2026 Impact 50 Honoree: Rich Schaefer

RICH SCHAEFER
President, Global Touring
AEG Presents

BY THE NUMBER: 112,408. tickets sold for Zach Bryan’s michigan stadium show, which was promoted by AEG Presents and marked the largest ticketed show in U.S. history.
MOST RECENT CONCERT THAT CHANGED YOUR LIFE: “Radiohead in Berlin in December 2025.”

Rich Schaefer, who has graced the stage of Pollstar Live’s “Power Players” panel the last few years and picked up the Bill Graham Award / Promoter of the Year trophy in 2025, has been named to the Impact 50 list the last three years in a row since being appointed as President of Global Touring at AEG Presents in fall 2023.

IMPACTER’S MOST IMPACTFUL ACCOMPLISHMENTS
“At the end of 2025, we set the record for the largest ticketed show in US history with Zach Bryan’s show at Michigan Stadium in September with 112,408 sold. It was an incredible night. We wrapped one of the biggest hip-hop tours ever with Tyler, The Creator’s worldwide tour.
“I am particularly proud that the industry came together in October to support a charity event I co-chair called Unplugged & Uncorked in New York, where we raised over $1M for Musicians On Call.”

HOW AEG IS TACKLING’S 2026’s UNEVEN ECONOMIC CONDITIONS
“We’re continuing to price shows the way we feel best for the artist and fans while also trying to space out on sales so we’re not over-saturating markets. I think the industry should be concerned with pricing tickets appropriately and not overreaching when it comes to venues.”

WHAT’S NEXT?
“We’re very excited to wrap up stadium tours with Zach Bryan, Luke Combs and our first-ever tour with Morgan Wallen. We recently announced a partnership with Netflix to announce the “KPOP Demon Hunters Tour,” and I’m very excited to see how that plays out. We have some great tours playing off this year and launching into 2027.”
WORDS TO LIVE BY
“Do what’s best for the artist, and don’t be an asshole.”