2022 Impact 50: Mitch Rose

Co-Head of Contemporary Music


Before there was a music division at CAA, Mitch Rose convinced Michael Ovitz to let the Los Angeles native be its first trainee. When Tom Ross arrived, the team began building a musical line-up – and legacy – that includes diamond-certified icons Beyoncé, Lady Gaga, Ariana Grande, Bruce Springsteen, Stevie Wonder and Bob Dylan. He’s also looking to develop the next wave of superstars with Harry Styles, Maggie Rogers, Anderson .Paak, Earl Sweatshirt, Thundercat, NoName, Conan Gray and Katy Perry.

Rose is bullish on concerts over the next 18 months. “I think the next two years are going to be fantastic for the live touring business. That being said, we still have to be smart about ticket prices, smart about packaging, and smart about the need to promote the shows. With few exceptions, names alone don’t always sell tickets.”

Strategy always, even when shows hit the road, is a factor in this life-after-COVID glut of tours. To help with traffic control, CAA committed to strategic hires – and key bookings. Rose explains, “From a macro basis, surviving the first two years of COVID and putting in place the best team to represent our clients [was critical]. Adding Matt Galle, Adam Voith, Mike Marquis and others to our team was strategic and important for our present and future success.

“On a micro basis, [it was] launching the Katy Perry residency and getting Harry Styles to be the Friday night headliner at Coachella, as well as signing the Smartless podcast and coordinating their live tour.”

Committed to inclusivity and diversity, CAA has leaned in. “Most recently, CAA signed on as a contributing member to Diversify The Stage’s new Inclusion Initiative. This initiative specifically targets people of color, the LGBTQIA+ and differently-abled communities that are drastically underrepresented in the live entertainment and production spaces.”

He adds, “We have always worked really hard to promote diversity, equity, and inclusion at CAA and have implemented many short-term and long-term projects to support those efforts through the years.”