How Ashley Ventura Builds Superstars, One Tour at a Time

Ashley Ventura has built her name in the world of touring, navigating the high-stakes, fast-moving industry as one of the most influential booking agents in hip-hop today. As the lead agent at Mac Agency, she works closely with some of the genre’s biggest names, including Sexy Redd, French Montana, K Camp, Ania, and Sukihana. But before she was locking in multi-million dollar tour deals, Ventura’s journey began in an unlikely place—Albany, New York, where she cut her teeth promoting rock and metal shows.

In a recent interview with Wendy Day, Ventura opened up about her journey into the touring business and shared key insights on how artists can build sustainable careers on the road. Her transition from the metal world to hip-hop was a masterclass in adaptability and perseverance. Learning how to book shows, build relationships, and route tours from the ground up, Ventura developed a deep understanding of the importance of hard-ticket touring, a business model that separates short-lived artists from career superstars. Today, she shares her insight into how artists can break through the noise, build lasting fanbases, and sustain long-term touring success.

The Foundation: Hard Tickets vs. Soft Tickets

For an artist looking to establish themselves as a real touring act, hard tickets are the gold standard. Unlike festival gigs or club appearances—often referred to as “soft tickets” since fans are already attending for the event rather than the artist—hard-ticket touring means people are buying tickets specifically to see you perform. According to Ventura, mastering this aspect of the business is what separates an artist with longevity from a viral moment.

“Anybody can get booked for a festival, a nightclub appearance, or a party, but if you can sell out a 200- or 300-capacity venue in your hometown, that shows real potential,” Ventura explains. “It proves that fans are willing to get off the couch, spend their money, and come see you.”

Building a strong home-market base is often overlooked by artists eager to tour nationally, but Ventura insists that it’s the number-one indicator of long-term viability. “If you can sell 300 tickets at home, that’s something I can work with. That means there’s real demand, and we can start expanding from there.”

The Path to Touring Success

Ventura emphasizes that touring isn’t just about performing—it’s about strategy. Artists who want to tour successfully need to invest in their stage presence, branding, and marketing. “The biggest mistake artists make is assuming that having a hit song is enough. You need to put in the work to build relationships, connect with fans, and make your live show unforgettable.”

One of the most underrated strategies for building a tour-ready brand is supporting bigger artists on the road. “Opening for a well-known artist is a marketing investment,” she says. “You’re performing in front of a crowd that may not know you, and if you do it right, you can walk away with thousands of new fans. That’s why I always tell my artists to work the crowd, have their merch ready, and make themselves unforgettable.”

Another important factor in an artist’s growth is learning the difference between profitable and unprofitable markets. Ventura notes that certain cities will embrace an artist more quickly than others, and instead of forcing a market that isn’t responding, smart artists will double down on cities where they already have a strong presence.

“I’d rather see my artists selling 1,500 to 2,000 tickets in key cities than struggling to fill half-empty rooms in places they aren’t big in yet. It’s about understanding where your audience is and giving them what they want.”

Success Story: K Camp’s Road to Becoming a Touring Giant

K Camp’s story is a prime example of how proper touring strategy can turn an artist from an overlooked talent into a major touring act. When Ventura first started working with him, he had been in the game for 12 years, but his touring strategy wasn’t structured for long-term success.

“He had oversaturated himself with too many club plays and hadn’t really developed his hard-ticket business the right way,” Ventura recalls. “The music was there—he’s a five-time Grammy-nominated artist—but we needed to rebuild his tour presence.”

The first tour they booked together saw K Camp performing in 500- to 700-capacity rooms. While those weren’t massive venues, they were full—a crucial element in making sure the artist’s demand was growing the right way.

“We built it brick by brick,” Ventura says. “Now, on our fifth tour together, K Camp is selling out 5,000-capacity venues in Atlanta and drawing thousands in major Midwest markets. He’s finally making the money he deserves because we put in the work to make him a long-term touring artist.”

Success Story: Sexy Redd’s Rapid Rise

While K Camp’s story is about a slow and steady rebuild, Sexy Redd’s rise was explosive—but still based on the same principles. Ventura recognized her potential just four weeks after ‘Pound Town’ dropped and knew that she had a hit that could translate into ticket sales.

“When I signed her, people thought it was overnight, but she had been grinding for three years,” Ventura says. “Her label had already invested in her for two years before ‘Pound Town’ even came out. She had put in the work, and the hit accelerated everything.”

Sexy Redd’s first headline tour sold out in 24 hours. Initially planned for smaller rooms, the demand was so overwhelming that venues had to be upgraded within days. Even more impressive? She did the entire tour while seven months pregnant.

“That’s what separates the real ones from the rest,” Ventura says. “She showed up every night, put on a great show, and proved that she deserved to be there. Now, she’s a six-figure artist because she built her career the right way.”

Touring Done Right

For Ventura, the formula for touring success is clear: Build your home base, sell hard tickets, open for bigger acts, and consistently invest in fan engagement.

“It’s a relationship game,” she says. “Fans need to feel connected to you. If you’re just chasing viral moments, you might get hot for a minute, but that won’t keep you on the road for years.”

As the Mac Agency continues to grow, Ventura remains committed to her mission—developing artists into touring powerhouses. Whether it’s helping a seasoned artist like K Camp refine his touring model or taking a rising star like Sexy Redd to new heights, Ventura’s work is proof that real success in music isn’t just about the charts—it’s about what happens when the stage lights come on.