Comedian Dave ‘Hughesy’ Hughes has addressed an incident at his Adelaide Fringe Festival show, where he removed three audience members for being disruptive. The moment, captured on video, showed Hughes confronting the trio after repeated interruptions during his set.
Speaking on Carrie Bickmore and Tommy Little‘s show Carrie & Tommy on SCA’s Hit Network, Hughesy defended his decision, emphasising the impact of audience behaviour on live performances.
“I suggested a woman and her friends stop talking in the second row of my show,” he explained on the show.
“I suggested a number of times, and then I gave an ultimatum. I said: ‘You can keep talking, but not in this room'”.
Despite repeated warnings, the women refused to stay quiet, with security eventually escorting them out.
Bizarrely, one woman even stopped to hug the comedian. “[When] she was coming at me, I thought, ‘she’s gonna punch me,'” he said. “Then she went in for a hug, and I think she said she loved me”.
He continued: “They had a night out. It didn’t go well for them. But you know what? I think the real culprit probably won’t even remember it. I think she probably had that much wine that she won’t even know.”
Live events & brand control
According to Caleb Yorke, CEO & founder of Influence Haus, Hughesy’s handling of the incident is a prime example of the dynamics of live entertainment and brand management.
“When brands and agencies invest in live events, from comedy tours to branded activations, audience participation is both an asset and a risk. Hughesy’s experience raises key questions around how unscripted moments can shape brand perception,” says Yorke.
Yorke outlined three essential strategies to navigate the unpredictability of live events:
• Set clear expectations from the start
Whether it’s a comedy show, a product launch, or a brand activation, audiences need to know the rules of engagement. Setting expectations upfront, whether through pre-show announcements, signage, or host messaging, helps create an environment that balances spontaneity with control.
• Be ready for real-time crisis management
Live events are unpredictable, so brands and organisers need to plan for disruptions. Having a crisis response strategy in place, whether that means a spokesperson, a moderation team, or an escalation protocol, ensures you can handle unexpected moments with confidence, consistency, and brand integrity.
• Leverage the moment, don’t just contain it
Some of the most viral moments in live events happen when brands embrace the unexpected. Instead of shutting down an unscripted situation, consider how to turn it into an opportunity. Whether it’s through humour, quick-thinking messaging, or reactive content, controlled storytelling can turn potential PR risks into brand-building moments.
Pictured: Carrie Bickmore, Dave Hughes and Tommy Little