The New Bosses 2024: Austin Sarich, Live Nation
The 17th edition of IQ Magazine’s New Bosses was revealed in IQ 129 , recognising 20 of the most promising 30-and-unders in the international live music business. To get to know this year’s class a little better, IQ conducted interviews with each one of 2024’s New Bosses, discovering their greatest inspirations and pinpointing the reasons for their success.
Austin Sarich is a senior tour director at Live Nation, where he has been an instrumental part of the global touring team since joining in 2016.
Sarich’s upcoming tours include Usher’s global 80-date Past Present Future Tour, starting on 14 August, which includes ten sold-out nights at The O2 Arena in London and shows across Paris, Amsterdam, and Berlin, and Shakira’s highly anticipated sold-out Las Mujeres Ya No Lloran World Tour, which begins 2 November in North America.
Recently, Sarich oversaw Doja Cat’s global The Scarlet Tour, selling over 300,000 tickets, and Travis Scott’s Utopia – Circus Maximus Tour, which sold over 685,000 tickets and grossed over $95 million in North America and is currently playing off in Europe with over 200,000 attendees, grossing $23mn thus far. He also promoted Post Malone’s 2023 If Y’all Weren’t Here I’d Be Crying Tour, which sold over 1 million tickets and grossed over $100 million globally, and 50 Cent’s The Final Lap Tour, which sold over 1.1 million tickets across 16 countries.
Sarich’s other projects include Missy Elliott’s first headline arena OUT OF THIS WORLD – THE EXPERIENCE tour with Timbaland, Busta Rhymes, and Ciara which is currently making its way across North America.
Over the years, he has also worked on tours with Chris Brown, 21 Savage, Vampire Weekend, Snoop Dogg, Wu-Tang Clan, Nas, and more.
Your first three years in the business was on the ticketing side. Was switching to touring always your plan, or is something you gravitated toward as you got to know the industry?
Booking was always my long-term goal for working in the industry – starting in ticketing gave me a great knowledge of the fundamentals of the business as it relates to pricing, operations, and maximising revenue for clients.
You have some exciting projects coming up – are there any in particular you are looking forward to, for any reason?
Usher’s 80 date sold out arena run kicking off in Atlanta in August. Post Malone’s F-1 Trillion Tour, where he will be performing a collection of country songs from his new record and headlining iconic stadiums like Nissan Stadium in Nashville and Fenway Park in Boston. Plus Shakira’s Las Mujeres Ya No Lloran World Tour, kicking off in Palm Desert on 2 November.
As a tour director you must visit more places than most of your peers. Where is your favourite venue, and why?
Seeing a show at the Hollywood Bowl is always special to me – the iconic setting, atmosphere, and historical significance makes it one of a kind.
Do you have a mentor, or someone you can rely on to bounce ideas off?
I’m fortunate to work in a division with many talented & brilliant promoters, but Colin Lewis has always been a mentor to me since my first days in the industry – his dedication to his clients, staff, and craft creates an environment for many to achieve and thrive.
In terms of expanding your network of contacts, are there any events, platforms or forums you attend that you would recommend to others?
Just get out there as much as possible – go to as many shows as you can, go to the office, speak to your colleagues, learn who the next generation is. Don’t take for granted the natural connections and opportunities that can be made by just being present.
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LGBTIQ+ List 2021: Remembering this year’s queer pioneers
This year, IQ Magazine launched the LGBTIQ+ List 2021 – the first annual celebration of queer professionals who make an immense impact in the international live music business.
The landmark list was the jewel in the crown of IQ’s first-ever Pride edition, which was published on Monday (28 June) and followed our Loud and Proud agency-curated playlist.
The 20 individuals comprising the LGBTIQ+ List 2021, as nominated by our readers and verified by our esteemed steering committee, are individuals that have gone above and beyond to wave the flag for an industry that we can all be proud of.
The inaugural cohort comprised agents, promoters, COOs, CEOs, event producers, wellness specialists, tour managers and more, all of whom identify as LGBTIQ+ and, in the face of adversity, have made enormous contributions to their respective sectors.
“IQ received an unbelievable amount of heartwarming testimonials”
In no particular order, the LGBTIQ+ List 2021 is:
Steven Braines, co-founder, He.She.They (UK). Full profile here.
Sean Hill, director of tour marketing, UTA (UK). Full profile here.
Zoe Williamson, agent, UTA (US). Full profile here.
