diff --git a/event/adapter/gokit/gokit.go b/event/adapter/gokit/gokit.go
index b51fab4..c442ed6 100644
--- a/event/adapter/gokit/gokit.go
+++ b/event/adapter/gokit/gokit.go
@@ -34,7 +34,10 @@
 			keyvals = keyvals[1:]
 		}
 	}
-	b := event.To(ctx)
+	ev := event.New(ctx, event.LogKind)
+	if ev == nil {
+		return nil
+	}
 	var msg string
 	for i := 0; i < len(keyvals); i += 2 {
 		key := keyvals[i].(string)
@@ -42,9 +45,10 @@
 		if key == "msg" || key == "message" {
 			msg = fmt.Sprint(value)
 		} else {
-			b.With(keys.Value(key).Of(value))
+			ev.Labels = append(ev.Labels, keys.Value(key).Of(value))
 		}
 	}
-	b.Log(msg)
+	ev.Message = msg
+	ev.Deliver()
 	return nil
 }
diff --git a/event/adapter/gokit/gokit_test.go b/event/adapter/gokit/gokit_test.go
index f8d6cad..9c84590 100644
--- a/event/adapter/gokit/gokit_test.go
+++ b/event/adapter/gokit/gokit_test.go
@@ -31,7 +31,7 @@
 			keys.Value("resource").Of("R"),
 		},
 	}}
-	if diff := cmp.Diff(want, h.Got); diff != "" {
+	if diff := cmp.Diff(want, h.Got, eventtest.CmpOption()); diff != "" {
 		t.Errorf("mismatch (-want, +got):\n%s", diff)
 	}
 }
diff --git a/event/adapter/logfmt/logfmt.go b/event/adapter/logfmt/logfmt.go
index 9735b38..cc8b297 100644
--- a/event/adapter/logfmt/logfmt.go
+++ b/event/adapter/logfmt/logfmt.go
@@ -40,27 +40,11 @@
 	return &Handler{to: to}
 }
 
-func (h *Handler) Log(ctx context.Context, ev *event.Event) {
-	h.Printer.Event(h.to, ev)
-}
-
-func (h *Handler) Metric(ctx context.Context, ev *event.Event) {
-	h.Printer.Event(h.to, ev)
-}
-
-func (h *Handler) Annotate(ctx context.Context, ev *event.Event) {
-	h.Printer.Event(h.to, ev)
-}
-
-func (h *Handler) Start(ctx context.Context, ev *event.Event) context.Context {
+func (h *Handler) Event(ctx context.Context, ev *event.Event) context.Context {
 	h.Printer.Event(h.to, ev)
 	return ctx
 }
 
-func (h *Handler) End(ctx context.Context, ev *event.Event) {
-	h.Printer.Event(h.to, ev)
-}
-
 func (p *Printer) Event(w io.Writer, ev *event.Event) {
 	p.needSep = false
 	if !ev.At.IsZero() {
@@ -94,7 +78,7 @@
 		p.label(w, "name", event.StringOf(ev.Name))
 	}
 
-	if ev.Kind == event.TraceKind && ev.TraceID == 0 {
+	if ev.Kind == event.EndKind {
 		p.label(w, "end", event.Value{})
 	}
 
diff --git a/event/adapter/logfmt/logfmt_test.go b/event/adapter/logfmt/logfmt_test.go
index ca764e3..be80ade 100644
--- a/event/adapter/logfmt/logfmt_test.go
+++ b/event/adapter/logfmt/logfmt_test.go
@@ -57,7 +57,7 @@
 		expect: `err="an error"`,
 	}, {
 		name:   "end",
-		event:  event.Event{Kind: event.TraceKind},
+		event:  event.Event{Kind: event.EndKind},
 		expect: `end`,
 	}, {
 		name: "string",
diff --git a/event/adapter/logr/logr.go b/event/adapter/logr/logr.go
index 2dfb62a..23bf172 100644
--- a/event/adapter/logr/logr.go
+++ b/event/adapter/logr/logr.go
@@ -15,8 +15,8 @@
 )
 
 type logger struct {
-	exporter  *event.Exporter
-	builder   event.Builder // never delivered, only cloned
+	ctx       context.Context
+	labels    []event.Label
 	nameSep   string
 	name      string
 	verbosity int
@@ -26,7 +26,7 @@
 
 func NewLogger(ctx context.Context, nameSep string) logr.Logger {
 	return &logger{
-		builder: event.To(ctx),
+		ctx:     ctx,
 		nameSep: nameSep,
 	}
 }
@@ -63,13 +63,6 @@
 	return true
 }
 
-// addLabels adds labels for keysAndValues to b.
-func addLabels(b event.Builder, keysAndValues []interface{}) {
-	for i := 0; i < len(keysAndValues); i += 2 {
-		b.With(newLabel(keysAndValues[i], keysAndValues[i+1]))
-	}
-}
-
 // Info logs a non-error message with the given key/value pairs as context.
 //
 // The msg argument should be used to add some constant description to
@@ -77,7 +70,10 @@
 // variable information.  The key/value pairs should alternate string
 // keys and arbitrary values.
 func (l *logger) Info(msg string, keysAndValues ...interface{}) {
-	l.log(msg, l.builder.Clone(), keysAndValues)
+	ev := event.New(l.ctx, event.LogKind)
+	if ev != nil {
+		l.log(ev, msg, keysAndValues)
+	}
 }
 
 // Error logs an error, with the given message and key/value pairs as context.
@@ -89,22 +85,35 @@
 // while the err field should be used to attach the actual error that
 // triggered this log line, if present.
 func (l *logger) Error(err error, msg string, keysAndValues ...interface{}) {
-	l.log(msg, l.builder.Clone().Error(err), keysAndValues)
+	ev := event.New(l.ctx, event.LogKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, keys.Value("error").Of(err))
+		l.log(ev, msg, keysAndValues)
+	}
 }
 
-func (l *logger) log(msg string, b event.Builder, keysAndValues []interface{}) {
-	b.With(convertVerbosity(l.verbosity))
-	b.Name(l.name)
-	addLabels(b, keysAndValues)
-	b.Log(msg)
+func (l *logger) log(ev *event.Event, msg string, keysAndValues []interface{}) {
+	ev.Labels = append(ev.Labels, convertVerbosity(l.verbosity).Label())
+	ev.Labels = append(ev.Labels, l.labels...)
+	for i := 0; i < len(keysAndValues); i += 2 {
+		ev.Labels = append(ev.Labels, newLabel(keysAndValues[i], keysAndValues[i+1]))
+	}
+	ev.Name = l.name
+	ev.Message = msg
+	ev.Deliver()
 }
 
 // WithValues adds some key-value pairs of context to a logger.
 // See Info for documentation on how key/value pairs work.
 func (l *logger) WithValues(keysAndValues ...interface{}) logr.Logger {
 	l2 := *l
-	l2.builder = l2.builder.Clone()
-	addLabels(l2.builder, keysAndValues)
+	if len(keysAndValues) > 0 {
+		l2.labels = make([]event.Label, len(l.labels), len(l.labels)+(len(keysAndValues)/2))
+		copy(l2.labels, l.labels)
+		for i := 0; i < len(keysAndValues); i += 2 {
+			l2.labels = append(l2.labels, newLabel(keysAndValues[i], keysAndValues[i+1]))
+		}
+	}
 	return &l2
 }
 
@@ -112,7 +121,7 @@
 	return keys.Value(key.(string)).Of(value)
 }
 
-func convertVerbosity(v int) event.Label {
+func convertVerbosity(v int) severity.Level {
 	//TODO: this needs to be more complicated, v decreases with increasing severity
-	return severity.Of(severity.Level(v))
+	return severity.Level(v)
 }
diff --git a/event/adapter/logr/logr_test.go b/event/adapter/logr/logr_test.go
index 8b897e4..6417755 100644
--- a/event/adapter/logr/logr_test.go
+++ b/event/adapter/logr/logr_test.go
@@ -19,7 +19,7 @@
 
 func TestInfo(t *testing.T) {
 	ctx, th := eventtest.NewCapture()
-	log := elogr.NewLogger(ctx, "/").WithName("n").V(int(severity.DebugLevel))
+	log := elogr.NewLogger(ctx, "/").WithName("n").V(int(severity.Debug))
 	log = log.WithName("m")
 	log.Info("mess", "traceID", 17, "resource", "R")
 	want := []event.Event{{
@@ -28,12 +28,12 @@
 		Message: "mess",
 		Name:    "n/m",
 		Labels: []event.Label{
-			severity.Debug,
+			severity.Debug.Label(),
 			keys.Value("traceID").Of(17),
 			keys.Value("resource").Of("R"),
 		},
 	}}
-	if diff := cmp.Diff(want, th.Got); diff != "" {
+	if diff := cmp.Diff(want, th.Got, eventtest.CmpOption()); diff != "" {
 		t.Errorf("mismatch (-want, +got):\n%s", diff)
 	}
 }
diff --git a/event/adapter/logrus/logrus.go b/event/adapter/logrus/logrus.go
index fe21fee..af41ce4 100644
--- a/event/adapter/logrus/logrus.go
+++ b/event/adapter/logrus/logrus.go
@@ -46,19 +46,24 @@
 	if ctx == nil {
 		ctx = context.Background()
 	}
-	b := event.To(ctx).At(e.Time)
-	b.With(convertLevel(e.Level))
-	for k, v := range e.Data {
-		b.With(keys.Value(k).Of(v))
+	ev := event.New(ctx, event.LogKind)
+	if ev == nil {
+		return nil, nil
 	}
-	b.Log(e.Message)
+	ev.At = e.Time
+	ev.Labels = append(ev.Labels, convertLevel(e.Level).Label())
+	for k, v := range e.Data {
+		ev.Labels = append(ev.Labels, keys.Value(k).Of(v))
+	}
+	ev.Message = e.Message
+	ev.Deliver()
 	return nil, nil
 }
 
