Position/Title: Commercial Strategy Manager, Product And Experiences at Live Nation
How did you first become involved in the music industry and how did you end up where you are today? I've always managed live events, then with my roles at Sonos and Pandora I looked after music partnerships, sponsorships and new business opportunities. Now at Live Nation I am lucky enough to combine all of this background to create premium fan experiences for some of the world's biggest tours.
What's been the biggest change in the music industry you've seen over the past 12 months? While the experience economy is nothing new, the expectation to offer more premium and elevated experiences is increasing. According to a Live Nation study, Australian fans are 20 percent more likely than other regions to buy VIP packages at tours and festivals with a high level of service and unique offerings.
What do you think will be the biggest issue affecting the music industry in the next 12 months and why? We need to collaborate and prioritise efforts to create safe and accessible live experiences for all. Barriers still exist and removing them creates positive change for both fans and the artist. Many people are doing great work but it’s time to come together as an industry and affect significant change.
What advice would you give young practitioners in your area starting out today? If you think you know it all, think again. There are many areas of the industry that constantly change so it’s important to keep learning and asking questions. Find a mentor or a handful of people you trust to answer those silly questions. I’ve had a few over the years!
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What will you be primarily discussing during your appearance at the BIGSOUND conference and what are you hoping that people will be able to learn from your panel? I’ll be discussing the work that Live Nation and Ticketmaster are doing with Get Skilled Access to create a better live entertainment experience for people with accessibility requirements. As the largest promoter in this region, we are doing our part to lead the industry to make change. Our goal is to start the conversation and look at how we as individuals and businesses can contribute to an improved experience overall.
Which acts are on your must-see list at BIGSOUND and why? Bad//Dreems – if you haven’t seen them live you should, they never disappoint! I am also keen to see Mojo Juju, Tones & I, Luboku and anything at the incredible Fortitude Music Hall.
What advice do you have for BIGSOUND first-timers? Get to as many keynote sessions, panels, shows and networking events as you can – it’s worth the lack of sleep.
What's your favourite BIGSOUND memory? And which artist was your standout performance? There are so many memories, but I mostly enjoy catching up with people that you don’t see regularly – usually over cocktails at TFC. Highlights for me were DMA’s and Kingswood at Brightside in 2014.
When and where is your BIGSOUND panel? 5 Sep, Everyone Deserves Music, Moon Room, Cloudland, 11.45am.
