Michelle Swing

Director of Music & Festival Partnerships at StubHub

Michelle leads StubHub’s Open Distribution team for music and festival partnerships, helping festivals reach more fans, generate new revenue, and maintain control over ticketing and pricing. Since returning to StubHub, she has focused on supporting rights holders in navigating the secondary market and using data to connect with audiences more effectively.

Michelle has spent 15+ years across the live music ecosystem, working with artists, promoters, and festivals at every stage. She began her career at AC Entertainment in Tennessee, marketing shows and festivals including Bonnaroo, before moving into touring, ticketing, and concert promotion. At AEG Presents in Los Angeles, she helped build the Artist Development program within Global Touring, supporting marketing and booking teams for international arena and stadium tours. At Sofar Sounds, she led and scaled concert operations across Western North America post-pandemic, expanding opportunities for local and independent artists. Most recently, as CEO of Noise Pop, Michelle grew the live events business, expanded festival productions, and built strategic partnerships, producing larger, more engaging shows that have played a key role in revitalizing San Francisco’s cultural landscape.