Brad Turcotte Named SVP of Country at TEG Live

Ticketek Entertainment Group (TEG) has appointed Turcotte to lead its global country music strategy.

Published on Feb. 16, 2026

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Ticketek Entertainment Group (TEG) has hired Brad Turcotte as senior vice president of country for the company's global touring platform, TEG Live. Turcotte, who previously worked in artist management and held senior roles at UMG Nashville and Big Machine, will be based in Nashville and lead TEG Live's country strategy across North America as the company launches a dedicated touring brand in the genre.

Why it matters

TEG's expansion into the country music genre, with the appointment of an experienced industry veteran like Turcotte, signals the company's ambitions to grow its presence and impact in this lucrative and culturally significant segment of the live entertainment market, particularly in international markets like Australia that have historically been underserved.

The details

In his new role, Turcotte will work closely with TEG's teams in Australia and New Zealand to develop artist pipelines, partnerships and long-term touring plans. He will lead alongside other key hires in TEG Live's country division, including Alex Kelsey and Clay Doughty. Turcotte's background includes leading international strategy and global campaigns for major country stars during his time at Universal Music Group Nashville and Big Machine Label Group.

  • Turcotte's appointment was announced on February 15, 2026.

The players

Brad Turcotte

The newly appointed senior vice president of country for TEG Live, Turcotte has extensive experience in the country music industry, including roles in artist management and senior leadership positions at major labels.

Ticketek Entertainment Group (TEG)

A global live entertainment company based in Sydney, Australia, that owns and operates ticketing, touring, sports, and experiential businesses, including TEG Live, its global touring platform.

Tim McGregor

The global head of touring for TEG, who announced Turcotte's appointment as a major milestone for the company's expansion into the country music genre.

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What they’re saying

“Brad's appointment is a major milestone for TEG Live. Nashville sits at the centre of the global country music ecosystem, and by deepening our presence in Nashville, we're strengthening the bridge between North America and our home markets. This creates more opportunities for artists to tour, for fans to connect, and for new talent to emerge.”

— Tim McGregor, Global Head of Touring, TEG (Billboard)

“I've always considered myself a global ambassador for country music, working to build bridges between Nashville and audiences around the world. I'm incredibly excited to now focus my efforts on delivering country music to fans across the Asia-Pacific region — especially Australia, a dynamic but historically underserved international market. I'm grateful to join Tim and his team, and we plan to be bold and aggressive in expanding the reach and impact of this genre we love.”

— Brad Turcotte, Senior Vice President of Country, TEG Live (Billboard)

What’s next

Turcotte is set to lead TEG Live's country division alongside other key hires, including Alex Kelsey and Clay Doughty, as the company looks to aggressively expand the reach and impact of country music globally, with a particular focus on the Asia-Pacific region.

The takeaway

TEG's strategic move to appoint an experienced country music executive like Turcotte to lead its global expansion in the genre underscores the company's ambitions to tap into the growing international demand for country music and establish itself as a major player in this lucrative and culturally significant segment of the live entertainment market.