Madison Square Garden Entertainment — Live Events
Creating a Scalable Live Event Strategy Across Four Iconic Venues
Developed and scaled the live event social strategy across Madison Square Garden, Radio City Music Hall, The Beacon Theatre, and The Theater at MSG, creating the framework for real-time storytelling across more than 100 concerts, award shows, and cultural events.
Madison Square Garden Entertainment manages four iconic venues, each with its own programming, audiences, and brand identity. The challenge was creating a scalable social approach that could capture hundreds of live events while delivering timely, platform-native content without sacrificing quality or brand consistency.
Designed a repeatable live event coverage framework that balanced strategic planning with real-time execution. The system included editorial narratives, shot lists, talent interview questions, publishing workflows, approval processes, and social copy, enabling teams to consistently deliver high-quality coverage across four venues while adapting to the unique demands of each event.
- Led the live social strategy for more than 100 concerts, award shows, sporting events, premieres, and festivals, overseeing editorial planning, content capture, and rapid-turn publishing.
- Created the live event playbook adopted across future Madison Square Garden Entertainment events, including editorial narratives, shot lists, talent interview questions, publishing workflows, social copy, and production checklists.
- Directed on-site content production with artists, publicists, record labels, and talent teams to secure exclusive social moments and backstage access.
- Partnered cross-functionally with PR, production, venue operations, and social teams to streamline approvals and publish content in real time without compromising brand standards.
- Developed the live event social playbook adopted across Madison Square Garden Entertainment’s four venues.
- Increased engagement by 200% through a more strategic approach to live event storytelling.
- Grew the audience by 325K new followers across social platforms.
- Secured exclusive backstage access and talent collaborations through partnerships with artists, publicists, and record labels.
- Executed flawless same-day publishing across more than 100 live events, maintaining a consistent brand voice and zero publishing errors under tight deadlines.
