2021 Emerging Leaders — G7 Entertainment Marketing’s Sarah Moore

XLIVE is proud to present its first-ever list of Emerging Leaders in Event Tech. Our group of 2021 winners includes young event professionals — in both B2B and live events — whose innovation, creativity, and drive are pushing the industry forward. We will be featuring all of the winners over the coming weeks, and we’ll be keeping an eye out for what they do next!

As a teenager, Sarah Moore used to build websites in her parents’ basement. She ended up studying theater marketing in college, and since then, she’s amassed over 12 years of experience in digital strategy, which included website development, email marketing, and social media management for artists like Mariah Carey, Janet Jackson, and Bon Jovi.

She joined the G7 Entertainment Marketing team as Senior Digital Strategist — the first exclusively digital position in the company — in the fall of 2019, right before the pandemic hit. In her current role, Moore jokes that she manages “anything that the internet touches.” In March 2020, G7 had to rethink the events that they were putting on, and Moore was tasked with reworking the company’s planned in-person events as much as possible to make them available in an online format.

“For the last 10 years, I've been training to understand the nuances of digital marketing and events, which I think make our campaigns stronger, because we're not just utilizing one tactic,” says Moore. “It's always holistic to whatever environment we’re working with, whether that's a brand's profile, or whether we're working with an artist who's posting on a brand's behalf.”

For Moore, one of the biggest challenges of running all of these virtual events was consumer retention and finding ways to differentiate the virtual experiences to keep them interesting. “We fought against fatigue when it came to putting on these events,” she explains, “and it was such an interesting challenge as time progressed. We were always looking for ways to keep improving these programs and trying to seek out where consumers were already online versus trying to get people to come and interact with something that they have to sign up for or that was outside of their normal routine.”

Despite the challenges, Moore has helped plan and execute dozens of B2C and B2B events for G7’s brand clients over the past 18 months, including more than 20 B2C livestream concerts, for which she oversaw everything from the tech and production equipment to the event marketing.

One of the events that she is most proud of is a program that she and her team executed for Ram Trucks, the Ram Jam Sessions, which was a livestream concert series that featured 18 Facebook Live performances from country stars including Jordan Davis, Lindsay Ell, and HARDY. The Ram Jam Sessions ended up at number 11 on Pollstar’s list of most-watched livestream concert series of the year.

Moore shares that many women have helped and supported her throughout her career, and that digital has provided an exciting opportunity for women to make a marked difference in a traditionally male-dominated music industry.

Moving forward, her biggest career goal is finding more ways to creatively connect artists with audiences. “What I'm seeing is that as time moves forward, there will have to continue to be an emphasis on the one-to-one artist/fan connection,” she says. “My goal is to help all sorts of artists understand that there are ways for them to monetize and reach an audience through digital mediums, and going even further, that there are ways for them to deepen their audience's understanding of their art through digital mediums. That's what I'm working towards every day.”

Moore is lucky enough to live in Nashville, where she frequently attends live shows when she can. She also loves to dance and spend time outside with her dog.