8 Women Running LA’s Concert Empire: The Untold Story Behind the City’s Biggest Shows

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The music industry continues to face challenges in promoting gender equality, as statistics show that it is predominantly male-dominated, with producers shaping popular songs and executive positions being held mostly by men.

Those seeking a positive aspect might find it in the vibrant live music scene of Los Angeles. This city is often a mandatory destination on most concert tours, boasting some of the most renowned venues globally. Historic stadiums such as the Rose Bowl and the Coliseum, iconic arenas like the Kia Forum and Crypto.com Arena, soccer stadiums like Dignity Health Sports Park, and modern marvels like SoFi Stadium and the Intuit Dome are just a few examples of its impressive lineup.

Eight female bookers in LA have reserved all the venues, collectively managing nearly every significant concert that graces Los Angeles stages each evening. As Pollstar’s Women of Live Event prepares to commence on Pollstar Live Monday night, these LA booking professionals shared their insights with The Hollywood Reporter regarding the evolving concert industry, arranging shows within one of the nation’s most competitive markets, and empowering women in music.

Hallie Yavitch, SVP, booking and marketing for Crypto.com Arena, Peacock Theater and L.A. LIVE  

What is the show you‘ve booked you’re the most proud of in your career?

AC/DC was the first concert I arranged when I began managing an arena in Ohio, and from the very first chord they played that night, I knew this would be my life’s work. That sensation is something I will always cherish, as it made me feel like I belonged in LA. In October 2019, J Balvin was the one who inspired that feeling. I didn’t know much about his fan base at the time, but he turned out to be a Latin version of Elvis Presley, with women throwing bras on stage. The show and stage were already impressive, but the enthusiasm of those fans took it to another level, making for an unforgettable experience!

How do you think the concert landscape will change, if at all, in the years ahead?

One of the most wonderful aspects of live entertainment lies in its ability to stir deep emotions within us. Attending a concert can evoke intense feelings of excitement or a sense of belonging. A truly outstanding performance might even bring tears to your eyes or make you laugh out loud. I fervently hope that this emotional connection we feel through music at concerts remains unaltered, and that the shared experience of attending live shows continues to bond us with others. While the trends in musical genres may shift and sometimes return, the enchantment of witnessing a performance live should remain untouchable.

In your viewpoint, how do you think the discourse on women in leadership positions has evolved? Is there progress being made or a step backward? How might women from different areas of the music industry support their peers in the live music sector?

This version maintains the essence of the original question but is rephrased to be more conversational and easier to understand. The focus remains on understanding the evolution of conversations regarding women in executive roles, whether progress or regression is being observed, and how women from various sectors within the music industry can support their peers in the live music sector.

Initially, when I entered this profession, it seemed like a race among women to secure the scarce position of an executive. Now, it appears we’re more focused on supporting each other instead. This trend seems prevalent throughout the industry. When I converse with fellow executives, even though we compete, there is a sense of joy in witnessing someone’s growth or the development of a brilliant idea. If we act as mentors to other women in the music sector, discussions about women in executive roles will be obsolete in the future. Instead, conversations will center around becoming the best leader and executive in our field.

Christy Castillo Butcher and Jen Sandstrom, SVP and VP of 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?

User I believe the field will continue to advance, just as it has in the past. It’s clear that technology will take on a larger part in live performances, particularly in the realm of virtual and augmented reality. I envision opportunities for fans to interact both physically and digitally, fostering a stronger emotional bond. The shows may well become more interactive and immersive, offering a variety of formats that blend genres to attract a broader range of spectators.

What’s the biggest challenge you face in booking talent?

In the highly competitive Los Angeles market, where numerous venues cater to every capacity level, it’s crucial to stand out. We strive not only to establish the ideal ambiance for both artists and fans but also to grasp an artist’s career stage. Be it performing at our 6,000-capacity YouTube Theater for an intimate show or at the massive 70,000-capacity SoFi Stadium for a potential large-scale tour, collaborating with the artist’s team to meet their specific requirements is indispensable when choosing the ideal venue.