-func convertLevel(level logrus.Level) event.Label {
+func convertLevel(level logrus.Level) severity.Level {
 	switch level {
 	case logrus.PanicLevel:
-		return severity.Of(severity.FatalLevel + 1)
+		return severity.Fatal + 1
 	case logrus.FatalLevel:
 		return severity.Fatal
 	case logrus.ErrorLevel:
diff --git a/event/adapter/logrus/logrus_test.go b/event/adapter/logrus/logrus_test.go
index babc686..8b1f98a 100644
--- a/event/adapter/logrus/logrus_test.go
+++ b/event/adapter/logrus/logrus_test.go
@@ -32,7 +32,7 @@
 		Kind:    event.LogKind,
 		Message: "mess",
 		Labels: []event.Label{
-			severity.Info,
+			severity.Info.Label(),
 			keys.Value("traceID").Of(17),
 			keys.Value("resource").Of("R"),
 		},
@@ -40,7 +40,7 @@
 	// logrus fields are stored in a map, so we have to sort to overcome map
 	// iteration indeterminacy.
 	less := func(a, b event.Label) bool { return a.Name < b.Name }
-	if diff := cmp.Diff(want, th.Got, cmpopts.SortSlices(less), cmpopts.IgnoreFields(event.Event{}, "At")); diff != "" {
+	if diff := cmp.Diff(want, th.Got, cmpopts.SortSlices(less), eventtest.CmpOption()); diff != "" {
 		t.Errorf("mismatch (-want, +got):\n%s", diff)
 	}
 }
diff --git a/event/adapter/zap/zap.go b/event/adapter/zap/zap.go
index 22304dd..e73e45d 100644
--- a/event/adapter/zap/zap.go
+++ b/event/adapter/zap/zap.go
@@ -27,15 +27,14 @@
 )
 
 type core struct {
-	builder event.Builder // never delivered, only cloned
+	ctx    context.Context
+	labels []event.Label
 }
 
 var _ zapcore.Core = (*core)(nil)
 
 func NewCore(ctx context.Context) zapcore.Core {
-	return &core{
-		builder: event.To(ctx),
-	}
+	return &core{ctx: ctx}
 }
 
 func (c *core) Enabled(level zapcore.Level) bool {
@@ -44,25 +43,37 @@
 
 func (c *core) With(fields []zapcore.Field) zapcore.Core {
 	c2 := *c
-	c2.builder = c2.builder.Clone()
-	addLabels(c2.builder, fields)
+	if len(fields) > 0 {
+		c2.labels = make([]event.Label, len(c.labels), len(c.labels)+len(fields))
+		copy(c2.labels, c.labels)
+		for _, f := range fields {
+			c2.labels = append(c2.labels, newLabel(f))
+		}
+	}
 	return &c2
 }
 
 func (c *core) Write(e zapcore.Entry, fs []zapcore.Field) error {
-	b := c.builder.Clone().
-		At(e.Time).
-		With(convertLevel(e.Level)).
-		Name(e.LoggerName)
+	ev := event.New(c.ctx, event.LogKind)
+	if ev == nil {
+		return nil
+	}
+	ev.At = e.Time
+	ev.Labels = append(ev.Labels, c.labels...)
+	ev.Labels = append(ev.Labels, convertLevel(e.Level).Label())
+	ev.Name = e.LoggerName
 	// TODO: add these additional labels more efficiently.
 	if e.Stack != "" {
-		b.With(keys.String("stack").Of(e.Stack))
+		ev.Labels = append(ev.Labels, keys.String("stack").Of(e.Stack))
 	}
 	if e.Caller.Defined {
-		b.With(keys.String("caller").Of(e.Caller.String()))
+		ev.Labels = append(ev.Labels, keys.String("caller").Of(e.Caller.String()))
 	}
-	addLabels(b, fs)
-	b.Log(e.Message)
+	for _, f := range fs {
+		ev.Labels = append(ev.Labels, newLabel(f))
+	}
+	ev.Message = e.Message
+	ev.Deliver()
 	return nil
 }
 
@@ -72,14 +83,6 @@
 
 func (c *core) Sync() error { return nil }
 
-// addLabels creates a new []event.Label with the given labels followed by the
-// labels constructed from fields.
-func addLabels(b event.Builder, fields []zap.Field) {
-	for i := 0; i < len(fields); i++ {
-		b.With(newLabel(fields[i]))
-	}
-}
-
 func newLabel(f zap.Field) event.Label {
 	switch f.Type {
 	case zapcore.ArrayMarshalerType, zapcore.ObjectMarshalerType, zapcore.BinaryType, zapcore.ByteStringType,
@@ -149,7 +152,7 @@
 	return stringer.(fmt.Stringer).String()
 }
 
-func convertLevel(level zapcore.Level) event.Label {
+func convertLevel(level zapcore.Level) severity.Level {
 	switch level {
 	case zapcore.DebugLevel:
 		return severity.Debug
@@ -160,9 +163,9 @@
 	case zapcore.ErrorLevel:
 		return severity.Error
 	case zapcore.DPanicLevel:
-		return severity.Of(severity.FatalLevel - 1)
+		return severity.Fatal - 1
 	case zapcore.PanicLevel:
-		return severity.Of(severity.FatalLevel + 1)
+		return severity.Fatal + 1
 	case zapcore.FatalLevel:
 		return severity.Fatal
 	default:
diff --git a/event/adapter/zap/zap_test.go b/event/adapter/zap/zap_test.go
index 4ae028a..870fc56 100644
--- a/event/adapter/zap/zap_test.go
+++ b/event/adapter/zap/zap_test.go
@@ -10,7 +10,6 @@
 	"testing"
 
 	"github.com/google/go-cmp/cmp"
-	"github.com/google/go-cmp/cmp/cmpopts"
 	"go.uber.org/zap"
 	"golang.org/x/exp/event"
 	ezap "golang.org/x/exp/event/adapter/zap"
@@ -31,11 +30,11 @@
 		Labels: []event.Label{
 			keys.Int64("traceID").Of(17),
 			keys.String("resource").Of("R"),
-			severity.Info,
+			severity.Info.Label(),
 			keys.Float64("pi").Of(3.14),
 		},
 	}}
-	if diff := cmp.Diff(want, h.Got, cmpopts.IgnoreFields(event.Event{}, "At")); diff != "" {
+	if diff := cmp.Diff(want, h.Got, eventtest.CmpOption()); diff != "" {
 		t.Errorf("mismatch (-want, +got):\n%s", diff)
 	}
 }
diff --git a/event/alloc_test.go b/event/alloc_test.go
index 070dfdf..80ce051 100644
--- a/event/alloc_test.go
+++ b/event/alloc_test.go
@@ -23,8 +23,7 @@
 	e := event.NewExporter(logfmt.NewHandler(ioutil.Discard), &event.ExporterOptions{EnableNamespaces: true})
 	ctx := event.WithExporter(context.Background(), e)
 	allocs := int(testing.AllocsPerRun(5, func() {
-		event.To(ctx).With(aString).With(anInt).Log("message1")
-		event.To(ctx).With(aString, anInt).Log("message2")
+		event.Log(ctx, "message", aString, anInt)
 	}))
 	if allocs != 0 {
 		t.Errorf("Got %d allocs, expect 0", allocs)
diff --git a/event/bench_test.go b/event/bench_test.go
index 0a07dea..8cc1206 100644
--- a/event/bench_test.go
+++ b/event/bench_test.go
@@ -26,12 +26,12 @@
 
 	eventLog = eventtest.Hooks{
 		AStart: func(ctx context.Context, a int) context.Context {
-			event.To(ctx).With(severity.Info).With(aValue.Of(a)).Log(eventtest.A.Msg)
+			severity.Info.Log(ctx, eventtest.A.Msg, aValue.Of(a))
 			return ctx
 		},
 		AEnd: func(ctx context.Context) {},
 		BStart: func(ctx context.Context, b string) context.Context {
-			event.To(ctx).With(severity.Info).With(bValue.Of(b)).Log(eventtest.B.Msg)
+			severity.Info.Log(ctx, eventtest.B.Msg, bValue.Of(b))
 			return ctx
 		},
 		BEnd: func(ctx context.Context) {},
@@ -39,12 +39,12 @@
 
 	eventLogf = eventtest.Hooks{
 		AStart: func(ctx context.Context, a int) context.Context {
-			event.To(ctx).With(severity.Info).Logf(eventtest.A.Msgf, a)
+			severity.Info.Logf(ctx, eventtest.A.Msgf, a)
 			return ctx
 		},
 		AEnd: func(ctx context.Context) {},
 		BStart: func(ctx context.Context, b string) context.Context {
-			event.To(ctx).With(severity.Info).Logf(eventtest.B.Msgf, b)
+			severity.Info.Logf(ctx, eventtest.B.Msgf, b)
 			return ctx
 		},
 		BEnd: func(ctx context.Context) {},
@@ -52,33 +52,31 @@
 
 	eventTrace = eventtest.Hooks{
 		AStart: func(ctx context.Context, a int) context.Context {
-			ctx, _ = event.To(ctx).Start(eventtest.A.Msg)
-			event.To(ctx).With(aValue.Of(a)).Annotate()
+			ctx = event.Start(ctx, eventtest.A.Msg, aValue.Of(a))
 			return ctx
 		},
 		AEnd: func(ctx context.Context) {
-			event.To(ctx).End()
+			event.End(ctx)
 		},
 		BStart: func(ctx context.Context, b string) context.Context {
-			ctx, _ = event.To(ctx).Start(eventtest.B.Msg)
-			event.To(ctx).With(bValue.Of(b)).Annotate()
+			ctx = event.Start(ctx, eventtest.B.Msg, bValue.Of(b))
 			return ctx
 		},
 		BEnd: func(ctx context.Context) {
-			event.To(ctx).End()
+			event.End(ctx)
 		},
 	}
 
 	eventMetric = eventtest.Hooks{
 		AStart: func(ctx context.Context, a int) context.Context {
-			event.To(ctx).With(aStat.Of(a)).Metric(gauge.Record(1))
-			event.To(ctx).With(aCount.Of(1)).Metric(gauge.Record(1))
+			gauge.Record(ctx, 1, aStat.Of(a))
+			gauge.Record(ctx, 1, aCount.Of(1))
 			return ctx
 		},
 		AEnd: func(ctx context.Context) {},
 		BStart: func(ctx context.Context, b string) context.Context {
-			event.To(ctx).With(bLength.Of(len(b))).Metric(gauge.Record(1))
-			event.To(ctx).With(bCount.Of(1)).Metric(gauge.Record(1))
+			gauge.Record(ctx, 1, bLength.Of(len(b)))
+			gauge.Record(ctx, 1, bCount.Of(1))
 			return ctx
 		},
 		BEnd: func(ctx context.Context) {},
@@ -90,7 +88,7 @@
 }
 
 func eventNoop() context.Context {
-	return event.WithExporter(context.Background(), event.NewExporter(event.NopHandler{}, eventtest.ExporterOptions()))
+	return event.WithExporter(context.Background(), event.NewExporter(nopHandler{}, eventtest.ExporterOptions()))
 }
 
 func eventPrint(w io.Writer) context.Context {
@@ -103,6 +101,10 @@
 	return event.WithExporter(context.Background(), event.NewExporter(logfmt.NewHandler(w), opts))
 }
 
