Tributes: Celebrating Louis Messina’s 50 Years

Over the course of 50 years in the live music industry, one makes a lot of friends and a lot of frenemies. They work with a plethora of artists and launch superstar careers. They face plenty of challenges and failures, learning from their mistakes so they can do better the next time. Louis Messina has experienced all this and more throughout his 50 years as a promoter, and here his friends, colleagues and others look back on his storied career, commemmorating all he’s achieved throughout his five decades as a promoter that have taken him from his early beginnings as “just a kid from the streets of New Orleans” to the top of the concert business working with icons such as George Strait, Kenny Chesney, Taylor Swift and Ed Sheeran, among many others. LOUIS MESSINA With his father “Leapin’” Lou Messina at a parade in his native New Orleans. circa early 1950’s.

Louis became my promoter when a tour manager left me on my own at the Prudential Center when I was opening for Taylor in 2013. I had stayed to drink Fireball whiskey with Florida Georgia Line, but then they left too after Taylor’s show finished. So I was on my own outside on the curb waiting for a taxi for hours, when Louis’ bus pulls up. He opens the door and asks me if I wanna have a drink. That bus has had some fun times with us since then. He’s a friend before anything, and I love him. But, blimey, he’s good at his job too. No one gets a deal like Louis gets a deal. Love you bud, congrats on everything.

“I used to do maybe two dances a year at the VFW Halls out in St. Bernard. You’d rent it for a few hundred dollars. There was no PA, no nothing. The band brought their own stuff. Vince Vance, he lived above a bar his grandmother owned and it was vacant and we used to throw these record parties. We’d have to run electricity from upstairs, to turn on the record player and play 45s.” – Louis Messina

Louis-isms: Courtesy The Messina Touring Group “I only wanna work with artists that wanna work with me.” “You gotta know shit from Shinola.” “I’ll have a Jack and a blessing.” “Tomorrow is today. That means, we don’t have any time to waste. Get it done today.” “If what you’re doing isn’t working, change it.” “It’s time to fish from the other side of the boat.” “I sprinkle Louie dust.” “You can’t hit a home run unless you get up to bat.” “I’m just a kid from the streets of New Orleans.”

Louis has been a friend and a partner for over 30 years. And now he has that same relationship with my daughter. It shows you the character and substance of this man. I am truly blessed to have him in our lives. And he is incredible to this industry. He loves his artists, and they love him. He treats everyone in the facility industry as partners. He is fair, but tough, full of love, passionate about our industry. To me, he is the heart and soul of the live industry. I am proud to have him as a partner, and even more proud to have him as a great friend. And how he ever got Christine is beyond me! – TIM LEIWEKE | Co-founder & CEO of Oak View Group

I am fortunate to call Louis Messina both a mentor and a friend. Having done dozens of shows with him over the years, he not only taught me about the “art of negotiation and the deal,” but also about the importance of relationships and loyalty in this industry. There have been countless nights of drinking in speakeasies backstage and sharing late night stories on his tour bus, but perhaps my fondest memory of Louis happened during our grand opening celebration of Moody Center in April of 2022. After years of spirited negotiations and planning, we had the honor of hosting George Strait for two sold-out nights in Austin. As the “King of Country Music” started his final song, I was summoned by Louis to meet him backstage. As the music ended, he dragged me by the arm into the corral where we did a celebratory shot of Codigo tequila with George to commemorate the night. To the roaring approval of the crowd, George then turned around and walked back on stage for an encore and belted out “All My Ex’s Live in Texas.” – JEFF NICKLER | GM / Moody Center, Senior Vice President / Oak View Group

What I love about all my artists is they are all friends with each other. I introduced Ed to Kenny Chesney. I’ve introduced Kenny to Van Halen and Sammy Hagar. Shawn Mendes became friends with Ed Sheeran. – louis messina

