What Peachtree Entertainment does

Peachtree Entertainment is a Nashville-headquartered, privately held concert promotion company founded in 2013 by Bradley Jordan. The company operates a multi-product live entertainment platform centered on country music, organized around three core service lines: large-scale artist touring (including arena and amphitheater shows), outdoor festival events (Rock The South, Rock The Country, Live At The Station, Bulls Bands & Barrels, Live On The Plains, and the new 5 O'Clock Somewhere Fest), and indoor rodeo concepts (Auburn Rodeo). The company is a joint venture with LiveCo, a private equity-backed entertainment firm that produces more than 3,000 live shows annually across multiple brands; the JV was formalized in June 2024 when Nathan Baugh (now CEO) and Shane Quick (President of Touring) joined founder Bradley Jordan.

The company generates revenue through transaction-based streams — primarily ticket sales (via Ticketmaster, Ticketweb, AXS, Etix, and venue box offices), VIP/premium experience upsells, festival operations, and merchandise sales through its owned e-commerce store — supplemented by sponsorship and partnership revenue (e.g., Pepsi, Silverbelly Whiskey, Boot Barn). Its customer-facing technology footprint is conventional (website, Instagram, Facebook, email/SMS marketing) with no disclosed proprietary platforms, APIs, or AI/ML capabilities. End customers are country music fans across secondary and tertiary U.S. markets; upstream "clients" are artists and their management teams, with Peachtree credited for launching the touring careers of Luke Combs, Morgan Wallen, Luke Bryan, and Ella Langley.

The business has expanded rapidly since the 2024 LiveCo transaction: leadership was augmented with seven-plus senior hires in 2024-2025, a new Nashville office opened in January 2025, a multi-year partnership with Auburn University Athletics was announced in July 2025, and a new destination festival (5 O'Clock Somewhere Fest) launched in March 2026. The company operates across all five major U.S. regions, with event listings spanning more than 50 states and host-city economic impacts reported at $18-30 million per festival stop.

Name

Peachtree Entertainment

Legal name

Peachtree Entertainment

Website

https://peachtreeent.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Peachtree Entertainment is a Nashville-based concert promotion company and LiveCo joint venture that produces country music artist tours, outdoor festivals (Rock The South, Rock The Country, 5 O'Clock Somewhere Fest), and indoor rodeo events for fans across the United States.

Ownership category

akta.pro rank

Product category

Live Entertainment / Concert Promotion

NAICS

Arts, Entertainment, and Recreation (71)

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), Event Marketing, Sponsorship Sales & Promotion (MPAGAAAE)

Keywords

• Concert promotion services
• Live music events
• Country music festivals
• Outdoor festival production
• Artist tour management

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to concerts, tours, and festivals across various venues nationwide.
2. Festival Operations: Revenue generated from producing and managing outdoor music festivals including Rock The South, Rock The Country, and Alan Jackson's 5 O'Clock Somewhere Fest.
3. Sponsorships and Partnerships: Corporate sponsorships for events including partnerships with brands like Pepsi for Rock the South and Silverbelly Whiskey for Alan Jackson's tour.
4. Merchandise and Store: Online store selling festival merchandise, artist merchandise, and event-related products.
5. VIP Experiences: Premium ticket packages including elevated food and beverage offerings, dedicated entrances, air-conditioned spaces, and premium platform viewing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Peachtree Entertainment is a Nashville-based concert promotion company that produces and markets large-scale country music touring projects, multi-city outdoor festivals (including Rock The South, Rock The Country, Live At The Station, Bulls Bands & Barrels, Live On The Plains, and 5 O'Clock Somewhere Fest), and indoor rodeo concepts such as the Auburn Rodeo. The company also books individual artist tours and sells related event merchandise and VIP hospitality packages through its own storefront and partner ticketing platforms.

Product overview

Peachtree Entertainment is a nationally acclaimed concert promoter offering a portfolio of live entertainment products and services. The company operates a multi-product platform consisting of three core service lines: large-scale touring projects promoting country music artists, outdoor festival events (including Rock The South, Rock The Country, Live At The Station, Bulls Bands & Barrels, Live On The Plains, and 5 O'Clock Somewhere Fest), and indoor rodeo concepts such as the Auburn Rodeo. Beyond these, Peachtree manages individual artist touring products including Alan Jackson's farewell tour, Tracy Lawrence's No Alibis Tour, Ella Langley's The Dandelion Tour, Josh Turner's This Country Music Thing Tour, and Hudson Westbrook's Hits Me Tour. The company functions as a joint venture with LiveCo and has played a key role in launching touring careers for artists like Luke Combs, Morgan Wallen, Luke Bryan, and Ella Langley.

