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Meet Troy “T-ROY” Berry of Surge Event in Greater Los Angeles

Today we’d like to introduce you to Troy “T-ROY” Berry.

Troy, please share your story with us. How did you get to where you are today?
Like so many other transplants, I moved to Los Angles to try to make it in the Entertainment Industry. Through some hard work with my good friend CC Campbell, we met one of the most famous concert promoters ever – Wood Fowler. Wood was a musician and the first promoter who had the universal respect of musicians because he believed the music scene should be centered around the artist – not the venue. He gave me the opportunity of a lifetime and convinced his boss to hire me as a production manager and concert promoter. I struck out on my own about 15 years ago and I’ve been blessed to do what I love to do – be around music and entertainment in LA.

Has it been a smooth road?
You name it- I’ve lived it. Losing thousands of dollars, venues closing the doors as you drive up, bands canceling shows and breaking up, and everyone thinking they can do it better. When I struck out on my own 15 years ago, I learned some hard lessons about being a successful business owner – and a lot of it was of my own doing. But through the help of my biggest supporter – my mother – and some key friends – I was able to power through the tough times to maintain and now thrive with the successful enterprise I’m fortunate enough to own today. But in retrospect, I have zero complaints. I get to work with and around some amazing talent and most people would give their left arm to be successful doing what I do. Working with talent and venues in LA is a dream come true.

So, as you know, we’re impressed with Surge Event – tell our readers more, for example what you’re most proud of and what sets you apart from others.
We are run by MUSICIANS for MUSICIANS. I think this is the cornerstone of why people like working with us. We NEVER ask a band to do anything we do not do ourselves. I still play drums in a band with some well-known killer musicians – Mr. Trent, Bill Scott, and Christie Huff to name a few- and we are one of the top draws in LA. So musicians can relate to us. And of course, Surge Event’s overall mission is to provide artist friendly terms in artist-friendly environments. My business partner Brian Zeno and I also do an annual event during SXSW 14 years running.

Let’s touch on your thoughts about our city – what do you like the most and least?
I love LA and cannot imagine living anywhere else. Growing up as a kid, you only see Hollywood or Beverly Hills on TV, but LA is really several individual neighborhoods masquerading as a city, and each neighborhood has a cool and unique flavor and aesthetic. It’s a constantly changing palette of vibrant people and cultures. Whenever I travel abroad when I mention that I am from Los Angeles people just light up with excitement. And I feel the same way they do! The only thing I don’t like is that there really isn’t an autumn season, but that’s a small price to pay for living in the entertainment capital of the world.

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