Louis Messina, one of the legends of concert promoters, took to the stage at the 2024 Billboard Live Music Summit to share some of the stories he has accumulated over the years of a great music career that allowed him to mold the live music industry and crown several of all time’s greatest artists: George Strait or Taylor Swift. He thrilled an all-gripped audience with his memories of past successes and emerging talent such as Chappell Roan, the rising star.
Messina, founder of the Messina Touring Group, opened with a lifetime association with George Strait. “He is truly the king of the country,” he said of the artist. “George never needed gimmicks. His authenticity spoke louder than any spectacle ever could.” Messina referred to the impact of Strait’s stadium tours, which changed the game.
She also turned to Taylor Swift, admiring the global phenomenon that her Eras Tour created and shattered a host of records everywhere in the world. “Taylor is a generational talent who reinvents while staying true to herself, and all elements seem so impressive,” he said. “Her work ethic and dedication to her fans are unparalleled.” Messina cites Swift’s collaborative spirit as the key factor in their successful partnership.
Messina’s enthusiasm was at its peak when talking about Chappell Roan, the indie-pop singer-songwriter whom he believes represents the future of live performance. Roan’s theatrical and emotionally charged shows earned her a loyal following, to the point wherein those concerts easily deserve to be seen as an immersive experience. “She’s an artist who understands the magic of storytelling through music,” Messina said of Roan in an assured future for the said industry artist.
Messina spoke to an even broader aspect of the live music landscape as well. It is through creating intimacy and meaning between artists and audience that tradition can exist, despite technology and larger venues rewriting the rules of a concert. “Fans today want more than just a show – they want a memory.”.
The Billboard Live Music Summit gave a rare glimpse into the mind of one of the industry’s most powerful figures. Messina’s musings, in celebrating his storied career, also highlighted his passion for live music and the transformative powers of live performance. That Messina will continue to mold the industry – the magic of live performances by his influence – will remain for generations.
