2024 Impact 50 Honoree: Shannon Fitzgerald

TOUR MARKETING AGENT
CAA

FAV PLACE FOR A BIZ MEETING: The HMS Bounty if it’s an after-hours “meeting.”
FIRST JOB IN THE BIZ: Assistant at Pinnacle Entertainment in New York.

Shannon Fitzgerald is a marketing genius who in this age of high-volume touring keeps her mission top of mind: “To cut through the clutter and offer creative, innovative, and strategic solutions to connect performers with their audiences.”
Here are a few examples of just that, which she, and her team at CAA, are most proud of.

Charli/Troye: Launching Charli XCX and Troye Sivan’s arena tour around Coachella was a challenge, but we turned it into a benefit by putting up a cool teaser billboard on Hwy 10 en route to Coachella, that alternated between “CHARLI” and “TROYE.” It got huge internet pick-up and fans excited for what was to come. When we announced, a number of shows sold out at the onsale.

Glass Animals: Launched a global tour for Glass Animals in April and engaged the fanbase via a number of teasers and underplays, all while giving their Discord fan community the news first. The band had been “away,” so this helped online engagement and got more eyeballs on their tour announcement.

Earth, Wind & Fire / Victoria Monét: Set-up a very cool content shoot between client Earth, Wind & Fire and this year’s Best New Artist Grammy-award winner, Victoria Monét. While not a client, I had intel that Victoria was strongly influenced by Earth, Wind & Fire. Working with both teams, we put together an amazing conversation between them, released on socials and YouTube. This helped Earth, Wind & Fire’s tour with Lionel Richie and gained a new audience via Victoria’s fans.

Westlife: With Westlife embarking on their first North American Tour, we helped the UK-based team onboard its U.S. publicist (shout out to the incredible Kristen Foster!) who was able to lock an appearance on “Good Morning America” during onsale week. All shows sold out.

Fall Out Boy: Wrapped a Chicago CTA train in honor of Fall Out Boy’s hometown Wrigley Field show. The entire train, which runs across the city and the Wrigley Field stop was Fall Out Boy themed. Fans loved it and finding the train around Chicago became a “thing.” And get this: a year later, the FOB train is still up and still gets chatter online!