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Promoting Legend Louis Messina on Why His Business is ‘About Careers, Not Tours’ — Including Taylor Swift’s

Messina Touring Group's Louis Messina has promoted concerts for stars for decades — and is the 2024 Touring Power Players executive of the year.

After a tumultuous run in New Orleans, in 1975, Messina and his mentor and fellow promoter, Allen Becker, formed PACE Concerts in Houston. Legendary booking agent Wayne Forte unintentionally provided you with a light-bulb moment that changed your approach when you started Messina Touring Group. The sales pitch [is] “What’s it going to take financially?” I don’t believe in that because if you’re tied to a check that somebody wrote to you, that means you have to play so many shows, your ticket price has to be this.

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