faces in the audience. Look at their joy. That thunderous applause at the end didn’t just say, “That was good.” It said, “We were part of something - and it felt amazing.”

That’s the level we should be aiming for.

Scaling the Unscalable

Here’s the kicker: this didn’t start as a flashy viral moment. It started in a Brisbane pub, back in 2017, as an experiment in community singing. No stage. No lights. Just a group of people and a projector screen.

Since then? Pub Choir has sold out venues across Australia, New Zealand, and beyond - now expanding into the US, Singapore, Japan, and the UK.

That’s what I love most about this story. It proves that you don’t need massive budgets to create transformational experiences. You need heart, intention, and a good plan for scale without losing soul.

For Your Next Event - Try This

Here are a few ideas you can steal, borrow, or remix:

Opening Sessions: Start with a participatory element, even something simple like an “unmute moment” in hybrid events, or a guided group poll with live results.

Networking with Purpose: Replace cocktail chatter with small group challenges, collaborative art walls, or co-created event playlists.

Interactive Learning: Turn your panel into a game show, a brainstorm lab, or a mini-hackathon.

Closing Sessions: Don’t end on a slideshow. End on something emotional - group declarations, shared wins, or a collective “aha” moment.

Beyond the Keynote: A New Kind of Motivator

Last week, I wrote about how good motivational speakers can lift a room. But Astrid offers a new twist - she doesn’t just tell people they’re powerful, she lets them experience it together.

It’s less about being inspiring, and more about creating inspired people.
That’s the future. That’s the kind of energy we need more of on our stages.

Your Move: Would You Do It?

If you had a chance to bring Astrid into your next event, would you take it?
Would you let your audience sing - literally or metaphorically?
And how would you prepare them to shine?

Maybe it’s an icebreaker. Maybe it’s a finale. Maybe it’s that perfect wake-up moment after lunch.

Whatever it is, I’d love to hear your take.
What draws you to this kind of participatory experience - or what makes you nervous?
Drop a comment or DM me on LinkedIn - I always read every message.

Because the best events aren’t just run.
They’re felt.

And if Astrid’s shown us anything, it’s that sometimes the best way to wow an audience…
is to remind them they’re already amazing.