Messina Touring Group (MTG) has elevated marketing veteran Rachel Powers to the position of Vice President, following her eight-year tenure with the company. Powers, previously Director of Marketing, has been instrumental in driving successful tour campaigns for country music powerhouses Eric Church and Blake Shelton, cementing her reputation as a strategic marketing force in the live music industry.
In her new role, Powers will continue to spearhead marketing efforts for major tours, building on her impressive track record that includes Eric Church’s “The Gather Again Tour,” which has sold over 547,000 tickets to date. Her marketing leadership during Church’s 2019 “Double Down Tour” resulted in more than 770,000 tickets sold, breaking attendance records at Nashville’s Nissan Stadium for a solo artist performance.
Since 2017, Powers has managed marketing for Blake Shelton’s tours, including the “Friends and Heroes 2021 Tour” that boasted 14 sold-out markets and exceeded 152,000 tickets sold. Her consistent ability to drive tour attendance has greatly contributed to MTG’s standing as a premier touring company in the country music sphere.
Industry recognition has followed Powers’ rise through the ranks, with her inclusion on the inaugural Pollstar Impact: NextGen list in 2019 highlighting her growing influence in the live music business. Additionally, her selection for the first class of American Express Women in Music Leadership Academy underscores her commitment to professional growth and leadership development.
Louis Messina, CEO of MTG, cited Powers’ exceptional leadership qualities and marketing expertise as key factors in her promotion. The March 31 announcement marks a significant milestone in Powers’ career trajectory at the company. “Rachel’s strategic vision has directly influenced the success of our biggest tours,” Messina noted. “Her ability to integrate artist branding with effective ticket sales strategies has become invaluable to our operation.”
Powers has demonstrated exceptional skill in leveraging social media advertising to build anticipation and drive engagement for upcoming tours. Her promotion reflects her quantifiable impact on MTG’s business, with combined ticket sales exceeding 1.4 million across major tours under her marketing direction. Her elevation to Vice President positions her to further shape MTG’s marketing approach in an evolving live music landscape. Powers has also demonstrated expertise in securing lucrative sync deals for artists, creating additional revenue streams beyond traditional ticket sales.
