# data[].attributes.attachment_link.readable_text
Michelle Swing · ·

The path from "I like this artist" to "I have tickets" looks nothing like it did a decade ago. Fans are not waiting for a tour announcement email or scanning a venue marquee. They are finding out about shows through algorithms, social feeds, and streaming platforms that have quietly built entire discovery ecosystems around live music. For promoters and event marketers, understanding that shift is no longer optional.

Social Media Is the New Marquee

When fans want to know what's coming to their city, many of them are not opening Ticketmaster first - they are opening TikTok. Around 30 percent of Gen Z users now use TikTok specifically for event discovery, and roughly 61 percent of Millennials rely on social media broadly to find things to do. That is not just a stat about where people spend time online - it is a signal about where they form intent to attend.

Eventbrite data backs this up: 30 percent of Gen Z buyers discover events on TikTok, and 48 percent find them on Instagram. These platforms are not just raising awareness; they are creating the emotional pull that converts a casual listener into a ticket buyer. A 15-second clip of an artist's live performance, a festival recap video, or even a fan's parking lot footage can do more to move tickets than a traditional ad buy.

The implication for marketers is direct: content that shows what attending actually feels like will always outperform content that simply announces a date and a venue.

Streaming Platforms Are Becoming Ticketing Infrastructure

Discovery and purchasing are merging in ways that would have seemed far-fetched just a few years ago. Platforms like Dice have built reputations as discovery-first services, using integrations with Spotify and Apple Music to recommend shows, notify fans when inventory is running low, and alert them when tickets for their favorite artists become available.

Spotify's moves in this space are even more significant. The platform's "super listeners" - the top two percent of an artist's monthly streaming audience - account for roughly half of all artist ticket sales made through Spotify. That data point alone reframes how promoters should think about streaming. It is not just a marketing channel - it is a pipeline to the fans most likely to buy.

Spotify's new Reserved program goes further, setting aside dedicated ticket inventory for Premium subscribers based on streaming behavior, shares, and other platform activity - an attempt to get real tickets into the hands of real fans rather than bots or resellers. The line between "music app" and "ticketing platform" is dissolving.

Ticketing Platforms Are Shaping Demand, Not Just Fulfilling It

There is a subtler shift happening on the ticketing side as well. For major tours and festivals, the on-sale process now begins well before any ticket goes public - with pre-registration windows, verified fan systems, and targeted presales segmented by fan club membership, credit card partnerships, or past attendance history. These systems are not just managing demand; they are actively creating it. The act of signing up for a presale generates social buzz, and fans who "earned" early access become word-of-mouth drivers before the show even goes on general sale.

Ninety-three percent of fans globally say they attend shows because they crave real experiences over virtual ones. That appetite is not the challenge. The challenge is visibility - making sure that when a fan who is already primed to buy encounters your event, it happens in the right place, at the right moment, with the right friction-free path to purchase.

What This Means for Promoters and Event Marketers

The fans are out there, and they want to go to shows. The job now is to appear in the spaces where discovery actually happens - social feeds, streaming platforms, and recommendation engines - rather than relying on traditional announcement channels to do all the work. Promoters who build presale energy through authentic content, who partner with platforms built around discovery, and who treat ticketing as a fan relationship tool rather than a transaction will have a meaningful edge. Everyone else will be watching sold-out shows they could have filled.

Michelle Swing is a Creative Leader and CEO of Noise Pop, an independent concert promoter and creative events agency behind some of the Bay Area's most beloved festivals and live music experiences - including the Noise Pop Festival, Mill Valley Music Festival, and SF Music Week. With a background spanning festival operations, digital media strategy, and music technology partnerships, she brings a rare combination of creative vision and operational expertise to everything she leads.

As a Music Startup Advisor and Digital Media Strategist, Michelle works at the intersection of music, technology, and community - helping artists, brands, and emerging ventures build sustainable paths forward in an industry that never stops changing. Her artist-first approach and commitment to independent music culture have made her a trusted voice across live events, fan engagement, and the evolving digital landscape.