As a die-hard fan, I’ve got to say that scheduling Sandstrom’s tours is no walk in the park! With SoFi Stadium being the home turf for both the Los Angeles Rams and Chargers, we’ve got to juggle their schedules too. Add to that major events like the FIFA World Cup ’26, Super Bowl, and the 2028 Olympics, and it becomes a complex dance of dates. That’s why precise calendar management and close collaboration with our operations team on conversion and turnaround times are absolutely crucial.

In what ways do you believe the live music scene could strive for better gender balance in leadership positions, considering the current state of the music industry’s representation of women at executive levels?

MALE ADVOCATES Although some men in the business world are ardent supporters of women in leadership positions, their vocal endorsement would greatly boost the cause’s influence. By showcasing the combined successes of women, as this piece does, we underscore the significance of a variety of voices and viewpoints being heard.

JOHN I believe it’s high time we highlight and elevate women’s talents across all sectors. The year 2023 was a remarkable one for females in the music industry, with trailblazers like Taylor Swift, Beyoncé, Pink, Twice, among others, who ruled the charts, broke records, and shattered industry barriers. This momentum should extend to every aspect of our business world. It’s essential to showcase a diverse array of women’s talents, strive for transparency, and advocate for pay equality at all levels.

Teresa Guy, vice president of booking and partnerships, Los Angeles Memorial Coliseum

What’s the biggest challenge you face in booking talent?

It’s clear that Los Angeles is a highly competitive environment, and these women exemplify the intense passion and determination that thrives here. Few cities can match LA’s abundance of major venues, such as its three football stadiums, without facing significant scheduling conflicts. However, despite our shared competition for clients, there’s a strong sense of camaraderie. We cheer each other on during successes. The Coliseum remains committed to taking risks, understanding that the perfect artist at the ideal moment will always be a home run.

What’s the show you’ve booked you’re most proud of in your career?

scarcely anything matches the thrill of an outstanding live full-stadium concert, yet I must admit, it’s challenging to surpass the passion felt when announcing the Fred again.. show only five days prior and selling it out in an astonishingly brief timeframe. No other artist would dare attempt such a daring move in a football stadium, but the audacity, assurance, and artistic brilliance displayed by Fred and his crew that night was nothing less than extraordinary. For those fortunate enough to attend, they were privy to a magical moment.

In what ways could the live music sector enhance its depiction of women in leadership positions, given the current state of the music industry? What are your thoughts on this matter?

For almost two decades now, I’ve been part of the live music industry, and I’ve noticed an increasing number of opportunities for women. However, it’s still uncommon to find all-female teams or female-led organizations, particularly at executive levels. I strongly believe that empowering each other, learning to advocate for ourselves, and investing in our own growth are essential for the ongoing progress of women across various sectors. Regrettably, many women have to work harder and be satisfied with less than their male counterparts, but I am confident that as we rise to influential positions, it’s our responsibility to help those following in our footsteps. A significant part of my success can be attributed to influential women in the music industry who opened doors for me and contributed to my achievements, regardless of whether we were coworkers or not. Such support can be transformative!

Monique Reaves, CRO at the Rose Bowl

What’s the show you’ve booked you’re the most proud of in your career?

I’m incredibly proud of every performance, but the ones that hold a special place in my heart are the “firsts.” The historic Rose Bowl, with its 102 years of existence, doesn’t host such moments often. As a proud Latina, I’d like to bring attention to two significant events: one that has already occurred, Karol G’s Mañana Sera Bonito Tour, and one that’s on the horizon, 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 ever. The upcoming event, Carín León en el Parque, will mark the first Latin music festival to be held at Brookside at the Rose Bowl Stadium.

How about this: In the realm of the music industry, there’s been a call for change regarding the depiction of women in top leadership positions. So, I’m curious, what measures do you believe the live music scene specifically ought to implement?

Continuously extend invitations for us to join discussions. Include us in your meetings. Impart your expertise on effective strategies, and invest time in guiding someone. Expand upon seminars and instructional resources. Increase the number of paid internships available, provide college courses, professional certifications, and foster a platform that boosts women’s perspectives and creativity.

