GoForMike Event & Festival Hullabaloo. Words by Mike Mauer.

Hey there 👋 I’m Mike.


This is my personal blog, where I’ll be mostly sharing what I’ve learned while marketing festivals, concerts and artists over the last decade.

I’ve been lucky enough to be the Marketing Director behind some major North American festivals, venues, and events, selling out a bunch of them, winning “Most Data Driven Marketer” at FlyCon, and even getting a little love from Billboard Magazine!

If you can’t handle paradoxes, you may want to stay out of marketing. Austin McGhie

One thing I learned along the way: Events are NOT about who’s playing on stage. It’s about the fans, the community, and the culture. So, how do you build that out of thin air? How do you activate your fans to buy tickets? How do you deliver a great experience, evangelize them and keep them coming back?

It all starts with a solid, comprehensive marketing strategy. That’s what I aim to cover in my blog, and I’m hoping other people can find it useful!


What I’m Currently INTO

📕 Reading: The Happiness Hypothesis by Jonathan Haidt

🎵 Listening: Phish’s spectacular New Year’s Eve run.

♥️ Current Hustles:

  • Co-Founder at Valmont, award-winning event producers, offering executive-level consulting & services to boutique events.
  • Founder of Sparrow, a powerful marketing toolkit allowing concert promoters to sell more tickets with less effort.
  • Head of Marketing at White Oak Music Hall, a 5-acre live music complex near downtown Houston featuring an outdoor amphitheater, a large indoor theater, and a club.  Serving over 200,000 fans and delivering over 400 shows per year to Houston.

Get in touch


Email: mike (at) goformike.com

9,000 words…

GoForMike Event & Festival Hullabaloo. Words by Mike Mauer.

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