+type nopHandler struct{}
+
+func (nopHandler) Event(ctx context.Context, _ *event.Event) context.Context { return ctx }
+
 func BenchmarkEventLogNoExporter(b *testing.B) {
 	eventtest.RunBenchmark(b, eventNoExporter(), eventLog)
 }
diff --git a/event/builder.go b/event/builder.go
deleted file mode 100644
index 1452dcf..0000000
--- a/event/builder.go
+++ /dev/null
@@ -1,303 +0,0 @@
-// Copyright 2020 The Go Authors. All rights reserved.
-// Use of this source code is governed by a BSD-style
-// license that can be found in the LICENSE file.
-
-// +build !disable_events
-
-package event
-
-import (
-	"context"
-	"fmt"
-	"sync"
-	"sync/atomic"
-	"time"
-)
-
-// Builder is a fluent builder for construction of new events.
-type Builder struct {
-	builderCommon
-}
-
-type builderCommon struct {
-	ctx       context.Context
-	data      *builder
-	builderID uint64 // equals data.id if all is well
-}
-
-// preallocateLabels controls the space reserved for labels in a builder.
-// Storing the first few labels directly in builders can avoid an allocation at
-// all for the very common cases of simple events. The length needs to be large
-// enough to cope with the majority of events but no so large as to cause undue
-// stack pressure.
-const preallocateLabels = 6
-
-type builder struct {
-	exporter    *Exporter
-	Event       Event
-	labels      [preallocateLabels]Label
-	id          uint64
-	parentStart time.Time
-}
-
-var builderPool = sync.Pool{New: func() interface{} { return &builder{} }}
-
-// To initializes a builder from the values stored in a context.
-func To(ctx context.Context) Builder {
-	b := Builder{builderCommon{ctx: ctx}}
-	b.data = newBuilder(ctx)
-	if b.data != nil {
-		b.builderID = b.data.id
-	}
-	return b
-}
-
-var builderID uint64 // atomic
-
-func newBuilder(ctx context.Context) *builder {
-	exporter, parent, parentStart := FromContext(ctx)
-	if exporter == nil {
-		return nil
-	}
-	b := allocBuilder()
-	b.exporter = exporter
-	b.parentStart = parentStart
-	b.Event.Labels = b.labels[:0]
-	b.Event.Parent = parent
-	return b
-}
-
-func allocBuilder() *builder {
-	b := builderPool.Get().(*builder)
-	b.id = atomic.AddUint64(&builderID, 1)
-	return b
-}
-
-// Clone returns a copy of this builder.
-// The two copies can be independently delivered.
-func (b Builder) Clone() Builder {
-	return Builder{b.clone()}
-}
-
-func (b builderCommon) clone() builderCommon {
-	if b.data == nil {
-		return b
-	}
-	bb := allocBuilder()
-	bbid := bb.id
-	clone := builderCommon{ctx: b.ctx, data: bb, builderID: bb.id}
-	*clone.data = *b.data
-	clone.data.id = bbid
-	if len(b.data.Event.Labels) == 0 || &b.data.labels[0] == &b.data.Event.Labels[0] {
-		clone.data.Event.Labels = clone.data.labels[:len(b.data.Event.Labels)]
-	} else {
-		clone.data.Event.Labels = make([]Label, len(b.data.Event.Labels))
-		copy(clone.data.Event.Labels, b.data.Event.Labels)
-	}
-	return clone
-}
-
-func (b Builder) Name(name string) Builder {
-	if b.data != nil {
-		b.data.Event.Name = name
-	}
-	return b
-}
-
-func (b Builder) Error(err error) Builder {
-	if b.data != nil {
-		b.data.Event.Error = err
-	}
-	return b
-}
-
-func (b builderCommon) addLabel(label Label) {
-	if b.data != nil {
-		checkValid(b.data, b.builderID)
-	}
-}
-
-// With adds all the supplied labels to the event being constructed.
-func (b Builder) With(labels ...Label) Builder {
-	if b.data == nil || len(labels) == 0 {
-		return b
-	}
-	checkValid(b.data, b.builderID)
-	b.data.Event.Labels = append(b.data.Event.Labels, labels...)
-	return b
-}
-
-func (b Builder) At(t time.Time) Builder {
-	b.setAt(t)
-	return b
-}
-
-func (b builderCommon) setAt(t time.Time) {
-	if b.data != nil {
-		checkValid(b.data, b.builderID)
-		b.data.Event.At = t
-	}
-}
-
-func (b Builder) Namespace(ns string) Builder {
-	b.setNamespace(ns)
-	return b
-}
-
-func (b builderCommon) setNamespace(ns string) {
-	if b.data != nil {
-		checkValid(b.data, b.builderID)
-		b.data.Event.Namespace = ns
-	}
-}
-
-// Log is a helper that calls Deliver with LogKind.
-func (b Builder) Log(message string) {
-	if b.data == nil {
-		return
-	}
-	checkValid(b.data, b.builderID)
-	if b.data.exporter.loggingEnabled() {
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		b.data.Event.Kind = LogKind
-		b.data.Event.Message = message
-		b.data.exporter.prepare(&b.data.Event)
-		b.data.exporter.handler.Log(b.ctx, &b.data.Event)
-	}
-	b.done()
-}
-
-// Logf is a helper that uses fmt.Sprint to build the message and then
-// calls Deliver with LogKind.
-func (b Builder) Logf(template string, args ...interface{}) {
-	if b.data == nil {
-		return
-	}
-	checkValid(b.data, b.builderID)
-	if b.data.exporter.loggingEnabled() {
-		message := fmt.Sprintf(template, args...)
-		// Duplicate code from Log so Exporter.deliver's invocation of runtime.Callers is correct.
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		b.data.Event.Kind = LogKind
-		b.data.Event.Message = message
-		b.data.exporter.prepare(&b.data.Event)
-		b.data.exporter.handler.Log(b.ctx, &b.data.Event)
-	}
-	b.done()
-}
-
-func (b Builder) Metric(mv MetricValue) {
-	if b.data == nil {
-		return
-	}
-	checkValid(b.data, b.builderID)
-	if b.data.exporter.metricsEnabled() {
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		if b.data.Event.Namespace == "" {
-			b.data.Event.Namespace = mv.m.Descriptor().Namespace()
-		}
-		b.data.Event.Labels = append(b.data.Event.Labels, MetricVal.Of(mv.v), MetricKey.Of(mv.m))
-		b.data.Event.Kind = MetricKind
-		b.data.exporter.prepare(&b.data.Event)
-		b.data.exporter.handler.Metric(b.ctx, &b.data.Event)
-	}
-	b.done()
-}
-
-// Annotate is a helper that calls Deliver with AnnotateKind.
-func (b Builder) Annotate() {
-	if b.data == nil {
-		return
-	}
-	checkValid(b.data, b.builderID)
-	if b.data.exporter.annotationsEnabled() {
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		b.data.exporter.prepare(&b.data.Event)
-		b.data.exporter.handler.Annotate(b.ctx, &b.data.Event)
-	}
-	b.done()
-}
-
-// End is a helper that calls Deliver with EndKind.
-func (b Builder) End() {
-	if b.data == nil {
-		return
-	}
-	checkValid(b.data, b.builderID)
-	if b.data.exporter.tracingEnabled() {
-		// If there is a DurationMetric label, emit a Metric event
-		// with the time since Start was called.
-		if v, ok := DurationMetric.Find(&b.data.Event); ok {
-			m := v.(*Duration)
-			b.Clone().Metric(m.Record(time.Since(b.data.parentStart)))
-		}
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		b.data.Event.Kind = TraceKind
-		b.data.exporter.prepare(&b.data.Event)
-		b.data.exporter.handler.End(b.ctx, &b.data.Event)
-	}
-	b.done()
-}
-
-// Event returns a copy of the event currently being built.
-func (b Builder) Event() *Event {
-	checkValid(b.data, b.builderID)
-	clone := b.data.Event
-	if len(b.data.Event.Labels) > 0 {
-		clone.Labels = make([]Label, len(b.data.Event.Labels))
-		copy(clone.Labels, b.data.Event.Labels)
-	}
-	return &clone
-}
-
-func (b builderCommon) done() {
-	*b.data = builder{}
-	builderPool.Put(b.data)
-}
-
-// Start delivers a start event with the given name and labels.
-// Its second return value is a Builder whose End method can be
-// called to deliver the matching End event.
-// (It is also fine to ignore the Builder.)
-// All events created from the returned context will have this start event
-// as their parent.
-func (b Builder) Start(name string) (context.Context, Builder) {
-	if b.data == nil {
-		return b.ctx, Builder{}
-	}
-	checkValid(b.data, b.builderID)
-	ctx := b.ctx
-	var endBuilder Builder
-	if b.data.exporter.tracingEnabled() {
-		b.data.exporter.mu.Lock()
-		defer b.data.exporter.mu.Unlock()
-		b.data.exporter.lastEvent++
-		traceID := b.data.exporter.lastEvent
-		// create the end builder
-		endBuilder = b.Clone()
-		endBuilder.data.Event.Parent = traceID
-		b.data.Event.Kind = TraceKind
-		b.data.Event.TraceID = traceID
-		b.data.exporter.prepare(&b.data.Event)
-		// and now deliver the start event
-		b.data.Event.Name = name
-		now := time.Now()
-		ctx = newContext(ctx, b.data.exporter, traceID, now)
-		ctx = b.data.exporter.handler.Start(ctx, &b.data.Event)
-		endBuilder.data.parentStart = now
-		endBuilder.ctx = ctx
-	}
-	b.done()
-	return ctx, endBuilder
-}
-
-func checkValid(b *builder, wantID uint64) {
-	if b.exporter == nil || b.id != wantID {
-		panic("Builder already delivered an event; missing call to Clone")
-	}
-}
diff --git a/event/builder_test.go b/event/builder_test.go
deleted file mode 100644
index c467adb..0000000
--- a/event/builder_test.go
+++ /dev/null
@@ -1,194 +0,0 @@
-// Copyright 2020 The Go Authors. All rights reserved.
-// Use of this source code is governed by a BSD-style
-// license that can be found in the LICENSE file.
-
-// +build !disable_events
-
-package event_test
-
-import (
-	"context"
-	"fmt"
-	"strings"
-	"testing"
-	"time"
-
-	"github.com/google/go-cmp/cmp"
-	"golang.org/x/exp/event"
-	"golang.org/x/exp/event/keys"
-)
-
-func TestClone(t *testing.T) {
-	var labels []event.Label
-	for i := 0; i < 5; i++ { // one greater than len(Builder.labels)
-		labels = append(labels, keys.Int(fmt.Sprintf("l%d", i)).Of(i))
-	}
-
-	ctx := event.WithExporter(context.Background(), event.NewExporter(event.NopHandler{}, nil))
-	b1 := event.To(ctx)
-	b1.With(labels[0]).With(labels[1])
-	check(t, b1, labels[:2])
-	b2 := b1.Clone()
-	check(t, b1, labels[:2])
-	check(t, b2, labels[:2])
-
-	b2.With(labels[2])
-	check(t, b1, labels[:2])
-	check(t, b2, labels[:3])
-
-	// Force a new backing array for b.Event.Labels.
-	for i := 3; i < len(labels); i++ {
-		b2.With(labels[i])
-	}
-	check(t, b1, labels[:2])
-	check(t, b2, labels)
-
-	b2.Log("") // put b2 back in the pool.
-	b2 = event.To(ctx)
-	check(t, b1, labels[:2])
-	check(t, b2, []event.Label{})
-
-	b2.With(labels[3]).With(labels[4])
-	check(t, b1, labels[:2])
-	check(t, b2, labels[3:5])
-}
-
-func check(t *testing.T, b event.Builder, want []event.Label) {
-	t.Helper()
-	if got := b.Event().Labels; !cmp.Equal(got, want, cmp.Comparer(valueEqual)) {
-		t.Fatalf("got %v, want %v", got, want)
-	}
-}
-
-func valueEqual(l1, l2 event.Value) bool {
-	return fmt.Sprint(l1) == fmt.Sprint(l2)
-}
-
-func TestTraceBuilder(t *testing.T) {
-	// Verify that the context returned from the handler is also returned from Start,
-	// and is the context passed to End.
-	ctx := event.WithExporter(context.Background(), event.NewExporter(&testTraceHandler{t: t}, nil))
-	ctx, eb := event.To(ctx).Start("s")
-	val := ctx.Value("x")
-	if val != 1 {
-		t.Fatal("context not returned from Start")
-	}
-	eb.End()
-}
-
-type testTraceHandler struct {
-	event.NopHandler
-	t *testing.T
-}
-
-func (*testTraceHandler) Start(ctx context.Context, _ *event.Event) context.Context {
-	return context.WithValue(ctx, "x", 1)
-}
-
-func (t *testTraceHandler) End(ctx context.Context, _ *event.Event) {
-	val := ctx.Value("x")
-	if val != 1 {
-		t.t.Fatal("Start context not passed to End")
-	}
-}
-
-func TestFailToClone(t *testing.T) {
-	ctx := event.WithExporter(context.Background(), event.NewExporter(event.NopHandler{}, nil))
-
-	catch := func(f func()) {
-		defer func() {
-			r := recover()
-			if r == nil {
-				t.Error("expected panic, did not get one")
-				return
-			}
-			got, ok := r.(string)
-			if !ok || !strings.Contains(got, "Clone") {
-				t.Errorf("got panic(%v), want string with 'Clone'", r)
-			}
-		}()
-
-		f()
-	}
-
-	catch(func() {
-		b1 := event.To(ctx)
-		b1.Log("msg1")
-		// Reuse of Builder without Clone; b1.data has been cleared.
-		b1.Log("msg2")
-	})
-
-	catch(func() {
-		b1 := event.To(ctx)
-		b1.Log("msg1")
-		_ = event.To(ctx) // re-allocate the builder
-		// b1.data is populated, but with the wrong information.
-		b1.Log("msg2")
-	})
-}
-
-func TestTraceDuration(t *testing.T) {
-	// Verify that a trace can can emit a latency metric.
-	dur := event.NewDuration("test", "")
-	want := 200 * time.Millisecond
-
-	check := func(t *testing.T, h *testTraceDurationHandler) {
-		if !h.got.HasValue() {
-			t.Fatal("no metric value")
-		}
-		got := h.got.Duration().Round(50 * time.Millisecond)
-		if got != want {
-			t.Fatalf("got %s, want %s", got, want)
-		}
-	}
-
-	t.Run("returned builder", func(t *testing.T) {
-		h := &testTraceDurationHandler{}
-		ctx := event.WithExporter(context.Background(), event.NewExporter(h, nil))
-		ctx, eb := event.To(ctx).With(event.DurationMetric.Of(dur)).Start("s")
-		time.Sleep(want)
-		eb.End()
-		check(t, h)
-	})
-	t.Run("separate builder", func(t *testing.T) {
-		h := &testTraceDurationHandler{}
-		ctx := event.WithExporter(context.Background(), event.NewExporter(h, nil))
-		ctx, _ = event.To(ctx).Start("s")
-		time.Sleep(want)
-		event.To(ctx).With(event.DurationMetric.Of(dur)).End()
-		check(t, h)
-	})
-}
-
-type testTraceDurationHandler struct {
-	event.NopHandler
-	got event.Value
-}
-
-func (t *testTraceDurationHandler) Metric(ctx context.Context, e *event.Event) {
-	t.got, _ = event.MetricVal.Find(e)
-}
-
-func BenchmarkBuildContext(b *testing.B) {
-	// How long does it take to deliver an event from a nested context?
-	c := event.NewCounter("c", "")
-	for _, depth := range []int{1, 5, 7, 10} {
-		b.Run(fmt.Sprintf("depth %d", depth), func(b *testing.B) {
-			ctx := event.WithExporter(context.Background(), event.NewExporter(event.NopHandler{}, nil))
-			for i := 0; i < depth; i++ {
-				ctx = context.WithValue(ctx, i, i)
-			}
-			b.Run("direct", func(b *testing.B) {
-				for i := 0; i < b.N; i++ {
-					event.To(ctx).Name("foo").Metric(c.Record(1))
-				}
-			})
-			b.Run("cloned", func(b *testing.B) {
-				bu := event.To(ctx)
-				for i := 0; i < b.N; i++ {
-					bu.Clone().Name("foo").Metric(c.Record(1))
-				}
-			})
-		})
-	}
-}
diff --git a/event/common.go b/event/common.go
index 4eb9ea0..b6876e3 100644
--- a/event/common.go
+++ b/event/common.go
@@ -4,6 +4,12 @@
 
