Fill the room.
In live entertainment, marketing has one job: fill the room. We build the campaign that gets people through the doors.
From first interestto the final seat.
Illustrative / before the doors openIllustrative theater filmEach phase has one job, and each job ties back to tickets sold.
Senior strategy and hands-on execution for tours, festivals, venues, and one-off events. Bring MCC in for one part of the campaign or the whole show.
See the campaignsYears in live entertainment
Across both sides of the AtlanticImpressions on one launch
Saipan / print & onlineBest campaign ROAS
Return on ad spendEvery channel
has a job.
Strategic advisory, a full campaign team, or an ongoing retainer. The format changes with the show. Ticket sales stay at the center.
Tell us about the showLive entertainment marketing & advisory
01Strategy & campaign planning
Position the show, define its story, and plan the campaign from announcement through the final push.
02Audience development & ticket sales
Find the fans who will buy tickets. Build an audience you can reach again when the next show comes around.
03Event & venue marketing
Campaigns for concerts, festivals, venues, and cultural institutions, built around the room and the people who will fill it.
04Digital & paid media
Meta, Google, programmatic, OTT/CTV, digital out-of-home, television, and radio. Spend follows performance.
05Content & social
Give fans a reason to stay involved between shows, with content and social built for the audience.
06Creative & web
Campaign design, video, and websites that carry the show's story through to the on-sale.
07AI-powered execution
AI used in content, reporting, and audience data, with MCC's campaign thinking directing the work.
Proof at
the box office.
From a returning arena headliner to an Irish film's American premiere, these are the rooms, audiences, and results behind the work.
David Gilmour:
Luck and Strange
His first US shows in eight years. A registration-first campaign built the audience before tickets dropped.
Every date.
Sold out.
Thousands of presale sign-ups. One full campaign lifecycle, run market by market.
A sold-out night
at Lincoln Center.
Separate industry and consumer campaigns. Email open rates of 52% and 45%, and a return engagement for Jane Eyre.
One Irish film.
447.6M impressions.
The 2002 World Cup feud found an American audience. Every impression was earned.
A stadium's
next chapter.
Ludacris, Ashanti, Flo Rida, and Rick Ross headlined a launch carried by paid media, radio, and grassroots activity.
Rock the Country, United Palace, Sesame Street Live, Show and Tell Live, Fran Lebowitz, and David Sedaris.
All MCC work ↗Bringing
Ireland
to America.
Irish talent arrives with a story. MCC finds the US audience for it, from the concert stage to the cinema and the drinks shelf.
The Weight of the WoodsUS tour / Live Nation
Artists, brands & cultural projects
- Dermot KennedyLive music
- The Saw DoctorsLive music
- Hermitage GreenUS tour
- The 2 JohnniesLive comedy
- The Mary WallopersLive music
- AmbleLive music
- Valentia Island VermouthBrand & US market
- CraicFestFilm & music
- Irish America 250Storytelling
Community connections and local audiences matter on both sides of the Atlantic.
Word in
the lobby.
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 HarperPromoter, 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 MulliganFounder, 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 SheltonChief Relationship Officer, Good Grit
Michelle
E. McCarthy.
Michelle founded MCC with 15+ years of marketing leadership across live entertainment, sports, and the arts. Her work spans global tours, festivals, venues, and cultural institutions on both sides of the Atlantic.
You'll find senior thinking close to the work, with the founder leading the campaign and keeping the commercial result in view.
of the Year nomineeCork Woman
of the Year
Let's fill
the room.
Tell us about the tour, the venue season, the festival, or the one night you need to sell out.
Campaign breakdowns and ticket-sales thinking, straight from MCC.
Join the MCC list