What key barriers exist in the music industry that continue to hinder women’s representation at executive levels? What specific steps can be taken to create a more inclusive environment for women in live music? How are women in the concert booking industry making a significant impact in Los Angeles? How has the recent shift toward women-led initiatives changed the landscape of live music? In what ways can the success stories of female executives inspire future generations of women in the music industry?
The music industry still has a long way to go in championing women as, year after year, the data consistently paints a less than optimistic picture of a business that skews overwhelmingly male, from the producers creating the hits to the executives in the c-suites.
But those looking for a bright spot can look to live music in Los Angeles. The city is a must-stop on virtually every concert tour and boasts some of the most iconic venues in the world: 100-year-old stadiums like the Rose Bowl and the Coliseum; famed arenas like the Kia Forum and Crypto.com Arena; soccer stadiums like Dignity Health Sports Park; and high-tech outposts like SoFi Stadium and the Intuit Dome.
Those venues are all booked by eight women, who between them are handling almost every major concert that comes to L.A. on any given night. Ahead of Pollstar’s Women of Live event to kick off Pollstar Live Monday evening, those L.A. bookers spoke with The Hollywood Reporter about the ever-changing concert business, booking shows in one of the most competitive markets in the country and uplifting women in music.
Hallie Yavitch, Senior VP, Booking and Marketing for Crypto.com Arena, Peacock Theater, and L.A. Live
What is the show you’ve booked that you’re the most proud of in your career?
First is AC/DC, it was the first show I booked when I started booking an arena in Ohio, and from the first note the band played that night, I knew this would be my career. That feeling is something I will never forget. The one that made me think “I belong in L.A.,” I would say J Balvin in October 2019. I didn’t realize who his fan base is and that he was the “Latin Tom Jones.” Women were throwing bras on the stage. The show and stage were so impressive, but adding that element of such rabid fans was a true memory maker!
How do you think the concert landscape will change, if at all, in the years ahead?
The best thing about live entertainment is that it transports you emotionally. A concert can get you pumped and excited or can make you feel like you are part of something special. An exceptional performance can make you cry or laugh. I hope that aspect of concerts will never change, and that we will be connected to others by music. The popularity of genres may change and can be cyclical, but the beauty of seeing a show live will hopefully stay sacrosanct.
How has the conversation around women in executive roles changed, in your opinion? Do you sense a shift forward or a backslide? How can women in other sectors of the music industry help uplift those in the live music sector?
When I first started in this business, it felt as if women were competing with one another for the one elusive woman position in executive roles. Now it seems as though we are all trying to lift each other up. I believe that is the case across the industry. I talk with other execs and even though we are competitors, there is an excitement in seeing someone grow or see an idea blossom. If we are good stewards for other women in music, then years from now there will not be conversations about women in exec roles. It will just be about how to be the best leader and executive in the industry.
Christy Castillo Butcher and Jen Sandstrom, Senior VP and VP, Programming and Booking for SoFi Stadium, YouTube Theater, and Hollywood Park
How do you think the concert landscape will change, if at all, in the years ahead?
SANDSTROM: I think the industry will evolve as it always has. I foresee technology playing a more significant role in concert productions, especially in the virtual and augmented space, exploring platforms that allow fans to engage both live and virtually to create a more personal connection. Concerts will likely become more immersive and participatory, featuring diverse, genre-blending formats to attract wider audiences.
What’s the biggest challenge you face in booking talent?
BUTCHER: Given how highly competitive the Los Angeles market is, with multiple venues at every capacity, standing out is essential. We not only have to create the right atmosphere for the artist and fan but also understand where the artist is at in their career. Whether it is playing our 6,000 capacity YouTube Theater for a more intimate show or the 70,000 capacity SoFi Stadium for maybe a large-scale tour, working with the artist’s team to understand their needs and wants is critical in booking the right venue.
SANDSTROM: Artist touring cycles present our biggest booking constraint, as we must also accommodate SoFi Stadium’s fixed schedule as the home of the Los Angeles Rams and Chargers, in addition to significant events such as the FIFA World Cup ‘26, Super Bowl and the 2028 Olympics. Consequently, meticulous calendar management and collaboration with our operations team on conversion and turnaround times are essential.
