Case Study:
James Murphy

Marketing Manager
Live Nation

Tell us what you do and what your work typically entails.

I create and implement the marketing strategy for Live Nation produced concerts throughout multiple markets in the Carolinas. This includes over 50 events a year across various amphitheaters and arenas. In my previous role, I was responsible for all Live Nation club and theater marketing in Miami and a handful of other Florida markets. In other words, I promote shows of all shapes and sizes. My work entails figuring out how to sell a lot of tickets to a lot of concerts. On a day to day basis this includes but is not limited to working with artist managers, agents, and agency reps, crafting deals with digital + traditional media partners, structuring advertising + promotion campaigns, utilizing effective content marketing, maximizing social media efforts, managing promotional distribution, developing grassroots campaigns, and creating opportunities from scratch.

How has the altMBA helped you level up?

During the process, it became abundantly clear that we can always go deeper in whatever work we are doing. For me this means taking a step back and thinking in greater depth before making a decision based on gut reaction. Oftentimes and as I learned in altMBA, we are not asking the right question in the first place. I have adapted this posture to my work with Live Nation and it has helped me level up in both my development of marketing strategies and ability to effectively communicate those strategies with others.

What’s the #1 thing you liked about being part of the altMBA?

My favorite thing about altMBA was constantly being pushed to produce better work by a team of brilliant peers and coaches who are always there to help. The combination of genuine encouragement with being held accountable was incredible.

What's something you approached differently recently because of what you learned during the altMBA?

Before altMBA I had a tendency to avoid feedback. After altMBA not only do I accept meaningful feedback but I go looking for it! My approach to having others critique my work has completely changed and I do not say that lightly. When constructive, criticism from like minded peers is one of the greatest gifts we can receive. I now firmly believe that receiving, digesting, and incorporating feedback is a surefire way to improve our work.

Any other comments or recommendations about the altMBA?

If you are reading this, there is a chance you're interested in applying and perhaps debating yourself on whether or not you have what it takes to leap. I was there once. While there are many great resources that help convey exactly what this workshop is all about, no amount of reading or research is going to force your hand. It's easy to make excuses. The reality is altMBA sounds difficult because it is. If it's genuinely not for you, cool. However, if you want to level up and make a change in yourself, other people, and the things around you, then apply and don't look back.


Apply for the altMBA

The program dates:

altMBA16/17 Winter: January 15 – February 13, 2018

The application takes about 20 minutes to complete.

Application