Variety

Live Event Productionvarietyent.net

Variety Entertainment is a private live event production company that organizes ticketed concerts and cultural festivals in the Southeastern United States, targeting music enthusiasts with Southern Soul, R&B, Gospel, and community celebration events at Wolf Creek Amphitheater and the Acadome.

Company typePrivate
Founded1994
HeadquartersCharlotte, United States
Headcount11–50
GTM typeB2C
OfferingServices

What Variety does

Variety Entertainment (DBA: Variety Ent) is a privately held live event production and promotion company that organizes ticketed concerts, music festivals, and cultural events in the Southeastern United States. Founded in 1994 and operating with 11–50 employees, the company serves concert-goers, music enthusiasts, and community event attendees — primarily in the Atlanta metro area — through a portfolio that spans Southern Soul, R&B, Gospel, Mardi Gras-themed, and Juneteenth programming. Its 2026 event calendar includes Mardi Gras Reunion, Mardi Gras Madness, the ATL Southern Soul Music Fest, the Freedom Experience Juneteenth Celebration, R&B Live featuring Tank & Tyrese, An Evening with Babyface, Praise in the Park, and the ASU Homecoming Concert.

The company's product surface is its event calendar itself: each show is a discrete SKU with tiered ticketing ranging from General Admission through Table Seats, VIP, Platinum VIP, and Skybox VIP Suites. Variety does not operate a proprietary technology platform; it relies on the Etix third-party ticketing platform for direct-to-consumer sales, a WordPress-based marketing website (designed by Fourblend.com), and standard marketing analytics tools (Google Analytics, Google Ads, Meta Pixel) for promotion. Core venue relationships are with Wolf Creek Amphitheater in College Park, GA (hosting the majority of events) and the Acadome in Montgomery, AL (hosting the ASU Homecoming Concert).

Variety's business model is straightforward event-promoter economics: revenue is generated through direct ticket sales with tiered pricing per event (e.g., starting prices range from $29.75 to $82.75, with premium VIP tiers materially higher), and the company also operates vendor and volunteer recruitment via Google Forms to support event operations. The company is independently owned with no disclosed venture capital, private equity, or institutional investment. No revenue figures, headcount trends, or funding history are publicly available.

Variety firmographics

Firmographics

Name: Variety
Legal name: Variety Entertainment
Website: https://varietyent.net
Company type: Private
Founded year: 1994
Operating status: Operating
Headcount range: 11–50 employees
Short description: Variety Entertainment is a private live event production company that organizes ticketed concerts and cultural festivals in the Southeastern United States, targeting music enthusiasts with Southern Soul, R&B, Gospel, and community celebration events at Wolf Creek Amphitheater and the Acadome.
Ownership category
akta.pro rank

Variety industry classification

Industry

Product category: Live Event Production
NAICS: Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Performing Arts, Spectator Sports, and Related Industries (711), Musical Groups and Artists (71113)
SIC: Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
akta.pro primary industry: Concerts & Music Festivals (THAJAFAA)
akta.pro secondary industries: Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK)

Keywords

Live event production
Concert promotion
Music festival management
Live entertainment services
Event ticketing services

Where Variety is headquartered

Location

Headquarters

HQ city: Charlotte
HQ country: United States
HQ region: North America

Offices2 records

Markets served

Variety business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

Ticket Sales: The company generates revenue through direct ticket sales for concerts, music festivals, and special events. Pricing varies by event with multiple tiers including General Admission, Table Seats, VIP Table Seats, Platinum VIP, and Skybox VIP Suites. Tickets are sold through Etix ticketing platform with additional fees added to base prices.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	General Admission (GA) tickets for most events
Unit Pricing	Pay-as-you-go	Premium seating including Table Seats, VIP, Platinum VIP, Skybox VIP Suites
Other	Pay-as-you-go	Free admission events

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Variety product offering

Product offering

Core offering

Variety Entertainment is an event production and promotion company that organizes live music concerts and festivals at established venues. The company produces a recurring annual calendar of ticketed events spanning Southern Soul, R&B, gospel, Mardi Gras-themed, and cultural celebration genres, selling tickets directly to consumers through the Etix ticketing platform with multiple tiers from General Admission to Platinum VIP and Skybox VIP Suites.

Product overview

Variety Entertainment is an event production and promotion company that organizes live music concerts and festivals. The company operates as a single unified service offering featuring ticketed concert events at venues including Wolf Creek Amphitheater in College Park and the Acadome in Montgomery, Alabama. The product portfolio consists of individual concert events including Mardi Gras Reunion, Mardi Gras Madness, ATL Southern Soul Music Fest, Freedom Experience Juneteenth Celebration, R&B Live featuring Tank & Tyrese, An Evening with Babyface, Praise in the Park, and ASU Homecoming Concert. Events span multiple genres including Southern Soul, R&B, gospel, and Mardi Gras-themed music, with ticket offerings ranging from General Admission to Platinum VIP and table seats. The company also maintains a volunteer program and vendor application process for event support.