Louis and I started in this business around the same time he was building out PACE Concerts and developing Texxas Jam. Throughout Louis’ career, his long-time commitment and passion for promoting artists has been well documented. No matter the project, whenever you work with Louis, you know both the artist and their fans will be paramount. I salute him on his 50th anniversary and look forward to the 100th. – IRVING AZOFF | Chairman & CEO / The Azoff Company WEST HOLLYWOOD, CA – MAY 16: Founder, Messina Touring Group Louis Messina, President Ticketmaster Jared Smith, and CEO Azoff MSG Entertainment Irving Azoff attend Pollstar Impact 50 2019 at 1 Hotel West Hollywood on May 16, 2019 in West Hollywood, California. (Photo by Rachel Murray/Getty Images for Pollstar)

From early in his 50 years in this business it was a pleasure to meet a young man named Louis Messina! We have been friends ever since! I even got to hire his son to work in my office at the Pan Am! Plus the shows he let us help with have kept the ACTS scholarship program working! His endeavor as Honorary Chair for my “95 and Very Much Alive” party on Oct. 19 with his donation of a signed guitar from George Strait has more than helped my students! He will be in my prayers and my grateful heart forever!! God Bless and Much Love from my students and Hubbard! – BARBARA “Mother” HUBBARD | Executive Director of ACTS Louis Messina. My fearless leader of nearly a decade, our spiritual guide, resident pep-talk cheerleader and … rap-battle extraordinaire? Let me take you back to Detroit in 2016 when I was just a couple of years in at MTG. In my early 20s, trying to soak up as much knowledge as I could, I flew out to Detroit to cover a Kenny Chesney show. That evening a certain Southern-rock rapper joined Kenny on stage for a guest appearance. After the show, we were all enjoying a celebratory beverage at which point a very high stakes rap battle ensued. Soon, it was Louis’ turn to take the imaginary microphone and without missing a beat, he spouted some sick rhymes. It was obvious none of us could compete. Immediate respect. Mic. Drop. – RACHEL POWERS | Vice President of Marketing Messina Touring

Louis has always been a shepherd of not only talent in artists but of those behind the scenes as well. He has fostered and supported so many women in this industry in executive roles as well as female artists that are out there paving their own way. – MARION KRAFT & CRYSTAL DISHMON Shopkeeper Management

Working with Louis has been incredible – he believes in the band and the band’s vision as much as the artist does, which can be a rarity in this industry. His sincerity is only outweighed by his love of music, and it really shows. Happy 50th, Louis. – Jeremiah Fraites | The Lumineers Louis is a force of nature, so often seeming larger-than-life … But that only works if you’re authentic about it. And he is. Louis doesn’t actually try to sell you anything. He simply tells you, in the most honest way he knows how to, what the truth is. THE CAPS-LOCKED BOLD-FACED TRUTH. And in some strange way it feels only right that the same authenticity and honesty he demands of himself, he expects of the artists he works with (and maybe ONE MORE SONG!). Here’s to the legend who believed in us before we did – CHEERS and MUCH LOVE, LOUIS!!! – Wesley Schultz | The Lumineers

Congratulations, Louis, on 50 tremendous years. “Big Tip Of My Hat.” Not too many promoters can say 50 years in this business and still be at top of the game. Seems like yesterday we were celebrating your 20th Anniversary at Numbers, right after you hired me at PACE and Laura and I moved to Houston. You have been a mentor, a partner, a competitor at times, and always a great friend. You gave me a very big opportunity early on, trusted in me and introduced me to many of your closest relationships over 30 years ago: my now-dear friend Howard Rose, Marsha Vlasic, Wayne Forte, the late Mike Farrell, and so many others. Thank you. Taught me “Buy Two Shows,” because the artists are always worth more in the end than you think in the beginning. It’s served me well. Lots of great moments and memories over the years, “some” late nights (actually maybe more than “some,” but that was when we were younger – or was it?) and here’s to many more. Always loads of fun. It certainly was never dull. You have a ton to be so very proud of, and Laura and I are both so happy for you, your entire family and your MTG Team. Thank you, sincerely, my friend. You have my deepest respect and a huge congratulations on your 50th year in the concert business. – Bob Roux | President of U.S. Concerts / Live Nation L ouis Messina has built an empire based on instinct, guts, vision, humility and a sincerity that is contagious.” – Dennis Arfa CEO / Artist Group International F ifty years later and Louie is still one of the best in the biz. – Michael Rapino | Pres. & CEO / Live Nation WEST HOLLYWOOD, CA – MAY 16: Founder, Messina Touring Group Louis Messina, President, U.S. Concerts, Live Nation Bob Roux, and Founder and Chairman Artist Group International Dennis Arfa attend Pollstar Impact 50 2019 at 1 Hotel West Hollywood on May 16, 2019 in West Hollywood, California. (Photo by Rachel Murray/Getty Images for Pollstar)