The music industry has shown a need to improve with its representation of women in executive roles. What do you think the live music sector in particular should do?
BUTCHER: While some male allies in the industry strongly support women in executive roles, their public advocacy would significantly amplify the impact. Highlighting the collective achievements of women, as this article does, emphasizes the importance of diverse voices, with different perspectives being represented.
SANDSTROM: I think it’s time to showcase more female talent in every role: 2023 was the “Year of the Female” with major tours such as Taylor Swift, Beyonce, Pink, Twice, etc. They dominated the music charts, setting records and breaking industry ceilings. How does this translate to all segments of the business? It is time to showcase every level of female talent with more diversity, transparency, and pay equality.
Teresa Guy, VP, Booking and Partnerships, Los Angeles Memorial Coliseum
What’s the biggest challenge you face in booking talent?
It goes without saying that L.A. is a competitive landscape. The women featured here are a testament to that passion and drive that fuels us all. I’d be hard pressed to find another city that has the same volume of large-scale venues, including three football stadiums, that isn’t faced with some competitive booking challenges. But while we all compete for the same business, there’s a lot of mutual respect. We celebrate each other’s wins. The Coliseum continues to swing for the fences, knowing that the right artist at the right time will always land.
What’s the show you’ve booked that you’re most proud of in your career?
Few things can compare to the excitement of a great live full-bowl stadium show, but I will say it’s hard to top the fervor of announcing the Fred again.. concert just five days before it played off and selling it out in such an unbelievably short window. No other artist would attempt something so bold in a football stadium, but the creativity, confidence, and artistry Fred and his team brought that night was nothing short of incredible. For those who were lucky enough to be there, you know you witnessed magic.
The music industry has shown a need to improve with its representation of women in executive roles. What do you think the live music sector in particular should do?
In the nearly two decades I have been in the live music sector, I have seen more and more opportunities become available to women. But it’s still very rare to see an all-female team, or women-led organizations, especially when it comes to the C-suite. I think women supporting women, learning to be your own advocate, and investing in yourself are all critical to the continued success of women across all industries. The unfortunate reality is most women must work twice as hard and receive less in return than their male counterparts, but I firmly believe that as women rise to positions of influence, we must support those coming up behind us. Much of my success is owed to key women in the music industry who have opened doors for me and supported my success — whether we were colleagues or not. This kind of support can be life-altering!
Monique Reaves, Chief Revenue Officer at the Rose Bowl
What’s the show you’ve booked you’re the most proud of in your career?
I’m proud of every show, but the ones that resonate with me the most are the “firsts.” The Rose Bowl is a 102-year-old venue, those moments are rare. As a proud Latina, I want to highlight two events: one that’s already happened, Karol G’s Mañana Sera Bonito Tour, and one that’s upcoming, Carín León en el Parque. Karol G made history as the first Latin American artist to sell out two consecutive nights at the Rose Bowl Stadium, and her Mañana Sera Bonito Tour has become the highest-grossing tour by a Latina in history. Carín León en el Parque will be the first Latin music festival held at Brookside at the Rose Bowl Stadium.
The music industry has shown a need to improve with its representation of women in executive roles. What do you think the live music sector in particular should do?
Keep inviting us to the table. Bring us into the meetings. Share your knowledge of best practices and take the time to mentor someone. Build on conferences and educational content. Create more paid internship opportunities, offer college courses, certifications and continue to amplify women’s voices and ideas.
How has the conversation around women in executive roles changed, in your opinion? Do you sense a shift forward or a backslide? How can women in other sectors of the music industry help uplift those in the live music sector?
There’s always a need for more representation of women in executive roles. I’m fortunate that my organization has several women in executive positions, but when I look across the country, I still see a lack of balance. I try not to focus on the negatives, as that can become overwhelming and distracting for me personally. I can only control what’s within my reach. I volunteer where I can, and I connect with other women leaders, as well as those aspiring to become one. If they can see me, they can believe in themselves and pursue whatever they’re aiming for. I stay focused on the path ahead, working to keep doors open for the next woman leader to step forward.
