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Live Nation appoints first chief brand officer

Live Nation has appointed Nicole Portwood to the newly created role of chief brand officer.

Portwood, formerly vice-president of marketing for Mountain Dew and other soft drinks at PepsiCo, is tasked with “further enhanc[ing] the Live Nation brand across all channels by exploring new opportunities that develop deeper relationships with both artists and fans worldwide”, says Live Nation, including on-site experiences and digital offerings such as NFTs.

“Joining an innovative company like Live Nation, which is cherished by music and live entertainment fans across the world, is a dream come true,” says Portwood. “This work bridges my personal and professional passions, and I am excited to work with the incredibly talented and entrepreneurial people here to develop a robust brand strategy that strengthens loyalty and heightens the entire live experience for fans.

“We look forward to the new opportunities and growth Nicole will help shape”

“With the return of live events, this is such an exciting moment for the company and in culture more broadly, and I cannot wait for what’s ahead.”

Prior to joining PepsiCo, Portwood was vice-president and chief marketing officer of Tito’s Handmade Vodka, where she won Ad Age marketer of the year in 2017.

“We built Live Nation into the leading live music brand by promoting and investing in artists around the world at every level from clubs to stadiums, and with Nicole’s expertise we will continue to expand our Live Nation product offering for both artists and fans,” comments Michael Rapino, president and CEO of Live Nation. “We look forward to the new opportunities and growth Nicole will help shape, from onsite experiences to developing new digital content offerings such as NFTs or membership options.”


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