Live Nation Lassos Country Music Expert Milly Olykan For Global Role

Milly Olykan takes the reins for Live Nation’s country music ambitions.

With effect from this month, Olykan joins as senior VP of artist development and global touring at Live Nation, the concerts powerhouse, with responsibilities for the “continued growth and development” of LN’s country and Americana strategy worldwide.

According to a statement, issued Friday, Jan. 10th, Olykan will work closely with LN’s global promoters to identify new touring opportunities, foster relationships with the artist community, and drive growth in the international country music market.

Based in London, Olykan joins LN’s concerts division in January, reporting to president of touring Omar Al-Joulani.

Previously, Olykan served as VP of international relations and development at the Country Music Association (CMA). Joining the CMA in 2018, Olykan is credited with further developing its international strategy, focusing on expanding country music’s global footprint. Also, she guided CMA’s programming strategy for CMA Fest and served as interim festival director for two years.

Prior to that, Olykan played a key role in Britain’s nascent country scene as VP of live music and major arena events at AEG Presents, Live Nation’s main rival.

There, she was a founding promoter of Country to Country (C2C), the U.K.’s largest country music festival. Her work on the fest was rewarded with MA CJo Walker Meador International Award for her outstanding contributions to the genre’s international growth.

“I’ve been so fortunate to work under Sarah Trahern’s incredible leadership at CMA, an organisation whose mission is to grow country music around the world,” Olykan comments in a statement. “It’s been a privilege to have built so many meaningful relationships worldwide, and I’m excited to continue advancing that mission from my new role at Live Nation.”

Thanks to the rise of Morgan Wallen and Luke Combs, country-flavoured hits by Shaboozey, Post Malone, Beyonce and others, and a steady flow of acts from here and the U.S., country music is blowing up in Australia — the world’s No. 3 market behind the United States and Canada, respectively.

As demand grows, rival promoter Destroy All Lines last year created a country division, led by Danny Keenan, while CMC Rocks, produced by Potts Entertainment, Chugg Entertainment and Frontier Touring, is a regular sellout.

“Country and Americana artists are touring more of the world than ever before as the global demand for their music is on the rise,” comments Al-Joulani, “and Milly’s extensive experience and industry connections make her a great asset to support our efforts in continuing to expand touring of those genres worldwide.” LN is “excited for the opportunities her leadership will create for artists and their tours around the world.”