Promoting Legend Louis Messina on Why His Business is ‘About Careers, Not Tours’ — Including Taylor Swift’s

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Messina Touring Group's Louis Messina has promoted concerts for stars for decades — and is the 2024 Touring Power Players executive of the year.

When veteran concert promoter Louis Messina weighs adding an act to Messina Touring Group’s impressive stable of superstar artists, his eyes aren’t focused on the stage. Instead, he’s intently surveying the concert audience. “I watch eyes and lips: eyes, if they’re really focusing on the artists, and lips, if they’re singing along and if they’re smiling,” he says. “When I see that happening, that’s when I know I need to be involved.

In 1997, Robert F.X. Sillerman bought PACE for $130 million as his SFX Entertainment consolidated the promotion business. In 2001, Messina launched Messina Touring Group, and in 2003, he partnered with AEG. His noncompete clause allowed him only to promote country acts, and he started with a passel that included Strait and Chesney, both of whom he still promotes. “Nobody else was paying attention to country acts back then,” Messina says.

PACE pioneered the concept of touring artist festivals — multi-act events that would travel the country — but such stadium festivals are virtually gone now. Did local and regional festivals kill the touring artist festival? Legendary booking agent Wayne Forte unintentionally provided you with a light-bulb moment that changed your approach when you started Messina Touring Group. What did he say?

The newest star in your orbit is Megan Moroney, who recently opened for Kenny Chesney even though you hadn’t seen her perform beforehand. Will she become your next client?

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