Alisha Strother is VP of Fan and Partner Research at Live Nation, where she leads the company’s global fan insights strategy across an audience of 159+ million fans in 55+ countries. Her work sits at the center of how Live Nation understands and acts on fandom, ensuring the voice of the fan informs decisions across marketing, partnerships, and the live experience itself. She also leads Live Nation's measurement of the impact of live, shaping how experiential is evaluated across on-site and digital touchpoints, and helping partners understand how live drives connection, loyalty, and business outcomes. Alisha partners closely with teams and brands worldwide to translate fan behavior into clear direction, supporting more than 1,000 partners globally. She led the global research behind Living for Live, Live Nation’s largest fandom study to date, surveying 40,000 fans across 15 countries and uncovering how live music is reshaping how people spend their time, express identity, and connect with others. Prior to Live Nation, she held research and strategy roles at the NFL and ESPN, where she focused on measurement and partnership effectiveness across some of the world’s largest sports properties.