So, when Andrea Radrizzani, the founder of Aser Ventures and LIVENow, approached me to run LIVENow operations, it felt like it suited me perfectly, and was a perfect combination of what I had done in previous roles and across industries I am passionate about: media, music, sport, entertainment, and technology. The technology and its applications are just mind blowing. It gave me a good grasp of what the future has in store for us. And, four years into this, Magic Leap offered me a role to run their business development across consumer, enterprise and the Metaverse. I also went back to school and did one of Harvard Business School’s executive programs. And then, the league sent me to New York to run their international media distribution business development. Altogether I spent almost eight years in Hong Kong, which is a fabulous city to live in. Two years into my tenure, I was approached by the NBA to run their regional media distribution and licensing businesses. I did my MBA at Hong Kong University in partnership with Columbia.
While doing this, I went back to school because I believe in continuous education. In 3 years of operation, we took the channel to more than 110 countries, and then I relocated to Hong Kong to head up our Pacific and Middle East operations. I was first in charge of international business development and distribution, as well as marketing and communications. Hip-Hop and R&B music, and urban culture were not given a platform, and we knew there was potential there. But there was no network for that kind of music - the main music broadcasters were essentially devoted to French pop music. In France where we first launched, that music was the number one in terms of rotations on radio and in sales. It was and still is by far the number one genre amongst the young demos. We founded the company in 2003 and with the financial backing of Goldman Sachs, we acquired one of the channels of the Lagardere Group and merged it with TRACE Magazine that we rebranded to TRACE, a group of media publishers dedicated to urban culture and music. Early on in my career, I was given an amazing opportunity to create and be a part of the founding team of TRACE. I think I have pretty much lived, studied and worked in every part of the globe. I was born and raised on the French Island of Martinique by two parents who encouraged me to go and see the world, and I did just that.
Can you tell us a bit about your “backstory”? What led you to this particular career path? Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. As its gained more industry recognition, LIVENow won the award for “Live Music Innovation of the Year (Platform)“at the Music Week Awards for 2021. Throughout her career she has continued to be a mixed reality pioneer, staying at the forefront of new media and content conversations as they shaped the next phase of how we view and attend events, leading her to LIVENow. A Miami based, wife and mother, Géraldine was a founding member of TRACE, a group of media entities dedicated to urban music and culture, initially backed by Goldman Sachs, prior to taking her talents to the NBA, where her notoriety grew as a trailblazing strategist and developmental guru. Led by US based CEO Geraldine Pamphile, best known for her international media and licensing work during her tenure at the NBA, her focus on consumer partnerships and global distribution has brought LIVENow to new heights as we head towards 2022. Over the past year, LIVENow has streamed over 300 pop culture events, added half a million users across 196 countries, and grown from 3 to 100 employees while curating a line-up of high-profile sport events and talent for their concerts, with no plans of slowing down.
Livenow com series#
As a part of our series about women who are shaking things up in their industry, I had the pleasure of interviewing Geraldine Pamphile.
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