Why Live Nation Needed A Black-Culture Division: The Competitive Case

BusinessHollywood & EntertainmentWhy Live Nation Needed A Black-Culture Division: The Competitive CaseByIme Ekpo,Contributor.Forbes contributors publish independent expert analyses and insights. Reporting on Africa, its diaspora, and hip-hop's class acts today.Follow AuthorJun 17, 2026, 12:10pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.SummaryFacing intense festival competition in Philadelphia, Shawn Gee, manager of The Roots, successfully pitched Live Nation CEO Michael Rapino on a strategic shift. Gee argued that a dedicated focus on Black culture represented significant untapped "incremental revenue" and "incremental business" for the company. This market-driven thesis led to the creation of Live Nation Urban, a division designed to fill a crucial void in the entertainment landscape. Nearly a decade later, Live Nation Urban, with The Roots Picnic as its flagship, has expanded its reach into HBCU programming, major cultural events, and international markets. Gee's vision proved prescient, transforming a competitive challenge into a thriving, differentiated business model that continues to yield substantial returns and cultural impact.Show More PHILADELPHIA, PENNSYLVANIA - JUNE 01: Nas and Tariq "Black Thought" Trotter perform during the 2024 Roots Picnic at The Mann on June 01, 2024 in Philadelphia, Pennsylvania. (Photo by Taylor Hill/Getty Images for Live Nation Urban)Getty Images for Live Nation UrbanWhen competitors moved into Philadelphia's festival market, Shawn Gee pitched Live Nation on an underbuilt category instead of just digging in to defend his turf.As bigger festivals encroached on Philadelphia in the mid-2010s, Shawn Gee, the longtime manager of The Roots and the executive behind Live Nation Urban, made a case to Live Nation president and CEO Michael Rapino that went beyond a single event.It was dedicated focus on Black cul...