# data[].attributes.attachment_link.title
How Fans Discover Live Music Today | Michelle Swing

# data[].attributes.attachment_link.description
Michelle Swing breaks down how fans are finding concerts today - from TikTok and streaming presales to the platforms reshaping live music discovery.

# data[].attributes.attachment_link.title
Coachella Sets Standard for Live Music - Michelle Swing

# data[].attributes.attachment_link.description
Every year, Coachella proves that headliners matter. But this year, the conversation didn’t stop at the top of the lineup. Breakout performances, surprise

# data[].attributes.attachment_link.title
How to Build Relationships in Your Local Music Scene - Michelle Swing

# data[].attributes.attachment_link.description
If you want to build real relationships in your local music scene, you have to show up — before your live show.

# data[].attributes.attachment_link.title
Michelle Swing Live Event & Concert Strategy Consulting

# data[].attributes.attachment_link.description
Michelle Swing offers Live Event & Concert Strategy Consulting services through the Bartering Exchange Network, helping businesses, venues and brands plan and promote successful live events.

# data[].attributes.attachment_link.title
Michelle Swing | Live Event Strategy Consultant, Festival Operations Specialist & Digital Media Strategist

# data[].attributes.attachment_link.description
Michelle Swing is a live event strategy consultant and festival operations specialist with 15+ years of experience in concerts, touring, ticketing platforms and digital fan engagement.

# data[].attributes.attachment_link.description
With more than 15 years of experience across ticketing, touring, and event production, Michelle has led high-performing teams, built lasting partnerships, and collaborated closely with artists and promoters to deliver standout live experiences. Her work touches every part of the live event ecosystem-from tech integration and touring logistics to team leadership and fan engagement.

# data[].attributes.attachment_link.description
Noise Pop started as a tiny club festival and has grown into one of the most recognizable cultural forces in San Francisco. In her time as CEO of Noise Pop since 2023, Michelle Swing has doubled down on what makes the event a truly special, and culturally rich event in the music scene: artist-first booking, community-based experiences and partnerships that bring together local flavor with big creative ideas. Whether it’s teaming up with city arts programs, nonprofits or brands, Swing is all about events that feel rooted in the Bay Area, but could hold their own anywhere.

# data[].attributes.attachment_link.description
Michelle Swing leads Noise Pop as CEO; a role where her wide-range background in live event production and technology-driven music experiences truly shines.

# data[].attributes.attachment_link.title
Michelle Swing (michellep_swing) - Profile | Pinterest

# data[].attributes.attachment_link.description
Michelle Swing | With 15+ years in ticketing, touring, and event production, Michelle has led teams, built lasting partnerships, and delivered standout experiences. She bridges creative vision with operational strategy to support artists, partners, and fans across the live event landscape.

# data[].attributes.attachment_link.description
Pearltrees lets you organize everything you’re interested in

# data[].attributes.attachment_link.description
Michelle Swing, CEO of Noise Pop, is a creative music leader driving fan-first festivals, tech innovation, and community-based concert experiences.

# data[].attributes.attachment_link.title
michelleswing Publisher Publications - Issuu

# data[].attributes.attachment_link.description
Michelle Swing is the CEO of Noise Pop, a creative leader and independent concert promoter known for building community-based music experiences across the Bay Area. As a digital media strategist and music innovation leader, she blends tech-enabled fan engagement, strategic partnerships, and artist-first touring to elevate events like Noise Pop Festival, SF Music Week, and Mill Valley Music Festival. A champion of sustainable and emotionally intelligent leadership, Michelle has driven experiential marketing strategies through platforms like DoTheBay, Fanaply, and Sofar Sounds. Offstage, she’s an animal lover and ASPCA supporter, proudly serving as bocce team captain and hosting music-aligned bocce events.

# data[].attributes.attachment_link.description
A simple tool for saving web pages to read later on iOS, Android, computer, Kindle or Kobo eReader.

