Our work allows brand partners to meet diverse communities where they are and understand how to apply key drivers that Black fans care about most when it comes to experiencing live music.
FOR OUR BRAND PARTNERS:
CURATED creates new inroads and a marketing infrastructure that help brands best leverage their partnership with our culture-forward festivals and properties. We develop activation strategies that make your brand ‘stick’ and have a lasting, positive impact on diverse communitie
FOR OUR FANS:
When brands activate with intention for the audience, fans enjoy elevated experiences that genuinely bring them closer to their favorite artists.
PULL UP!
Live Nation’s investment in the growth of culturally diverse festivals nationally, and CURATED’s dedication to helping brands show up authentically and strategically with Black fans, has unlocked a year-round economy for partnerships, entrepreneurism and community enhancement.
ENGAGEMENT
There is a business opportunity in prioritizing Black audiences. Dive deeper than a “one-size-fits-all” strategy and do not solely rely on measuring success with data points and audience quantity over quality. Doing so means missing out on growth, authentic engagement, and significant revenue potential.
AUTHENTICITY
To authentically connect with Black audiences, show up all year round. This sentiment is not something groundbreaking or new. You do not have to wait for a ‘moment’ - every day is an occasion to connect with Black audiences. And the brands who appear to be ‘always on’ in their communication to Black audiences will win!
COMMUNITY
For Black audiences, live music is a powerful celebration of culture,
community, and shared identity. Brands that elevate the entire journey will not only
be remembered for the experience but also for fostering a sense of belonging.
THE TEAM BEHIND CURATED
Shavonne is the founder of CURATED by Live Nation, the first ever division within the org dedicated to advancing brand partnership opportunities that center Black culture and support Live Nation’s Black-founded joint venture partners. Shavonne and her team build robust, scalable marketing programs and serve in a consultative capacity to internal and external teams, tapping into the depth of Live Nation’s asset mix to bolster socially and culturally conscious live event offerings for brands.
Prior to joining Live Nation, Shavonne held leadership positions in the sports industry with The Memphis Grizzlies (NBA) and The Madison Square Garden Company (Knicks - NBA, Liberty - WNBA, Rangers - NHL) where she was responsible for developing and sustaining brand partnerships ranging from $10MM to over $100MM annually.
Shavonne attended Syracuse University on an athletic scholarship and earned a B.S. in marketing from the Whitman School of Management. She is an advocate for equity in education and serves as a board director for an Atlanta-based non-profit.
SHAVONNE DARGAN
SVP-STRATEGY + MARKETING
Soukee is director, strategic partnerships and operations, at Live Nation’s Curated, the firstever division dedicated to advancing brand partnerships that bolster socially conscious
and inclusive live event offerings. She develops incredible programs that connect top-tier
brands across a variety of categories including lifestyle, spirits, CPG and beauty, among
many others, with diverse, multicultural audiences through the magic of live music. Soukee
holds a Master’s degree in public relations from Syracuse University.
SOUKEE VAN ORDEN
DIRECTOR, STRATEGIC
PARTNERSHIPS + OPERATIONS