 package event
 
+import (
+	"context"
+	"fmt"
+	"sync/atomic"
+)
+
 const (
 	MetricKey      = interfaceKey("metric")
 	MetricVal      = valueKey("metricValue")
@@ -17,7 +23,8 @@
 
 	LogKind
 	MetricKind
-	TraceKind
+	StartKind
+	EndKind
 )
 
 type (
@@ -25,13 +32,60 @@
 	interfaceKey string
 )
 
-func (k valueKey) Of(v Value) Label {
-	return Label{Name: string(k), Value: v}
+func Log(ctx context.Context, msg string, labels ...Label) {
+	ev := New(ctx, LogKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Message = msg
+		ev.Deliver()
+	}
 }
 
-func (k valueKey) Matches(ev *Event) bool {
-	_, found := k.Find(ev)
-	return found
+func Logf(ctx context.Context, msg string, args ...interface{}) {
+	ev := New(ctx, LogKind)
+	if ev != nil {
+		ev.Message = fmt.Sprintf(msg, args...)
+		ev.Deliver()
+	}
+}
+
+func Annotate(ctx context.Context, labels ...Label) {
+	ev := New(ctx, 0)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Deliver()
+	}
+}
+
+func Start(ctx context.Context, name string, labels ...Label) context.Context {
+	ev := New(ctx, StartKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Name = name
+		ev.TraceID = atomic.AddUint64(&ev.target.exporter.lastEvent, 1)
+		ev.target.exporter.prepare(ev)
+		ev.ctx = newContext(ev.ctx, ev.target.exporter, ev.TraceID, ev.At)
+		ctx = ev.Deliver()
+	}
+	return ctx
+}
+
+func End(ctx context.Context, labels ...Label) {
+	ev := New(ctx, EndKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, labels...)
+		ev.target.exporter.prepare(ev)
+		// this was an end event, do we need to send a duration?
+		if v, ok := DurationMetric.Find(ev); ok {
+			//TODO: do we want the rest of the values from the end event?
+			v.(*Duration).Record(ctx, ev.At.Sub(ev.target.startTime))
+		}
+		ev.Deliver()
+	}
+}
+
+func (k valueKey) Of(v Value) Label {
+	return Label{Name: string(k), Value: v}
 }
 
 func (k valueKey) Find(ev *Event) (Value, bool) {
@@ -42,11 +96,6 @@
 	return Label{Name: string(k), Value: ValueOf(v)}
 }
 
-func (k interfaceKey) Matches(ev *Event) bool {
-	_, found := k.Find(ev)
-	return found
-}
-
 func (k interfaceKey) Find(ev *Event) (interface{}, bool) {
 	v, ok := lookupValue(string(k), ev.Labels)
 	if !ok {
diff --git a/event/common_test.go b/event/common_test.go
index d104024..852da43 100644
--- a/event/common_test.go
+++ b/event/common_test.go
@@ -11,6 +11,7 @@
 
 	"golang.org/x/exp/event"
 	"golang.org/x/exp/event/eventtest"
+	"golang.org/x/exp/event/keys"
 )
 
 func TestCommon(t *testing.T) {
@@ -20,27 +21,32 @@
 	const simple = "simple message"
 	const trace = "a trace"
 
-	event.To(ctx).Log(simple)
+	event.Log(ctx, simple)
 	checkMessage(t, h, "Log", simple)
 	checkName(t, h, "Log", "")
 	h.Reset()
 
-	event.To(ctx).Metric(m.Record(3))
+	event.Logf(ctx, "logf %s message", "to")
+	checkMessage(t, h, "Logf", "logf to message")
+	checkName(t, h, "Logf", "")
+	h.Reset()
+
+	m.Record(ctx, 3)
 	checkMessage(t, h, "Metric", "")
 	checkName(t, h, "Metric", "")
 	h.Reset()
 
-	event.To(ctx).Annotate()
+	event.Annotate(ctx, keys.String("").Of(""))
 	checkMessage(t, h, "Annotate", "")
 	checkName(t, h, "Annotate", "")
 	h.Reset()
 
-	_, eb := event.To(ctx).Start(trace)
+	ctx = event.Start(ctx, trace)
 	checkMessage(t, h, "Start", "")
 	checkName(t, h, "Start", trace)
 	h.Reset()
 
