2026 Women Of Live: Anna Loynes

Anna Loynes
Scoop Marketing | Executive VP

LAST JOB THAT WASN’T IN LIVE | “My Hero Submarine Sandwiches”

With just weeks to prepare, FireAid assembled 30 headline artists for a benefit concert on Jan. 30, 2025, that ran for six hours across hundreds of media platforms raising more than $100 million for wildfire relief efforts. Scoop Marketing’s Anna Loynes helped make the event happen as the Executive VP quickly got the word out about the event.

Reflecting on what it was like living in Los Angeles as the catastrophic fires raged, Loynes tells Pollstar, “We weren’t sleeping. Everyone had downloaded the app that tells you where the fires were and it was going off constantly, non-stop. Half our office was evacuated from their homes – including Larry [Solters] – and everyone knew someone who had lost their home. Everyone was in a state of shock.”

Loynes, who had worked at Scoop Marketing with Solters since 1997 – representing artists from The Eagles and Don Henley to Dead & Co. and John Mayer – notes that when Solters asked her to jump on a call to talk about a benefit concert for wildfire victims, she didn’t hesitate, but she also didn’t know what to expect. 

“When Larry called me and told me I needed to join a Zoom call with Irving [Azoff] and there were 60 people on the call, I’m thinking ‘This is insane. It’s never going to happen.’ It was absolutely flawless in its execution.”

She adds, “By the end of January, everyone was so sad in L.A. County and the news was so horrifying that people were looking for something hopeful, some good news. And it really just clicked with the media. It was like that once in a lifetime event that just clicks.”

A long list of artists and stakeholders – the LA Clippers and Intuit Dome, Kia Forum, Live Nation, AEG Presents among others – put aside personal interest for the greater good.

“There was no red tape. There was no ego with anybody. Everybody just wanted to help. Everyone was eager to help and that’s what made the job at hand so much easier,” Loynes says. 

The spirit behind FireAid fits with the philosophy that guides her career: “Always be nice and respectful to everyone because you will likely work with the same people again.”