1) In your view, how has the dialogue concerning female executives evolved? Is there progress being made or a step backwards? What actions could women in different areas of the music industry take to support their counterparts in live music?

It’s crucial that we strive for greater female representation in leadership positions. While my organization is fortunate enough to have numerous women in executive roles, there’s still a noticeable imbalance nationwide. Instead of dwelling on the shortcomings, I choose to focus on the positive and what I can influence directly. I offer my time and resources where possible, connecting with other female leaders as well as those who aspire to become one. By being visible, I hope they’ll find inspiration and self-confidence to chase their ambitions. My attention remains fixed on the journey ahead, ensuring opportunities for future female leaders to emerge and thrive.

Becky Colwell, general manager of Kia Forum and VP of music and events at Intuit Dome and Jolene Hertz VP of booking at Kia Forum and Intuit Dome

What’s the show you’ve booked you’re most proud of in your career?

We take great joy in every concert we arrange, as each one holds equal significance for us. It’s a team effort that we’ve enjoyed immensely, hosting numerous nights featuring artists like Harry Styles, Billie Eilish, Mana, Madonna, Eagles, and Bruce Springsteen, among others. Not long ago, we organized FireAid, an extraordinary event where both our venues ran concurrently, showcasing some of the world’s top music talent. This incredible night helped us raise over $100 million to aid our Los Angeles and Altadena communities affected by the LA fires – a truly memorable experience.

How do you think the concert landscape will change, if at all, in the years ahead?  

I’m thrilled to witness the dynamic transformation of the live music scene, where once overlooked genres are now taking center stage. It’s a truly exhilarating journey to be part of this evolution!

How would you suggest the live music industry address the issue of under-representation of women in executive positions, given that the overall music industry is striving to improve in this area?

Today, we’re working with a greater number of women compared to any previous time. The talent pool within the industry has never been as robust, and it’s becoming increasingly clear that women are assuming leadership roles across various sectors, including venues and all aspects of live entertainment.

1. In your view, how has the discourse on female executives evolved? Is progress being made or are we regressing? How can women in different areas of the music industry support their counterparts in live music roles?

2. Looking at the discussion about women in executive positions, do you believe it’s moving forward or taking a step back? Have there been any noticeable advancements, or setbacks? How can women in various aspects of the music industry assist those in the live performance sector?

3. What, according to you, is the current state of the conversation about female executives? Are we seeing progress or a reversal? Can we spot any significant improvements for women in this field, or are there signs of regression? How can women working in different parts of the music industry lend a helping hand to those in the live music sector?

At both of our establishments, women occupy significant roles across nearly all departments, which gives us the sense that progress is consistently being made. Nowadays, there are ample openings for women throughout every aspect of our operations.

Kristen Benedict, VP of event booking at Dignity Health Sports Park

What’s the show you’ve booked you’ve been most proud of in your career?

A memorable event that demonstrated our prowess was when we simultaneously organized Coldplay’s performance on a Friday evening, followed by the match between AC Milan and LA Galaxy the next day. All this happened while ESPN XGames were being set up throughout the premises.

How do you think the concert landscape will change, if at all, in the years ahead?

Experiences at events are increasingly unique and distinctive, as organizers strive to offer novelty to stand out in a highly competitive environment.

In what ways could the live music sector specifically enhance its portrayal of women in leadership positions, given the call for improvement within the entire music industry? Your thoughts are appreciated.

It’s important that women keep encouraging one another and stand together, acting as inspirations for future generations. While progress has been made in recent times, there is still much ground to cover.

In your view, how has the dialogue regarding female executives evolved? Is there progress being made, or are we experiencing setbacks? What role can women in different areas of the music industry play in supporting their counterparts in the live music scene?

Instead of a regression, there’s been a leveling off. It’s crucial for women to keep pushing ahead, by guiding and supporting the upcoming crop of female leaders in their field.

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2025-04-15 00:55