Messina Touring Group (MTG), a leader in live entertainment promotion, has announced a series of strategic promotions that reflect the company’s commitment to innovation, data-driven insights and artist empowerment in the touring industry.
“It thrills me to see our MTG team grow as each of these individuals are incredible at what they do,” shares CEO Louis Messina. “Watching them achieve new heights makes me so happy. The success of the entire team and everything they touch is my proudest accomplishment.”
Nick Ayoub has been promoted to Head of Digital Strategy and Operations, leading MTG’s overall digital operations, streamlining internal processes and data strategies to improve efficiency, innovation and long-term growth across the business. As the youngest honoree on Billboard’s 2024 40 Under 40 list and a 2024 POLLSTAR Impact: NextGen recipient, Ayoub also leads digital strategy for record-breaking stadium tours, including those by Taylor Swift, Ed Sheeran, The Lumineers and Phoebe Bridgers. His expanded role will involve overseeing the company’s technology, data systems and cross-functional operations, ensuring artists not only have access to their touring data but also the tools to leverage it effectively. This new role reflects MTG’s commitment to modernizing the touring landscape by breaking down barriers that have long limited artists’ access to their own touring data.
Kara Smoak has been elevated to Director of Digital Marketing, where she will continue to lead digital marketing and creative strategy for all MTG country artists, including George Strait, Kenny Chesney, Eric Church, Blake Shelton, Old Dominion and Zac Brown Band. A 2023 Nashville Briefing 30 Under 30 honoree, Smoak has helped drive the success of 100+ stadium shows with highlights including Strait’s record-breaking The King at Kyle Field (with 110,905 in attendance). With a deep passion for elevating artists’ careers and expanding their fan bases, she develops and executes innovative digital campaigns across all tour phases – focusing on digital partnerships, content creation, paid media and data-driven insights to ensure each tour’s digital presence is as dynamic and impactful as the performances themselves.
Meesha Kosciolek has been promoted to Director of Production, MTG Nashville, recognizing his five years of dedication to the company. As a production promoter representative, Kosciolek has worked on major tours for artists including George Strait, Blake Shelton, and Eric Church. In his expanded role, Kosciolek will continue to ensure seamless production execution and support the growth of MTG’s production capabilities across its artist roster.
Alvin Abshire has been elevated to Digital Operations Manager, bringing his extensive background in leading and scaling operations teams to the role. In his time at MTG, Abshire has played a pivotal role in the creative strategy and digital operations for some of the world’s largest tours, including those by George Strait, Kenny Chesney, Taylor Swift, Ed Sheeran and The Lumineers. In this new position, he will focus on driving forward the company’s evolving digital initiatives, streamline cross-functional processes and improve efficiency and support the digital innovation and long-term growth across the business.
Lucy Freeman has been promoted to Digital Marketing Manager, driving innovative digital strategies for record-breaking arena and stadium tours, including Ed Sheeran, George Strait, and Kenny Chesney. Since joining MTG in 2022, Freeman has been instrumental in marketing over 450 shows, leading paid and organic media campaigns, providing data-driven insights and overseeing creative project management. In her new role, she will continue to tailor strategies to the unique identity of each artist and fan base, ensuring that no two tours are approached the same way.
Madison Machen has been elevated to Manager, Partnerships and Branding, spearheading partnership strategies for major pop and country tours including those by Blake Shelton, Ed Sheeran, George Strait, Kenny Chesney and The Lumineers. With over eight years in the music industry, Machen specializes in innovative tour marketing, managing key relationships with streaming platforms, content creators and influencers to boost live event visibility, ensuring each tour maximizes visibility by integrating music, technology and social media.
These promotions reflect MTG’s continued commitment to leading the way in live entertainment, challenging industry norms by creating enhanced artist partnerships and redefining an artist-first approach to touring. Under this new structure, MTG is taking the opposite approach of most promoters, empowering artists with ownership of their fan data and equipping them with the tools to use it meaningfully in service to the relationship between artists and their fans. As MTG continues to break records and elevate artist success, these leadership advancements ensure the company remains at the forefront of digital innovation and strategic touring execution, underscoring MTG’s core belief that a more transparent, collaborative, and tech-forward approach benefits artists, fans and the future of live entertainment.
Top L to R: Nick Ayoub, Kara Smoak, Meesha Kosciolek
Bottom L to R: Alvin Abshire, Lucy Freeman, Madison Machen