I go back with Louis to the mid-1990s when I chased him down to help Kenny Chesney become a headliner. Louis has always had a motto he’s sworn by, “I only want to work with artists who want to work with me.” Well, everyone wants to have Louis Messina and his team in their corner. Just look at the hand he is playing! He’s da man! Louis’ friendship transcends business to me; he’s family to me. I am honored to be the godfather of his two daughters, Isabella and Gabrielle. And to count as a friend his better-than-he-deserves wife, Christine! I tried to think of something funny and less heartfelt but, alas, those stories will have to stay on his bus! Congrats on 50 years. I love ya. – Clint Higham | Morris Higham Management This photo with Louis is special because Kenny was supposed to be one of our opening shows at SoFi Stadium in summer of 2020. The show was on sale for over 1,000 days and finally played off on July 23, 2022. It was really special to share that moment with Louis and his team and we celebrated Louis’ birthday that weekend too. I’ve had the honor of booking shows with Louis for 15 of his 50 years in business. I deeply admire his loyalty, love, commitment and passion to his artists, his team and his family. Louis Messina is a partner in the truest sense of the word and a treasure to this industry. Congrats to 50 years! – Christy Castillo Butcher SVP Programming / SoFi Stadium & Hollywood Park Kenny Chesney and Michael Franti visit the Sofi Stadium construction site to promote their future 2020 concert.

My relationship with Louis goes well beyond a promoter/artist relationship. Louis and I are true life friends. He was one of the first to really believe in me and my dream and together we carved a path and went to work. My first headlining show ever was in West Palm Beach, Florida, and I was scared to death. It was the beginning of this wonderful journey. Right before I went on Louis looked at me and said, “You can do it.” That was 20 years ago. Still before every show all these years later, all the shows played, all the roads gone down, Louis still looks at me before I leave the bus or walk on stage and says, “You can do it.” I appreciate that, brother. I love you Louis and am proud to be a part of your beautiful, musical life journey. – Kenny Chesney

As Louis would say ….”My Man” – MARTY DIAMOND EVP & Managing Executive Wasserman Music

My relationship with Louis has been one of the most enriching of my career and life. He’s a dear friend who I love and wouldn’t be here without. As far as stories go, we’ve both forgot our best ones. So we will make more. Congrats, Amigo!” – ERIC CHURCH

Going back to Taylor. She had one song on the radio, “Tim McGraw.” And she was the first of three acts with George Strait and Ronnie Milsap. Taylor Swift had just turned 17. Our tour started in January. George plays in the round. She walks up there, back then she used a head mic, and walks up the middle aisle and starts singing. Here’s this little 17-year-old girl singing about high school boyfriends, and being in love, getting her heart broken. And by the third song, she had that audience in the palm of her hand. And Taylor’s also the last one to leave the building every night, signing autographs. And she’s the first one in the building every morning, writing personalized letters to program directors, and thanking people, after she’s done like, two, three radio interviews that morning. And you just saw the connection, man. And, to me, it’s all about that. I remember the first time I met her, she goes, “Hi, I’m Taylor.” And she just had that drive. – Louis messina LOS ANGELES, CA – AUGUST 20: Promoter Louis Messina (L) and musician/actress Taylor Swift, wearing Elie Saab top and shorts, attend a press event for breaking The Staples Center’s record of most sold-out shows for a solo artist held at The Staples Center on August 20, 2013 in Los Angeles, California. She has surpassed Madonna and Justin Timberlake for seven sellouts and Britney Spears at eight sellout shows. (Photo by Kevin Winter/Getty Images)

