A Los Angeles-based initiative is helping underrepresented young adults break into the live entertainment industry, providing them with professional training and paid internships through a partnership with Live Nation, a leading concert promotion company.
The SoLa Live Accelerator program, aimed at low-income Black and Brown youth, offers participants a comprehensive introduction to various facets of the live music sector, including booking, marketing, event production, venue operations, ticketing, and merchandise. Each week, industry professionals lead sessions to deepen students’ understanding, culminating in the planning and execution of a live festival.
According to program leaders, SoLa Live is designed to address the lack of diversity and access within the live music business, a concern highlighted by a 2021 study from the USC Annenberg Inclusion Initiative. The study found that only 12.5% of senior managers in live entertainment companies were from underrepresented racial or ethnic groups, despite these groups constituting approximately 40% of the U.S. population. Black professionals represented less than 1% of those senior roles. More recent data shows people of color occupy 16.7% of senior management positions across major music companies, but detailed figures for live entertainment remain limited.
Live Nation supports the SoLa Live program by reserving at least 10 slots annually in its competitive internship program exclusively for SoLa graduates, ensuring many participants receive paid opportunities for career advancement. Additionally, five top-performing female participants gain further mentorship through Live Nation Women.
Program alumni credit SoLa Live with opening doors previously seen as inaccessible. Participants like Ramírez and Ohwobete describe the challenges of entering an industry where opportunities often rely on networks and connections they lacked. “Growing up, we were never told you could go into music or the entertainment industry,” Ramírez said, emphasizing the importance of such programs in illuminating career paths.
The live entertainment sector itself is projected to grow steadily. A Goldman Sachs report from last year forecasts a 7.2% annual growth rate in the industry from 2024 through 2030. Industry experts have described careers in this field as “recession-proof,” partly due to an aging workforce creating demand for fresh talent.
Several SoLa Live alumni have already leveraged the program experience into professional positions. For example, 2023 participants Aiyana Da’Briel and Kyland Talbott have completed Live Nation internships, with Talbott securing a role as a back-of-house assistant on Kendrick Lamar and SZA’s upcoming 2025 Grand National Tour. Talbott noted how participating in the program shifted his perspective from fan to industry professional.
The program also fosters a sense of community and continuity among participants, who often mentor younger peers. Ohwobete, now a director of the UCLA Hip-Hop Congress, aims to guide future cohorts to prepare for similar opportunities. Ramírez highlighted how her involvement inspires her family, encouraging a shift away from traditional employment expectations toward creative industries.
Through education, mentorship, and hands-on experience, the SoLa Live Accelerator program is seeking to diversify and energize the future of live entertainment by equipping underrepresented youth with the skills and networks necessary to thrive.