New General Manager of Stadiums & Arenas and Vice President of Artist Relations will drive growth across major venue and touring segments.

Sarah Vetting (left) and Annie Flook (right) join AXS.

LOS ANGELES, CA — AXS, a global leader in ticketing and live event technology, today announced two major additions to its executive team: Sarah Vetting has been named General Manager of Stadiums & Arenas, and Annie Flook has been appointed Vice President of Artist Relations. These strategic hires reflect AXS’s continued investment in building strong, trusted partnerships across the live entertainment ecosystem and delivering exceptional service to both venues and artists.

“Sarah and Annie bring an incredible mix of experience, vision, and passion to AXS,” said Dean DeWulf, Head of North American Venues at AXS. “Sarah’s leadership in large-scale venue strategy and Annie’s deep understanding of artist development and fan engagement make them uniquely suited to help us scale with excellence and integrity.”

Based at AXS headquarters in Los Angeles, Sarah Vetting joins the company with more than 15 years of leadership in programming, business development, and live event strategy. Most recently, she served as Managing Director of Programming & Business Development at First & Goal Inc., where she oversaw Lumen Field (69,000-cap NFL stadium), WAMU Theater, and adjacent event spaces. Under her leadership, she secured and executed 40 major stadium tours—including Rolling Stones, Luke Combs, Kenny Chesney, Ed Sheeran, Kendrick Lamar & SZA—while increasing event revenue by 71% and improving show profitability through smart pricing, streamlined operations, and deal structures.

At AXS, Vetting will oversee the company’s Stadiums & Arenas business unit across North America, leading strategy and execution for large-scale venue partners and managing cross-functional teams across account management, sales, implementation, and client success.

“AXS is known for pushing the industry forward, and I’m thrilled to join a team that shares my commitment to delivering seamless, high-impact events,” said Vetting. “This is an exciting moment in live entertainment, and I look forward to helping our partners grow their business, deepen fan engagement, and unlock new opportunities.”

Based out of AXS’s Nashville office, Annie Flook brings over 15 years of experience in live music, artist development, and fan engagement. She most recently served as Director of Artist Partnerships & Business Development at Propeller, where she led cause-based campaigns for top-tier artists such as Brandi Carlile, Fall Out Boy, Noah Kahan, and Sabrina Carpenter. Her work helped drive over $13 million to nonprofits and added more than 1 million users to the platform in 2024 alone.

Previously, Flook spent nearly a decade at Warner Music Group, where she led touring and artist development efforts across Elektra Music Group and Atlantic Records. She managed touring, ticketing, and marketing strategy for a diverse roster of artists and built long-standing relationships with AEG Presents, Live Nation, Spotify, and top agencies.

In her role at AXS, Flook will lead artist engagement and strategic partnerships, working with managers, agents, promoters, and labels to connect artists to AXS’s best-in-class ticketing tools, data, and fan-first technology.

“AXS is redefining what ticketing can mean for artists and fans alike,” said Flook. “I’m excited to help build bridges between creators and technology—and to champion solutions that prioritize transparency, innovation, and long-term career growth for artists.”