-	eb.End()
+	event.End(ctx)
 	checkMessage(t, h, "End", "")
 	checkName(t, h, "End", "")
 }
diff --git a/event/disabled.go b/event/disabled.go
index 77cbe75..20019ca 100644
--- a/event/disabled.go
+++ b/event/disabled.go
@@ -20,8 +20,8 @@
 
 func To(ctx context.Context) Builder                        { return Builder{} }
 func (b Builder) Clone() Builder                            { return b }
-func (b Builder) With(label Label) Builder                  { return b }
-func (b Builder) WithAll(labels ...Label) Builder           { return b }
+func (b Builder) Label(label Label) Builder                 { return b }
+func (b Builder) Labels(labels ...Label) Builder            { return b }
 func (b Builder) Log(message string)                        {}
 func (b Builder) Logf(template string, args ...interface{}) {}
 func (b Builder) Metric()                                   {}
@@ -35,6 +35,6 @@
 func newContext(ctx context.Context, exporter *Exporter, parent uint64) context.Context {
 	return ctx
 }
-func FromContext(ctx context.Context) (*Exporter, uint64) { return nil, 0 }
+func FromContext(ctx context.Context) *Target { return nil }
 
 func setDefaultExporter(e *Exporter) {}
diff --git a/event/event.go b/event/event.go
index 369bcc5..b0718ee 100644
--- a/event/event.go
+++ b/event/event.go
@@ -6,6 +6,7 @@
 
 import (
 	"context"
+	"sync"
 	"time"
 )
 
@@ -21,27 +22,26 @@
 	Name      string
 	Error     error
 	Labels    []Label
+
+	ctx    context.Context
+	target *target
+	labels [preallocateLabels]Label
 }
 
 // Handler is a the type for something that handles events as they occur.
 type Handler interface {
-	// Log indicates a logging event.
-	Log(context.Context, *Event)
-	// Metric indicates a metric record event.
-	Metric(context.Context, *Event)
-	// Annotate reports label values at a point in time.
-	Annotate(context.Context, *Event)
-	// Start indicates a trace start event.
-	Start(context.Context, *Event) context.Context
-	// End indicates a trace end event.
-	End(context.Context, *Event)
+	// Event is called with each event.
+	Event(context.Context, *Event) context.Context
 }
 
-// Matcher is the interface to something that can check if an event matches
-// a condition.
-type Matcher interface {
-	Matches(ev *Event) bool
-}
+// preallocateLabels controls the space reserved for labels in a builder.
+// Storing the first few labels directly in builders can avoid an allocation at
+// all for the very common cases of simple events. The length needs to be large
+// enough to cope with the majority of events but no so large as to cause undue
+// stack pressure.
+const preallocateLabels = 6
+
+var eventPool = sync.Pool{New: func() interface{} { return &Event{} }}
 
 // WithExporter returns a context with the exporter attached.
 // The exporter is called synchronously from the event call site, so it should
@@ -56,23 +56,58 @@
 	setDefaultExporter(e)
 }
 
-// Is uses the matcher to check if the event is a match.
-// This is a simple helper to convert code like
-//   event.End.Matches(ev)
-// to the more readable
-//   ev.Is(event.End)
-func (ev *Event) Is(m Matcher) bool {
-	return m.Matches(ev)
+// New prepares a new event.
+// This is intended to avoid allocations in the steady state case, to do this
+// it uses a pool of events.
+// Events are returned to the pool when Deliver is called. Failure to call
+// Deliver will exhaust the pool and cause allocations.
+// It returns nil if there is no active exporter for this kind of event.
+func New(ctx context.Context, kind Kind) *Event {
+	var t *target
+	if v, ok := ctx.Value(contextKey).(*target); ok {
+		t = v
+	} else {
+		t = getDefaultTarget()
+	}
+	if t == nil {
+		return nil
+	}
+	//TODO: we can change this to a much faster test
+	switch kind {
+	case LogKind:
+		if !t.exporter.loggingEnabled() {
+			return nil
+		}
+	case MetricKind:
+		if !t.exporter.metricsEnabled() {
+			return nil
+		}
+	case StartKind, EndKind:
+		if !t.exporter.tracingEnabled() {
+			return nil
+		}
+	}
+	ev := eventPool.Get().(*Event)
+	*ev = Event{
+		ctx:    ctx,
+		target: t,
+		Kind:   kind,
+		Parent: t.parent,
+	}
+	ev.Labels = ev.labels[:0]
+	return ev
 }
 
-// NopHandler is a handler that does nothing. It can be used for tests, or
-// embedded in a struct to avoid having to implement all the Handler methods.
-type NopHandler struct{}
-
-func (NopHandler) Log(context.Context, *Event)      {}
-func (NopHandler) Metric(context.Context, *Event)   {}
-func (NopHandler) Annotate(context.Context, *Event) {}
-func (NopHandler) End(context.Context, *Event)      {}
-func (NopHandler) Start(ctx context.Context, _ *Event) context.Context {
+// Deliver the event to the exporter that was found in New.
+// This also returns the event to the pool, it is an error to do anything
+// with the event after it is delivered.
+func (ev *Event) Deliver() context.Context {
+	// get the event ready to send
+	ev.target.exporter.prepare(ev)
+	// now hold the lock while we deliver the event
+	ev.target.exporter.mu.Lock()
+	defer ev.target.exporter.mu.Unlock()
+	ctx := ev.target.exporter.handler.Event(ev.ctx, ev)
+	eventPool.Put(ev)
 	return ctx
 }
diff --git a/event/event_test.go b/event/event_test.go
index fe4501a..857c6c3 100644
--- a/event/event_test.go
+++ b/event/event_test.go
@@ -8,6 +8,7 @@
 
 import (
 	"context"
+	"fmt"
 	"os"
 	"strings"
 	"testing"
@@ -36,25 +37,25 @@
 		expect string
 	}{{
 		name:   "simple",
-		events: func(ctx context.Context) { event.To(ctx).Log("a message") },
+		events: func(ctx context.Context) { event.Log(ctx, "a message") },
 		expect: `time="2020/03/05 14:27:48" msg="a message"
 `}, {
 		name:   "log 1",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).Log("a message") },
+		events: func(ctx context.Context) { event.Log(ctx, "a message", l1) },
 		expect: `time="2020/03/05 14:27:48" l1=1 msg="a message"`,
 	}, {
 		name:   "log 2",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).With(l2).Log("a message") },
+		events: func(ctx context.Context) { event.Log(ctx, "a message", l1, l2) },
 		expect: `time="2020/03/05 14:27:48" l1=1 l2=2 msg="a message"`,
 	}, {
 		name:   "log 3",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).With(l2).With(l3).Log("a message") },
+		events: func(ctx context.Context) { event.Log(ctx, "a message", l1, l2, l3) },
 		expect: `time="2020/03/05 14:27:48" l1=1 l2=2 l3=3 msg="a message"`,
 	}, {
 		name: "span",
 		events: func(ctx context.Context) {
-			ctx, eb := event.To(ctx).Start("span")
-			eb.End()
+			ctx = event.Start(ctx, "span")
+			event.End(ctx)
 		},
 		expect: `
 time="2020/03/05 14:27:48" trace=1 name=span
@@ -62,11 +63,11 @@
 `}, {
 		name: "span nested",
 		events: func(ctx context.Context) {
-			ctx, eb := event.To(ctx).Start("parent")
-			defer eb.End()
-			child, eb2 := event.To(ctx).Start("child")
-			defer eb2.End()
-			event.To(child).Log("message")
+			ctx = event.Start(ctx, "parent")
+			defer event.End(ctx)
+			child := event.Start(ctx, "child")
+			defer event.End(child)
+			event.Log(child, "message")
 		},
 		expect: `
 time="2020/03/05 14:27:48" trace=1 name=parent
@@ -76,32 +77,37 @@
 time="2020/03/05 14:27:52" parent=1 end
 `}, {
 		name:   "counter",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).Metric(counter.Record(2)) },
-		expect: `time="2020/03/05 14:27:48" in="golang.org/x/exp/event_test" l1=1 metricValue=2 metric="Metric(\"golang.org/x/exp/event_test/hits\")"`,
+		events: func(ctx context.Context) { counter.Record(ctx, 2, l1) },
+		expect: `time="2020/03/05 14:27:48" metricValue=2 metric="Metric(\"golang.org/x/exp/event_test/hits\")" l1=1`,
 	}, {
 		name:   "gauge",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).Metric(gauge.Record(98.6)) },
-		expect: `time="2020/03/05 14:27:48" in="golang.org/x/exp/event_test" l1=1 metricValue=98.6 metric="Metric(\"golang.org/x/exp/event_test/temperature\")"`,
+		events: func(ctx context.Context) { gauge.Record(ctx, 98.6, l1) },
+		expect: `time="2020/03/05 14:27:48" metricValue=98.6 metric="Metric(\"golang.org/x/exp/event_test/temperature\")" l1=1`,
 	}, {
 		name: "duration",
 		events: func(ctx context.Context) {
-			event.To(ctx).With(l1).With(l2).Metric(latency.Record(3 * time.Second))
+			latency.Record(ctx, 3*time.Second, l1, l2)
 		},
-		expect: `time="2020/03/05 14:27:48" in="golang.org/x/exp/event_test" l1=1 l2=2 metricValue=3s metric="Metric(\"golang.org/x/exp/event_test/latency\")"`,
+		expect: `time="2020/03/05 14:27:48" metricValue=3s metric="Metric(\"golang.org/x/exp/event_test/latency\")" l1=1 l2=2`,
 	}, {
 		name:   "annotate",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).Annotate() },
+		events: func(ctx context.Context) { event.Annotate(ctx, l1) },
 		expect: `time="2020/03/05 14:27:48" l1=1`,
 	}, {
 		name:   "annotate 2",
-		events: func(ctx context.Context) { event.To(ctx).With(l1).With(l2).Annotate() },
+		events: func(ctx context.Context) { event.Annotate(ctx, l1, l2) },
 		expect: `time="2020/03/05 14:27:48" l1=1 l2=2`,
 	}, {
 		name: "multiple events",
 		events: func(ctx context.Context) {
-			b := event.To(ctx)
-			b.Clone().With(keys.Int("myInt").Of(6)).Log("my event")
-			b.With(keys.String("myString").Of("some string value")).Log("string event")
+			/*TODO: this is supposed to be using a cached target
+			t := event.To(ctx)
+			p := event.Prototype{}.As(event.LogKind)
+			t.With(p).Int("myInt", 6).Message("my event").Send()
+			t.With(p).String("myString", "some string value").Message("string event").Send()
+			*/
+			event.Log(ctx, "my event", keys.Int("myInt").Of(6))
+			event.Log(ctx, "string event", keys.String("myString").Of("some string value"))
 		},
 		expect: `
 time="2020/03/05 14:27:48" myInt=6 msg="my event"
@@ -120,8 +126,8 @@
 
