2025 Impact NextGen Honoree: Ameera Al-Masri

AMEERA AL-MASRI
Tour Director
Live Nation

PROMOTER GRAMMAR:
First honoree to use the world “concert” as a verb.

Having jumped head-first into the live entertainment industry in 2019 after giving up her day job to fill the role of experience manager at Hollywood Casino Amphitheater in her hometown of St. Louis, Ameera Al-Masri has already had full-circle moments, full arena tours under her belt and more mentors than she can count.

Taking on the role as tour director of Live Nation a year and a half ago, Al-Masri was already reunited with Korn and Slipknot, some of the first tours she worked with when getting her start in the business.

She hasn’t looked back since taking the plunge in February 2019, after which Live Nation global tour promoter Colin Lewis eventually brought her onto his team, moving her out to Los Angeles – a city she’d never even visited prior to moving

In her new role, Al-Masri’s first full arena tour was with country phenom Jelly Roll, an experience she says “truly lives in my heart.”

“That tour was equal parts grit, growth and gratitude,” Al-Masri says. “It stretched me – in the best ways – and taught me more than I ever expected about production, ticketing and staying adaptable when plans inevitably shift. But more than that, it was emotional. Seeing the con- nection between Jelly and his fans, and knowing I had a hand in helping bring those nights to life is the kind of thing that sticks with you.” That momentum continues this summer as Jelly Roll was enlisted as support for Post Malone on the “Big Ass Stadium Tour” across the U.S.

Al-Masri emphasizes how incredible it has been to witness the Post Malone tour and take part in it. She attended the show at Empower Field at Mile High in Denver, making her one of the 54,000 fans in attendance.

“The energy was next level,” she says. “It was a full-body chills, can’t-stop-smiling, ‘How is this real life?’ kind of moment. I’ve worked a lot of shows, but this one made me feel like a fan again. Denver knows how to concert!”

Over her 6.5 years in the live industry, Al-Masri notes she already has too many mentors to count. She shares the importance of having people in the industry to look up to.

“I’ve collected mentors like tour laminates – seriously, way too many to name without turning this into a speech,” she says. “Some have shown up as managers, others as teammates, and a few just dropped gems of wisdom. What they’ve all taught me is that you don’t need to have all the answers – just the willingness to ask the right questions, trust your gut and keep showing up.”