Singer, songwriter, host, and live music correspondent Isabella “Bey” Pascua can be considered a jack of all trades.

Born in Los Angeles, Bey grew up surrounded by the entertainment industry with her mother, Rhiza Pascua, the Managing Director of Live Nation Philippines, a US multinational entertainment company that promotes live entertainment here in the country. A true trailblazer in the music and live concert scene, Rhiza’s influence on her daughter started as early as age four when Bey began helping out her mom in selling merchandise and putting wristbands on concertgoers at events. Bey witnessed the joy that her mom’s hard work brought to so many people, which encouraged her to pursue a career in live entertainment.

Today, Bey works on stage and behind the scenes as an artist underUniversal Records Philippines and the Operations Manager at Live Nation PH. Having started as an assistant to the former COO (Chief of Operations) at then MMI Live, Bey worked up the ladder and actively engaged with all the departments, performing various tasks from research and data analysis to budgeting and tax filing, to gain a better understanding of how the business is run in the Philippines.

She also recently finished her master’s degree in business administration at the University of Notre Dame as the Magna Cum Laude, and was recognized at the Maxx Promos' Women of Worth Awards in Whittier, California for her Excellence in Academics, as an Emerging Leader in the Music Industry, and 10 Most Beautiful Filipinas. Truly, she’s a Gen Z professional redefining what it means to balance ambition and authenticity.

The Beat Asia sat down with the talented artist to get a glimpse of what a day in the life of an Operations Manager looks like, the challenges and rewards of her job, as well as the goals she hopes to achieve for Live Nation Philippines in the years to come.

Hi, Bey! Can you tell us a bit about your journey in becoming the Operations Manager at Live Nation Philippines?

Growing up in Los Angeles, I visited the Philippines at least once a year with my mom. It took some time for me to understand why most of the parents would drive to get to work, and only my mom would fly out for hours to work and then make a quick turnaround after a day or two.

I was 4 [years old] when I started helping her at work by selling merchandise and putting wristbands on people. I also took on the role of a data analyst by sharing my thoughts on which acts would do well in the territory.

As I got older, I witnessed the joy that my mom's hard work brought to so many people, which made me realize that I wanted to help her out when I grew up. In junior high, I explored extracurricular activities related to her business and asked if there were any jobs I could take on or people I could shadow to gain more experience. I became too excited to start working that I worked my hardest to accelerate college by two years. After graduating in 2019, I finally became an official employee of the then-MMI Live, but it never felt like a sudden change. It always seemed as though I had been a part of the company for a long time. Not only have I known my co-workers all my life, but I was also already familiar with how to perform various tasks, was confident enough to ask questions, and wanted to learn new things constantly.

What was the role you first took on when you officially became part of the company?

At the time, my goal was to just learn as much as possible, but my official title was Assistant to the COO. Under our previous COO, I was able to work with and under all the departments. Coming from the United States, I practically knew nothing about how businesses were run in the Philippines, but I was ready to learn, starting from the basics. And yes, I did start from the bottom.

Can you tell us a bit about your typical day as an Operations Manager at Live Nation?

Each day is unique, which is one of the main reasons I love my job. It never feels like a tedious responsibility I have to complete. Instead, I wake up excited, knowing there are various tasks to accomplish beyond desk work and emails. My responsibilities include researching which artists to bring in, doing studies, data analysis, meeting with our suppliers, contacting our sponsors, etc.

I also conduct market analysis for artists, communicate with agents or LN touring to provide offers, coordinate with venue, production, and show staff, and act as project manager for certain shows, which involves filing for permits and necessary visas, coordinating with local government units, and managing the touring party, among other things.

How do you ensure that all aspects of a concert event, from planning to execution, are handled effectively and efficiently?

It all comes down to experience. While each show is unique, the foundation we build upon is generally consistent. Perfecting this process is not something that can be achieved in one attempt. I still make mistakes from time to time, but it's crucial to remain flexible. Since I enjoy the "production" part the most, when you can see your preparation come to life, it's crucial to be able to take care of multiple things at once. You run around a lot, but I enjoy it.