 func ExampleLog() {
 	ctx := event.WithExporter(context.Background(), event.NewExporter(logfmt.NewHandler(os.Stdout), eventtest.ExporterOptions()))
-	event.To(ctx).With(keys.Int("myInt").Of(6)).Log("my event")
-	event.To(ctx).With(keys.String("myString").Of("some string value")).Log("error event")
+	event.Log(ctx, "my event", keys.Int("myInt").Of(6))
+	event.Log(ctx, "error event", keys.String("myString").Of("some string value"))
 	// Output:
 	// time="2020/03/05 14:27:48" myInt=6 msg="my event"
 	// time="2020/03/05 14:27:49" myString="some string value" msg="error event"
@@ -134,3 +140,105 @@
 func TestLogEvent(t *testing.T) {
 	eventtest.TestBenchmark(t, eventPrint, eventLog, eventtest.LogfmtOutput)
 }
+
+func TestTraceBuilder(t *testing.T) {
+	// Verify that the context returned from the handler is also returned from Start,
+	// and is the context passed to End.
+	ctx := event.WithExporter(context.Background(), event.NewExporter(&testTraceHandler{t: t}, eventtest.ExporterOptions()))
+	ctx = event.Start(ctx, "s")
+	val := ctx.Value("x")
+	if val != 1 {
+		t.Fatal("context not returned from Start")
+	}
+	event.End(ctx)
+}
+
+type testTraceHandler struct {
+	t *testing.T
+}
+
+func (t *testTraceHandler) Event(ctx context.Context, ev *event.Event) context.Context {
+	switch ev.Kind {
+	case event.StartKind:
+		return context.WithValue(ctx, "x", 1)
+	case event.EndKind:
+		val := ctx.Value("x")
+		if val != 1 {
+			t.t.Fatal("Start context not passed to End")
+		}
+		return ctx
+	default:
+		return ctx
+	}
+}
+
+func TestTraceDuration(t *testing.T) {
+	// Verify that a trace can can emit a latency metric.
+	dur := event.NewDuration("test", "")
+	want := time.Second
+
+	check := func(t *testing.T, h *testTraceDurationHandler) {
+		if !h.got.HasValue() {
+			t.Fatal("no metric value")
+		}
+		got := h.got.Duration()
+		if got != want {
+			t.Fatalf("got %s, want %s", got, want)
+		}
+	}
+
+	t.Run("returned builder", func(t *testing.T) {
+		h := &testTraceDurationHandler{}
+		ctx := event.WithExporter(context.Background(), event.NewExporter(h, eventtest.ExporterOptions()))
+		ctx = event.Start(ctx, "s")
+		time.Sleep(want)
+		event.End(ctx, event.DurationMetric.Of(dur))
+		check(t, h)
+	})
+	//TODO: come back and fix this
+	t.Run("separate builder", func(t *testing.T) {
+		h := &testTraceDurationHandler{}
+		ctx := event.WithExporter(context.Background(), event.NewExporter(h, eventtest.ExporterOptions()))
+		ctx = event.Start(ctx, "s")
+		time.Sleep(want)
+		event.End(ctx, event.DurationMetric.Of(dur))
+		check(t, h)
+	})
+}
+
+type testTraceDurationHandler struct {
+	got event.Value
+}
+
+func (t *testTraceDurationHandler) Event(ctx context.Context, ev *event.Event) context.Context {
+	if ev.Kind == event.MetricKind {
+		t.got, _ = event.MetricVal.Find(ev)
+	}
+	return ctx
+}
+
+func BenchmarkBuildContext(b *testing.B) {
+	// How long does it take to deliver an event from a nested context?
+	c := event.NewCounter("c", "")
+	for _, depth := range []int{1, 5, 7, 10} {
+		b.Run(fmt.Sprintf("depth %d", depth), func(b *testing.B) {
+			ctx := event.WithExporter(context.Background(), event.NewExporter(nopHandler{}, eventtest.ExporterOptions()))
+			for i := 0; i < depth; i++ {
+				ctx = context.WithValue(ctx, i, i)
+			}
+			b.Run("direct", func(b *testing.B) {
+				for i := 0; i < b.N; i++ {
+					c.Record(ctx, 1)
+				}
+			})
+			/*TODO: work out how we do cached labels
+			b.Run("cloned", func(b *testing.B) {
+				bu := event.To(ctx)
+				for i := 0; i < b.N; i++ {
+					c.RecordTB(bu, 1).Name("foo").Send()
+				}
+			})
+			*/
+		})
+	}
+}
diff --git a/event/eventtest/capture.go b/event/eventtest/capture.go
index 12a4615..9510b3e 100644
--- a/event/eventtest/capture.go
+++ b/event/eventtest/capture.go
@@ -10,40 +10,20 @@
 	Got []event.Event
 }
 
-func (h *CaptureHandler) Log(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *CaptureHandler) Metric(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *CaptureHandler) Annotate(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *CaptureHandler) Start(ctx context.Context, ev *event.Event) context.Context {
-	h.event(ctx, ev)
+func (h *CaptureHandler) Event(ctx context.Context, ev *event.Event) context.Context {
+	h.Got = append(h.Got, *ev)
+	got := &h.Got[len(h.Got)-1]
+	got.Labels = make([]event.Label, len(ev.Labels))
+	copy(got.Labels, ev.Labels)
 	return ctx
 }
 
-func (h *CaptureHandler) End(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
 func (h *CaptureHandler) Reset() {
 	if len(h.Got) > 0 {
 		h.Got = h.Got[:0]
 	}
 }
 
-func (h *CaptureHandler) event(ctx context.Context, ev *event.Event) {
-	h.Got = append(h.Got, *ev)
-	got := &h.Got[len(h.Got)-1]
-	got.Labels = make([]event.Label, len(ev.Labels))
-	copy(got.Labels, ev.Labels)
-}
-
 func NewCapture() (context.Context, *CaptureHandler) {
 	h := &CaptureHandler{}
 	ctx := event.WithExporter(context.Background(), event.NewExporter(h, ExporterOptions()))
diff --git a/event/eventtest/eventtest.go b/event/eventtest/eventtest.go
index 8c1cdce..dd55a43 100644
--- a/event/eventtest/eventtest.go
+++ b/event/eventtest/eventtest.go
@@ -15,6 +15,8 @@
 	"testing"
 	"time"
 
+	"github.com/google/go-cmp/cmp"
+	"github.com/google/go-cmp/cmp/cmpopts"
 	"golang.org/x/exp/event"
 	"golang.org/x/exp/event/adapter/logfmt"
 )
@@ -30,31 +32,11 @@
 	printer logfmt.Printer
 }
 
-func (h *testHandler) Log(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *testHandler) Metric(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *testHandler) Annotate(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *testHandler) Start(ctx context.Context, ev *event.Event) context.Context {
-	h.event(ctx, ev)
-	return ctx
-}
-
-func (h *testHandler) End(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *testHandler) event(ctx context.Context, ev *event.Event) {
+func (h *testHandler) Event(ctx context.Context, ev *event.Event) context.Context {
 	//TODO: choose between stdout and stderr based on the event
 	//TODO: decide if we should be calling h.tb.Fail()
 	h.printer.Event(os.Stdout, ev)
+	return ctx
 }
 
 var InitialTime = func() time.Time {
@@ -72,3 +54,7 @@
 		},
 	}
 }
+
+func CmpOption() cmp.Option {
+	return cmpopts.IgnoreFields(event.Event{}, "At", "ctx", "target", "labels")
+}
diff --git a/event/export.go b/event/export.go
index eee6a92..abfe673 100644
--- a/event/export.go
+++ b/event/export.go
@@ -16,12 +16,20 @@
 
 // Exporter synchronizes the delivery of events to handlers.
 type Exporter struct {
-	opts ExporterOptions
+	lastEvent uint64 // accessed using atomic, must be 64 bit aligned
+	opts      ExporterOptions
 
-	mu        sync.Mutex
-	handler   Handler
-	lastEvent uint64
-	sources   sources
+	mu      sync.Mutex
+	handler Handler
+	sources sources
+}
+
+// target is a bound exporter.
+// Normally you get a target by looking in the context using To.
+type target struct {
+	exporter  *Exporter
+	parent    uint64
+	startTime time.Time // for trace latency
 }
 
 type ExporterOptions struct {
@@ -44,16 +52,8 @@
 
 var contextKey interface{} = contextKeyType{}
 
-// contextValue is stored by value in the context to track the exporter and
-// current parent event.
-type contextValue struct {
-	exporter  *Exporter
-	parent    uint64
-	startTime time.Time // for trace latency
-}
-
 var (
-	defaultExporter unsafe.Pointer
+	defaultTarget unsafe.Pointer
 )
 
 // NewExporter creates an Exporter using the supplied handler and options.
@@ -76,32 +76,27 @@
 }
 
 func setDefaultExporter(e *Exporter) {
-	atomic.StorePointer(&defaultExporter, unsafe.Pointer(e))
+	atomic.StorePointer(&defaultTarget, unsafe.Pointer(&target{exporter: e}))
 }
 
-func getDefaultExporter() *Exporter {
-	return (*Exporter)(atomic.LoadPointer(&defaultExporter))
+func getDefaultTarget() *target {
+	return (*target)(atomic.LoadPointer(&defaultTarget))
 }
 
-func newContext(ctx context.Context, exporter *Exporter, parent uint64, t time.Time) context.Context {
-	return context.WithValue(ctx, contextKey, contextValue{exporter: exporter, parent: parent, startTime: t})
-}
-
-// FromContext returns the exporter, parentID and parent start time for the supplied context.
-func FromContext(ctx context.Context) (*Exporter, uint64, time.Time) {
-	if v, ok := ctx.Value(contextKey).(contextValue); ok {
-		return v.exporter, v.parent, v.startTime
+func newContext(ctx context.Context, exporter *Exporter, parent uint64, start time.Time) context.Context {
+	var t *target
+	if exporter != nil {
+		t = &target{exporter: exporter, parent: parent, startTime: start}
 	}
-	return getDefaultExporter(), 0, time.Time{}
+	return context.WithValue(ctx, contextKey, t)
 }
 
