• Maggie Rainwater

HoosierDevil Announces Change of Ownership

Asheville-Based Music Event and Artist Management Company

Will Continue Operations Under Local Owner

ASHEVILLE, N.C. (January 7, 2019) – HoosierDevil, a music event and artist management company- operated for the last several years by Asheville native Steve Johnson- has announced a change in ownership, effective on January 1st, 2019. Maggie Rainwater, who worked for HoosierDevil throughout 2018, has purchased the company from Johnson, who will remain on staff as a consultant.

Johnson had this to say about the transition: “I have had a great opportunity to grow the company and make many great friends and lasting relationships over the last several years. From my early beginnings of helping my family promote music events and festivals, to starting Mountain Music Entertainment, to where we are today with HoosierDevil: it has been a great run, lasting over 30 years. I have no regrets or complaints and consider myself incredibly fortunate! Now, I hope to help Maggie pursue her dreams and passions of owning and operating a company in the music community. I have no doubt she will do great things with the company and carry forward the great work of HoosierDevil!”

Maggie Rainwater has music in her blood, heart, and soul. Along with many other influences, she grew up on the music of Flatt and Scruggs- with whom her grandfather, Jody Rainwater, performed in the early 1950s. In addition to playing bass, singing bass, and handling the comedy duties, Jody did the booking and promoted the shows for the band. Maggie spent her childhood attending music festivals and shows with her grandparents and parents (Charlie Rainwater, a radio announcer, and Billy Budd, an upright bassist). Carrying on her family's traditions, Maggie has performed many aspects of promotion and support for music, with a particular passion for bluegrass and Americana. In her hometown of Urbanna, Virginia, Maggie spent several years with Something Different, a newly-expanded restaurant she helped to grow into a vibrant hub for live music. In 2016, she embarked on a musical cross-country road trip which ended in her new home of Asheville, North Carolina. She then began her journey in the mountain town’s lively music scene, performing promotional support duties for many venues, events, and bands. Maggie's other areas of interest and expertise include publicity, social media management, graphic design, and blogging about her adventures along the way. Maggie is excited for the opportunity to continue assisting and promoting the music she loves by taking on ownership and leading the work of HoosierDevil.

“Coming on board with HoosierDevil was a dream come true for me,” says new owner Maggie Rainwater, “and having the opportunity to take over ownership and lead this company forward is an amazing honor! I have learned so much from Steve since I began this journey and I am thrilled that he will be staying on board as a consultant throughout this transition. The Asheville music scene is incredible, and I am so grateful to be among such an inspiring, supportive community as I begin this new adventure. I cannot wait to see what the future holds!”

HoosierDevil has had an impressive client roster over the years, including MerleFest, Red Ants Pants Music Festival, Jam in the Trees, the Steep Canyon Rangers. They have also put together an Americana Series at The Grey Eagle (Asheville, NC), consulted with the Town of Pikeville, Kentucky, and worked with Irish/Americana artist Danny Burns. Under the new leadership, a fully updated roster will be shared in the coming weeks. Johnson and Rainwater say that at least a few of the current projects/clients will carry over in transition. Additionally, Rainwater will bring new bluegrass and Americana clients aboard immediately, including East of Monroe and the Darren Nicholson Band.

Jim Caudill and John Laird, currently working for HoosierDevil as consultants, will remain with the organization. Upon retirement from a very successful 23-year career as Director of Procurement/Strategic Sourcing at Lowe’s Home Centers, Jim Caudill joined the MerleFest staff, spending twelve years as the storied festival’s Operations Manager. He now uses his years of experience, including credentials in project management, contract development, strategic sourcing, expense control, and business process improvement, to concentrate on festival operations. As founder and operator of the Americana Agency, John Laird booked artists for about 6,000 shows, including 600 festival bookings at 300 different festivals in the U.S. and Canada. In conjunction with MerleFest, he conceived of and booked MerleFest on the Road, a festival promotional tour. John’s expertise also includes experience as a business valuations consultant and a Certified Public Accountant.

As for Johnson, he is pursuing a full-time opportunity outside of the music community, working with The LifeFlight Foundation in Camden, Maine. “I will be focusing on my new opportunity and helping HoosierDevil make this transition in ownership,” adds Johnson. “Though I will be relocating from Asheville soon, I have no doubt I will remain connected to my music passion.”

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HoosierDevil Media Contact:

Maggie Rainwater



Website: hoosierdevil.com

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