PRWeek 30 under 30: Mohammad Qazalbash, Live Nation Entertainment

We hear from Mohammad Qazalbash (29), head of PR at Live Nation Entertainment.

Head of PR for Live Nation Entertainment, Mohammad Qazalbash has spearheaded multiple global tour campaigns for the likes of Shania Twain, Fleetwood Mac, Fugees, Beyoncé and Jay-Z, Shakira, Drake, the Eagles, David Blaine, Dave Chapelle and more.

Qazalbash was also a key part of the comms and PR team for the One Love Manchester benefit concert, hosted by Ariana Grande; and was instrumental in Ozzy Osbourne receiving the GQ Man of The Year Lifetime Achievement Award.

The 29-year-old launched the Live Nation influencer network and led successful PR and promotional campaigns during the pandemic for Mariah Carey's 'All I Want For Christmas Is You' in 2020, securing the Christmas number one.

Nominator says

He is a passionate communicator and storyteller like no other. A firm hand on reputation management, crisis communications and eagle eye for global positioning. A fixer, a doer and a starter!

What's your favourite 'traditional' media title, and why?

Architectural Digest, without a doubt. High-quality and thought-provoking editorial blended with great photography. We’ve been waiting for the right opportunity to work together, but I am hopeful this will happen soon. I am obsessed with their cover profiles, the beautiful homes, and some of the fascinating stories and people behind them.

Which social media platform do you use more than others, and why?

Tiktok. It’s a great tool for creatives from all walks of life. I feel it empowers content creators to connect with the world like they’ve never been able to before. Another benefit of Tiktok is that it’s useful for research when trying to temperature-check popular culture trends. I adore working with our content creators we have on the Live Nation Influencer Network, and they’ve done some fantastic work on the platform. I must admit I spend a lot more time than I should on the platform. I’ve not been brave enough to take on any of the TikTok challenges, but its 2022, right?

What one thing above all would you change about the PR industry?

Diversity. We need to see more diverse talent working in PR and entering the comms profession. Representation is important, especially when working with the stories and voices we come across every day. Having talent in your team who understand culture and its many touchpoints is vital to the success of any communications or PR function in a business.

I want to see more mentoring programmes that really open doors for candidates who are subject to a lot of barriers to entry that are purely down to their identity. We should be protecting and championing diverse talent – this includes fair compensation.

I believe businesses that get diversity right really understand the journey of a diverse candidate, especially around discrimination that can often happen as early as the education system in the UK. It's about calling out some of the systemic issues still in practice and really implementing a strong beliefs and ethics culture that is more than a box-ticking exercise.

Where would you be working if you weren't in comms?

I would like to believe if I wasn’t working in comms, I would have trained to become an anaesthetist.

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