 // prepare events before delivering to the underlying handler.
-// The event will be assigned a new ID.
+// it is safe to call this more than once (trace events have to call it early)
 // If the event does not have a timestamp, and the exporter has a Now function
 // then the timestamp will be updated.
 // If automatic namespaces are enabled and the event doesn't have a namespace,
 // one based on the caller's import path will be provided.
-// prepare must be called with the export mutex held.
 func (e *Exporter) prepare(ev *Event) {
 	if e.opts.Now != nil && ev.At.IsZero() {
 		ev.At = e.opts.Now()
diff --git a/event/label.go b/event/label.go
index 71c65fa..1593cf5 100644
--- a/event/label.go
+++ b/event/label.go
@@ -166,7 +166,7 @@
 	hdr := (*reflect.SliceHeader)(unsafe.Pointer(&buf))
 	hdr.Data = uintptr(bp)
 	hdr.Len = int(v.packed)
-	hdr.Cap = hdr.Len // TODO: is this safe?
+	hdr.Cap = hdr.Len
 	return buf
 }
 
diff --git a/event/metric.go b/event/metric.go
index a2611ac..143a5a3 100644
--- a/event/metric.go
+++ b/event/metric.go
@@ -5,6 +5,7 @@
 package event
 
 import (
+	"context"
 	"fmt"
 	"time"
 )
@@ -37,8 +38,7 @@
 		panic("name cannot be empty")
 	}
 	return &MetricDescriptor{
-		name: name,
-		// TODO: use the global callers, will also need a lock
+		name:        name,
 		namespace:   scanStack().Space,
 		description: description,
 	}
@@ -84,8 +84,13 @@
 // Record converts its argument into a Value and returns a MetricValue with the
 // receiver and the value. It is intended to be used as an argument to
 // Builder.Metric.
-func (c *Counter) Record(v uint64) MetricValue {
-	return MetricValue{c, Uint64Of(v)}
+func (c *Counter) Record(ctx context.Context, v uint64, labels ...Label) {
+	ev := New(ctx, MetricKind)
+	if ev != nil {
+		record(ev, c, Uint64Of(v))
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Deliver()
+	}
 }
 
 // A FloatGauge records a single floating-point value that may go up or down.
@@ -107,8 +112,13 @@
 // Record converts its argument into a Value and returns a MetricValue with the
 // receiver and the value. It is intended to be used as an argument to
 // Builder.Metric.
-func (g *FloatGauge) Record(v float64) MetricValue {
-	return MetricValue{g, Float64Of(v)}
+func (g *FloatGauge) Record(ctx context.Context, v float64, labels ...Label) {
+	ev := New(ctx, MetricKind)
+	if ev != nil {
+		record(ev, g, Float64Of(v))
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Deliver()
+	}
 }
 
 // A Duration records a distribution of durations.
@@ -130,8 +140,13 @@
 // Record converts its argument into a Value and returns a MetricValue with the
 // receiver and the value. It is intended to be used as an argument to
 // Builder.Metric.
-func (d *Duration) Record(v time.Duration) MetricValue {
-	return MetricValue{d, DurationOf(v)}
+func (d *Duration) Record(ctx context.Context, v time.Duration, labels ...Label) {
+	ev := New(ctx, MetricKind)
+	if ev != nil {
+		record(ev, d, DurationOf(v))
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Deliver()
+	}
 }
 
 // An IntDistribution records a distribution of int64s.
@@ -152,6 +167,15 @@
 // Record converts its argument into a Value and returns a MetricValue with the
 // receiver and the value. It is intended to be used as an argument to
 // Builder.Metric.
-func (d *IntDistribution) Record(v int64) MetricValue {
-	return MetricValue{d, Int64Of(v)}
+func (d *IntDistribution) Record(ctx context.Context, v int64, labels ...Label) {
+	ev := New(ctx, MetricKind)
+	if ev != nil {
+		record(ev, d, Int64Of(v))
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Deliver()
+	}
+}
+
+func record(ev *Event, m Metric, v Value) {
+	ev.Labels = append(ev.Labels, MetricVal.Of(v), MetricKey.Of(ValueOf(m)))
 }
diff --git a/event/namespace_test.go b/event/namespace_test.go
index d3789c9..abab523 100644
--- a/event/namespace_test.go
+++ b/event/namespace_test.go
@@ -17,7 +17,7 @@
 func TestNamespace(t *testing.T) {
 	var h nsHandler
 	ctx := event.WithExporter(context.Background(), event.NewExporter(&h, &event.ExporterOptions{EnableNamespaces: true}))
-	event.To(ctx).Log("msg")
+	event.Log(ctx, "msg")
 	if got, want := h.ns, thisImportPath; got != want {
 		t.Errorf("got namespace %q, want, %q", got, want)
 	}
@@ -27,31 +27,11 @@
 	ns string
 }
 
-func (h *nsHandler) Log(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *nsHandler) Metric(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *nsHandler) Annotate(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *nsHandler) Start(ctx context.Context, ev *event.Event) context.Context {
-	h.event(ctx, ev)
+func (h *nsHandler) Event(ctx context.Context, ev *event.Event) context.Context {
+	h.ns = ev.Namespace
 	return ctx
 }
 
-func (h *nsHandler) End(ctx context.Context, ev *event.Event) {
-	h.event(ctx, ev)
-}
-
-func (h *nsHandler) event(event context.Context, e *event.Event) {
-	h.ns = e.Namespace
-}
-
 func BenchmarkRuntimeCallers(b *testing.B) {
 	for i := 0; i < b.N; i++ {
 		var pcs [1]uintptr
diff --git a/event/otel/trace.go b/event/otel/trace.go
index 14f8533..2c43edf 100644
--- a/event/otel/trace.go
+++ b/event/otel/trace.go
@@ -21,21 +21,22 @@
 
 type spanKey struct{}
 
-func (t *TraceHandler) Log(ctx context.Context, ev *event.Event)      {}
-func (t *TraceHandler) Annotate(ctx context.Context, ev *event.Event) {}
-func (t *TraceHandler) Metric(ctx context.Context, ev *event.Event)   {}
-func (t *TraceHandler) Start(ctx context.Context, ev *event.Event) context.Context {
-	opts := labelsToSpanOptions(ev.Labels)
-	octx, span := t.tracer.Start(ctx, ev.Name, opts...)
-	return context.WithValue(octx, spanKey{}, span)
-}
-
-func (t *TraceHandler) End(ctx context.Context, e *event.Event) {
-	span, ok := ctx.Value(spanKey{}).(trace.Span)
-	if !ok {
-		panic("End called on context with no span")
+func (t *TraceHandler) Event(ctx context.Context, ev *event.Event) context.Context {
+	switch ev.Kind {
+	case event.StartKind:
+		opts := labelsToSpanOptions(ev.Labels)
+		octx, span := t.tracer.Start(ctx, ev.Name, opts...)
+		return context.WithValue(octx, spanKey{}, span)
+	case event.EndKind:
+		span, ok := ctx.Value(spanKey{}).(trace.Span)
+		if !ok {
+			panic("End called on context with no span")
+		}
+		span.End()
+		return ctx
+	default:
+		return ctx
 	}
-	span.End()
 }
 
 func labelsToSpanOptions(ls []event.Label) []trace.SpanOption {
diff --git a/event/otel/trace_test.go b/event/otel/trace_test.go
index c29f392..787b1ed 100644
--- a/event/otel/trace_test.go
+++ b/event/otel/trace_test.go
@@ -95,9 +95,8 @@
 		ctx, span = s.tracer.Start(ctx, s.name)
 		defer span.End()
 	} else {
-		var eb event.Builder
-		ctx, eb = event.To(ctx).Start(s.name)
-		defer eb.End()
+		ctx = event.Start(ctx, s.name)
+		defer event.End(ctx)
 	}
 	for _, c := range s.children {
 		c.apply(ctx)
diff --git a/event/severity/severity.go b/event/severity/severity.go
index 66892b5..64e1441 100644
--- a/event/severity/severity.go
+++ b/event/severity/severity.go
@@ -4,7 +4,12 @@
 
 package severity
 
-import "golang.org/x/exp/event"
+import (
+	"context"
+	"fmt"
+
+	"golang.org/x/exp/event"
+)
 
 // Level represents a severity level of an event.
 // The basic severity levels are designed to match the levels used in open telemetry.
@@ -24,35 +29,20 @@
 type Level uint64
 
 const (
-	TraceLevel   = Level(1)
-	DebugLevel   = Level(5)
-	InfoLevel    = Level(9)
-	WarningLevel = Level(13)
-	ErrorLevel   = Level(17)
-	FatalLevel   = Level(21)
-	MaxLevel     = Level(24)
+	Trace   = Level(1)
+	Debug   = Level(5)
+	Info    = Level(9)
+	Warning = Level(13)
+	Error   = Level(17)
+	Fatal   = Level(21)
+	Max     = Level(24)
 )
 
 const Key = "level"
 
-var (
-	// Trace is an event.Label for trace level events.
-	Trace = Of(TraceLevel)
-	// Debug is an event.Label for debug level events.
-	Debug = Of(DebugLevel)
-	// Info is an event.Label for info level events.
-	Info = Of(InfoLevel)
-	// Warning is an event.Label for warning level events.
-	Warning = Of(WarningLevel)
-	// Error is an event.Label for error level events.
-	Error = Of(ErrorLevel)
-	// Fatal is an event.Label for fatal level events.
-	Fatal = Of(FatalLevel)
-)
-
-// Of creates a new Label with this key and the supplied value.
-func Of(v Level) event.Label {
-	return event.Label{Name: Key, Value: event.ValueOf(v)}
+// Of creates a label for the level.
+func (l Level) Label() event.Label {
+	return event.Label{Name: Key, Value: event.ValueOf(l)}
 }
 
 // From can be used to get a value from a Label.
@@ -60,22 +50,41 @@
 	return t.Value.Interface().(Level)
 }
 
