TEG Live Expands Global Country Reach with Brad Turcotte Hire
Ticketek’s parent company, TEG Live, is making a major move in the world of country music, signaling a bold expansion strategy that stretches from Nashville all the way to Australia and beyond. Brad Turcotte, a seasoned executive with deep roots in the music industry, has been appointed senior vice president of country. His new role isn’t just a title—it’s a bridge between North American country music and international audiences, particularly in markets that have historically been underserved.
Turcotte brings a wealth of experience, having led global campaigns for stars like Carrie Underwood, Luke Bryan, Chris Stapleton and even Taylor Swift during his time at Universal Music Group Nashville and Big Machine Label Group. He’s well-versed in navigating international strategy, artist management and long-term touring development and now he’ll apply that expertise to TEG Live’s country division, based out of Nashville.
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For TEG, this hire represents more than just leadership. It’s part of a deliberate plan to grow country music as a central pillar of its global live entertainment strategy. The company, which operates Ticketek, TEG Live and several other divisions, is aiming to create more touring opportunities for artists, forge new partnerships and strengthen fan engagement worldwide. By anchoring operations in Nashville while connecting to Australia and New Zealand, TEG Live is positioning itself as a global conduit for the genre.
Country music fans, particularly in Australia and the broader Asia-Pacific region, could see a significant increase in access to live shows, new tours and emerging artists. Turcotte has already emphasized his commitment to expanding the reach of country music internationally, aiming to bring diverse formats including traditional country, alt-country, Americana, folk and contemporary crossover music to broader audiences.
This move also signals a broader trend in live entertainment, where global strategy and cross-market engagement are becoming essential. TEG Live’s investment in country music reflects a recognition of its worldwide popularity and the potential to connect markets that have previously been isolated from Nashville’s core scene. The implications are clear: more global tours, bigger events and increased visibility for both established stars and rising talent.
As TEG Live sets this ambitious plan into motion, fans and industry observers will be watching closely to see how Turcotte’s experience translates into tangible growth. With a strong team and strategic positioning, the company could redefine how country music travels across continents. Stay tuned for updates on tour announcements, artist collaborations and the next chapter in the global expansion of one of music’s most iconic genres.
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