Differentiator

Problem solved

Functional benefit

Brands

• Rock The Country: A country music festival featuring headline artists like Kid Rock and Jason Aldean, with events across multiple small-town cities in the United States.
• Rock The South
• Live At the Station
• Bulls, Bands and Barrels
• Live On The Plains
• 5 O'Clock Somewhere Fest
• Auburn Rodeo

Products and services

• Rock The South Three-day country music festival held annually in Cullman, Alabama, recognized as the largest country music festival in the Southeast, featuring major country headliners and raising over $1 million for area charities since 2012.
• Rock The Country Seven-city country music festival touring small-town America, featuring headline artists such as Kid Rock and Jason Aldean, hosting more than 150,000 fans and generating $18–30 million in economic impact per host city.
• Live At The Station Annual country music festival in College Station, Texas, featuring artists such as Turnpike Troubadours and Megan Moroney, with venue enhancements and transportation improvements for attendees.
• Bulls, Bands and Barrels Western sports competition and entertainment tour combining bull riding, barrel racing, bullfighting, and up-and-coming country music artists, with championship finals at Cowtown Coliseum in Fort Worth. Tickets start at $39.99.
• Live On The Plains Annual upscale country music festival in Auburn, Alabama, held at Sistrunk Farms during Auburn's football bye week, featuring country artists including Tyler Childers.
• 5 O'Clock Somewhere Fest Inaugural multi-day festival in West Palm Beach, Florida celebrating Alan Jackson's iconic song, blending world-class country music, coastal culture, and elevated hospitality at The Palm Beaches Waterfront Commons, with StubHub-powered verified fan ticket exchange.
• Auburn Rodeo Long-running rodeo event held at Auburn's athletic venues, combining western sports competition with live country music headliners such as Morgan Wallen and Zach Bryan.
• Alan Jackson Last Call Tour Alan Jackson's farewell headlining tour presented by Silverbelly Whiskey, co-promoted by Peachtree Entertainment and Doussan Music Group, marking the country legend's final touring performances.
• Rock The Country Tour (Kid Rock partnership) Multi-city touring festival produced in partnership with Kid Rock as headliner, spanning seven small-town U.S. cities.
• Tracy Lawrence No Alibis Tour Tracy Lawrence's headlining tour running January 28, 2026 through October 31, 2026, with multiple city stops across the United States.
• Ella Langley The Dandelion Tour Ella Langley's multi-leg headlining tour running May 7, 2026 through October 31, 2026, with Kaitlin Butts and Gabriella Rose as support across multiple U.S. cities.
• Josh Turner This Country Music Thing Tour Josh Turner's headlining tour running May 7, 2026 through December 3, 2026, with performances across multiple U.S. cities.
• Hudson Westbrook Hits Me Tour Hudson Westbrook's headlining tour running July 1, 2026 through December 6, 2026, with stops across multiple U.S. cities.
• Peachtree Online Store Direct-to-consumer online storefront selling official festival merchandise, artist merchandise, and event-related products across Peachtree's sub-brand collections.

Quantifiable outcome

• Rock The Country generated $30 million in economic impact for Ashland, KY
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered major, minor and core.