Differentiator

Problem solved

Functional benefit

Products and services

Mardi Gras Reunion Ticketed Mardi Gras-themed reunion concert featuring alumni of the Class of 1989 Jazzy Blues Café, targeted at adult concert-goers seeking live music entertainment.
Mardi Gras Madness Ticketed Mardi Gras-themed concert featuring the 2026 JBC Reunion, targeted at attendees seeking premium live music experiences.
ATL Southern Soul Music Fest Annual Southern Soul music festival held at Wolf Creek Amphitheater in College Park, Georgia, targeted at Southern Soul music enthusiasts and festival-goers in the Atlanta metro area.
Freedom Experience Juneteenth Celebration Free public Juneteenth celebration held at Wolf Creek Amphitheater in College Park, Georgia, targeted at the broader community for cultural observance.
R&B Live featuring Tank & Tyrese R&B concert featuring artists Tank and Tyrese with special guest Lyfe Jennings at Wolf Creek Amphitheater, targeted at R&B music fans in the Atlanta metro area.
An Evening with Babyface Ticketed concert featuring Babyface (Kenny Edmonds) with special guest Chante Moore, targeted at R&B music fans in the Atlanta metro area.
Praise in the Park Annual gospel and praise music festival held at Wolf Creek Amphitheater in College Park, Georgia, targeted at gospel music fans in the Atlanta metro area.
ASU Homecoming Concert University homecoming concert held at the Acadome in Montgomery, Alabama, targeted at university students, alumni, and Montgomery-area live music attendees.

Companies that use Variety

Customer profile

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Variety technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Variety partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered core and minor.

Wolf Creek AmphitheatercoreOthersPrimary venue partner for multiple events including ATL Southern Soul Music Fest, R&B Live concerts, Babyface concert, and Freedom Experience Juneteenth Celebration. The amphitheater serves as the main operational venue for the company's events.
Acadome (Montgomery, Alabama)coreOthersUniversity venue partner for ASU Homecoming Concert event. Provides facility for university-specific entertainment programming.
EtixcoreTechnology or IntegrationTicketing platform integration for all ticket sales. Provides online ticketing infrastructure with direct links from company website.
Fourblend.comminorImplementation/ SI/ Consulting PartnerWebsite design partner credited for the design of varietyent.net website.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Variety competitors and assessment

Company assessment

Broad incumbents

Live Nation Entertainment: World's largest live entertainment company and concert promoter operating globally. While vastly larger, Live Nation competes for the same touring artists, amphitheater inventory, and consumer ticket dollars that Variety Entertainment depends on in the Southeast US.
AEG Presents: One of the world's largest presenters of live music and entertainment, operating amphitheaters, festivals, and tours. AEG Presents is a direct broad-spectrum competitor for premium R&B/Soul headliners and festival programming in regional US markets.

Direct peers

One Musicfest: Atlanta-based annual music festival featuring hip-hop, R&B, and soul headliners. Operates in the same metro and with overlapping artist rosters, targeting a culturally engaged audience closely aligned with Variety Entertainment's Southern Soul/R&B demographic.
Black Promoters Collective: Collective of independent Black music promoters producing concerts and festivals nationwide. Competes directly with Variety Entertainment for R&B/Soul artist bookings and culturally-specific event programming in regional markets.
AFROPUNK: Music and culture festival platform featuring Black artists across R&B, soul, hip-hop, and gospel genres. Comparable in cultural-niche positioning to Variety Entertainment's Juneteenth and Southern Soul events, with overlapping artist pool and audience demographics.
Broccoli City Festival: Annual hip-hop and R&B festival in the DC metro featuring culturally-engaged programming. Comparable operating model as a single-festival regional promoter targeting Black music audiences with premium VIP tiering similar to Variety's Skybox offerings.
Sol Blume Music Festival: Annual R&B, soul, and hip-hop festival held in California. Comparable in genre focus, cultural positioning, and tiered ticket offerings to Variety Entertainment's Southern Soul Music Fest and R&B Live events.
Roots Picnic: Annual music festival in Philadelphia founded by The Roots, featuring R&B, hip-hop, and soul acts. Comparable in artist genre mix and culturally-engaged festival positioning to Variety Entertainment's recurring event portfolio.

Others

Etix: Online ticketing platform used by Variety Entertainment for all ticket sales. Not a competitor but a critical infrastructure provider whose fee structure and data policies affect the promoter's margin and customer-relationship economics.
Wolf Creek Amphitheater: Primary venue partner for the majority of Variety Entertainment's events. Operates the amphitheater facility that anchors the promoter's annual calendar, making it a critical infrastructure counterparty rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Variety financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Variety leadership team

Management profile

Number of profiles

Variety funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Variety M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Variety

What does Variety do?

Is Variety a public or private company?

Variety is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Variety founded?

Variety was founded in 1994. It employs 11 to 50 people.

Where is Variety based?

Variety is headquartered in Charlotte, United States, in the North America region.

How does Variety make money?

One revenue line is on record: ticket Sales.

Who are Variety's main competitors?

Broad incumbents on record are Live Nation Entertainment and AEG Presents. Direct peers are One Musicfest, Black Promoters Collective, AFROPUNK, Broccoli City Festival, Sol Blume Music Festival and Roots Picnic. Others are Etix and Wolf Creek Amphitheater.

Does Variety have an API?

No public API is recorded for Variety.

What industry is Variety in?

Variety's product category is Live Event Production. Its primary akta.pro industry code is THAJAFAA, Concerts & Music Festivals, with a secondary code of MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions). Its NAICS code is 711320 and its SIC code is 7900.