Andy Mills-Brown, the CEO and Founder of TAG Live, is not your typical business magnate. His journey to the pinnacle of the entertainment industry began with a departure from the London School of Economics. “I decided that education was absolutely not for me,” Mills-Brown recalls. It was a bold move that would set the stage for a remarkable career.
His foray into the ‘real world of work’ took him across the globe, from France to the open seas, where he embraced the role of a cruise director. “I started my entertainment career by travelling around the world,” he says, reflecting on the early days that ignited his passion for entertainment.
Upon returning to the UK, Mills-Brown joined Haven Holidays, a prominent holiday park company, and quickly climbed the ranks from food and beverage manager to operations director. In this role, he oversaw entertainment across the group and managed a significant portion of the company’s revenue. However, after a personal tragedy, Andy sought solace and returned to the seas for a year before founding TAG Live.
Today, TAG Live stands as a testament to Mills-Brown’s vision and resilience, providing entertainment solutions to industry giants such as TUI and Celebrity Cruises. Despite the challenges posed by COVID-19, which brought the entertainment world to a standstill, Mills-Brown’s leadership has steered TAG Live through turbulent waters. His efforts have not gone unnoticed, as he is set to be featured in The Sunday Times’ top 100 entrepreneurial business people.
Navigating New Norms
In the ever-evolving landscape of the entertainment industry, Andy has witnessed a seismic shift in work culture and ethics. “10 years ago, people would work 80 hours a week,” he states, acknowledging the generational change in the workforce’s approach to career and loyalty. Today’s employees, particularly from Gen Z and Gen X, seek more than just a paycheck; they desire a workplace that aligns with their values and offers a broader life experience.
Mills-Brown is acutely aware of these changing tides and the challenges they present. “As an employer, we have to work much harder to make sure that we offer the right package for people,” he states. This package extends beyond financial compensation to encompass a company’s sustainability efforts, its treatment of employees, and its commitment to diversity and inclusion.
The shift in workplace dynamics has also transformed the recruitment process. “When I interview people now, it tends to be I get interviewed rather than I interview them,” Mills-Brown shares, illustrating the importance of transparency about the company’s ethos, charitable efforts, and environmental impact.
At the heart of TAG Live’s success is its ability to leave a positive imprint on millions. “On an annual basis, we probably have shows and productions in front of 5 million people,” Mills-Brown reveals, underscoring the joy and unity that entertainment brings to families and communities. As the UK’s largest act booker, TAG Live’s influence extends across the industry, shaping the experiences of consumers and setting standards for business practices.
For Mills-Brown, the role of a leader is multifaceted, involving empire-building, legacy-creating, and giving back to society. “The bottom line has to work,” he asserts, balancing the need for profitability with the desire to invest in technology and contribute positively to the world. His advice to fellow leaders is simple yet profound: “You’ve got to want to do it, otherwise you won’t.” This genuine motivation is what drives TAG Live’s diverse leadership team, which brings a wealth of perspectives to the table, fostering a culture of thoughtfulness and respect.
Andy’s approach to leadership and his commitment to adapting to the evolving demands of the workforce have positioned TAG Live as a beacon of progress in the entertainment industry. It’s a narrative of understanding, adaptability, and the relentless pursuit of creating a workplace where everyone feels valued.
Beyond the Spotlight
As the conversation draws to a close, Mills-Brown reflects on the concept of legacy with a blend of humility and foresight. “I don’t know if I ever set out to leave a legacy,” he muses, suggesting that his focus has always been on doing the right thing rather than carving his name in history. Yet, through his actions and the culture he fosters at TAG Live, a legacy is undoubtedly taking shape.
For Mills-Brown, the legacy he envisions for the entertainment industry is one of equality, sustainability, and joy. “We promote equality, fair supply chains, and sustainable green issues,” he asserts, highlighting his commitment to responsible business practices that consider the environmental impact and the well-being of future generations.
In a world where the news cycle often brings gloom, Mills-Brown sees TAG Live as a beacon of light, providing much-needed entertainment and smiles. “People need to smile. Life is quite tough,” he acknowledges. By offering laughter and enjoyment, he believes TAG Live contributes to a legacy that transcends the ephemeral nature of entertainment, fostering a sense of unity and positivity.
“Humanity in itself is good news if we’re good people,” he concludes, encapsulating his belief that the true measure of success is the happiness and fairness we bring into the lives of others. It’s a perspective that resonates deeply, reminding us that the most enduring legacies are those built on compassion and innovation.