Becky Colwell, General Manager of Kia Forum and VP, Music and Events at Intuit Dome and Jolene Hertz VP, Booking at Kia Forum and Intuit Dome
What’s the show you’ve booked you’re most proud of in your career?
We are excited about every show we book; they all equally matter to us. It’s a collaborative effort and we’ve had fun hosting multiple nights of Harry Styles, Billie Eilish, Maná, Madonna, the Eagles and Bruce Springsteen, to name a few. We hosted FireAid recently where both venues were operating simultaneously, featuring some of the world’s best music and were able to raise more than $100 million to support our L.A. and Altadena communities impacted by the L.A. fires. That night was truly special.
How do you think the concert landscape will change, if at all, in the years ahead?
The concert landscape continues to evolve and genres that were once marginalized become more mainstream. It’s exciting to see it!
The music industry has shown a need to improve with its representation of women in executive roles. What do you think the live music sector in particular should do?
We’ve never worked with more women than we do today. The talent in the industry is stronger than ever, and we’re noticing more and more that women are holding executive positions in venues, and everywhere in the live entertainment space.
How has the conversation around women in executive roles changed, in your opinion? Do you sense a shift forward or a backslide? How can women in other sectors of the music industry help uplift those in the live music sector?
Women hold key positions in almost every department at both of our venues, so we feel there is a continuous shift forward. There are more opportunities for women now in all facets of the business.
Kristen Benedict, VP, Event Booking at Dignity Health Sports Park
What’s the show you’ve booked you’ve been most proud of in your career?
Something I look back on that really showcased our capabilities was when we hosted Coldplay on a Friday night, then hosted AC Milan vs Galaxy the following day, all while ESPN XGames loaded in around the rest of the property.
How do you think the concert landscape will change, if at all, in the years ahead?
Events are becoming more and more experiential. As a response to the intense competition, promoters are all trying to create something new and different to set their show apart.
The music industry has shown a need to improve with its representation of women in executive roles. What do you think the live music sector in particular should do?
Women should continue to support women and rally around each other to uplift and be role models for the next generation. The industry has come along way in the past few decades, but there’s still plenty of work to be done.
How has the conversation around women in executive roles changed, in your opinion? Do you sense a shift forward or a backslide? How can women in other sectors of the music industry help uplift those in the live music sector?
I haven’t seen a backslide, but I’ve definitely seen a plateau. Women need to continue progress forward by mentoring the next generation of female leaders in the industry.
Meet The Women Who Book Concerts at SoFi Stadium, Rose Bowl, and More
In the world of live entertainment, concert booking is often seen as a behind-the-scenes role without much limelight. However, the women who wield influence in this domain are powerful agents of change, shaping the musical landscape in iconic venues like SoFi Stadium and the Rose Bowl. With their keen insight into market trends, artist relations, and fan experiences, these women are not only booking concerts; they’re crafting memorable nights for thousands of fans and redefining the future of live entertainment.
The Landscape of Concert Booking
Concert booking is more than just filling a calendar with popular artists; it requires a nuanced understanding of various elements, including venue capacities, audience demographics, and the music industry landscape. Women in this field often face unique challenges that span issues of representation, negotiation, and career advancement. Yet, in recent years, there has been a notable increase in female professionals within this space, leading to a diversification of perspectives and opportunities in concert promotion.
Pioneering Figures
At SoFi Stadium, a marvel of modern engineering and a prime location for major concerts and events, women like Tressa Thomas play crucial roles. As the Senior Vice President of Booking, she oversees the scheduling of events in a venue that hosts everything from Super Bowl festivities to concert spectacles involving top-tier acts. Tressa’s journey is one marked by tenacity; starting her career in the music industry over two decades ago, she has worked her way up through various roles that have afforded her unique insights into different aspects of the business.
Similarly, at the Rose Bowl, women like Janet Lush serve as key figures in concert booking. As the Director of Events, Janet has been responsible for bringing big-name artists to one of the world’s most historic stadiums. Her experience navigating the intricacies of outdoor concert production, safety regulations, and fan engagement strategies has made her an invaluable asset to the venue. Janet’s approach emphasizes collaboration among staff and artists, ensuring that every event runs seamlessly and that all attendees enjoy an unforgettable experience.
