Live Nation hires country music pioneer Milly Olykan

Live Nation has appointed Milly Olykan as senior vice president of artist development and global touring.

Olykan joins the live music behemoth from the Country Music Association (CMA), where she served as vice president of international relations and development since 2018.

In her new role at Live Nation, Olykan will be tasked with the continued growth and development of the company’s country and Americana strategy worldwide.

She will work closely with Live Nation’s global promoters to identify new touring opportunities, foster relationships with the artist community, and drive the company’s growth in the international country music market.

Olykan’s appointment underscores the continued globalisation of country music, with genre acts appearing on mainstream festival stages and selling out arenas around the globe.

And with popstars such as Beyoncé, Lana Del Rey and Post Malone turning their hand to the genre, the success of country has been further elevated both at home in the United States and around the world.

“Country and Americana artists are touring more of the world than ever before as the global demand for their music is on the rise”

Commenting on her new role, Olykan says: “I’ve been so fortunate to work under Sarah Trahern’s incredible leadership at CMA, an organization whose mission is to grow country music around the world. It’s been a privilege to have built so many meaningful relationships worldwide, and I’m excited to continue advancing that mission from my new role at Live Nation.”

During her tenure at CMA, Olykan further developed the association’s international strategy, focusing on expanding country music’s global footprint and building a network of industry leaders to drive growth and awareness for the genre worldwide. Additionally, she oversaw CMA’s programming strategy for CMA Fest and served as interim festival director for two years.

Omar Al-Joulani, president of touring, Live Nation, comments: “Country and Americana artists are touring more of the world than ever before as the global demand for their music is on the rise, and Milly’s extensive experience and industry connections make her a great asset to support our efforts in continuing to expand touring of those genres worldwide. We’re excited for the opportunities her leadership will create for artists and their tours around the world.”

Prior to her role at CMA, Olykan was a key figure in the UK’s country music scene as vice president of live music and major arena events at AEG Presents. She was one of the founding promoters of Country to Country (C2C), the UK’s largest country music festival, and established country touring in the UK for AEG Presents, earning her the CMA Jo Walker Meador International Award for her outstanding contributions to the genre’s international growth.

Olykan will join Live Nation’s Concerts division in January, reporting to Al-Joulani.

Read more about country music’s stratospheric growth in IQ‘s recent feature.

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CMA honours for Jim King, Anna-Sophie Mertens

The Country Music Association (CMA) and singer Morgan Wallen have presented promoters Jim King and Anna-Sophie Mertens with a token of appreciation for their efforts in growing the genre outside North America.

King, AEG Presents’ CEO, European festivals, and Mertens, Live Nation VP, touring, were honoured prior to Wallen’s 50,000-cap headline performance at BST Hyde Park in London earlier this month.

“This is a milestone for the country genre and it’s important that we acknowledge the promoters who are supporting country music’s rapidly growing and mainstream appeal in the UK,” says Milly Olykan, CMA VP, international relations and development.

“As the fastest-growing genre in the UK, thanks to countless artists who are focused on building a global audience, we are grateful for the foundation that has been laid that has led to opportunities like BST Hyde Park, and we are more excited than ever to see what’s to come.”

Morgan Wallen became the first country artist to headline BST Hyde Park

Wallen took the stage later that 4 July evening, becoming the first country artist to headline the AEG-promoted London concert series in the process, with country icon Shania Twain also headlining the festival three days later.

K-pop superstars Stray Kids brought this year’s BST Hyde Park to a close last night. Other 2024 headliners included SZA, Kings of Leon, Andrea Bocelli, Robbie Williams, Kylie Minogue and Stevie Nicks, who brought out special guest Harry Styles for the climax of her 12 July show.

Live Nation, meanwhile, launched country and Americana festival Highways with the Royal Albert Hall in 2023. The event returned to the London venue with an expanded two-day format in May, featuring acts such as The Cadillac Three, Brett Young, Shane Smith & the Saints and The War and Treaty.

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Country to Country unveils 2024 line-up

Europe’s leading country music festival Country to Country (C2C) has unveiled Kane Brown, Old Dominion and Brad Paisley as headliners of its 2024 edition.

Next year’s event will take place across three venues: at The O2, London, Glasgow’s OVO Hydro and, for the first time ever, The SSE Arena, Belfast from 8-10 March.

The festival is presented by SJM Concerts, AEG Presents, DF Concerts and MCD, in association with Country Music Association (CMA)

“From ticket sales to streaming, Country Music has seen its best year yet in the UK and C2C has been a key element to that success,” says Milly Olykan, CMA VP, international relations & development. “The festival continues to provide opportunities for fans to discover new artists, while also giving more established Nashville artists international exposure and profile. We are incredibly proud to continue to partner with C2C and engage with the invaluable industry and media in the UK who work to further our genre year-round.”

Since its inaugural edition in 2013 headlined by Tim McGraw and Carrie Underwood at The O2 London, Country to Country has grown to a three-day multi-arena event

Other acts will include Carly Pearce, Brothers Osborne, Jake Owen, Lauren Alaina, Brian Kelley, Elle King, Priscilla Brook and Drake Milligan, while the CMA’s international series Introducing Nashville also returns. Introducing Nasville brings Nashville’s songwriter round setup to the UK, with three exciting, emerging newcomers sharing the main stage, recalling the stories behind their tracks. The C2C Spotlight Stage will also return.

Since its inaugural edition in 2013 headlined by Tim McGraw and Carrie Underwood at The O2 London, Country to Country has grown to a three-day multi-arena event showcasing the world’s best country stars and emerging talent, with tens of thousands in attendance each year. BBC Radio 2 is continuing as broadcast partner for the event.

“I’m so pleased to be back at C2C again in 2024,” says legendary broadcaster and BBC Radio 2 presenter Bob Harris. “It’s my tenth time hosting what I truly believe is the best country music festival in the world! I can’t wait to get back onto that stage at the O2 and back into our Radio 2 studio to bring millions of listeners the very best that C2C has to offer.”

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