Strategy & campaign planning
Brand strategy, positioning, and a plan mapped to the full campaign lifecycle: announcement, on sale, maintenance, final push.
Live entertainment marketing
Bold strategy. Big impact.
MCC Marketing Group is a live entertainment marketing consultancy. We help artists, venues, and promoters sell tickets, grow audiences, and build brands that headline their market.
David GilmourTrixie & KatyaCork Opera HouseUnited PalaceBroadway Series, Lincoln CenterSports Illustrated StadiumDermot Kennedy
What we do
Marketing that moves tickets.
In live entertainment, marketing has one job: fill the room. Every plan we build ties back to ticket sales, audience growth, and a brand people remember long after the lights come up.
We work the way the project needs us to. Bring us in as your strategic lead, your full-service campaign team, or an ongoing retainer across tours, festivals, and one-off events. You get senior thinking, hands-on execution, and results you can take to the boardroom.
Services
Capabilities, end to end.
Strategic lead, full-service campaign team, or ongoing retainer. Bring us in for one piece or the whole campaign. Either way, every channel has a job, and every job ties back to tickets sold.
Audience development & ticket sales
The heart of the work. Find the right fans, convert them, and fill the house, with every tactic tied to sales impact.
Event & venue marketing
Deep expertise across concerts, festivals, venues, and cultural institutions. On-sale campaigns built to sell out the room.
Digital & paid media
Paid and organic across Meta, Google, programmatic, OTT/CTV, digital out-of-home, TV, and radio. Bought and optimized to performance.
Content & social
Content and social that turn audiences into communities and keep your brand in the conversation between shows.
Creative & web
Campaign creative, design, video, and web. The assets that make bold strategy land with real audiences.
AI-powered execution
We build AI into the work, from content and reporting to audience data, so campaigns move faster and sharper.
Not sure where to start?
Tell us about the show. We'll map the fastest path to a sell-out.
Talk to us15+
Years in live entertainment
447.6M
Impressions on one launch
33×
Best campaign ROAS
Work
Campaigns that filled the room.
Arena tours, sold-out festival fields, historic venues, comedy halls, and brand launches. Real campaigns, run from strategy to on-sale.
Flagship campaigns
David Gilmour: Luck and Strange
His first US shows in eight years, sold-out nights at Madison Square Garden and the Hollywood Bowl, supporting the album Luck and Strange.
Read the case study →
Sports Illustrated Stadium Concert Series
The launch campaign for a newly rebranded 25,000-seat venue, with a marquee bill of Ludacris, Ashanti, Flo Rida, and Rick Ross.
Read the case study →
Rock the Country
Multi-market marketing for the country festival series, featuring Kid Rock, Jason Aldean, Big & Rich, Hank Williams Jr., Lynyrd Skynyrd and more.
Saipan
US premiere PR campaign for the acclaimed Irish film about the 2002 World Cup feud, starring Steve Coogan.
447.6M impressions · 77 pieces of coverage
Read the case study →
The Broadway Series at Lincoln Center
Marketing partner to Manhattan Concert Productions' Broadway Series for back-to-back years: Anastasia and Jane Eyre in concert.
Sold out · +2,000% Facebook reach · +444% social interactions
Read the case study →
Trixie & Katya: The Bald and the Beautiful Live
Data-acquisition-led tour campaign.
Every date sold out · 15 markets · thousands of presale sign-ups
Read the case study →Venues & residencies
United Palace
Ongoing marketing and organic social partner to the Wonder Theatre of Washington Heights, from family shows to concert launches.
Every platform up · 490K TikTok views in 60 days
Sesame Street Live · Elmo's Got the Moves
Family-audience campaign bringing Sesame Street Live to the historic United Palace.
Comedy & live talent
Show and Tell Live
Tour marketing across a stand-up roster: Trixie & Katya, Bob the Drag Queen, Matteo Lane, Vir Das, and Monet X Change.
Fran Lebowitz
On-sale and tour marketing for the iconic American humorist's speaking dates.
© Brigitte Lacombe
David Sedaris
Tour campaign for the best-selling author and humorist's US dates.
