Podcast Summary

James Reed: All About Business

Episode Title: Silent Disco Founder: "I didn’t want to build a company; I wanted to build a feeling" | Toby Burns
Release Date: August 25, 2025
Host: James Reed (A)
Guest: Toby Burns (B), Founder and Director, The Silent Disco Company

Episode Overview

This episode explores the creation, growth, and philosophy behind The Silent Disco Company, with founder Toby Burns sharing his journey from a teenage entertainer to an innovative business owner. The conversation delves into the importance of brand clarity, innovation through global inspiration, and the silent disco's cultural impact, offering actionable insights for aspiring entrepreneurs.

Key Discussion Points & Insights

1. Origins: From Entertainer to Entrepreneur

• Toby’s Early Start: Began as a children’s entertainer at 15, working up to 10 parties a week while still in school, chauffeured by “a man in a van called Pete.”
  • “I was being picked up with a man in a van from school... going straight to do parties when you’re in school.” (02:14)
• Event DJing: Progressed to high-end events, including bar/bat mitzvahs and corporate gigs, sometimes with extravagant budgets.
  • “I've seen some quite outrageous events… quarter of a million quid on this two year old's birthday.” (04:03)

2. The Lightbulb Moment: Creating Silent Disco

• Problem Spotted: Recognized the need to entertain kids during events while adults dined.
• Silent Disco Inspiration: Discovered the silent disco concept in the US and decided to import and adapt it for the UK market.
  • “I saw silent disco in America and I still go to America because all the new ideas are there first. Or China.” (06:34)
• Early Business Move: Sold six months of silent disco events before the equipment even arrived from overseas, paying for his initial order up front.
  • “I’d sold it in to the next six months of events before I got it... all the kit was already paid for.” (09:08)

3. Innovation through "Swipe and Deploy"

• Continuous Global Research: Regularly travels to China and the US for new ideas, supporting a business philosophy the host dubs “swipe and deploy.”
  • Quote: “Swipe and deploy, yeah... I hope your listeners... can swipe and deploy into their businesses.” (07:06 / 07:11)
• Hard Work Behind Glamour: Visits to manufacturing partners in China are described as grueling rather than glamorous, with long days of factory visits.
  • “As soon as I land, it’s non stop for seven days, car to factory, factory.” (07:50)

4. The Silent Disco Experience & Its Cultural Impact

• First Event Experience: Toby still gets joy from seeing people enjoy silent discos, comparing it to commuters in their musical bubble.
  • Quote: “I still get the same feeling and the same smile watching people in their own little world... it gives people choice.” (09:21)
• Lasting Appeal: Despite a decade in business, silent disco remains new and exciting for many.
  • “It still amazes me now that people say to me, I've never seen a silent disco before, and we've been doing this 10 years.” (11:00)
• Multiple Channels for Choice: The company now offers up to 10 music channels at events, supporting diverse musical preferences.
  • “People love choice. I mean, we do a 10 channel system now... you can actually have 10 different genres of music.” (14:01)

5. The Silent Disco vs. Traditional Partying

• Fostering Community Rather Than Separation:
  Host challenges if headphones drive people apart; Toby argues the opposite—that silent disco draws non-dancers to the floor and facilitates easier conversation.
  • Quote: “I promise you... even the people that I'm told would never get up at a party and dance... they are on the dance floor.” (15:18)
  • “You just pop your headphones off, have a conversation... you haven’t got to shout over the DJ and the music.” (15:53)
• Adaptation to Social Change: Silent disco gives a new lease of life to nightclubs and pubs (especially post-COVID), allowing them to thrive within noise restrictions.

6. Building a Ubiquitous, Clear Brand

• Naming Philosophy:
  Toby emphasizes the importance of “saying what it does on the tin,” evident in his company's name and in others he’s created.
  • Quote: “I'm a big believer in like brand should say what they do on the tin.” (16:52)
• First-to-Market Advantage:
  By naming his company “The Silent Disco Company,” Toby positioned it as the generic go-to brand in the UK—comparable to “Hoover” for vacuum cleaners.
  • “We are the silent disco company. That was the brand. We wanted to be the go to experts.” (18:00)
• Premium Service: Differentiated from earlier, lower-quality UK operators by offering better products and targeting the high-end segment.
• Expanding via Acquisitions and Spin-offs:
  Developed related brands such as “Karaoke Hire Company” and “Screen Hire Company,” all using the same naming convention.

Notable Quotes & Memorable Moments

• On Innovation:
  “Swipe and deploy, yeah... I hope your listeners... can swipe and deploy into their businesses.”
  —Toby Burns (07:06/07:11)

• On Creating Experiences:
  “I still get the same feeling and the same smile watching people in their own little world... that's the feeling it gives people.”
  —Toby Burns (09:21)

• On the Power of Clarity:
  “I'm a big believer in like brand should say what they do on the tin.”
  —Toby Burns (16:52)

• On Community:
  “Even the people that I'm told would never get up at a party and dance... they are on the dance floor.”
  —Toby Burns (15:18)

• On Brand Ubiquity:
  “We are the Silent Disco Company. Not any. We are the Silent Disco Company. That was the brand.”
  —Toby Burns (18:00)

Important Timestamps

• 00:00–02:26: Toby's early days as a children’s entertainer
• 05:02–06:46: The “lightbulb moment” and learning from global business trips
• 09:03–10:10: First silent disco event; describing the magic feeling and initial sales strategy
• 11:00–11:43: Continued novelty and what makes silent disco fun
• 14:01–14:54: Innovations in choice (10-channel system) and corporate uses
• 15:13–15:53: Defending the sociability of silent disco
• 16:44–19:03: Building a clear, premium brand and expanding with descriptive company names

Conclusion

Toby Burns’ journey with The Silent Disco Company provides a vivid, authentic look at business-building grounded in clarity, innovation, and an unwavering focus on experience over product. His philosophy—“I didn’t want to build a company; I wanted to build a feeling”—emerges throughout the conversation, reminding listeners that entrepreneurship can be as much about moments and emotions as it is about strategy and numbers. Whether with “swipe and deploy” or his naming principles, Toby’s lessons are practical, memorable, and accessible for anyone working to make their own brand ubiquitous.