• Discover The Palm BeachesmajorGTM or Marketing Partner · 25 March 2026Discover The Palm Beaches is the tourism marketing organization for Palm Beach County. Partnered with Alan Jackson's 5 O'Clock Somewhere Fest to promote the destination and create an unforgettable experience aligned with coastal lifestyle.
• StubHubminorChannel Partner/ Reseller/ Distributor · 25 March 2026StubHub partnered with Alan Jackson's 5 O'Clock Somewhere Fest to introduce a safe and secure fan-to-fan ticket exchange, giving fans access to sold-out ticket types and verified tickets.
• Silverbelly WhiskeymajorGTM or Marketing Partner · 25 March 2026Silverbelly Whiskey is the presenting sponsor of Alan Jackson's Last Call: One More For The Road Tour.
• Universal Music GroupmajorGTM or Marketing Partner · 25 March 2026Universal Music Group handles email communications for Alan Jackson. Artist has UMG Nashville affiliation.
• Auburn University AthleticscoreStrategic or Co-development Partner · 24 July 2025Multi-year partnership to bring major live music experiences to Neville Arena and Jordan-Hare Stadium. The collaboration will deliver more than five multi-genre concerts annually, establishing Auburn as a premier entertainment destination in the Southeast. Concert announcements expected to begin Fall 2025 with first performances in 2026.
• ElevatemajorStrategic or Co-development Partner · 24 July 2025Elevate is a leading global sports and entertainment agency that helped facilitate the Auburn University Athletics partnership. They are focused on revenue generation for college athletics and work to maximize venue potential.
• Danny Wimmer PresentsminorStrategic or Co-development Partner · 26 February 2025Both Andrew Goldberg and Holly Doscher joined Peachtree from Danny Wimmer Presents, bringing expertise from festivals such as Bourbon & Beyond, Welcome to Rockville, and Live Nation Special Events.
• Kid RockcoreStrategic or Co-development Partner · 18 June 2024Partnership with Kid Rock for Rock The Country festival, which headlined multiple events across 7 cities. Kid Rock continues to headline all remaining Rock The Country festivals.
• Bulls, Bands and BarrelscoreStrategic or Co-development Partner · 5 June 2024Peachtree Entertainment partnered with Bulls, Bands and Barrels (BBB) as national presenting partner. BBB is a premier western sports competition and entertainment tour featuring bull riding, barrel racing, bullfighting, and country music artists.
• Boot BarnminorGTM or Marketing Partner · 5 June 2024Boot Barn is the national presenting sponsor of the 2024 Bulls, Bands and Barrels Tour.
• Blue Otter PolarizedminorGTM or Marketing Partner · 5 June 2024Blue Otter Polarized is a national sponsor of the 2024 Bulls, Bands and Barrels Tour.
• Doussan Music GroupmajorStrategic or Co-development Partner · 21 May 2024Doussan Music Group co-presents Alan Jackson's Last Call: One More For The Road Tour with Peachtree Entertainment. DMG promotes and produces tours with a primary focus on indoor venues and curated events.

Scale indicators11 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• AEG Presents: The second-largest concert promoter in North America, operating festivals (Coachella, Stagecoach) and arena tours globally. Directly comparable as a major promoter with similar touring and festival business model, though with broader genre coverage than Peachtree's country focus.
• Live Nation Entertainment: The world's largest live entertainment company and concert promoter, operating globally across concert promotion, ticketing (Ticketmaster), and artist management. Directly comparable as a concert promoter and LiveCo's parent-like relationship mirrors industry dynamics. Competes for the same country and mainstream touring artists as Peachtree.
• United Talent Agency (UTA): Global talent and entertainment agency representing musicians, athletes, and creators. Comparable as an adjacent player in artist representation that influences touring partnerships and promoter relationships across the live entertainment industry.
• Wasserman Music: Major talent agency with music touring division representing artists for live performances. Comparable as an adjacent player in the live music value chain, competing for artist relationships and influencing tour routing decisions.

Direct peers

• Opry Entertainment Group: Nashville-based live entertainment company operating the Grand Ole Opry and related country music venues and events. Comparable as a Nashville-anchored country music live entertainment operator with overlapping artist relationships and venue operations.
• Messina Touring Group: Touring company specializing in country music artist tours and live events across the US. Closely comparable business model with country music specialization, similar artist tour promotion services, and overlapping artist roster with Peachtree.
• C3 Presents: Austin-based concert and festival promoter now owned by Live Nation, known for Austin City Limits Music Festival and Lollapalooza. Comparable festival-focused business model, though with broader genre focus than Peachtree's country specialization.
• Danny Wimmer Presents: Major US festival promoter producing rock, country, and lifestyle festivals (Bourbon & Beyond, Welcome to Rockville). Directly comparable as a festival-focused promoter of similar scale, and notably a key talent source for Peachtree (Andrew Goldberg, Holly Doscher, Justin Andrews all joined Peachtree from DWP).

Others

• Country Music Association (CMA): Trade organization for the country music industry. Comparable as a country music ecosystem participant, though not a direct competitor. Relevant for understanding Peachtree's competitive context within country music.

Regional players

• Ryman Hospitality Properties: Nashville-based hospitality and entertainment company operating Ryman Auditorium and other live event venues. Comparable as a Nashville-based live entertainment venue operator, though focused on venue ownership rather than tour promotion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/peachtreeent
• Instagraminstagram.com/peachtreeentertainment
• LinkedInlinkedin.com/company/peachtree-entertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Peachtree Entertainment