Jenifer Smith has been named head of urban tour marketing & strategy at Live Nation Concerts. Smith, who oversaw the global marketing efforts for the recently announced Fugees reunion tour, will supervise the team supporting the concerts division’s roster of R&B/hip-hop tours.
Among the established and rising artists that Smith will be supporting across tours and key festivals are Beyoncé, Jay-Z, Drake, The Weeknd, Travis Scott, Kendrick Lamar, J. Cole, H.E.R., Young Thug and Jack Harlow. She will also be developing and building out Live Nation’s urban tour marketing team.
“It’s more important than ever to continue to have a highlighted focus on hip-hop and R&B in live music as fan demand rises with the genre and leads the way for mainstream culture today,” Smith tells Billboard. “My team is a group that speaks the culture, lives the culture, are from the culture and will deliver impactful marketing strategies for artists. Hard work and passion get you a seat at the table. I want to create a pipeline that opens up more seats and opportunities for others in this space.”
As for leading the marketing efforts for the upcoming Fugees reunion tour, Smith calls the experience a “truly a once-in-a-lifetime career moment. I can’t wait for fans to experience this iconic reunion 15 years in the making.”
In a statement announcing Smith’s new executive post, Omar Al-joulani, head of talent & touring for Live Nation Concerts, said, “Whether it’s artists or our own internal team, Live Nation is always investing in people we believe in. Jenifer has been an incredible leader at Live Nation, and we are confident her strategic focus and experience will do big things for every artist working with our urban marketing team.”
Smith’s promotion comes after two years of serving as director, tour marketing at Live Nation Concerts. She joined the company from AEG Presents & Goldenvoice after almost a decade as a tour marketer. While there, Smith supported talent in the urban, pop, rock and comedy sectors including the Rolling Stones, Charlie Wilson, Melanie Martinez, Ali Wong, Jim Jefferies and Pod Save America.
Prior to AEG Presents, Smith spent three years working with ICM Partners’ concerts division and its agents with clients including Beyoncé, Drake and Mary J. Blige.