+func (l Level) Log(ctx context.Context, msg string, labels ...event.Label) {
+	ev := event.New(ctx, event.LogKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, l.Label())
+		ev.Labels = append(ev.Labels, labels...)
+		ev.Message = msg
+		ev.Deliver()
+	}
+}
+
+func (l Level) Logf(ctx context.Context, msg string, args ...interface{}) {
+	ev := event.New(ctx, event.LogKind)
+	if ev != nil {
+		ev.Labels = append(ev.Labels, l.Label())
+		ev.Message = fmt.Sprintf(msg, args...)
+		ev.Deliver()
+	}
+}
+
 func (l Level) Class() Level {
 	switch {
-	case l > MaxLevel:
-		return MaxLevel
-	case l > FatalLevel:
-		return FatalLevel
-	case l > ErrorLevel:
-		return ErrorLevel
-	case l > WarningLevel:
-		return WarningLevel
-	case l > DebugLevel:
-		return DebugLevel
-	case l > InfoLevel:
-		return InfoLevel
-	case l > TraceLevel:
-		return TraceLevel
+	case l > Max:
+		return Max
+	case l > Fatal:
+		return Fatal
+	case l > Error:
+		return Error
+	case l > Warning:
+		return Warning
+	case l > Debug:
+		return Debug
+	case l > Info:
+		return Info
+	case l > Trace:
+		return Trace
 	default:
 		return 0
 	}
@@ -86,58 +95,58 @@
 	case 0:
 		return "invalid"
 
-	case TraceLevel:
+	case Trace:
 		return "trace"
-	case TraceLevel + 1:
+	case Trace + 1:
 		return "trace2"
-	case TraceLevel + 2:
+	case Trace + 2:
 		return "trace3"
-	case TraceLevel + 3:
+	case Trace + 3:
 		return "trace4"
 
-	case DebugLevel:
+	case Debug:
 		return "debug"
-	case DebugLevel + 1:
+	case Debug + 1:
 		return "debug2"
-	case DebugLevel + 2:
+	case Debug + 2:
 		return "debug3"
-	case DebugLevel + 3:
+	case Debug + 3:
 		return "debug4"
 
-	case InfoLevel:
+	case Info:
 		return "info"
-	case InfoLevel + 1:
+	case Info + 1:
 		return "info2"
-	case InfoLevel + 2:
+	case Info + 2:
 		return "info3"
-	case InfoLevel + 3:
+	case Info + 3:
 		return "info4"
 
-	case WarningLevel:
+	case Warning:
 		return "warning"
-	case WarningLevel + 1:
+	case Warning + 1:
 		return "warning2"
-	case WarningLevel + 2:
+	case Warning + 2:
 		return "warning3"
-	case WarningLevel + 3:
+	case Warning + 3:
 		return "warning4"
 
-	case ErrorLevel:
+	case Error:
 		return "error"
-	case ErrorLevel + 1:
+	case Error + 1:
 		return "error2"
-	case ErrorLevel + 2:
+	case Error + 2:
 		return "error3"
-	case ErrorLevel + 3:
+	case Error + 3:
 		return "error4"
 
-	case FatalLevel:
+	case Fatal:
 		return "fatal"
-	case FatalLevel + 1:
+	case Fatal + 1:
 		return "fatal2"
-	case FatalLevel + 2:
+	case Fatal + 2:
 		return "fatal3"
-	case FatalLevel + 3:
+	case Fatal + 3:
 		return "fatal4"
 	default:
 		return "invalid"
diff --git a/event/severity/severity_test.go b/event/severity/severity_test.go
index f115052..8825f23 100644
--- a/event/severity/severity_test.go
+++ b/event/severity/severity_test.go
@@ -18,7 +18,6 @@
 )
 
 func TestPrint(t *testing.T) {
-	//TODO: print the textual form of severity
 	ctx := context.Background()
 	for _, test := range []struct {
 		name   string
@@ -26,11 +25,11 @@
 		expect string
 	}{{
 		name:   "debug",
-		events: func(ctx context.Context) { event.To(ctx).With(severity.Debug).Log("a message") },
+		events: func(ctx context.Context) { severity.Debug.Log(ctx, "a message") },
 		expect: `time="2020/03/05 14:27:48" level=debug msg="a message"`,
 	}, {
 		name:   "info",
-		events: func(ctx context.Context) { event.To(ctx).With(severity.Info).Log("a message") },
+		events: func(ctx context.Context) { severity.Info.Log(ctx, "a message") },
 		expect: `time="2020/03/05 14:27:48" level=info msg="a message"`},
 	} {
 		buf := &strings.Builder{}
diff --git a/jsonrpc2/conn.go b/jsonrpc2/conn.go
index cbc1558..1b26d3a 100644
--- a/jsonrpc2/conn.go
+++ b/jsonrpc2/conn.go
@@ -12,6 +12,7 @@
 	"sync/atomic"
 
 	"golang.org/x/exp/event"
+	"golang.org/x/exp/event/keys"
 	errors "golang.org/x/xerrors"
 )
 
@@ -52,10 +53,10 @@
 }
 
 type AsyncCall struct {
-	id         ID
-	response   chan *Response // the channel a response will be delivered on
-	resultBox  chan asyncResult
-	endBuilder event.Builder // close the tracing span when all processing for the message is complete
+	id        ID
+	response  chan *Response // the channel a response will be delivered on
+	resultBox chan asyncResult
+	ctx       context.Context
 }
 
 type asyncResult struct {
@@ -65,11 +66,10 @@
 
 // incoming is used to track an incoming request as it is being handled
 type incoming struct {
-	request    *Request        // the request being processed
-	baseCtx    context.Context // a base context for the message processing
-	endBuilder event.Builder   // builder's End method called when all processing for the message is complete
-	handleCtx  context.Context // the context for handling the message, child of baseCtx
-	cancel     func()          // a function that cancels the handling context
+	request   *Request        // the request being processed
+	baseCtx   context.Context // a base context for the message processing
+	handleCtx context.Context // the context for handling the message, child of baseCtx
+	cancel    func()          // a function that cancels the handling context
 }
 
 // Bind returns the options unmodified.
@@ -124,12 +124,14 @@
 	if err != nil {
 		return errors.Errorf("marshaling notify parameters: %v", err)
 	}
-	b := event.To(ctx).With(Method.Of(method))
-	b.Clone().Metric(Started.Record(1))
-	ctx, endBuilder := b.With(RPCDirection.Of(Outbound)).Start(method)
-	err = c.write(ctx, notify)
-	event.To(ctx).With(Error.Of(err)).Metric(Finished.Record(1))
-	endBuilder.End()
+	ctx = event.Start(ctx, method, RPCDirection.Of(Outbound))
+	Started.Record(ctx, 1, Method.Of(method))
+	var errLabel event.Label
+	if err = c.write(ctx, notify); err != nil {
+		errLabel = keys.Value("error").Of(err)
+	}
+	Finished.Record(ctx, 1, errLabel)
+	event.End(ctx)
 	return err
 }
 
@@ -150,10 +152,11 @@
 		result.resultBox <- asyncResult{err: errors.Errorf("marshaling call parameters: %w", err)}
 		return result
 	}
-	b := event.To(ctx).With(Method.Of(method))
-	b.Clone().Metric(Started.Record(1))
-	ctx, endBuilder := b.Clone().With(RPCDirection.Of(Outbound)).With(RPCID.Of(fmt.Sprintf("%q", result.id))).Start(method)
-	result.endBuilder = endBuilder
+	//TODO: rewrite this using the new target/prototype stuff
+	ctx = event.Start(ctx, method,
+		Method.Of(method), RPCDirection.Of(Outbound), RPCID.Of(fmt.Sprintf("%q", result.id)))
+	Started.Record(ctx, 1, Method.Of(method))
+	result.ctx = ctx
 	// We have to add ourselves to the pending map before we send, otherwise we
 	// are racing the response.
 	// rchan is buffered in case the response arrives without a listener.
@@ -191,7 +194,7 @@
 // The response will be unmarshaled from JSON into the result.
 func (a *AsyncCall) Await(ctx context.Context, result interface{}) error {
 	status := "NONE"
-	defer a.endBuilder.With(StatusCode.Of(status)).End()
+	defer event.End(a.ctx, StatusCode.Of(status))
 	var r asyncResult
 	select {
 	case response := <-a.response:
@@ -292,14 +295,14 @@
 				request: msg,
 			}
 			// add a span to the context for this request
-			b := event.To(ctx).With(Method.Of(msg.Method)).With(RPCDirection.Of(Inbound))
+			var idLabel event.Label
 			if msg.IsCall() {
-				b = b.With(RPCID.Of(fmt.Sprintf("%q", msg.ID)))
+				idLabel = RPCID.Of(fmt.Sprintf("%q", msg.ID))
 			}
-			entry.baseCtx, entry.endBuilder = b.Start(msg.Method)
-			b = event.To(entry.baseCtx).With(Method.Of(msg.Method))
-			b.Clone().Metric(Started.Record(1))
-			b.Metric(ReceivedBytes.Record(n))
+			entry.baseCtx = event.Start(ctx, msg.Method,
+				Method.Of(msg.Method), RPCDirection.Of(Inbound), idLabel)
+			Started.Record(entry.baseCtx, 1, Method.Of(msg.Method))
+			ReceivedBytes.Record(entry.baseCtx, n, Method.Of(msg.Method))
 			// in theory notifications cannot be cancelled, but we build them a cancel context anyway
 			entry.handleCtx, entry.cancel = context.WithCancel(entry.baseCtx)
 			// if the request is a call, add it to the incoming map so it can be
@@ -412,7 +415,7 @@
 	if err := c.respond(entry, result, rerr); err != nil {
 		// no way to propagate this error
 		//TODO: should we do more than just log it?
-		event.To(entry.baseCtx).With(Error.Of(err)).Log("jsonrpc2 message delivery failed")
+		event.Log(entry.baseCtx, "jsonrpc2 message delivery failed", keys.Value("error").Of(err))
 	}
 }
 
@@ -458,7 +461,7 @@
 		entry.cancel = nil
 	}
 	// mark the entire request processing as done
-	entry.endBuilder.With(StatusCode.Of(status)).End()
+	event.End(entry.baseCtx, StatusCode.Of(status))
 	return err
 }
 
@@ -469,6 +472,6 @@
 	defer func() { c.writerBox <- writer }()
 	n, err := writer.Write(ctx, msg)
 	// TODO: get a method label in here somehow.
-	event.To(ctx).Metric(SentBytes.Record(n))
+	SentBytes.Record(ctx, n)
 	return err
 }
diff --git a/jsonrpc2/defs.go b/jsonrpc2/defs.go
index f40800d..802a205 100644
--- a/jsonrpc2/defs.go
+++ b/jsonrpc2/defs.go
@@ -13,7 +13,6 @@
 	Method       = keys.String("method")
 	RPCID        = keys.String("id")
 	RPCDirection = keys.String("direction")
-	Error        = keys.Value("error")
 	StatusCode   = keys.String("status.code")
 )