During the summer of 2001, we knew Louis was increasingly unhappy at work and he called me one day after a big lunch meeting with some CCE executives. “How did it go?” I asked. “Oh great,” he replied. He hesitated. “I quit. Can you grab my PACE Concerts neon sign out of my office?” It took about a month for the powers-that-be to realize that without Louis there, most of my day was spent doing wedding planning (which I still view as “promoting,” albeit self-promoting, but I digress) and they gave me the option of taking a marketing job out of state or resigning. So, on Nov. 1, I packed up and walked out. Shortly thereafter, we started on Chesney’s first headline tour in 2002 and thus, MTG was born. We officed out of an old grocery warehouse in Houston – just Louis, Rome, me and the mice in the building (in those days, Louis delighted in leaving toy mice on my desk; I hate rodents.) Our first big hire was Mike Dugan. We had all worked with Mike in the Nashville PACE office and thought he would be the perfect addition to our tiny team if he was crazy enough to join us. He was. The four of us booked the shows, did the marketing and ticketing, sorted the recycling, and went on the road. It really was how we Luckenbached it (c’mon – we got back to the basics!). We figured out how to pay attention to every detail on our shows and it became our small-office mantra. No stone was left unturned, no idea too weird to pursue. We got granular with everything we did, and our team became part of the artists team. Those first-gen Artists? George Strait, Kenny Chesney, Taylor Swift – all still with us … Then, about a decade ago, we drank too many margaritas at lunch and decided to move the offices to Austin (isn’t that how all important decisions are made?) and since then our four-person office has grown to over 30. To Louis – thanks for believing in the three of us, and giving us the power, opportunity and knowledge we needed to move mountains. To the MTG Next Gen: You all are amazing, and we’re so proud of you. Just make all life-altering decisions before the first bowl of queso is gone (one bowl of queso equals about two top shelf margaritas). – Kate Des Enfants McMahon, Mike Dugan & Rome McMahon | Messina Touring Group

Early in our marriage, Louis and I met a woman in Sedona who took one look at us and told us destiny had brought us together to finish what we started in a past lifetime. Whether you’re a believer or not, it’s how we always felt about each other. Then we discovered that the day he promoted his first professional concert in New Orleans, the one this issue is celebrating as the start of his illustrious career, is also the same day I was born. Coincidence? To me, it’s more like a great love story. Like most relationships, especially in this business, it can be the long and winding road at times. But looking back on our 18 years together, I can see that he challenges me to be the best version of myself. And I like to think I do the same for him. I am eternally grateful for the beautiful family we share, the supportive friends who surround us, and the love we created together in this lifetime. – Christine Messina

Early in my career, Louis invited me and Clint Higham to his home – after we were a few bottles deep at Louis’ house, that’s where the light bulb went off for me, and here we are now working together with multiple acts. That evening at his house holds a special place with me – it was fun, and he was so open and honest, something I really admire and appreciate. – NATE RItCHES | Old Dominion’s Agent / Wasserman

Because Louis was there for me so early in my career, I really trust him, working with you all again feels like coming home. – lyle lovett NASHVILLE, TENNESSEE – SEPTEMBER 14: Lyle Lovett performs onstage during the 2022 Americana Honors & Awards at Ryman Auditorium on September 14, 2022 in Nashville, Tennessee. (Photo by Leah Puttkammer/Getty Images)

