2025 Impact NextGen Honoree: Madeline Mims

MADELINE MIMS
Creative Brand & Content Manager
Legends | ASM Global

LEARNING THE ROPES
Hosting everything from Taylor Swift’s “The Eras Tour” to a local hot tub expo.

For a lot of people in the live entertainment industry, the career journey begins with a special concert or event inspiring them to find their life’s work

For Madeline Mims, the journey started with her older brother, Josh, who is on the autism spectrum and has a passion for sports and music. Seeking a connection, Mims immersed herself completely in learning everything she could about both.

“As I dove deeper into these worlds, I began to see the incredible intersection between sports and music, particularly in the live entertainment space,” she says. “The energy of a packed stadium during a game mirrored the electricity of a concert venue. The logistical complexity of managing major sporting events shared similarities with touring productions. The way both industries create unforgettable experiences for audiences became fascinating to me. What started as a way to communicate with my brother evolved into discovering my calling.” 

Mims’ first gig was at Houston’s NRG Park, where she marketed for three venues “hosting everything from Taylor Swift’s ‘The Eras Tour’ to a local hot tub expo.” 

“It was a crash course in the full spectrum of live entertainment; stadium concerts, trade shows, rodeos, sporting events, and everything in between. Getting hands-on experience across such a wide range of events gave me an unmatched, 360-degree understanding of the industry and jumpstarted my career in a way no single-venue role ever could,” she says.

In her role, Mims creates digital content and branding strategies at the 19,500-capacity Target Center in Minneapolis. In the past year, she built strategies for many high-profile events: the USA Olympic Team Trials for gymnastics, the WNBA Finals, the NBA Western Conference finals, plus big-time tours like Sabrina Carpenter and Charli xcx. Her efforts helped the Target Center win the Legends | ASM Global Marketing Team of the Year award.

Just 25, Mims says Gen Z offers expertise in the digital world.

“We’ve grown up with technology and social media as a constant,” she says. “It’s second nature to us. We instinctively understand how platforms work, how trends evolve, and how to create content that connects. This fluency allows us to quickly adapt, curate with intention, and craft digital moments that resonate in real time,” she says. “It’s not just about staying current, it’s about using these tools strategically to amplify shows, grow brands, and engage audiences in ways that feel authentic.”