2026 Impact NextGen Honoree: Yasmeen Badich

YASMEEN BADICH
Vice President of Marketing | AGE: 34
OVG / Enmarket Arena, Johnny Mercer Theatre, VyStar Pavilion

Show That Blew Me Away:
“Coldplay at the grand opening of Climate Pledge Arena in October 2021 is a moment that’s stayed with me.”

While some artists and their music are enough to sell tickets, marketing is still a necessary tool to help drum up anticipation and excitement for a venture. It can lead to grosses beyond the ticket itself and boost sales in merchandise as well as food and beverage at the venue, establishing a good relationship between the building and artist.

Yasmeen Badich knows that game all too well, boasting more than 12 years of experience working in marketing for major venues with Spectra and now Oak View Group (Pollstar’s parent company). Here, the vice president of marketing shares her inspirations and what it takes to succeed in the biz.

Pollstar: What show, artist and/or person inspired you to work in the live biz?

Yasmeen Badich: Honestly, it wasn’t one specific artist – it was the feeling. I love music and people. Growing up, I realized live music and the hospitality industry creates moments people remember forever.

What advantages and challenges do you believe your generation has?

We’re adaptable. We grew up alongside digital media, social platforms, and constant change, so pivoting comes naturally. We have the ability to be creative and authentic, knowing we need to cut through the noise of endless entertainment options to earn fans’ attention.

What do you believe makes a great boss?

Someone who challenges you, trusts you, and genuinely invests in your growth. The best leaders create opportunities, give honest feedback, and celebrate the team’s success more than their own.

What changes would you like to see in the live industry?

How can we improve things?  I’d love to see us continue investing in the next generation of talent – not just artists, but the people behind the scenes. More mentorship, internships, and opportunities to develop young professionals will make our industry stronger and more innovative for years to come.

The most recent show that blew you away? Who, where, why?

Coldplay at the grand opening of Climate Pledge Arena in Seattle in October of 2021 is a moment that has stayed with me ever since. It wasn’t just an incredible concert – it was the perfect collision of world-class production, unforgettable visuals, incredible talent and thousands of excited fans experiencing a brand-new venue together. Experiencing that while helping celebrate the opening of a new venue was a career highlight and a reminder of how powerful live entertainment can be.