Ticketek Entertainment Group – TEG has appointed Brad Turcotte as Senior Vice President of Country at TEG Live.
Based in Nashville at TEG’s new US office, Turcotte will lead the company’s North American country strategy, working closely with teams in Australia and New Zealand to build artist pipelines, partnerships and long-term touring opportunities.
The appointment comes as TEG Live accelerates its expansion in country music and prepares to launch a new dedicated touring brand within the genre.
Turcotte joins from Vector Management, where he most recently worked as an Artist Manager.
His previous senior leadership roles include positions at Universal Music Group Nashville and Big Machine Label Group.
Across his career, Turcotte has led international strategy and global campaigns for artists including Carrie Underwood, Chris Stapleton, Luke Bryan and Keith Urban.
He also oversaw international efforts for Taylor Swift’s multi-platinum albums 1989, Red, and Speak Now.
Platform model drives global touring growth
Turcotte’s appointment builds on TEG Live’s recent transition to a platform model, designed to bring together promoters and entrepreneurial talent under shared delivery, data and technology capabilities across the broader TEG network.
He will lead the Country division alongside Alex Kelsey, Head of Touring, Country Music, and Clay Doughty, Head of Strategy, Country Music, supported by Vanessa Picken, Global Director, Music Strategy.
Tim McGregor, Global Head of Touring at TEG, said: “Brad’s appointment is a major milestone for TEG Live. Nashville sits at the centre of the global Country music ecosystem, and by deepening our presence in Nashville, we’re strengthening the bridge between North America and our home markets. This creates more opportunities for artists to tour, for fans to connect, and for new talent to emerge.”
Asia-Pacific focus for country growth
Turcotte said the move reflects a long-standing ambition to connect Nashville with international audiences.
“I’ve always considered myself a global ambassador for Country music, working to build bridges between Nashville and audiences around the world. I’m incredibly excited to now focus my efforts on delivering country music to fans across the Asia-Pacific region – especially Australia, a dynamic but historically underserved international market. I’m grateful to join Tim and his team, and we plan to be bold and aggressive in expanding the reach and impact of this genre we love.”
Country music has been identified as a key pillar of TEG Live’s growth strategy, with the Nashville office opening in early 2026 reflecting a long-term commitment to the genre.
Main Image: Brad Turcotte