Will Larnach-Jones, managing director/head of bookings, Iceland Airwaves (IE). Full profile here.
Raven Twigg, promoter assistant, Metropolis Music/founder, Women Connect (UK). Full profile here.
Nadu Placca, global event & experience architect, The Zoo XYZ (UK). Full profile here.
Maxie Gedge, Keychange project manager, PRS Foundation (UK). Full profile here.
Mark Fletcher, CEO, Manchester Pride (UK). Full profile here.
Maddie Arnold, associate promoter, Live Nation (UK). Full profile here.
Lauren Kirkpatrick, promoter assistant, DF Concerts (UK). Full profile here.
Laura Nagtegaal, guitar technician and tour manager, MsGyver (NL). Full profile here.
Joanne Croxford, wellness + diversity specialist/ live touring/ tour assistant (UK)
James Murphy, chief operating officer North America, See Tickets (US). Full profile here.
Guy Howes, music partnerships executive, CAA (UK). Full profile here.
Doug Smith, SVP field operations UK & Ireland, Ticketmaster (UK). Full profile here.
Chris Ibbs, agent, CAA (UK). Full profile here.
Leigh Millhauser, coordinator, Wasserman Music (US). Full profile here.
Austin Sarich, director of touring, Live Nation (US). Full profile here.
Daniel Brown, event producer/programmer, Birmingham Pride (UK). Full profile here.
Rauha Kyyrö, head promoter, Fullsteam Agency (FI). Full profile here.
“I never imagined I’d be so thrilled to see my inbox soar into triple digits – that is until we opened nominations for the LGBTIQ+ List 2021,” says IQ staff writer Lisa Henderson, who guest-edited the Pride issue. “We received an unbelievable amount of heartwarming testimonials from across the business but, thanks to the help of our revered steering committee, we’ve ended up with 20 exemplary individuals who continually prove that diversity is the industry’s greatest strength.”
Subscribers can read the entire Pride edition (issue 101) of IQ Magazine now.
Click here to subscribe to IQ for just £5.99 a month – or check out what you’re missing out on with the limited preview below:
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The LGBTIQ+ List 2021: Austin Sarich, Live Nation
The LGBTIQ+ List 2021 – IQ’s first annual celebration of queer professionals who make an immense impact in the international live music business – was published in the inaugural Pride edition (issue 101) this month.
The 20 individuals comprising the LGBTIQ+ List 2021, as nominated by our readers and verified by our esteemed steering committee, have gone above and beyond to wave the flag for an industry that we can all be proud of.
To get to know this year’s queer pioneers a little better, IQ asked each individual to share their challenges, triumphs, advice and more. Each day this month, we’ll publish a new interview with an individual on the LGBTIQ+ List 2021. Catch up on the previous interview with Raven Twigg, promoter assistant at Metropolis Music in the UK here.
Austin Sarich
he/him
Tour director – North America touring, Live Nation
Los Angeles, US
Linkedin.com/in/austin-sarich-193a2265
Tell us about a personal triumph in your career.
It was a true privilege to be a part of Oprah’s 2020 Vision Touring Team. It was meaningful to me to help successfully grow a project that aimed to inspire people through personal growth and self-discovery.
What advice could you give to young queer professionals?
Your sexual orientation will always be a part of your identity, however, it doesn’t have to be what defines you. Let your work, passion, and drive be your great impact on the industry, regardless of your sexual orientation.
“Your sexual orientation will always be a part of your identity, however, it doesn’t have to be what defines you”
Tell us about a professional challenge you often come across as a queer person.
Working in a male-dominated industry, I would often find myself internalising that my sexual orientation would put me at a disadvantage when I first began navigating the relationships I was making.
What one thing could the industry do to be more inclusive?
Leading through empathy – knowing everyone has their own personal and professional challenges, which could help unify us as a whole.
A cause you support.
Today, I’m Brave, which is an organisation that focuses on empowering underserved youth to be brave and unlock their best potential.
“Leading through empathy – knowing everyone has their own personal and professional challenges”
What does the near future of the industry look like?
An industry filled with gratitude and prosperity. After a year of uncertainty, I confidently believe we are all grateful to have live events back, with fans who have more of an appetite than ever to see their favourite acts live in concert.
How could the industry build back better, post-pandemic?
I would hope that post-pandemic we can all operate efficiently with patience, kindness, and appreciation for each other and the hard work we commit to.
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