Ghostwriter Consultancy & Events - Introducing Gig Lab

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Today we're excited to meet Victoria Smith of Ghostwriter Consultancy & Events Ltd

So Victoria, tell us more about Ghostwriter

Ghostwriter Consultancy & Events specialises in maximising the potential of venues and spaces for live music and events, leveraging deep expertise across both the independent and corporate sectors.

Our venues division partners with spaces that have untapped potential, whether primarily operating as clubs, universities, or sports venues, to unlock new revenue streams through live events.

From forging long-term strategic venue partnerships to transforming greenfield sites into fully operational event spaces, we create tailored solutions that bring events to life.

Our consultancy spans the full spectrum of event management, from strategic planning, market positioning and artist procurement to hands-on operational delivery. Whether supporting a single element of an event or delivering a full 360-degree service, we bridge the gap between creative ambition and commercial success.

How did you come up with the business idea and what problem are you looking to solve?

At Ghostwriter, we’ve spent years navigating the disconnect between independent venues and promoters; endless email chains, missed opportunities, and a lack of visibility that makes booking harder than it should be.

We weren’t just observing the problem; we were living it. So, we built Gig Lab, a platform designed to solve the exact challenges we faced every day. It gives venues the visibility they need to attract promoters while making it easier than ever to discover, book, and manage shows.

By streamlining advancing, automating communication, and delivering real-time insights, Gig Lab removes the barriers that slow the industry down, unlocking new opportunities and making independent live events more efficient, connected, and equitable.

What made you want to start your own business?

After years in the corporate sector, we saw firsthand how decisions were made from head offices, often based in London or overseas, detached from the venues, their local communities, and the realities of delivering live events.

The disconnect was clear, with priorities driven by global strategies rather than the people who truly understood the spaces and audiences. We knew there was a better way, one that combined corporate-level insight with the agility, creativity, and authenticity of the independent sector.

That’s why we founded Ghostwriter, to take everything we’d learned and apply it where it really mattered. We’re completely independent ourselves, with shareholders who are actively involved in the business and a team that’s worked together for decades.

Running a company where the vision is so aligned, and where respect and trust are second to none, is something we don’t take for granted. We’ve built a team of experts we’ve worked with over the years, people who understand the industry inside out because they’ve lived it.

They say the team is the most important part of any business, and for us, that’s not just a phrase, it’s the foundation of everything we do. Every success we’ve had comes down to the people behind it, and that’s what makes Ghostwriter different.

What stage is your business currently at?

We launched Ghostwriter just six months before the pandemic, great timing! Despite the challenges, we’ve built a thriving, independent business, working with world-renowned clients and delivering groundbreaking venue partnerships.

As Ghostwriter continues to grow, we’re also developing Gig Lab, launching this year. Gig Lab is set to be a game-changer. While our consultancy work allows us to support individual venues and projects, Gig Lab will provide a solution that scales across the entire industry, giving independent venues and promoters the tools they need to work more efficiently, streamline operations, and unlock new opportunities.

It’s an evolution of what we do, and bringing it to market is an exciting next step in our mission to strengthen the independent live sector.

What do you love most about being an entrepreneur?

What I love most about being an entrepreneur is the freedom to build something different, to challenge the status quo and create solutions that genuinely make an impact.

In an industry where independent venues and promoters often face unnecessary barriers, being able to break those down and find smarter ways of working is what drives us. No two days are the same, and that’s what keeps it exciting. One moment we’re shaping a new venue partnership, the next we’re developing technology that will transform how the industry operates.

The ability to adapt, innovate, and push boundaries is what makes being an entrepreneur so rewarding. But more than anything, it’s about the team. We’ve been lucky to build a business alongside people who are just as passionate, creative, and driven to make a difference.

We’ve created an environment where people are empowered to be creative, trusted to lead, and given the freedom to innovate. Our team is diverse, and that’s something we actively champion, not just in our hiring but in how we operate, ensuring we provide a positive, supportive, and inspiring place to work.

Seeing that culture thrive is one of the most rewarding parts of the journey.

What is the number one business tip you've learned that you'd like to share with fellow budding entrepreneurs?

Gary Vaynerchuk once said, "If you're not willing to sell your house, you're not an entrepreneur." Well, we actually did that, selling our home to keep our team together through the pandemic. While it all worked out in the end, I can confidently say that maxing out your stress levels and surviving on sleepless nights isn’t the ideal business plan!

But that decision reflects the biggest lesson we’ve learned, business is all about the people. No matter how strong your idea is, it’s the team around you that determines success. The right people will challenge your thinking, push your vision forward, and bring the creativity and resilience that make all the difference.

The same applies to clients and partners, work with those who align with your values. Not every opportunity is worth taking, and staying true to what you believe in leads to stronger, more sustainable success.

At the end of the day, business isn’t just about growth, it’s about building something meaningful, surrounded by the right people.

Who are your startup heroes?

I’m always especially inspired by entrepreneurs like Rich Barton, who has a track record of disrupting industries by putting power and transparency into the hands of consumers.

As the founder of Expedia, Zillow, and Glassdoor, he built platforms that democratized access to information, giving users control rather than gatekeepers.

That mindset resonates with Gig Lab, as we’re creating a solution that provides independent venues and promoters with the same kind of visibility and access that larger companies take for granted.

Is there a favourite podcast, book or series you'd like to share with the world?

One of my favourite business resources is How I Built This by Guy Raz, a podcast that dives into the journeys of entrepreneurs, their challenges, and the pivotal moments that shaped their businesses.

It’s fascinating to hear firsthand how some of the biggest companies overcame obstacles and evolved.

I also highly recommend That Will Never Work by Marc Randolph, which tells the story of how Netflix went from an idea no one believed in to revolutionizing entertainment. It’s a brilliant look at persistence, adapting to challenges, and knowing when to pivot, all essential lessons for any entrepreneur.

Anything else you'd like to share with the world?

Having recently won a Women in Innovation Award through Innovate UK, I’ve been reflecting a lot on what it means to be a female entrepreneur in an industry that still has barriers to break. The recognition was an incredible moment, not just for me, but for everything we’ve built with Ghostwriter and Gig Lab.

If there’s one thing I’d share with the world, it’s that entrepreneurship isn’t about fitting into the mould, it’s about breaking it. The live events and tech industries haven’t always been the most welcoming spaces for women, but that’s exactly why representation matters.

Diversity isn’t just a buzzword, it drives better businesses, stronger ideas, and real change. For anyone starting out, my advice is simple: back yourself, trust your instincts, and surround yourself with people who lift you up.

There’s space for different ways of thinking, leading, and innovating, so take up that space unapologetically. And if you're in live events, keep an eye out for Gig Lab, we’re just getting started!

Where can people find you online?

Check our our new Gig Lab website and connect with us on LinkedIn to carry on the conversation. 

It's been really great to chat today Victoria! Good luck in the future with your business and we look forward to catching up with you soon.

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