The WiMN’s Front and Center is a weekly column that showcases accomplished women who work in the music and audio industries. We spotlight successful female performers, manufacturers, retailers, educators, managers, publicists, and everyone else in between. Want to be featured? Learn how here.
Front and Center: Live Nation Marketing Manager, Raychel Sabath
By Myki Angeline
Many musicians dream of making it big in the music industry. Securing that dream recording contract. Nailing the big break with a hit single that gains a million downloads. Performing in sold out venues packed with 50,000 screaming fans – all of them singing along to every song. In order for this type of success to be maintained, an artist’s work needs the right type of marketing and promotion. It simply isn’t enough to be talented; you need the right skills and platform that will bring your music to the people.
Raychel Sabath knows the importance of marketing musicians. As the Marketing Manager with Live Nation, which boasts to be the global leader for live entertainment, her drive to bring an artist or band’s dream to fruition is truly inspiring. She recently relocated to Sacramento, California from Washington D.C. and has quickly fallen in love with their local music community. I reached out to Sabath to pick her brain for this enlightening interview via the WiMN.
WiMN: Tell us about your role as the Marketing Manager with Live Nation in Sacramento, CA (Ace of Spades). What is a typical work day like? And what is your favorite part in this field?
RS: As a marketing manager with Live Nation Clubs & Theaters, I handle all show and brand marketing for our Sacramento clubs and theaters. So—not only do I handle Ace of Spades, I also work with Punch Line Sacramento!
The typical work day for me is atypical; I love having a job that keeps me on my toes. I handle building out unique paid advertising campaigns for our concerts and venues, scheduling press, creating ideas on fun social media campaigns, planning activations. Even helping with logistics and ops when I can.
My favorite part about working in the entertainment industry is simply knowing on a daily basis I have a part in someone’s best day ever. We have the honor of working with a variety of artists and their dedicated fans, and I love knowing that someone is experiencing a memorable night with their favorite artist in our venue. One of my favorite things is to watch a show from the artist’s perspective and to see fans connecting, singing along, and being fully immersed in the moment.
WiMN: You recently relocated to Sacramento, California. Where did you work before? What was the music scene like there, compared to Sacramento?
RS: I relocated to Sacramento from the Washington DC area. I was working with Live Nation Clubs & Theaters division there as well. In regards to the main venues, I focused on marketing with The Fillmore Silver Spring and Warner Theatre. However, there were many third party venues I had the opportunity to collaborate with as well.
The music scene in DC is pretty strong, but like any market it always ebbs and flows.
What impresses me about the Sacramento scene, is that there is an extremely active community behind it.
WiMN: What influenced you to work in the music industry?
RS: I think everyone is initially starry eyed about the idea of working in the entertainment industry. For me, it was the behind the scenes efforts that really sucked me in. On any given event, club sized or arena, there is a team of people helping to book, market, and build that show. There are so many thankless jobs – and those are the ones that really make the show happen.
WiMN: What sets Live Nation apart from the rest?
RS: Live Nation is unique because of the people that are part of our team! Yes, we are the world’s largest live entertainment company, but in order to maintain that status we have to have a solid team.
An awesome team needs a worthy leader. Our CEO Michael Rapino is an amazing human being. He does a great job making sure employees have access to excellent benefits and programs, including tuition assistance, a Sabbatical Program, and even paid time off to volunteer your time with a community organization.
WiMN: Tell us about your role as the Sr. Producer at HeyDays Vintage TV. How did this project come about?
RS: HeyDays Vintage TV is a fun project that I’ve worked on with my cousin, Nico. She is passionate about all things vintage and retro. She looped me in when she was developing the show and helped me further develop my video production experience. I also got to appear as talent on a few segments, being on camera is not as easy as some people make it look! Definitely a fun experience, I love producing content and video.
WiMN: Do you play any musical instruments?
RS: The piano and guitar, but it’s been a minute!
WiMN: Can you share your experience as a woman in the industry? Have there been any challenges?
RS: Overall, I’ve had a positive experience as a woman in the music industry. I think the biggest challenge is getting started – sometimes you really have to work harder, be faster, be better, and be funnier than all the guys. But, the industry isn’t as much of the old boys club that it used to be. You’d be amazed at the strong women that are the backbone of the entertainment industry. I’m pleased to see diversity among my colleagues and contemporaries, and this definitely contributes to the high quality of work that is produced.
WiMN: Where did you grow up and who are some of your mentors and icons who helped influence your path into the music industry?
RS: I grew up in Maryland, and went to school in Northern Virginia. The DC area is definitely what I consider home.
Honestly, the biggest influence of my path into the music industry when I was growing up was our local music scene. There was a large, strong community of local musicians and fans. We were our own music incubator. As a community, bands were formed, shows were booked, There were marketing campaigns, and everyone came out to support. This solidified my dedication to my career path.
My biggest mentor has been Dr. Lisa Passaglia Bauman. She is without a doubt one of the most interesting humans that I have the pleasure of calling a mentor and friend. She encouraged me to pursue a second degree on a topic I was just plain passionate about [art history]. She has always taken the time to grab coffee and discuss life and career goals, always accompanied by some sound guidance on how to handle a variety of situations.
WiMN: Do you have any advice you would like to share with other women who are considering a career in the music industry?
My advice is for everyone. Dedicate yourself. Be passionate. Be proactive. Ask questions. Remember small things matter. Never stop learning and always be open to constructive criticism. Take responsibility for positive and negative situations. And above all: be a good communicator. Communication – good communication – is key to success in any industry.