“My focus is on students who want a career in the music industry but may be unsure of their direction or what part of the industry to pursue.”
2020 was a turnaround point for many, more than ever, musicians. The live music industry is, well, basically not live at this moment. Concerts, tours, and festivals are now taking a back burner. Artists found a new way to entertain their fans through live streaming and social media. So, we needed to sit down with Candace Newman, i mean, who else would know more about the live industry business than her? Let's answer this for you, No one. She was the National Tour director at Live Nation; she handled some of our favorite artist tours, concerts, and more, so her knowledge of the industry is impeccable. More importantly, she went ahead and started her company, Live out L!ve, dedicating to teaching diverse students interested in learning about the live music industry. Candace shared her experience in the live entertainment industry with us, from being the only woman of color at her position, which later inspired her to start her company. The new heights she's heading while creating her company, and the importance of learning the industry before dipping your toes into it. It's a masterclass that you didn't know you needed; get your notebooks ready because she dropped some gems.
How was the transition from working at a corporation like Live Nation to starting your business?
The transition from corporate to running my own company was pretty seamless because I'm an entrepreneur at the core. In my position at LN, I was National Tour Director. This role held a lot of autonomy and decision making for bringing a live concert tour to life. An entrepreneurial mindset and creative, critical thinking were critical assets to executing my day today. Consistently programming purposeful work over the years combined with my passion led me to transition to the entrepreneur world easily.
What influenced you to start your company LIVE OUT L!VE?
Live Out L!ve is inspired by my journey and career as a black woman in the live entertainment industry. As I grew within the corporation, I noticed I was the only black woman in many of the positions I occupied. Booking and liaising logistics for concerts and tours worldwide was a huge decision making position. My role as National Tour Director contributed to the business's bottom line. I was the only one who looked like me in that role, which became extraordinarily isolating and challenging for me to count on the support I deserved and championed within the organization. I wanted to make a change within the organization and in the entire live industry by creating access for diverse students who were interested in the live music business. My focus is on students who want a career in the music industry but may be unsure of their direction or what part of the industry to pursue. Creating the Live Out L!ve platform allows individuals to tap into uncharted interests and opportunities they didn't know existed. Ultimately, I want them to recognize that there is a space for them in live entertainment.
What would you say made things difficult for you working in the live industry as a woman?
There is no secret that the music (entertainment) industry is often male-dominated and not always diverse when it comes to high-level executives and decision-makers. When I looked at the overall landscape, opportunities, and access to being a woman of color, I was not one of the first considered despite my experience, dedication, and tenure in the company. Advocating for what I deserve within the organization was a huge part of my trajectory. I always encourage students of diverse backgrounds to do the same without reservation because they deserve every equal opportunity available.
How would you say you were able to get over that hump of being a woman of color in that industry and now create your own space?
What keeps me motivated is my passion, will, and determination. I am incredibly resilient in life. Being a black woman working in the music business and overcoming many hurdles allows me to navigate society on many different levels. I understand my value and what I bring to any space. I believe in myself and push through to continue to grow and create.
We are in a pandemic, and it seems like things in the live industry will not get back to normal anytime soon; how would you say that you are doing things differently with your company?
Due to the pause in live entertainment, I am pivoting with purpose and intention to continue creating opportunities for myself and others beyond the previous landscape pre-pandemic. I use my project management, marketing, finance, and live music experience to continue working with artists to create experiential platforms and opportunities, help talent and management structure, and strategize and produce content & live experiential events. Besides, Live Out L!ve is focused on creating organic partnerships to grow its educational outreach. Creating intentional opportunities with meaningful partners to build educational platforms and structured support systems for women of color in the industry during and after the pandemic.
If you can, what words of inspiration would you give to other entrepreneurs trying to get into the live music industry?
I would say continue to be a student of the business; it's crucial to continue to study your craft and stay up to date on what's trending and current. Being aware and forward-thinking is essential to your business to continue to perform or strive for whatever your goals are in this industry. In this season, I would also say not to be discouraged. The pandemic is entirely overwhelming for all of us, so take your time and offer whatever you can to the world. Protect yourself by getting rest and supporting your well being. Stay on top of your business, and keep studying what you would like for your business to evolve and grow.