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Using Social to Fill the House

#sxsw #fillthehouse

Facebook and Twitter aren’t going to sell out your tour. Fewer stages and higher prices make it hard to get on the road. Since there’s no single solution to your tour marketing strategy, what is the right recipe? With the explosion of mobile, how can you reach people on the go and are they really making purchases on their mobile devices? Is email marketing outdated or is it still an effective way to drive ticket sales? Experts and entrepreneurs discuss the best mediums to connect with fans and drive ticket sales. Between email, web, mobile and social, discover where to invest your energy to gain the maximum ROI you’re looking for.


MODERATOR Ashley Capps Pres/CEO AC Entertainment

One of the foremost independent promoters in the United States, Mr. Capps and his company, AC Entertainment, create, produce, book, and present hundreds of concerts and events every year, including internationally recognized festivals such as the Bonnaroo Music & Arts Festival, Forecastle, Mountain Oasis, & Big Ears.

Jamie Loeb VP Mktg Nederlander Concerts

With more than 25 years of local, regional and national experience in event marketing, Jamie Loeb serves as the Vice President of Marketing for Nederlander Concerts. She is responsible for the online development, marketing initiatives and promotional campaigns for Nederlander's award winning venues including The Greek Theatre and Pantages Theatre in Los Angeles, City National Grove of Anaheim, City National Civic of San Jose and Santa Barbara Bowl, plus bookings at third party facilities throughout the Western United States. Well known for her ability to create innovative strategies and tour marketing campaigns, Loeb’s expertise in integrating traditional and new media technologies have proven successful for artists and their fans, resulting in greater ticket sales.

Dawn Gates VP Digital Mktg Universal Music Group Nashville

The Vice President of Digital Marketing at Universal Music Group Nashville, Dawn’s innovative approach to the application of new technologies during her 15-year music career has established her as a pioneer in the use of interactive marketing. Having recently joined UMG in 2012, she represents a roster of artists that include Country music’s biggest stars such as Keith Urban, Lady Antebellum, Luke Bryan, Eric Church, Sugarland, George Strait, Little Big Town, Darius Rucker, Kip Moore, Alan Jackson, Gary Allan, Kacey Musgraves, and Dierks Bentley, to name a few. Before joining UMG, Dawn was the Sr. Director of New Media at Capitol Records Nashville, where she was hired to establish their New Media department in 2006. Prior to her time at Capitol she spent eight years working for Word Entertainment (Warner Music Group), holding a variety of positions, and also establishing their first-ever New Media department. In her current role, Dawn oversees the overall digital strategies for artist/single/album/video releases, the coordination and facilitation of third party marketing promotions and positioning, social network designs and campaigns, new and existing partner programs and platform integrations, consumer data research and reporting, SEO and online ad placements, website creation/maintenance, and most importantly the exploitation of advancing technologies and concepts in the areas of digital downloads, streaming service providers, mobile interfaces, e-commerce, distribution deals, and more.

Outside of work, Dawn participates regularly as a panelist and judge at local and national conferences and events dealing with music development and digital marketing, and also maintains memberships in a variety of private, professional, and invitation-only organizations. In 2011 Dawn was also named Nashville’s “Woman Of The Year” by the Leukemia & Lymphoma Society and continues to serve on their Board of Directors.

Jon Romero Dir of Digital Media Vector Management

Jon Romero has been pushing the envelope in the digital music space since 2007. His career started to flourish at Vector Management, a leading artist management company, as the digital space matured and the term “viral” was becoming a part of everyday conversations. The knowledge and experience that Romero has garnered through the years, has put him in the position to work closely with artists as they build strategies around the release of new material and vie to get the attention of their fan base in a cluttered market place. His work and influence with hit makers such as the Kings Of Leon and Ke$ha can be seen in their staggering social statistics, and every day communication with their audience. Romero has helped heritage acts like Peter Frampton grow his fan base from 10k fans to over a half million in 6 months time, while simultaneously driving increased ticket sales for his Frampton Comes Alive! 35 Anniversary Tour. Other artists Romero works with includes: Trace Adkins, Randy Travis, Steve Vie, Lyle Lovett, Patti Griffin, The Walflowers, Manchester Orchestra, Michael McDonald, Lynyrd Skynyrd, and many more.


Ryan received his entertainment business degree from Belmont University in Nashville, Tenn. While graduating college, he was recruited by RPM Management as a Marketing Coordinator and promoted to Marketing Manager where he supported online and traditional marketing efforts for Tim McGraw, Jessica Andrews, and Billy Gilman. In 2004, Ryan relocated to Seattle, Wash. to handle all licensing efforts for a new startup, Blue Frog Mobile, and worked his way to directing interactive music television channels into 20 million homes. Four years later, RPM Management asked him back as the Chief Strategy Officer to direct marketing efforts for Tim McGraw and Julianne Hough.

In 2009, Ryan joined Sparkart, a technology firm, and ran its Business Development program. He worked with artists such as Bon Jovi, Carrie Underwood, Brooks and Dunn and Rascal Flatts. Today, Ryan is the National Director of Music and Live Event Marketing for Eventful, the largest online events destination, where he markets tours, entertainment products and brands as well as helps artists and brands leverage the proprietary, social media platform, Demand It®!