Today we’d like to introduce you to Carolyn Snell.
Hi Carolyn, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey into the music industry and live events started when I was 15 years old at a New Kids on the Block concert in my hometown of Omaha. Somewhere between the lights, the sound, the shared energy (and the five cute boys!), I knew I wanted to help create that kind of magic.
At the time, working in radio seemed like the only way into the field. While studying at Emerson College, I interned at radio stations in both Boston and Omaha, drawn to the promotions teams who connected artists and audiences. After earning a degree in Public Relations, I headed to Los Angeles and worked on live events at the Greek Theatre and award shows like the Grammys, Oscars and American Music Awards.
My dream, however, was to travel the world with artists. I didn’t quite know how to get in the front door, nor did I have the exact experience to set me up, until someone suggested a side door: corporate sponsorships on music tours.
That advice opened the path to life on the road. My first tour was Lilith Fair, where I served as the Sponsor Tour Manager for Biore, and the following year, I became the tour’s Corporate Sponsor Coordinator. The path of sponsorship led to other pop and rock tours with artists such as the Backstreet Boys and Blink-182.
Interested in exploring the country music world, I moved to Nashville and joined Kenny Chesney’s first arena tour as Sponsor Tour Manager, later serving as his Assistant Tour Manager for a total of five years. That role became the foundation for the next season of my career, leading to Tour Manage Janet Jackson, Reba McEntire, Charlie Puth, Alanis Morissette, Indigo Girls and Brandi Carlile. I even got to fulfill my childhood dream of touring with the New Kids On The Block during their Mixtape Tour in 2019!
After live music reopened post-pandemic, I shifted into full time Artist Management and rejoined Brandi Carlile in a Management role for four years, overseeing day-to-day operations and helping execute the long-term strategy for her evolving career.
Now, after nearly three decades on the road and behind the scenes, I’m focused on purpose-driven projects and experience-centered events. I love partnering with organizations, festivals, and creatives to bring clarity, structure and heart to what they do.
Connecting creative minds reminds me of the same spirit that drew me to live music in the first place: creating something meaningful, together.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Being a woman in a male-dominated music industry has always presented challenges. I was fortunate that my first tour was Lilith Fair, which was groundbreaking in having women in nearly every role, from Set Designers and Production Coordinators to Lighting Techs and heads of Marketing and Publicity. And of course, the lineup itself was entirely female artists and bands.
But that was an exception. More often, I had to prove myself just to be given a chance or to be taken seriously, simply because of my gender. Over time, though, I’ve seen shifts: for example, some artists now specifically request a female Tour Manager and many of my female colleagues are not only thriving in the industry – they’re leading it.
Appreciate you sharing that. What else should we know about what you do?
I combine nearly three decades of experience with a hands-on approach to guide individuals, teams, brands and creative projects from concept to completion.
Whether designing a retreat, producing a fundraiser, or helping a creative group organize for success, I excel at managing every detail thoughtfully, from logistics to client and audience experiences, while keeping the bigger picture in focus. I provide strategic consultation, project management and connections across artists, organizations and events.
My joy comes from helping others turn their projects and visions into reality, maintaining organization, structure, and a focus on the human experience.
What quality or characteristic do you feel is most important to your success?
I think my success comes down to three main key qualities:
Integrity: Whether I’m handing out Biore Pore Strips at a festival, producing a fundraiser for a local nonprofit, or managing the logistics of an artist’s world tour, I approach every role with the same dedication and respect. I’ve learned that how you do anything is how you do everything. People view your approach, your work ethic and the care you put in as much as than the outcome itself.
Curiosity: When I meet someone, whether on the road or in the most random of places, I make a point to stay in touch. Genuine curiosity about their lives and paths helps foster meaningful relationships, and it’s also a subtle way to stay top-of-mind when opportunities arise. Some of my earliest internship mentors are still people I connect with regularly, and we’ve spent years cheering each other on professionally and personally.
Kindness: Alongside integrity and curiosity, kindness is essential. People remember how you make them feel as much as they remember the work you do. Kindness costs nothing, yet it makes challenging projects lighter and more enjoyable, and leaves a lasting impression.
Contact Info:
- Website: https://snellycat.com
- Instagram: http://instagram.com/snellycat/
- LinkedIn: https://www.linkedin.com/in/snellycat/
Image Credits
Headshot: Ryan Camp
