Spotlight Sound amplifying the impact of women in AV and event production in the UK

It is no secret that the AV installation and event production and hire industry is male-dominated, particularly in technical and senior leadership roles. As we mark International Women’s Day (8 March), is change really happening in our industry? UK-based Spotlight Sound says it is, and they can prove it.

Nearly 50% of Spotlight Sound’s team is female, which is significantly different to the industry as a whole, certainly in the UK where women remain underrepresented, particularly in senior positions. According to a UK industry report set for release in April, while the event production industry is largely female-led, women occupy just 23% of senior roles in the 46-59 age bracket. The report also highlights that women are more concentrated in junior roles.

The theme for this year’s International Women’s Day 2025 is ‘Accelerate Action’, and it is important to highlight the contributions of women shaping the industry today. At Spotlight Sound, three inspiring women, Ashton Gold, Fiona Annetts, and Chloe Richardson play key roles in ensuring the company’s success and the company profiles their impact here:

Ashton Gold is the account manager at Spotlight Sound: Ashton says that when she first started in the world of AV and event production, she was apprehensive about working in a male-dominated industry with an all-male onsite team. However, those concerns quickly disappeared after her first major event, where the team was welcoming and inclusive.

“My role is to ensure that every production project receives the same meticulous attention to detail from the initial enquiry right through to the event’s completion,” she explains and believes her experience in client care and event management has enabled her to refine processes, ensuring seamless coordination between clients and production teams. Many event planners she works with are female, and having a woman as a key point of contact on-site makes a real difference.

She believes that educating young girls about the wide range of roles within the events industry is crucial in attracting more women into the field. Her advice for women entering AV and event production? “Go in with an open mind, don’t be afraid to get stuck in and be part of the team. When you work hard, you will be rewarded.”

Fiona Annetts is the office administrator at Spotlight Sound: Behind every successful production is a well-organised operation, and that’s where Fiona comes in. She ensures that the team operates smoothly, with efficiency and professionalism.

“Spotlight Sound is all about teamwork, and that means making sure everyone feels valued and heard,” Fiona says. “Whether it’s in the office, on-site, or in leadership, everyone has the same opportunity to contribute and grow.”

She says that the AV industry has been male-heavy for a long time, but believes that change is happening. More training opportunities and initiatives are key to ensuring that women can gain the necessary skills needed and move up the career ladder.

What advice would she give to other women working with mainly male teams? She says it is important to be confident and direct in the way you communicate. “Know your stuff. Confidence goes a long way. Respect is earned by showing you’re capable, and that applies to everyone. A sense of humour definitely helps, too!”

Chloe Richardson is the marketing executive at Spotlight Sound: The AV and event production industry is technical by nature, which can make marketing a challenge, especially in an industry where women are still underrepresented. However, Chloe says that while the focus is about showcasing Spotlight Sound’s work it is also about highlighting the people behind it.

“I make sure that our brand feels friendly and approachable because people relate more with people,” Chloe says. “I use bright, clear photos to catch people’s eye and explain projects in a way that doesn’t exclude those who may not understand technical jargon.”

A newcomer to the AV industry (but not to marketing), Chloe acknowledges that her biggest challenge was learning the technical terminology and inner workings of the business. To overcome this, she actively engaged in learning by asking questions, listening to colleagues, and conducting research. She says that if you are determined to understand the industry you work in, you can succeed in any field.

Looking ahead, Chloe believes that more visibility for women in AV will inspire others to join. Training programmes, webinars, and behind-the-scenes content that showcases women’s success stories can help bridge the gender gap. Her advice for women looking to break into the industry? “Put yourself out there and go for it. If you’re willing to learn, you’ll go far. Online courses are great for improving skills and can set you apart from the competition.”

Spotlight Sound says its nearly 50% female representation reflects the company’s active commitment to diversity and that accelerating action is not just about acknowledging the imbalance but actively working to correct it. By celebrating the achievements of women like Ashton, Fiona, and Chloe, the industry can continue to challenge gender norms and inspire the next generation of female professionals.