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Interview with Sarah Smith Pancheri, President and CEO of MWF (Summerfest)
👋 This is Warner, creator of Assistants vs. Agents. Connect with me here or reply to this email with feedback or just to vent.
📞 Today we sit down with Sarah Smith Pancheri, President and CEO for one of, if not the (depending on who you ask) largest festival in the world: Summerfest.
📰 Plus Paramount is on a rampage. Spotify goes Independent. South Park reaches new heights, and we highlight 3 big moves in the industry.
💼 And 71 new jobs on our AvA Job Board
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🐝 The Weekly Buzz
1) David Ellison’s new look Paramount continues to make moves:
David Ellison’s Skydance Media buys Paramount for $8B
Bought the UFC rights for $7.7B
They are looking to poach the creators behind Stranger Things from Netflix
Memestock betters are getting involved and cause their stock to skyrocket
Announced today they are partnering with Taylor Sheridan (Yellowstone, Sicario) to open a 450k sq. ft. production studio in Texas
But at least they promise layoffs will be “one & done” but “painful”

Source: Me (duh)
2) Tubi is coming in HOT. They just announced a new partnership with Mr. Beast, Jomboy Media, and a handful of other creators. One stat that took me by surprise is their monthly active users: 100 million.
3) Podcast listening on TV’s in the UK has doubled since 2023, which follows perfectly in line with YouTube now being viewed on TV’s more than any other device.
But are we ever REALLY off our phones?

Source: Adjust
Unrelated, but kind of also related, this is a great meme:

Source: Not sure tbh
4) Spotify pens a multi-year deal with Kobalt, the world’s largest independent music publisher. Why? “Greater flexibility, efficiency, value, and protections to songwriters in the US.” More info here.
5) ‘South Park’ reeled in their highest viewership in 25 years, hitting 6 million cross-platform viewers for season 27’s premiere. This follows a massive deal with Paramount, and views for the 2nd episode of this season has already jumped an estimated 25% on top of that.
6) Howard Stern’s 19-years at SiriusXM looks set to come to a close. His $500 million hasn’t been living up to the hype, as his ratings have reportedly dropped from 20 million viewers a day down to 125,000.
🏃 Industry Moves
Netflix’s Consumer Products Chief has officially been poached by Funko, and he is now their new CEO. Josh Simon created products for ‘Stranger Things,’ ‘Bridgerton,’ and ‘Squid Game,’ and will now bring that same talent to virtually every fandom ever made.
TikTok’s Global Head of Creator Marketing leaves to join Tubi as their new VP of Creator Partnerships. Apparently Tubi has over 100 million active monthly users, so it will be interesting to see what Kudzi Chikumbu will do next.
iHeartMedia brings on former Amazon Exec Lisa Coffey in the freshly created role of Chief Business Officer. She was Amazon’s Head of Business Development in the past, but was most recently LoopMe’s Chief Revenue Officer.
💼 AvA Job Board
We just added 70+ new entry and mid-level Entertainment jobs to our free job board. Go check them out:

Have an open job you want to add? Click here
📞 The Call Log: Sarah Smith Pancheri, President and CEO for Milwaukee World Festival, Inc.

Sarah Smith Pancheri is President & CEO of Milwaukee World Festival, Inc. (MWF), the non-profit behind Summerfest and steward of the 75-acre Henry Maier Festival Park. In 2023 alone, the Park’s events generated $318M in economic impact for Wisconsin, supported 4,700 jobs, and delivered $22.4M in state and local taxes. The 2025 season is on track for even bigger results, with nearly 60 events, seven cultural festivals, and Summerfest’s 600+ artists driving record sponsorships and attendance.
After early years at MWF, Sarah built her career in development at Marquette University and the Boys and Girls Club of Greater Milwaukee before returning in 2015. Since then, she’s shaped MWF’s strategy and growth, becoming President in 2022 and CEO in 2024. A UW–Madison grad, she also chairs VISIT Milwaukee’s Board and serves on multiple arts and civic boards. Named a Woman of Influence by the Milwaukee Business Journal, Sarah continues to be a leading force in culture, community, and live entertainment.
Our conversation is below:
AvA: Summerfest has been running for over 50 years. How do you balance tradition with innovation, especially as Gen Z becomes a bigger share of the audience and artist pool?
Pancheri: Summerfest aims to offer something for everyone — that’s how we’ve continued to welcome new generations of music fans over our 57-year history. By embracing Gen Z with tailored programming while staying true to our multi-genre roots, we’re continuing to build bridges across audiences and generations.

AvA: What’s something most people don’t understand about the business side of festivals?
Pancheri: The pace and scope of planning, especially with a permanent festival site. Our team is working 12 to 18 months out - booking talent, securing sponsorships, managing operations. The public experiences the festival over three weekends, but behind the scenes, it's a cycle of strategic planning.
AvA: One thing you learned about yourself after taking a leadership position?
Pancheri: I learned how much I enjoy strategy development. At Summerfest, we are stewarding a legacy event amid an increasingly dynamic business environment. As the leader of an independent music festival produced by a non-profit organization managing a 75-acre permanent festival site in a downtown setting, there are layers of complexity our team works through on a daily basis. I enjoy that challenge, especially when a successful Summerfest is the end goal.
AvA: What do you think the future of live music festivals looks like, and why is Summerfest uniquely positioned to continue to prosper?
Pancheri: The value of shared, in-person experiences has only increased in recent years. I’m bullish on the power of live music and the festival experience. Summerfest is uniquely positioned in the festival landscape due to its strong legacy, multi-genre format, and permanent infrastructure.
AvA: What are the top 3 skills you see in your peers who are thriving in their professional roles?
Pancheri: Adaptability, including the ability to learn new skills and embrace technology.
Financial acumen is critical given our constantly changing environment.
Passion. While more of an attribute than a skill, passionate leaders get results.
AvA: One piece of advice you’d give to someone at the beginning of their career?
Pancheri: Don’t underestimate the value of showing up and being fully present. When you immerse yourself in the work, you gain valuable knowledge and exposure to others in the industry.
👋 Enjoy the weekend and see you back here on Monday
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This newsletter is written by Warner Bailey and edited by Riley Furey and Dominik Sansevere.
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