Heather Lowery Leads Live Nation's New Joint Venture With Femme It Forward: Exclusive

Heather Lowery
Courtesy of Live Nation Urban

Heather Lowery

Since April, the female-led music and entertainment platform Femme It Forward has produced 20 all-female concerts and panel sessions. Launched under the Live Nation Urban banner, it is now entering a joint venture with parent Live Nation Entertainment to take its mission global. Femme It Forward founder and LNU vp talent and touring Heather Lowery will run the new division with a five-member female team.

"At Live Nation, we empower entrepreneurs and their creative visions," says Live Nation CEO Michael Rapino. "Heather launched Femme It Forward with the purpose of creating a new platform for female artists and events. We're thrilled to be investors in that mission."

Starting with its "Black Women in the C-Suite" panel at Broccoli Con in Washington, D.C. (featuring Endeavor's Bozoma Saint John), Femme has presented shows starring Cardi B, Jill Scott, Jorja Smith, City Girls and Brandy, along with such newcomers as Kiana Ledé and Nicole Bus. A portion of ticket sales for Femme events goes to charities that support women's music education and career development, as well as organizations that assist people dealing with domestic abuse and homelessness.

In addition to broadening its concert series with cross-genre lineups, the platform's 2020 programming slate includes three new initiatives: "Serenade," a series of live pop-up shows with male artists celebrating women; "Testimony," an intimate gathering during which women in entertainment will share adversities and triumphs that changed their lives; and "GEMA," a live series and documentary showcasing groundbreaking female artists in Latin music.

"I'm calling on every female creative in the entertainment industry," says Lowery. "I want to put talk into action. It's our time to shine."

This article originally appeared in the Dec. 14 issue of Billboard.