Welcome to The Giggs Podcast! Giggs is the career platform for live event professionals. We're starting this podcast because there's not nearly enough content out there about what it really takes to be on the road. Whether you're an aspiring tour manager, a seasoned backline tech, or just getting started in the business, this podcast is for you. We're taking you behind the scenes to explore the highs and the lows of life gigging on the Giggs Podcast.
Carrie Lelwica is an Artist Manager and the founder of Soar Entertainment. She previously worked on the road as Production Assistant for Alison Krauss, Blake Shelton, and Hunter Hayes and currently works as a Promoter Rep. for Police Productions with Cody Johnson. Additionally, Carrie manages rising country stars like Ashland Craft, Sean Stemaly, Stephen Paul, Sammy Arriaga, and serves as a Day-To-Day Manager for Adam Sanders, Jenny Tolman, and The Dryes.
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Finding Her Footing in Nashville
Carrie’s story starts in Minnesota, where she first caught the “music bug” while booking concerts at her college. After graduation, she made the bold move to Nashville, with no job lined up, just a dream to break into the music industry. She hustled hard, taking on any job she could find—from event staffing to serving tables—until she finally got a foot in the door with a job on Blake Shelton’s tour as a catering assistant.
The work was tough, with long hours and plenty of early mornings, but Carrie embraced every minute of it. “Being in that entry-level role taught me to appreciate every single person on the tour,” she shares. Before long, her hard work paid off, and she was promoted to a production assistant role, where she managed dressing rooms, coordinated logistics, and began making the connections that would shape her career.
Building Connections and Earning Trust on the Road
Working on tours with big names like Blake Shelton, Alison Krauss, and Hunter Hayes, Carrie learned the ropes of touring and built a network that would become essential for her next career move. “I realized early on how important it is to ‘trust but verify,’” she laughs. “Always double-check everything—you don’t want to get caught off guard ten minutes before the artist arrives!”
Her hands-on experience made her realize how much she loved connecting people and helping them succeed. This passion led her to start managing artists on a freelance basis, bringing her background in brand partnerships and development to the table. It didn’t take long for Carrie to understand that artist management was where she belonged.
Launching Soar Entertainment
In 2020, Carrie took the leap and launched Soar Entertainment, her own artist management company. She now represents a talented roster, including Ashland Craft, Sean Stemaly, Stephen Paul, and Sammy Arriaga. “I wanted to create a supportive environment where artists can thrive,” Carrie explains. “It’s about choosing each other and showing up every day to help make things happen.”
The decision to go out on her own wasn’t easy. Carrie turned down secure job offers with bigger companies to follow her own path. “It was a risk,” she admits, “but I chose happiness over security, and it’s been so worth it.”
Celebrating Wins and Giving Back
Since launching Soar Entertainment, Carrie has celebrated plenty of milestones, like seeing Ashland Craft make her Grand Ole Opry debut and Cody Johnson’s meteoric rise in the country scene. “Seeing my artists grow and achieve their dreams is what makes it all worthwhile,” Carrie says with pride.
Carrie is also passionate about mentoring the next generation of touring professionals. She actively helps others break into the industry, believing that supporting each other is the key to success in Nashville. “There are so many opportunities out there,” she says. “It’s all about finding your way, building relationships, and staying determined.”
Taking the Leap
Carrie’s journey is proof that hard work, grit, and a willingness to take risks can pay off. From hustling at every job she could find to launching her own management company, she’s built a career that’s both rewarding and meaningful. Her story is a great reminder that the path to success isn’t always straight—but it’s always worth it.
Follow Carrie: @carrielelwica
Follow Soar Entertainment:
IG: @soarentertainment
www.soar-entertainment.com
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