In Episode 30 of Behind The Music Biz, host Matt Burrill sits down with artist manager Matt Woodson, whose career path is anything but ordinary. From the tech world to the tour bus, Woodson’s transition into the music industry is a masterclass in taking risks, betting on yourself, and saying yes to the right opportunities.
Unlike many industry veterans who grew up in music, Woodson started out in healthcare administration, studying at Harding University in Arkansas with the intention of climbing the executive ranks in hospitals. But after realizing the healthcare industry wasn’t for him, he pivoted to the fast-paced world of tech sales, working for a rapidly growing payroll startup in Denver.
It was there that he honed skills that would later serve him well in artist management—learning how to scale a business, manage partnerships, and understand market trends. But despite the financial success, something was missing.
In 2021, Woodson embarked on a Remote Year program, which allowed him to work from anywhere. That journey led him to Austin, Texas, and then to Nashville, where he quickly fell in love with the energy of the music scene. What was meant to be a short stay became permanent, setting the stage for his next big leap.
Woodson didn’t wait for an opportunity to knock—he knocked on every door he could find. While still working in tech, he started networking aggressively, sending out cold emails to booking agents and industry professionals, eager to learn the ropes.
Then, in August 2021, an unexpected opportunity arrived. During a meeting with industry veteran Joe Angel, Woodson got a call that would change his career. A tour manager had dropped out last minute, and Woodson was asked if he wanted to step in—with no prior experience.
Despite his doubts, he said yes. That weekend, he found himself on a tour bus with an artist he had never met, a crew he didn’t know, and a job he had no idea how to do. Sink or swim, Woodson figured it out, and by the time he got back, he was hooked.
That single decision set off a whirlwind career in tour management, working with artists across multiple genres, including Seaforth, Ernest, Quinn XCII, and Sam Henshaw. He even found himself navigating the complex logistics of touring in Asia during COVID, making him a go-to guy for handling chaos on the road.
While Woodson was thriving as a tour manager, he knew his end goal was artist management. Enter Jesse Denaro and Luke Healy of Lakeview. Introduced through mutual friends, the three immediately hit it off—not over business, but over life, heartbreak, and shared hustle.
At the time, Lakeview had been on a steady rise before the pandemic halted their momentum. But rather than making promises, Woodson started grinding alongside them, helping them make industry connections and sitting in on meetings to understand the landscape.
By mid-2022, Jesse and Luke had one question: “Dude, why don’t you just manage us?”
Woodson was hesitant. He had built a career taking risks, but full-time management was another beast. But once again, he bet on himself—and it’s paid off.
Lakeview isn’t your typical country act. They straddle the line between hard-hitting country and full-throttle rock, landing them on SiriusXM’s The Highway and Octane—a rare crossover. They can go from playing country festivals like Tailgate N’ Tallboys to rocking out at Wacken Festival in Germany, a feat few artists can pull off.
For Woodson, managing Lakeview means embracing their genre-fluid identity and proving that country fans and rock fans aren’t that different. Their live show has become their biggest weapon—one that turns skeptics into diehard fans by the end of their set.
Now, with Lakeview gearing up for another run with Breaking Benjamin, plus festival dates across the country, Woodson is stepping into his own as a manager. Alongside his right-hand man, Wyatt Carmichael, they’ve built a team that understands the grind, embraces the hustle, and most importantly, believes in the artists they work with.
Woodson’s story is a testament to taking chances, grinding through uncertainty, and trusting that the right doors will open—as long as you keep knocking.