What's Happening?
Brad Turcotte has been appointed as the Senior Vice President of Country at TEG Live, a division of Ticketek Entertainment Group. Turcotte will operate from the newly established TEG office in Nashville, marking a significant step in the company's expansion into the country music genre. His role will involve leading TEG Live's country music strategy across North America, while also collaborating with teams in Australia and New Zealand to enhance artist pipelines and develop long-term touring strategies. Turcotte's previous experience includes senior leadership roles at Universal Music Group Nashville and Big Machine Label Group, where he managed international strategies for prominent artists such as Carrie Underwood and Taylor Swift. His appointment
is part of TEG Live's broader initiative to launch a dedicated touring brand for country music.
Why It's Important?
The appointment of Brad Turcotte signifies TEG Live's strategic push into the country music market, particularly in North America. By establishing a presence in Nashville, the heart of the global country music industry, TEG Live aims to strengthen its connections and create more opportunities for artists to tour internationally. This move could potentially increase the visibility and reach of country music artists, especially in the Asia-Pacific region, which has been identified as an underserved market. The expansion is expected to benefit artists by providing them with more touring opportunities and fans by enhancing their access to live country music performances. Additionally, it could lead to the discovery and promotion of new talent within the genre.
What's Next?
TEG Live plans to be aggressive in expanding the reach of country music, focusing on delivering the genre to fans across the Asia-Pacific region. The company is expected to launch a new dedicated touring brand for country music, which will likely involve organizing more tours and events in collaboration with artists and industry stakeholders. As TEG Live deepens its presence in Nashville, it will continue to build partnerships and strengthen its artist pipelines, potentially leading to more cross-regional collaborations and tours. The success of this expansion could influence other entertainment companies to explore similar strategies in the country music market.
