( ENSPIRE She Did That ) Brown Shares Her Experience As Black Female Industry Leader
ENSPIRE Contributor: Gabrielle Maya
Angela Brown brings unique strategies and perspectives that help expand the entertainment and music touring footprint. She previously served as the VP of Marketing for Live Nation Entertainment Midwest. Now, she is the President of Global Tour Marketing at Mammoth Inc. A trailblazing Black female industry leader with three decades of experience, in 2023, she joined Mammoth Live. Brown has promoted tours for global icons such as Beyoncé, Drake, Billy Joel, Cardi B, Tim Allen, Dwight Yoakam, Rod Wave, Future, Turnpike Troubadours, Mamamoo, Moneybagg Yo, Lil Baby, Tracy Lawrence, Clay Walker, Kevin Hart, Luke Bryan, and Dave Chappelle.
Brown’s music industry journey began in 1995, joining Contemporary Group, which became Live Nation Entertainment in St. Louis. She started out as an intern and earned her BA in Communication from the University of Missouri-St. Louis rose through the ranks in key positions. The St. Louis native has advocated for the region as a viable tour destination for global superstars and box office giants. Through her innovative expertise and resilience in a male-dominated field, Brown is an industry leader veteran. She brings diversity and representation in spades.
AG Touring is managing Mammoth’s latest tour with Grammy Award-winning reggae artist Buju Banton and the City Cinderella Tour headlined by JT from City Girls. Through Mammoth, she collaborates with AG Entertainment, an elite worldwide touring company, and CTS Eventim, one of the world’s leading ticketing and live entertainment providers.
Brown shares her interest in working with the music and entertainment industry along with her role in the touring department of Mammoth. She also discusses Mammoth’s significant achievements and the ins and outs of her position in Mammoth to create a smooth sailing entertainment tour. In addition, she digs deep into her personal experiences, specifically the struggles and successes of being a Black woman in the music industry and how it has shaped her resilience and career.
How did you become interested in working in the music and entertainment industry, particularly in touring?
I was always a music lover. Growing up, my house was filled with music, dancing, and singing. I picked up an instrument in my early years, joined the marching band, and performed in many talent shows. While attending college, I promoted my first live event and started a PR company, writing press releases for local artists. I later interned for a local promoter, which turned into a 28-year career, so pivoting into touring was a natural progression.
What is the role of the touring department at Mammoth, and what does it do?
The Mammoth Touring Department values relationships with venues, partners, agencies, artists, and management teams, offering beneficial opportunities for tour partnerships. We are focused on growth, creating long-lasting relationships, and continuing to develop Mammoth’s imprint domestically and internationally. We pride ourselves on the trust we have built with past and current clients and look forward to expanding that network.
What are some of Mammoth’s significant achievements within the Touring Department?
Over the past year, along with AG Touring, Mammoth has promoted tours for Moneybagg Yo, Lil Baby, Rod Wave, Lauryn Hill and the Fugees, Money Man, Buju Banton, Sexxy Red, and others. All high-caliber artists with successful tours.
Could you describe a typical work week for you and what needs to be done to ensure a smooth tour? What components are involved in production, concert booking, and tour promotion?
The entertainment business is amazing in that every day is different—there is no “typical” work week. Depending on the artist, the marketing strategy will be different. Some standard components when promoting a tour include creating a great marketing strategy incorporating digital, traditional, influencer marketing, and PR across all markets. Audience research is imperative; you must find out where they live, eat, and sleep—what they buy and where they shop.
Gathering this information will ensure that your message reaches the right person. Securing high-quality and engaging content is also crucial to a successful campaign. Most importantly, when it comes to ensuring a smooth tour, you must be in lockstep with the artist and manager and their goals. Mammoth fosters collaborative relationships and open communication, which leads to successful tours.
What are the essential responsibilities when managing a tour, and how has your experience led you to your Presidential position?
Managing a tour involves overseeing a wide range of responsibilities, including marketing. The essential responsibilities in marketing include creating a comprehensive promotional strategy that leverages various channels, such as digital and traditional media, to generate buzz and drive ticket sales. This involves crafting marketing campaigns to reach the target audience. Additionally, the marketing team must work closely with the artist, management, and venues to ensure consistency in branding and messaging across all platforms.
My journey to becoming President has been shaped by a diverse range of experiences that have given me a deep understanding of the industry. I started as a PR coordinator and became Vice President of marketing for the Midwest region. My 28 years of experience, from budgeting and marketing to team leadership, have allowed me to develop a strategic vision that aligns with our company’s artistic and business goals.
Can you share your personal experiences and challenges as a Black female executive in the music industry and what you’ve learned from advancing in your career?
As a Black female executive in the entertainment business, my journey has been rewarding, for the most part, mainly because I’ve worked with a fantastic team for much of my career—and that makes a difference. I had friends who mentored me and allies who stood up for me. There were times when I found myself navigating spaces where being Black and a woman was limiting. Early in my career, I had to navigate the “old boys’ club” mentality in certain circles and prove that I deserved to be there. There were moments when my decisions were second-guessed or when they underestimated me, but I used that as motivation to push boundaries and let my results do the talking.
Are there any specific upcoming tours you are working on?
We just announced the Rod Wave – Last Lap Tour. The 36-date tour starts on October 19 and ends on December 18 in Fort Lauderdale, FL.
Mammoth has overseen operations and ownership of venues in various environments, from intimate local clubs to large-scale arenas, and includes alliances with ASM Global, VenuWorks, and Oak View Group. Warped Tour, 515 Alive, Flyover, Knotfest, Lincoln on the Streets, BlueGrass in the Bottoms, River Riot Festival, and Yallapalooza. In 2014, Mammoth started TUSK Outreach, which focused on wildlife preservation and supported global water organizations and local outreach programs in their home community. You can view more information on their initiatives by visiting www.mammothlive.com/tuskoutreach or going on Instagram and Twitter and finding the hashtag #TUSKOutreach.
Delux Magazine and Radio One recognize Angela Brown for her career achievements. The latest Mammoth’s tour department member, Brown, has over 25 years of experience in concert booking, promotions, and productions. For more information on Mammoth Inc., visit www.mammothlive.com or follow their Instagram. To view Angela Brown’s accomplishments, visit her LinkedIn page.
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