A little less than a year after Ali Harnell was promoted to AEG’s Global Touring team, the longtime promoter has announced that she will be joining Live Nation to spearhead women’s initiatives in a newly created position of president and chief strategy officer for Women Nation.

“With an employee base that is 45% female, Live Nation is dedicated to finding ways to serve and empower its female staff,” company officials wrote in a press release. “Live Nation’s existing programs targeted to women include 21 chapters of We Nation, its signature employee-led group focused on empowering and connecting; Future Nation, a gender-balanced career development program; and the Women Nation Fund, an investment fund designed to provide capital to female entrepreneurs in the promotions and events industry.”

300×250 See Tickets May Image 5

Harnell, who spent 14 years at AEG/The Messina Group and has worked at Pace Concerts, WME and Delsener/Slater Enterprises, will join Live Nation and look to “expand many of these efforts, forge partnerships with industry groups, drive research, and work to level the playing field for women in the live music business.”

Harnell will report to chief executive officer Michael Rapino and U.S. concerts president Bob Roux, and will be based in Nashville and Los Angeles.

“Ali’s decades of experience and insight into the opportunities and challenges for women in the live music business make her a powerful champion for the women of Live Nation,” Rapino said in a statement. “Our goal is to work together to find scalable ways to empower the women at our company, and across the industry as a whole.”

Harnell said she was “truly excited to dive into this new venture where I can combine my experience and relationships with my passion to help drive this historical and aspirational time of change for women.”