How Phoenix Pulled Off Their Massive, ‘Crowning’ Olympics Closing Ceremony Set

This summer, nothing has been bigger than the Paris Olympics. The global games — held across 17 days from late July through last Sunday’s Closing Ceremony — set all kinds of records. They drew an average U.S. daily viewership of 30.6 million, an 82% jump from the 2021 Tokyo Games, and created worldwide stars out of some of the top athletes on the planet.

The Paris Games culminated in that star-studded Closing Ceremony, which featured a huge performance headlined by French band Phoenix in the iconic Stade de France, with onstage assists from Air, Vampire Weekend’s Ezra Koenig and French producer Kavinsky, among others. The Closing Ceremony drew more than 20 million viewers in the U.S. alone, while its effect led to a giant surge in streams and sales for Phoenix and Kavinsky in particular: Streams for Phoenix’s catalog jumped 86% over the prior week following the performance, while Kavinsky’s “Nightcall” broke the record for most Shazams in a single day and saw its streams grow 74%.

But it was also a massive showcase for one of the most successful groups of the past few decades and one of the top French groups of all time — and it helps their manager, C3’s Matt Sadie, earn the title of Billboard’s Executive of the Week. Here, Sadie talks about all the work that went into the performance behind the scenes, the platform of performing in front of an estimated 800 million people worldwide and what this means for the band. “There have been so many times over the years when we — the management team and Branco, Christian, Thomas and Deck in the band — have all worked very, very closely to bring their special vision to fruition,” Sadie says. “The Olympics performance felt like a real crowning moment in Phoenix’s career, and I am thrilled to have been a part of it.”

This week, Phoenix performed in Paris for the Olympics Closing Ceremony, a huge event for the band and the country. How did that come together, and what key decisions did you make to help make that happen?

As soon as Paris was given the Olympics for 2024 back in 2017, we immediately identified the opportunity internally. It felt very logical that a band of their international stature, from near Paris and largely based there, should have a place in the Olympics. The Opening and Closing Ceremonies were definitely top of the list. 

Clearly, the Olympics team weren’t at the stage of picking acts for the ceremonies in 2017, but around two years ago, alongside my counterpart in France, Laurence Muller, and the band’s agent in France, Sofiene Bijaoui from Corida, we identified who the powers that be were and began conversations. There was a lot of perseverance from everyone on the team. In the meantime, last year we planned the band’s touring to keep them in Europe over this summer, leaving gaps in the schedule where the Opening and Closing Ceremonies were. This allowed the flexibility needed in case the call came, which it eventually did. 

What are the considerations when putting an act onto an event as prestigious as the Closing Ceremony? Was there any hesitation or was it an automatic yes?

How do you say no? Given the scale of the opportunity and the very natural connection in being a French band from the area, it was as close to an automatic yes as one can get. In our conversations with the Olympics team, we were immediately given a lot of independence in putting their set together — there was simply the remit that the performance had to feel like a party for the athletes and that we had 15-17 minutes to play with. Knowing that the band would be playing to a global audience of around 800 million, the priority for us was to put a show together which would have the potential to appeal to people who’d never heard of Phoenix before and would remind those who had why they’ve continued to be one of the most beloved artists of the last 20 years. We immediately felt the pre-conditions of the set given to us by the Olympics meant that this was a no-brainer.

How did you prepare for this differently than any other gig?

Pretty much every aspect of this show required preparations that were different to a normal show for the band. It was very much non-stop from myself, Laurence and the rest of the team from the moment we got the green light. 

The band haven’t played a medley set of this kind before, so that was a challenge in itself. They knew they wanted to have some guests, so identifying them, getting them on board, and working through logistical gymnastics was pretty consuming for all. For the band, having the acts they wanted to join them in Air, Kavinsky, Angele, Ezra Koenig of Vampire Weekend and VannDa, was a very different approach to a normal show but one they relished. 

If you’ve seen them play before, you’ll know that the band have always put a lot of focus into the production at their live shows. They’d usually have the control and time to finesse it into something very special. We had neither of those luxuries here; we were simply told, “You’ll be playing on a stage in the middle of the stadium which is shaped like the world map — you’ll be playing in Africa.” We worked closely with the team to create a scenario which would work for the band and their guest performers. Playing in a stadium is very different to a festival show or the sheds the band played at during their recent U.S. co-headline run with Beck, but it gave our brilliant lighting designer Pierre Claude a huge scale of production elements to work with. His efforts to pull things together were truly herculean. 

We’ve done plenty of live streams — from festivals and most recently with Air from the roof of the Charles De Gaulle Airport in Paris, but this was on a whole different scale, with over 80 cameras in the stadium capturing the show. We also weren’t in control of the direction during the livestream. As a solution, Laurence brought in David Ctiborsky from Blogotheque, who’d worked closely with the band on various livestreams, to ensure that the various “moments” were filmed effectively, advising the team from the Olympics capturing it. We also were conscious that this was being broadcast around the world via local broadcasters, so talking points on each of the songs and artists involved was critical promotionally. 

Outside of the show itself, promoting it was very different from any other show. Rather than the usual heavy promotion into a show, news of their performance was technically embargoed until the last minute, despite the odd leak here and there. This meant that we had to be reactive with media after the fact, which we were ready to do via our PR — Jen Appel of The Oriel and Nathalie Ridard of Ephelide — our digital marketing team, Dream Team, and the team at C3 Management.

With the band appearing onstage with Kavinsky and Air, and the closing ceremony also featuring a medley of Justice songs, what does it all say about the importance of electronic music to French culture?

To their credit, in choosing artists from the “French Touch” movement, the creative team behind the Closing Ceremony identified something very special that France brought to the world. Daft Punk, Air, Phoenix, Justice and many more have had a huge, and sometimes unsung, impact on music globally, not just in the electronic space. To my mind, it’s one of the country’s greatest present-day cultural exports. Highlighting it in the ceremony really allowed them to celebrate something uniquely French but also globally relevant and ultimately timeless.

What position does a performance like this put the band in, in terms of their next moves? How do they capitalize on the moment?

Clearly this has been a huge watershed moment for the band globally. Every metric has shown that this week, notably seven of the top 11 songs on Shazam this week are from their set, including Kavinsky’s “Nightcall” receiving the most Shazams of any song in a day ever. We’ve seen serious growth on socials and streaming numbers, alongside a vast amount of media coverage. There’s no doubt that a huge number of people have discovered the band, and I’m sure many others have enjoyed being reminded of some of their favorite songs from the last couple decades. The performance has opened a lot of doors already and we’re still seeing the impact in real time. 

More than anything, though, after more than a decade as one of the band’s managers, I’m proud of them for always being open to new challenges that push us all creatively and beyond. There have been so many times over the years when we — the management team and Branco, Christian, Thomas and Deck in the band — have all worked very, very closely to bring their special vision to fruition. The Olympics performance felt like a real crowning moment in Phoenix’s career, and I am thrilled to have been a part of it. 

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