From rock tours to Event Leadership
In our 60sec interview, Sarah La Tragna shares how her years on the road with rock bands prepared her for the high-energy world of experiential marketing. Discover how her unconventional journey fuels her role at Battle Royal Studios, where she transforms unpredictable moments into seamless live experiences.
by Chrissie Overton
You once dreamed of being a rock star. What led you to stay in the music scene but move behind the stage?
I realised the rockstar life wasn’t in the cards, but I wanted to stay in the scene. So, I began working behind the scenes organising smaller concerts, DJing, and touring with bands.
You wore a lot of hats on tour! from driver to manager and even babysitter. How did juggling so many roles impact you?
It was chaotic but exhilarating. I had to be a driver, tour manager, sometimes even a debt collector. I transported bands across Europe, didn’t think twice about whether I was driving on the left or right side of the road, or whether the van was big or small I just got on with it. That mindset of ‘just getting it done’ really stuck with me.
What were some of the most memorable challenges you faced on the road?
There were plenty! I toured with bigger bands, which meant long hauls across Europe and Eastern Europe in Nightliners. I’ve traveled on the Trans-Siberian Railway for days with a perpetually drunk promoter in Russia, and once had a Nightliner driver in Italy develop a crush on me. I’ve bailed musicians out of jail, towed cars, paid fines, dried groupies’ tears, and flown lost band members back to rejoin the tour. It was an adventure every day with a new cast of characters.
How did these experiences shape the way you approach high-stakes situations in event production?
They were perfect training grounds for quick thinking and handling unpredictable situations. I learned to assess things immediately, manage challenges efficiently, and adapt to whatever came my way. Those years taught me how to read people within minutes and find the right tone in every situation.
How do the quick-thinking and adaptability you developed on tour carry over to your role at Battle Royal Studios?
That quick thinking and pragmatism are invaluable now. Not everyone can quickly switch gears and problem-solve on the fly. I feel fortunate to have those skills at my core, and I rely on them to help me deliver the best outcome, no matter what the situation is.
After all those years on the road, what excites you most about bringing your experience to Battle Royal Studios?
What really excites me is using everything I learned from those unpredictable touring days to create seamless, unforgettable experiences for Battle Royal’s Studios clients. The energy and adaptability I honed on the road are invaluable here, especially in an environment where creativity and spontaneity are encouraged. At BRS, I get to take that same ‘just get it done’ mentality and apply it to immersive activations and high-energy events that reach people on a whole new level.
