The Industry Connection

🎙️ Interview with Mari Davies: VP, Talent and Booking at Live Nation Urban

I caught up with Mari Davies, VP of Talent and Booking at Live Nation Urban, who was just named to the 2023 R&B/Hip-Hop Power Players list by Billboard. She’s behind many incredible festival lineups including D.C.’s Broccoli City Music Festival, Atlanta’s ONE Musicfest, Philly’s Roots Picnic, Lights on Fest (curated by H.E.R), and Mary J. Blige’s Strength of a Women Festival. Before Live Nation Urban, Davies spent 10 years at ICM, working with acts including T-Pain, Jhené Aiko, Kelly Rowland, Kodak Black, A Boogie Wit Da Hoodie, Davido, and Teyana Taylor, while signing top talent including G Herbo, Yung Bleu, Davido, Cordae, and Hannibal Buress.

Davies recently earned recognition on Billboard’s 2023 40 Under 40 list, highlighting the meaningful impact of her contributions to the live music sector— all the while ensuring that no community is left behind. For two years, she played an integral role in the broadcasted Juneteenth festivals with CNN, featuring performances by Earth Wind & Fire, Ne-Yo, Khalid, Miguel, Nelly, Chlöe Bailey, and other black artists. What’s more, Davies’ commitment to underrepresented communities extends well beyond the scope of her workplace. As a founding member of Diversify ICM and a mentor for Live Nation’s Next Gen Femme, Davies’ efforts in guiding diverse young adults will ultimately usher in many future leaders and a more inclusive industry.

Our conversation is below.

AvA: How did you get started in the Music Industry?

Davies: I started out as an Artist’s assistant (Fabolous). I learned a lot in that role and really built my network. At that time, Jay-Z was president of Def Jam where we were signed. It was an exciting time and I raised my hand to do any and everything so I could learn the ins and outs of the business holistically.

AvA: After nearly 10 years at ICM you moved over to Live Nation. What has been the biggest change for you switching from an Agency to the booking side?

Davies: I have more creative freedom on the talent buyer / curation side. I can work with any artist I can imagine which makes things really fun and inspiring. As an agent, you have your roster that you pour your everything into and solely focus on. It’s also a different experience when you’re the one signing the checks!

AvA: What projects and Festivals are you currently working on?

Davies: Lights on Fest with the artist H.E.R. in the Bay Area 9/16-17. We have H.E.R. and Jazmine Sullivan headlining with performances from PartyNextDoor, Don Tolliver, Flo, Alina Baraz, and more. Excited for that!

One Music Fest in Atlanta October 28-29 headlined by Janet Jackson and Kendrick Lamar which is HUGE. Super excited! Brent Faiyaz, Meg thee stallion, Kodak, Coco Jones… so fire.

I also have some really dope tours out Q4: Kiana Ledé, Ayra Starr, Tony! Toni! Tone!, a gospel package w Kirk Franklin and the Summer Block Party tour with Dru Hill, SWV and Jodeci.

AvA: How do you see Urban festivals specifically continuing to evolve to attract new audiences in a competitive market?

Davies: For us, it’s really about super curation and not just following trends. The fan experience is also improving and evolving. This can be seen in VIP experiences and offers with special lounges, viewing areas, extra conveniences but also in art installations, gaming areas… total vibes. We’re also including more international talent whether from Africa, Europe or the Caribbean which is exposing more people to our festivals.

AvA: Can you share with our readers what drives your work with Next Gen Femme and other non-profits and mission-based organizations?

Davies: The best leaders understand that they are servants to the people so it’s important to serve and be a resource to the next generation and to our community, especially those most in need. I am very passionate and involved in the LA community’s quest to find housing solutions and mental health resources and rehabilitation to those in need.

AvA: What is one piece of advice you'd give to someone just starting out in the business?

Davies: 💡 Do your research. Really study the game and the players. Read trades, pay attention the charts, listen to podcasts, attend panels… there’s so much free game available!

👋 Thanks for tuning into this week’s newsletter and see you next week!

-Warner from the AvA Team

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