2025 Women Of Live: Courtney Trucksess

Courtney Trucksess
Sponsorship Director | C3 Presents

PERSONAL HOF | Dana Vetter Berg from Google/YouTube. “She is crazy smart, super creative, kind, funny and has the best laugh. … And is Google’s best kept secret!”

There are many reasons — even beyond the brilliant music — that C3 Presents events such as Austin City Limits and Lollapalooza remain some of America’s most dynamic music festivals, and that includes people behind the scenes. People like Courtney Trucksess.

Beyond dreaming big, the woman who managed sponsor event marketing of the Barcelona and Atlanta Olympics brings an acumen to matching the moment, with partners ranging from Fortune 500 companies to the homegrown mom and pops.

She’s the reason that 22 years in, Austin City Limits Music Festival saw marquee names including Wrangler, American Express, Honda and T-Mobile as marquee sponsors for an eclectic event that continues to draw young, old and in-between to Austin. Samsung, Citi, Red Bull, Anheuser-Busch, Miller, Toyota, Dell, adidas, iTunes, and AT&T all do business with the woman who understands the fan/live music experience impact. She knows by living it herself, having taken her daughter Ruby and a friend to see Taylor Swift in New Orleans, where “the entire city was transformed for the “Eras Tour.” The energy was incredible.”

That engagement fuels her own passion project, the Bonus Tracks stage at Lollapooza and ACL, where the focus is on non-music entertainment that’s meant to be fun and offer interactive experiences for attendees. Dance parties with drag queens, cooking demos, yoga classes, flash mobs, drag bingo and karaoke contests are just part of the magic. Trucksess says, “We’ve been fortunate to host an interview for NPR’s Stephen Thompson with Billie Eilish, as well as iconic conversations with Brené Brown and Brett Goldstein and Dave Grohl.”

A key to brand-marrying is how the fans respond to the events. As she explains, “We listen to our audience, pay attention to what’s happening in pop culture and try to bring some crazy fun ideas to mix up the weekend. It’s constantly evolving, which keeps it fun and exciting each year.”

As for the future, she tells aspiring marketers, “Put in the extra time and do the extra work. Say yes! Don’t be afraid to take a chance and make a mistake…where you learn the most. Lead with honesty and integrity, Also, everything is temporary: the good and the bad!”