2026 Impact NextGen Honoree: Cort Lawrence

CORT LAWRENCE
Executive Director / Hovercraft Ventures
Co-Founder, Show Designer & Director / Raw Cereal | AGE: 32

RAW CEREAL COMMONALITY
What do Morgan Wallen, Bryson Tiller, Cardi B, QOSTA & BIGBANG have in common?

Pollstar’s NextGen feature does its best to highlight some of the younger talent on the industry side of the music business, a world that requires taste, vision and a connection to the younger generations that largely drive new talent and push the business forward. Cort Lawrence, alongside partner Anders Rahm, the heads of creative studio Raw Cereal, are an example of having that next-gen taste while learning from those who came before.

“As a designer and director, you’re always leading, communicating a vision, inspiring confidence, and bringing different disciplines together, but this year, my focus shifted toward growing our team, helping others take that same creative step and contribute to ambitious projects with confidence,” he says.
Lawrence says those efforts have paid off and are reflected in Raw Cereal’s creative output, which includes working on tours such as Cardi B’s breakout “Little Miss Drama” tour.

“That growth showed up in the work,” Lawrence says. “I’m proud of our environment for Morgan Wallen’s Sand In My Boots festival, which brought music, production design, and audience experience together at a large scale. I’m equally proud of our work with BIGBANG for their 20-year reunion and 10-year comeback at Coachella, headlining both Sundays on the Outdoor Theatre stage. The design was architectural and layered, built around movement so the artists and dancers could interact with the environment, a reminder that powerful design doesn’t have to be complicated. Sometimes simplicity, proportion, and intention create the strongest moments.”

“A great leader supports their team and removes obstacles so people can do their best work. I’ve been fortunate to work with leaders who know how to empower the people around them, and my goal is to offer that same support, whether someone is brand new to a team or someone I’ve worked with for years,” says Lawrence, crediting mentors and bosses like Paul Normandale, Scott Holthaus and Butch Allen. “I’ve always been grateful for chances to help carry other designers’ visions and shoulder some of that responsibility. The best creative environments are built on shared knowledge and trust.”

Currently working world tours with Bryson Tiller and Queens of the Stone Age, Lawrence says the plan is to continue to grow Raw Cereal, with a goal of “pushing live experiences toward worlds an audience can step inside rather than simply watch. And somewhere ahead is the build I’m most excited about, the one people would tell me can’t be done. That’s usually the sign it’s worth chasing.”