After booking tours for some of the biggest acts including Lil Wayne and the Kid LAROI, UTA partner and music agent Mike G earns the title of Billboard’s Executive of the Week.
Here, he talks about the strategy behind several of those outings, as well as the difficulties and opportunities that have arisen as the pandemic increasingly appears to be in the rear view mirror. “[The pandemic] created a demand,” he says, “and the live industry is healthy.”
You also booked the upcoming Lil Wayne tour ahead of his next album, which sold out in presale and moved 70,000 tickets with a mix of theaters and arenas. What goes into the routing of a tour like this for a superstar like Wayne? In 2020, you guys signed Romeo Santos, his first time signing with a major agency. How did you convince him to come aboard?
His loyal fan base and consistency in delivering fantastic music and a spectacular live show. Romeo took Bachata music to new heights. He revolutionized and modernized the genre.
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