The Challenges They Face
Despite the strides made by women in the industry, challenges persist. The concert booking scene has traditionally been male-dominated, leading to issues around gender bias and equity in hiring practices. Women often find themselves negotiating hard-fought contracts while being underestimated or interrupted in meetings. However, for Tressa, Janet, and their peers, this only serves as motivation to push harder and break down barriers.
Both women recall moments where they had to assert their expertise in environments that were skeptical of their input. Janet speaks to the importance of resilience in this industry. “Every ‘no’ is a stepping stone to get to a ‘yes.’ I’ve learned to see challenges as opportunities to grow and prove myself,” she states. Tressa echoes this sentiment, emphasizing the importance of mentorship and support systems within the industry.
Building Relationships with Artists
A significant part of concert booking is not just about scheduling, but also about fostering relationships with artists and their teams. Women in this role are adept at creating an atmosphere of collaboration, ensuring that artists feel valued and understood. Both Tressa and Janet have cultivated strong connections with a diverse range of performers, from emerging acts to global superstars.
When booking an artist, understanding their vision for a show is crucial. “It’s about more than just numbers; it’s about creating a platform for artists to express themselves,” Tressa explains. The artists’ desires—to craft a memorable setlist, to incorporate specific visuals, or even to address social issues through their performances—are all factors that these women take into account when planning an event.
Co-Creating Fan Experiences
The ultimate goal of concert booking is to create incredible experiences for fans. Women in this industry are acutely aware of this responsibility. They work tirelessly to curate events that resonate with audiences, incorporating elements of community engagement and social relevance. Janet emphasizes the increasing demand for inclusivity in concert experiences. “We strive to create an environment where everyone feels welcome and represented, from ticket pricing to content selection,” she says.
The groundbreaking partnership at SoFi Stadium that hosted a concert featuring a diverse lineup is a great example of this effort. With the focus on showcasing emerging talent alongside established artists, Tressa and her team ensured that the concert became a landmark event celebrating different cultures and musical styles.
Looking Ahead
As the music industry continues to evolve, the impact of women in concert booking will only grow. With their talent, resilience, and commitment to creating memorable experiences, women like Tressa Thomas and Janet Lush are not just booking concerts—they are laying the groundwork for a more inclusive and dynamic future in live events.
It’s an exciting time to be in the concert industry, and as these women continue to lead the charge, they inspire the next generation of female professionals to embrace their passion and carve their own paths in this vibrant world of music.
Meet the Women Who Book Concerts at SoFi Stadium, Rose Bowl, and More
The landscape of live entertainment is continually evolving, and women have increasingly taken on pivotal roles in shaping this industry, especially in booking major concerts and events. At the forefront of this change are the talented women who manage and curate experiences at iconic venues like SoFi Stadium and the Rose Bowl.
These women are not just behind-the-scenes figures; they are leaders who bring big names to the stage and create memorable experiences for fans. Their journeys often involve overcoming challenges and breaking through barriers in a traditionally male-dominated field. They possess a unique blend of skills—ranging from negotiation and marketing to operations and artist relations—allowing them to excel in their roles.
For instance, at SoFi Stadium, the excitement of booking top-tier acts for a venue known for hosting major sporting events adds a layer of complexity. Women in this role must navigate logistics, coordinate with various stakeholders, and ensure that performances align with the stadium’s brand while also catering to diverse audiences.
Similarly, the Rose Bowl, steeped in history, has made a name for itself not just in sports but also as a popular concert venue. The women who book events here have the challenge of maintaining the venue’s legacy while also attracting contemporary artists who resonate with today’s fans. Their insights into audience preferences play a crucial role in crafting lineups that enhance the venue’s reputation and draw large crowds.
These women often emphasize the importance of collaboration and mentorship, recognizing that lifting each other up is vital to continuing this positive trend in the industry. As they break through glass ceilings, they are not only creating opportunities for themselves but also paving the way for future generations of women in music and event management.
In an industry that thrives on innovation and creativity, the contributions of these women are invaluable. They bring a fresh perspective to concert booking, ensuring that the music scene remains vibrant and inclusive, reflecting the diverse voices of the artists and fans alike. Their work highlights the importance of representation—and the undeniable impact women have on shaping the future of live entertainment.