© Anne Fishbein
Our specialty 🇮🇪 → 🇺🇸
Bringing Ireland to America.
MCC is the bridge for Irish talent, brands, and stories crossing the Atlantic. The artists, films, and products making their mark in the US.
Touring artist · Live Nation
Dermot Kennedy
The Weight of the Woods tour comes to America: Skyline Stage at the Mann in Philadelphia and Forest Hills Stadium, New York, on a grassroots Irish-community campaign.
The Saw Doctors
The beloved Galway band live at SummerStage in Central Park, New York, with Live Nation.
Hermitage Green
The five-piece Irish folk-rock band's US tour supporting Connection, five cities, community-driven.
The 2 Johnnies
The Irish comedy-podcast phenomenon live in New York at Irving Plaza.
The Mary Wallopers
The Dundalk folk-punk band live at Brooklyn Paramount, New York, touring behind new album Paddywhackery.
Amble
The breakout Irish folk trio (100M+ streams, Warner Records) to a sold-out Brooklyn Paramount, off a 3Arena debut and a Hozier tour.
Valentia Island Vermouth
Ireland's first and only vermouth, brand storytelling and US market expansion.
CraicFest
New York's Irish film & music festival, 25+ years, with premieres including In Bruges. MCC delivered the 2025 campaign and was brought back for 2026.
Repeat client · back-to-back festival years
Irish America 250
America Éire, a six-month storytelling campaign marking 250 years of Irish contribution to America.
Also partnering with
Live NationMatteo LaneVir DasMonet X ChangeBob the Drag QueenTrixie & Katya
Gallery
Moments from the work.
Arenas, festival fields, theaters, and the rooms in between.
Approach
The campaign lifecycle method.
Every show runs on the same proven arc, and it starts before the announce. Each phase has one job, and each job ties back to tickets sold.
Phase 01
Data acquisition
Build the list before you need it. Capture and enrich first-party fan data so the audience is already yours when the show goes up.
Phase 02
Announcement
Build anticipation and capture demand before a single ticket goes on sale.
Phase 03
On sale
Convert that demand the moment tickets drop, across every channel at once.
Phase 04
Maintenance
Keep the show top of mind with content, social, and steady paid pressure.
Phase 05
Final push
Close the remaining seats with sharp, data-led spend on the dates that need it.
Testimonials
What partners say.
If you're running a major tour or flagship event, MCC is the team you want in your corner. They got the creative vision, understood the stakes, and helped us execute at the highest level.
John Harper, Promoter, David Gilmour Luck & Strange US Tour
Their efforts directly boosted ticket sales, and Michelle's dynamic approach made the entire process a pleasure. Together we elevated CraicFest to new heights in 2025.
Terence Mulligan, Founder, CraicFest
Working with Michelle has been an absolute pleasure. She is dedicated to her clients, consistently ensuring that goals are not only met but exceeded. We're already excited for our next project together.
Sarah Margaret Shelton, Chief Relationship Officer, Good Grit
About
Founder-led. Results-obsessed.
MCC Marketing Group was founded by Michelle E. McCarthy, with 15+ years of marketing leadership across live entertainment, sports, and the arts. She has driven campaigns for global tours, marquee venues, festivals, and cultural institutions on both sides of the Atlantic.
She built MCC on a simple belief: great marketing tells a story that sells. Warm and direct, strategic first, and relentless about results, the kind of partner clients trust to fill the room.
Pollstar Marketing Executive of the Year nomineeCork Woman of the Year
Michelle E. McCarthyFounder & CEO
Join the MCC list
How tickets actually move, in your inbox.
Real campaign breakdowns with real numbers, pacing benchmarks for the quiet middle of an on-sale, and the truth about who owns your audience data. No noise. Unsubscribe anytime. If you're the one filling the room, you're in good company here.
Trouble with the form? Email info@mccmarketinggroup.com and we'll add you.
Clients & partners
Manhattan Concert Productions
Cork Opera House
United Palace
Valentia Island Vermouth
America Éire
2nd Ending Ensemble
All Star Encore
Let's fill the room.
Whether it's a tour, a festival, a venue season, or a single sold-out night, let's talk about what bold looks like for your next campaign.