When it comes to overall operations, how do you manage unexpected challenges that arise during a concert?

I rely on my ability to think on my feet, stay calm and focused under pressure, and communicate effectively with my team to come up with creative solutions that minimize disruptions and deliver a seamless experience for the audience.

What would you say are the most important qualities an Operations Manager in your field should embody?

To excel in operations, it's essential to be flexible, a quick learner, and resilient under stress. To me, operations involve having a broad understanding of various departments and their functions, knowing what needs to be done, and identifying ways to enhance efficiency and effectiveness.

I began my journey by shadowing different departments and working in each one. Before this experience, I had been filing taxes, learning how to create budgets, and managing our social media accounts.

Are there any unique inputs you’ve applied to your role that have made operations smoother or more meaningful for the artists and audience?

Understanding both sides of the industry makes me more empathetic. I grasp why artist management makes certain decisions and why promoters, producers, and event teams make theirs. Both sides play essential parts in making live events happen, and both put in their fair share of work to prepare for them. I think no side is easier than the other.

In your experience, how do you measure the success of a concert event?

Overall satisfaction is significantly influenced by a combination of factors, including the quality of the performance, the social experience, and the overall event environment. Most people look for artists and performances that will be well worth the money they spend. Our team makes sure to display this through service quality, which can be anything from accessibility to customer service. On top of that, the connection and shared experience among patrons contribute to a sense of well-being, giving attendees a moment to relax from everyday matters and self-reflect.

All of these factors play a part in creating happiness for everyone involved, as they motivate us to look forward to more moments like these and make us feel part of a bigger cause.

Speaking of what people look for in performances, what important things do you consider in choosing artists for a concert or a music festival lineup?

Out of the many aspects to look at, I think it’s crucial to look at the impact the artist has on the market — how big is the impact, and how consistent is it? These are important things to consider before choosing which artists to offer.

Live Nation has gotten some criticism over some of the events it handled in the past. How is the company working on improving its processes and operations?

This is an ongoing process. We recognize that there will always be areas requiring improvement, and we strive to address them as effectively as possible. Some changes can be implemented quickly, while others may take more time to adapt.

Is there anything can we expect from Live Nation in terms of elevating our concert experiences?

Our company is dedicated to ensuring that shows provide value to fans and ticket holders. We strive to offer as many benefits as possible, maximize seating availability, and prioritize a fan-centric experience throughout the process.

You’re both a musician and a concert organizer, so you’ve been on stage and behind the scenes. Would you say one is more difficult than the other?

For me, being on stage is much more challenging than working behind the scenes. As a performer, it feels like you have only one chance to get everything right, and everyone is watching you closely. People can easily notice when you make mistakes, especially in today’s digital age where everyone records everything.

What do you love most about your job?

Over time, I’ve grown to love how hectic the job can be. I love having to tend to multiple tasks at a time and knowing that the work we do makes so many people happy. Making things happen is one thing, but seeing people get happiness from our events is one of the best feelings in the world. This comes first before getting perks like watching the shows and being able to work with such talented people.

As Live Nation’s Operations Manager, is there anything you hope to achieve in the near future?

One big thing I want to be able to do is bring back our “In the Mix” festivals. I really think we had great lineups for this event, and they were enjoyed by so many people.

Another thing I want to be able to do is find viable ways to bring smaller artists here to the Philippines. Nowadays, the venue rental and production fees for small shows are incredibly high, so most promoters tend to focus on bigger venues. Due to this, a lot of amazing up-and-coming talents aren’t able to come here to grow their market. I hope we can find a way to do that without it being super expensive, as that would mean unrealistically high ticket prices. I also hope we are able to build our own venue soon.

To know more about Bey Pascua, you can follow her on Instagram and TikTok. Also, stay tuned to Live Nation Philippines on Facebook, X (Formerly Twitter), Instagram, and TikTok for updates on all the latest concerts and tours landing in the Philippines.