Christopher BarrettTicketmaster UK senior vice president music & festivals Sarah Slater reflects on her impressive career in the live events industry that started by accident when her natural organisation skills won over the bosses as Trinity Street. Since then she has been a passionate advocate for making sure the doors to the industry are always open for young people.
What was the first live music event you attended, and was it formative?
Take That at the G-Mex in Manchester; always the G-Mex to me. While it wasn’t necessarily formative for a career in live events (back then, all I wanted to be was a dancer), it was still an unforgettable experience. Take That is still my favourite band, and I had the best time in Malta this summer seeing them again. I loved every minute of it.
What sparked your interest in a career in the music industry, and how did you get started?
Completely by accident! I was teaching dance when one of the parents, Andrew Murray, saw me organising a show for 500 kids and thought I’d make a great account manager at Trinity Street. It was a huge career shift, but I took the leap and never looked back. I love the people, the high-pressure environment, and, of course, spending summers at festivals. There are challenges, but the highs make it all worth it.
Has anyone played a key role in supporting your career progression?
Andrew Murray got me in the door, and my boss at Trinity Street, Katie Ray, helped me transition from dancer to industry pro. Jazz Summers and Tim Parry backed me in launching Over9, which led to huge projects like selling out Twickenham for Chime for Change. And Andrew Parsons at Ticketmaster – an absolute genius when it comes to ticketing, whose support has been invaluable.
What’s the first career highlight that comes to mind?
The Chime for Change event at Twickenham in partnership with Gucci. My first stadium show, and Harvey Goldsmith completely trusted me with ticketing. It was also my first big project with Andrew Parsons. If not for that, my path after Over9 might have looked very different.
What are the big projects in the pipeline at Ticketmaster this year?
Huge stadium shows, outdoor events, and festivals, with onsales extending all the way to events in 2026. It’s shaping up to be another massive year.
It has been a difficult couple of years for many festivals, but what excites you most about the year ahead?
Simply being back in a field. Festival season is my favourite; great music, great people. I’m especially excited about our student program, which partners with universities to train and pay students for box office work. It’s a fantastic way to nurture new talent, and we’ve already hired several full-time off the back of it.
How important do you feel the LIVE Trust and the adoption of a ticket levy to support grassroots festivals and venues is?
It’s great to see more focus on the long-term sustainability of grassroots festivals and venues. These spaces are the backbone of live music; supporting emerging artists, shaping future industry pros, and growing the next generation of fans. At Ticketmaster, we’ve partnered with MVT since 2016, launching initiatives to get more revenue back to the venues that need it most. We’ve recently launched our charity upsell option, which we matched, raising £150,000 in the past two years. We also support the scene through Ticketmaster Local; helping fans discover gigs, comedy, and live shows right in their area. It’s all about getting people out to support their local venues and artists, keeping the scene thriving.
How important is driving gender equality in the events industry to you?
Hugely important. We’ve made progress, but there’s still work to do to ensure equal opportunities, recognition, and representation. The industry thrives on diverse perspectives, and creating a culture of support and mentorship is key. I’ve been lucky to have great mentors, and I want to do the same for others. Equality isn’t just a women’s issue, it makes the whole industry stronger.
If you could change one thing overnight about the live events industry, what would it be?
More kindness. We’re all working toward the same goals and no one wants mistakes or delays. A more supportive, collaborative environment would help keep the best talent in the industry.
What is your favourite way to unwind?
Most weekends, you’ll find me on the sidelines of a football or rugby pitch, cheering on my very muddy seven-year-old. When I’m not working or travelling for events, I’m a homebody; cooking, spending time with family, and winding down with a glass (or two) of red wine and a home improvement show.
This article is included in the spring edition of Access All Areas magazine, which is available here.