You know, Louis and I go way back to the early ’70s. And him being the greatest promoter in the world, he never misses a beat, he hires me to play a Super Bowl party in the streets of Houston during the Super Bowl. I’m with Toby Keith, Ted Nugent, Jerry Cantrell, my band the Wabbos, and we’re trying to get near the area where the Super Bowl party was. And we can’t get there, because the streets are all blocked off, there’s 100,000 people running around in the streets, the cars can’t get through. We get Louis on the phone, Louis sends bicycles, like rickshaws, a bunch of them. He rounded them up, got them to where we were, got us in the things, and drove us on bicycles to the stage. All of us. It was a gang. And people were going nuts to see Sammy and Toby and Ted Nugent going down the street. It was unbelievable. Only Louis would pull that off. The show was on time and went as planned. So there you go. Hi Louis, Happy 50th. – Sammy Hagar LOS ANGELES, CALIFORNIA – SEPTEMBER 29: Musician Sammy Hagar, former member of Van Halen and Montrose, performs onstage during The Drop: Sammy Hagar at The GRAMMY Museum on September 29, 2022 in Los Angeles, California. (Photo by Scott Dudelson/Getty Images)

When I first signed on to work with Louis Messina he told me that he would make me the next George Strait … Maybe that’s why he only books me about 12 times a year. – BLAKE SHELTON

It had been a few years since Kenny Chesney performed at what is now Lumen Field and I got a call from Louis, probably the first time I had ever talked to him, and he told me something along the lines of – listen I don’t want to come back to Seattle, but Kenny does so we have to figure something out. So the GM and I headed to Detroit to meet with Louis and the Messina Touring Group team to discuss the conditions of Kenny’s return to Seattle. We dined at a restaurant named Beast, where the Beast of the night was a goat. The Jack Daniel’s was flowing, peppered in with too much red wine, Bridgett and Jill showed up, and there were a lot of laughs and expletives. The perfect first encounter. We probably would have agreed to any deal at this point and somehow we did accept one strange deal point – if we didn’t sell a certain number of tickets our GM, a vegan of 15 years, had to eat goat. We didn’t get to the agreed-upon ticket number, and although Louis wasn’t at the show he arranged for catering to prepare a plate of goat. That’s when I learned that Louis has a memory like a steel trap, a deal’s a deal (unless Louis wants to change it, wink wink), and that the G.O.A.T. himself will make you do what he wants from halfway across the country. That was 10 years ago and, man, have we had some good times since then. Just when you think that night was so fun, can’t top that, the next time we see him – it’s even more fun. – Sarah Vetting | Director of Bookings & Business Development / Lumen Field / WAMU Theater

This honor is recognizing the talent, leadership and work ethic of one of music’s best promoters. For that, we celebrate. The Becker Family recognizes the man who has meant so much to us. His love, respect and loyalty to The Becker Family outweighs any award he may receive in his lifetime. In Allen’s later years, Louis has always shown his love and commitment. For that, Louis will always be regarded as not only a great promoter, but a great friend. – Gary becker Out of all my favorite Louis moments, I think the ones that always make me smile the most are when we are at a show, it’s right before the main artist is about to take the stage. There’s anticipation in the air, the artist comes out, and the crowd goes insane. Louis will look over at me and he’ll have the biggest grin on his face. After all of these years, he still gets excited for every show and has this overwhelming joyous feeling that we helped create a moment for not only our artist, but their fans. He has such gratitude for the artist to let us be a part of their journey. To be a part of that and to be lead by such a fearless leader is such a treasure. – JENNA MAXFIELD | Promoter Rep. / Messina Touring Group / AEG Live Working with Louis is inspiring at every corner. He is one of the best promoters in history. His counsel and guidance over the years has held me in great stead and helped me build my career, and his positive energy knows no bounds. I have enjoyed a great relationship over the years with him and his wonderful teams in Austin and Nashville, working very closely together. It’s obvious why he has kept such deep long relationships with his artists and managers; he is honest, principled, collaborative and inspiring. – SIMON JONES | Senior Vice President of International Touring at AEG Presents Louis Messina is one of the truly great characters of the music industry. Hugely successful – with a personality to match. He promotes with great style and flair to make each show an event. His great love of music means he has such a truly special rapport with all his artists. He makes sure that work can be FUN! He is recognised as the most amazing partner. Greatly respected by everyone. It has been a great pleasure to work with him on some very special occasions – and I smile as I remember a legendary bus ride with him!!! “My brother by another mother.” Louis, Mike Dugan, and his fantastic team are very much admired by myself and everyone here at Marshall Arts. We feel sure he will have a mega celebration to match this special milestone – with many more triumphs to come! Very best wishes Louis. – barrie marshall | Chairman at Marshall Arts Ltd. From Day One, Louis has been such a champion of mine. He makes me feel like a million bucks and he’ll ALWAYS be No. 5 on my iPhone favorites. – Stacy vee | Vice President / Festival Talent / Goldenvoice

