HypeUp makes attendees part of the show

Peter Smith, founder of Milwaukee-based Neon Labs, is making waves in the live events industry with his innovative product, HypeUp. Designed to elevate the attendee experience, HypeUp transforms crowds into synchronized light displays using only their smartphones—no apps or wristbands required.

Inspired by popular LED wristbands seen at concerts and sporting events, Smith sought to create a cost-effective alternative that relies on devices everyone already carries—their phones.

Unlike competitors that require attendees to download an app or wear a costly LED wristband, HypeUp simplifies the experience by allowing users to participate via a QR code. “The goal is to make it super easy to use—no barriers like downloads or extra devices,” said Smith. The platform syncs with music and can create effects like twinkling stars or pulsating lights, enhancing sporting events and concerts, as well as smaller gatherings, like weddings and corporate events.

Smith, who has a background in experiential digital marketing, first conceptualized HypeUp during a 2023 cohort of the FOR-M accelerator program. He then created a minimum viable product (MVP) capable of handling hundreds of users. In December, Smith rolled out HypeUp at the WEDMKE show, where the product received a lot of positive feedback from show attendees.

“People have been really excited about it,” said Smith. “It’s about creating those key moments that enhance an event and leave a lasting impression.”

HypeUp’s business model includes one-time event purchases and subscription plans. Packages range from $300 for a single event to more comprehensive plans tailored for DJs and planners. Smith plans to expand into large-scale stadium events with potential sponsorships from major brands by the close of 2025. “Think Bucks games, Brewers games—maybe even ‘The digital wave brought to you by a major retailer,'” he said.

The current version of HypeUp can support hundreds of users, but the next iteration, expected to be released by the end of the first quarter of 2025, will be capable of handling over 100,000 participants simultaneously. Smith is also exploring features like real-time giveaways and data collection for event sponsors.

The bootstrapped company received a $10,000 grant from FOR-M in 2024. Now, Smith is evaluating pathways for further scaling, including accelerator programs and investment opportunities. “I’ve built HypeUp from the ground up, but to reach the next level, I’m looking for the right partners to help scale and maximize its impact,” he said.

As HypeUp prepares for a broader launch, Smith sees endless opportunities for event planners to create lasting memories. “My goal is to create fun, unique experiences that turn attendees into participants,” he said.

With its seamless approach to audience interaction, the platform is positioning itself as a game-changer in event engagement.

To learn more about HypeUp, connect with the emerging company here.