Samantha Hunter

About Samantha Hunter

I lead live entertainment, artist partnerships, and experiential programming that connect artists, audiences, and brands through meaningful real-world experiences.As Director of Campus Productions & Artist Relations at Sweetwater, I oversee programming, operations, and strategic partnerships across multiple venues, including the Sweetwater Performance Pavilion and Sweetwater Studios. My work focuses on developing artist-driven events, concerts, educational experiences, and brand activations that support audience engagement, industry relationships, and business growth.My background sits at the intersection of live entertainment, artist relations, and experiential marketing. I collaborate closely with artists, managers, music industry partners, and cross-functional internal teams to design events that create value for audiences while advancing broader organizational goals. From concert programming and workshops to vendor partnerships and content-driven experiences, I focus on building sustainable event ecosystems that support both creative and commercial outcomes.A key part of my work is building and leading strong teams. I enjoy developing individuals, mentoring emerging professionals, and creating collaborative environments where people can grow and do their best work. Whether guiding production teams, working alongside marketing and artist relations partners, or mentoring direct reports, I believe strong teams are at the center of successful experiences.

Experience

1. Director of Campus Productions & Artist Relations

   Sweetwater

   Sep 2024 — Present · Fort Wayne, IN, US

   Lead all facets of live event production and artist relations across multiple venues and Sweetwater Studios on Sweetwater’s campus. Direct a high-performing team in producing concerts, festivals, and brand activations that engage thousands of fans, musicians, and creators annually. Build and manage strategic partnerships with gear manufacturers, media outlets, and sponsors to enhance experience and drive revenue. Oversee budgets, contracts, and operations to deliver seamless, large-scale productions.

Education

• Columbia College Chicago

  Music Business Management, Live and Performing Arts

  2014 — 2017

• Indiana Institute of Technology

  Master of Science - MS, Organizational Leadership