Anyone lucky enough to have been in Louis’ orbit has stories. One simply can’t exist without the other. That said, Louis has grandchildren, I hope to one day as well, and the internet is forever. So, those stories stay with me. What I will say is Louis is the guy that gave me my first real gig in the business. And then he gave me a second gig, which ultimately led to where I am now. So, he gets credit for all three in my book. And if you looked at Louis as a coach, he’s the bluest of bluebloods and his coaching tree has and is touching every part of this industry. Louis isn’t just full of life, he devours it. That’s the part of him that’s so infectious. He marches to his own drum. He always has. His humor and wit is sublime. His passion and drive, unrivaled. He is unselfish in everything he does and stands for and he’d give you the shirt off his back if he thought you needed it. And his ability to connect with people is other worldly. You could put Louis in a room full of strangers and moments later he’d have a room full of friends. Louis has this uncanny ability to make you feel at ease. And I think that’s because he is so genuine and comfortable in his own skin it allows you to be who you are or who you can be. And while his professional accomplishments are boundless and immense, his proudest achievement is that of being a father and grandfather. He is absolutely over the moon about his family. His family has always been a blessing for Louis and when he talks about them, it’s pure joy. And it’s genuine. Louis has been a major part of my adult life. It’s crazy when I sit back and think about it. When I was asked to submit something for the celebration of his 50 years in the industry, it brought back so many good memories. Congrats and thank you, Coach, I literally wouldn’t be typing this if it wasn’t for you. – BRAD ROOSA | Nickelback Manager Mike Cera, Drew Cantor, Chris Hendley, Brad Roosa, Chad Kroeger, Mike Kroeger, Ryan Peake, Ronnie Tompson, Laura Zehe, Daniel Adair (Photo by Frank Mullen/WireImage)

Louis has been a dear friend of ours for more than 40 years. He was the first promoter to believe in Ozzy as a solo artist. Louis always took care of us and he would always drive us back to the hotel after Ozzy’s gig. I can still recall him and Ozzy talking and laughing after the shows but with Louis’ accent and Ozzy’s accent I’m not sure either of them knew what the other was saying. Later, he was also the first one to believe in Ozzfest and was very instrumental in getting it off the ground. I’ll always look back fondly on those early days working with Louis and John Meglan. It was the most fun Ozzy and I ever had. – Sharon Osbourne I’’ve known Louis since the PACE days. I have always been impressed to watch the artists that Louis chooses to work with and the care he puts into their careers. I really believe Louis and his team are a very important part of growing the success and making sure the longevity of the artist’s career is intact. I could tell many funny stories that we have been a part of but they don’t seem appropriate. Congratulations, Louis!!! I love you. – NARVEL BLACKSTOCK | Manager A number of years ago, I set up a meeting with Louis during Pollstar [conference]. I knew he had been booked pretty solid the whole week, but when Mike Sulkes (our AGM) and I strolled in, he immediately said “DUDE, WE’RE NOT DOING ANY SHOWS IN YOUR BUILDING UNTIL YOU CAN GIVE ME A DEAL.” Mike and I looked at each other really confused for a minute, “Wait – what? Louis, we have three shows in the building right now!” He looked at us square in the face and said, “Wait – what meeting is this?” and when we filled him in, we could not stop laughing. It could have been awkward, but instead it was hilarious (he owned it!) and it’s become a favorite memory. – Brett Reopell | Vice President / Wells Fargo Center