# data[].attributes.attachment_link.readable_text
Michelle Swing is the CEO of Noise Pop , a San Francisco-based independent concert promoter known for producing community-driven events like SF Music Week, Mill Valley Music Festival, and the iconic Noise Pop Festival. With over 15 years of experience across ticketing, touring, and live event strategy, Michelle leads with a thoughtful blend of creative vision and operational excellence. She's shaped artist-first experiences by integrating music tech platforms, building brand-aligned live events, and advancing sustainable festival operations-all while supporting local culture and independent music.

Michelle's leadership style is grounded in emotional intelligence, strategic partnership building, and a passion for platforms that serve both fans and artists. She's a trusted advisor in concert business strategy, festival technology, and B2B music solutions, driving forward innovation in ticketing, fan engagement, and experiential marketing. Outside of music, Michelle is a committed animal advocate, proud bocce team captain, and active supporter of the ASPCA, bringing the same sense of care and community to every space she's part of.

# data[].attributes.attachment_link.description
Visionary Leader in Music, Tech & Culture

# data[].attributes.attachment_link.title
Michelle Swing (michelleswing) - The United States (0 books)

# data[].attributes.attachment_link.description
Michelle Swing serves as CEO of Noise Pop, an independent concert promoter and creative force behind some of the Bay Area’s most beloved community-drive…

# data[].attributes.attachment_link.readable_text
Strategic Leader at the Intersection of Music, Live Events & Technology

About Michelle Swing

Michelle Swing is a strategic leader with more than 15 years of experience spanning music, live events, and technology. She has built a career at the intersection of culture and innovation, leading teams, building partnerships, creating live event experiences, and working with platforms that shape how audiences connect with music.

Live Events Expertise

Recognized as a live events expert, Michelle has extensive experience producing and scaling festivals and concerts while managing cross-functional teams responsible for marketing, production, operations, and sponsorship. She is known for merging creativity with operational precision to deliver outstanding festival and concert experiences. Michelle focuses on ensuring live events run smoothly, connect with audiences, and operate in ways that support long-term success.

Michelle served as CEO of Noise Pop, one of the Bay Area's most influential concert promoters and creative event organizations. She led a team producing festivals, concerts, and cultural experiences across the region while building trusted partnerships with civic groups, brands, and nonprofits. Under her leadership, Noise Pop expanded beyond live events to digital platforms that connected local music fans with artists and communities.

Experience Across Music and Technology

Her work also includes roles at music and technology companies, both large organizations and small startups, developing partnerships, managing high-value clients, creating new business models, and scaling operations. This experience spans ticketing, touring, digital fan engagement, and technology integrations that support both creative and commercial success.

Focus and Impact

Across her career, Michelle has remained focused on strengthening music culture, advancing sustainable practices, and supporting artists and communities in meaningful ways.

# data[].attributes.attachment_link.title
Michelle Swing | Strategic Leader at the Intersection of Music, Live Events & Technology - Creative Leader & CEO of Noise Pop

# data[].attributes.attachment_link.description
Michelle Swing is a Creative Leader and CEO of Noise Pop, specializing in independent music leadership, digital media strategy, and innovative live events.

# data[].attributes.attachment_link.description
Michelle Swing is the CEO of Noise Pop. A versatile music innovation leader, Swing’s career is steeped in e

# data[].attributes.attachment_link.title
Michelle Swing - CEO of Noise Pop | Cake

# data[].attributes.attachment_link.description
Michelle Swing has spent her career supporting the people and platforms behind live events. With over 15 years of experience in ticketing, touring, and event production, she has led teams, developed long-term partnerships, and worked closely with artists and promoters to deliver exceptional event experiences. Her work spans the full live event ecosystem, from tech integrations and touring logistics to team building and fan engagement. Michelle is known for bridging creative vision with operational strategy and for developing thoughtful solutions that support artists, partners, and audiences alike.

# data[].attributes.attachment_link.title
Michelle Swing - CEO in San Diego, CA, USA

# data[].attributes.attachment_link.description
Michelle Swing is the CEO of Noise Pop, the Bay Area's longest-running independent concert promoter and festival producer. With 15+ years blending live events and music-driven tech, she's known for creating artist-first, community-based experiences that stick with you long after the encore.

# data[].attributes.attachment_link.description
I am a CEO of Noise Pop in United States . Visit my website.