Life & Work with Gus of Los Angeles

Today we’d like to introduce you to Gus.

Hi Gus, we’d love for you to start by introducing yourself.
My journey started when I was a kid growing up in a music-oriented family. My dad’s a record producer, so I spent a lot of time in the studio with him. Watching him work sparked my passion early on—I picked up the guitar, joined a few bands, and knew music was what I wanted to do.

In college, I interned at a studio called NRG Recording in North Hollywood. During the day, I was a runner—grabbing food and cleaning toilets—but at night, I brought in local bands and recorded their demos for free. That hands-on experience helped me grow quickly. The studio owner saw my dedication and gave me full access to the facility, which allowed me to really develop my skills as a producer.

One of the bands I worked with ended up getting signed to Velvet Hammer Music and Management Group, which manages artists such as System of a Down, Deftones, Alice in Chains, Avenged Sevenfold, and more. That led to me being hired as a manager and talent scout, launching nearly a decade of helping artists grow and building careers behind the scenes.

After about nine years at Velvet Hammer, I took a step back and realized that my true passion was in live entertainment. The energy, the unpredictability, the connection with an audience—it just clicked. I played a key role in booking Rock in Rio, a major festival in Brazil, which opened the door to Live Nation Touring and fully immersed me in the live side of the business.

Then the pandemic hit and reset the playing field. That shift brought me to New Orleans, where I took on a leadership role programming the Caesars Superdome and Smoothie King Center. I was quickly promoted to oversee booking across the entire Southeast region of the U.S., managing dozens of major arenas and expanding my reach on a national scale.

After a few years in New Orleans, I got the call from back home in Los Angeles—an opportunity to be part of something brand new: the opening of the Intuit Dome. I was offered the role of Director of Booking for this incredible new venue, and I didn’t skip a beat. Coming back to L.A. felt like a full-circle moment, both personally and professionally.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It has definitely not been a smooth road. I’ve made plenty of mistakes along the way, and each one has played a part in shaping who I am—both personally and professionally. I truly believe that knowledge, wisdom, and real growth all come from failure—and I’ve had my fair share. Those moments weren’t easy, but they taught me more than any success ever could.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As Director of Programming and Booking at the Intuit Dome, my job is to bring unforgettable concerts to life—from the first conversation with an artist to the moment the lights go down and the show begins. What I believe truly sets me apart is that I’ve been fortunate enough to work across all the major verticals that make a show happen. I’ve been an artist manager, a touring musician, a promoter, and now a venue executive. That full-spectrum experience gives me a unique perspective on how to build shows that resonate—not just logistically and financially, but emotionally—for both the artists and the fans.

Any advice for finding a mentor or networking in general?
I truly believe that finding a mentor is one of the most important parts of building a successful and well-rounded career. Having someone who knows you, who can guide you through tough decisions, difficult conversations, or unfamiliar territory, is invaluable. At the same time, I also believe in giving back. Mentoring others is just as important—it keeps the circle moving and helps grow the next generation of leaders. To me, the day you stop learning is the day you start falling behind. Growth never ends, and mentorship—both giving and receiving—is a big part of that.

Contact Info:

• Instagram: @glcla6