TEG Live’s Nashville Expansion: A New Era for Country Music Touring
Ticketek Entertainment Group (TEG) is making a significant play for the country music market with the appointment of Brad Turcotte as Senior Vice President of Country at TEG Live. This strategic move, coupled with the opening of a new TEG office in Nashville, signals a broader ambition to connect North American country artists with audiences in the Asia-Pacific region, particularly Australia.
Bridging Nashville and the Asia-Pacific Region
Turcotte, a veteran of the country music industry with experience at Universal Music Group Nashville and Big Machine Label Group, will lead TEG Live’s country strategy across North America. He’ll collaborate closely with TEG’s teams in Australia and New Zealand to cultivate artist pipelines, forge partnerships, and develop long-term touring opportunities. This expansion aims to tap into a historically underserved international market for country music.
A Dedicated Touring Brand on the Horizon
TEG Live isn’t simply expanding its presence. it’s preparing to launch a dedicated touring brand specifically focused on country music. This suggests a commitment to building a comprehensive ecosystem around the genre, encompassing everything from artist development to concert promotion. The new division will be led by Turcotte alongside Alex Kelsey (Head of Touring, Country Music) and Clay Doughty (Head of Strategy, Country Music), with support from Vanessa Picken (Global Director, Music Strategy).
The Power of International Strategy
Turcotte’s background is particularly relevant to TEG’s goals. He previously spearheaded international strategy and global campaigns for major country artists like Carrie Underwood, Chris Stapleton, Luke Bryan, and Keith Urban. He similarly played a key role in the international success of Taylor Swift’s albums 1989, Red, and Speak Now. This experience will be crucial in identifying and nurturing artists with international appeal.
TEG’s Broader Growth Strategy
Country music is now a key pillar of TEG’s overall growth strategy, extending beyond traditional country to encompass alt-country, Americana, folk, and contemporary crossover formats. TEG, encompassing Ticketek, TEG Live, TEG Sport, TEG Experiences and Ovation, recognizes the genre’s potential for expansion and is investing accordingly.
What This Means for Artists and Fans
This expansion creates more opportunities for country artists to tour internationally, particularly in Australia and New Zealand. For fans in these regions, it promises increased access to their favorite artists and the potential for larger, more frequent country music events. The strengthening of the “bridge” between North America and the Asia-Pacific region, as described by TEG global head of touring Tim McGregor, is expected to foster a more vibrant and interconnected country music scene.
FAQ
- What is TEG Live? TEG Live is the global touring platform of Ticketek Entertainment Group.
- Who is Brad Turcotte? Brad Turcotte is the newly appointed Senior Vice President of Country at TEG Live.
- Where is TEG Live opening a new office? TEG Live is opening a new office in Nashville, US.
- What is TEG’s strategy regarding country music? TEG is increasing its expansion in country music and preparing to launch a dedicated touring brand.
Pro Tip: Keep an eye on TEG Live’s announcements for details on the new country touring brand and upcoming events in the Asia-Pacific region.
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