The Industry

Industry Experts on COVID-19: Event Guru Stacy Horne

5th May 2020

As part of our new Industry Experts series, we’ll be using our industry connections to find out how the music business is responding to the Coronavirus (COVID-19) – and what our experts believe it will look like post-lockdown.

So far, we’ve had the pleasure of chatting to Megan Page and how COVID-19 is impacting Record Store Day 2020 and Music for Nations Label Head Julie Weir on the COVID-19 world. This week, we speak to Event Guru Stacy Horne. 

I don’t know if it’s only women who seem to be afflicted with the goal to have ‘effortless fashion,’ but it is something I have had to accept will never be me. What is this ‘effortless fashion’ I speak of? It is that girl who is just naturally cool, in the right place, at the right time, wearing the right thing. What makes her even more disgusting is that she is always super smart, super cool, super funny – basically, the kind of person you want to be when you grow up.

I have a couple friends like this, and they always amaze me. One of the best examples of this in action is my dear pal of several decades, Stacy Horne. Stac has been involved with planning and producing some of the most amazing and iconic live events in the US, from the Treasure Island Festival to bespoke corporate happenings with Clear Channel and Virgin America Airlines.

She has just left her most recent job as Vice President of Cultural Programming and Development at private San Francisco club The Battery before a government-mandated COVID-19 lockdown was put into place in California. As she always is, Stacy was chilled out – even excited – about what the future may hold, looking towards the new opportunities that online and virtual experiences would open up. And yes, she did make the transition seem effortless.

Here is Stacy’s take on the event environment, as well as some ideas as to how to pivot successfully from traditional means to innovative challenges within the new economy.

“As a 20+ year live event producer whose whole career has been focused on gathering people together, obviously it’s a strange new world. But, events are not dead; they are (for the moment) virtual and we see that gathering can still happen and is more crucial than ever, albeit in a new way.

“Events are not dead; they are (for the moment) virtual and we see that gathering can still happen and is more crucial than ever, albeit in a new way.” Stacy Horne, Live Event Producer

I am getting more excited about the possibilities around livestreaming, not just for the obvious present reasons, but also for the future when the world comes back. I think live streaming stays relevant; it becomes a new medium for artists and performers to add to their tool kits and we are just starting to see the potential new ways that we can experience our favourite artists and discover new ones.”

As well as looking to the future, Stacy loves the opportunities that have presented themselves in the current climate:

“I love the real behind the scenes look that we are getting into everyone’s lives – not only in their songs, but from their living rooms to their families, and to their vulnerabilities. I’m excited to see where this new medium takes us and the artistic promise it’ll provide.”

Thank you so much Stacy for taking the time to chat with us. Want to hear more industry opinion around COVID-19 and the music industry? Each week, we’ll be interviewing an expert in the field, so keep your eyes peeled.


BIMM University

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