Meet Amy Oldham, DICE's VP of Content for Europe with plenty of industry tales to tell

DICE tends to attract interesting people full of great stories about how they came to work in live events – and Amy’s no different. Having spent her entire career in the music industry, she’s gone from fetching hummus for Martha and the Vandellas to becoming DICE’s VP of Content for Europe. Now, whether she’s heading out to live shows or starting niche hobbies, there’s never a dull moment in Amy’s world.

On music running in the family

My father was a jazz musician. He played saxophone and clarinet, and he’d often play them at home – it would drive me nuts, but looking back it meant the house was always full of energy. From a very young age, we’d either have music on or dad would be playing. Watching him practise for things like the BBC Big Band and all his jazz gigs are probably some of my earliest memories.

On coming up in Brighton

I started working at the Concorde 2 venue in Brighton in 2010 doing their marketing. Then I managed to get an internship at NME, and became really, really heavily entrenched in Brighton’s music scene. I was essentially doing the marketing and going to live events about four or five times a week: I’d be going to get the hummus for Martha and the Vandellas, or running around helping out Ellie Goulding, Kasabian or The Maccabees. So that was definitely my springboard into music.

On being kind to oneself

Becoming a mum and moving through lockdown popped my passions on the back burner to simmer, I became a Peloton enthusiast, decorated the house in outrageous wallpaper and became a serial niche hobby starter. But now, you can find me sniffing out the best immersive theatre, comedy and cabaret across the country. I’m also passionate about creating space to talk about mental health among my friends and family, championing the power of therapy, counselling and coaching as invaluable supports for living a happy and fulfilled life. Our minds can be crafty, devilish things, it’s important we understand how they work and how to treat them with kindness and compassion. 

On discovering DICE

I was working at Live Nation when DICE launched. I remember looking through the app, and thinking, ‘This is going to be huge’. Then, three years ago, I saw a position open up and decided it was the perfect move. I started as Head of Arts and Culture, and then became MD of the UK. And then I had a baby. While I was on maternity leave, I was offered the opportunity to become VP of Content for Europe. To be offered a promotion while you’re on maternity leave is pretty cool. So, I think the ability to progress has come from trust, and I’ve worked really hard, it’s not luck. I’m always moving forward and trying to have fun at the same time.

On the importance of Girl Power

I’m pretty sure the first live event I went to that wasn’t jazz related was the Spice Girls. Gig of a lifetime. I’ve seen them three times, maybe even four. One being a couple of years ago. It was an incredible time to be a young girl in the ’90s, surrounded by Girl Power and fierce women in music. 

On her all-time favourite live events

One is Alexisonfire at Brixton Academy – it blew my mind as it was the first time I’d been to a slightly heavier show. My dad died when I was 19, and I used to listen to their album on repeat in the car when I was going to see him while he was really ill. So it was an intense romance with pretty heavy rock music. Then, when I finally got to go and see them live, it was like a catharsis of pent up sadness, but also a deeply euphoric experience. The other is Maribou State at Beat Hotel in Marrakech. It was a beautiful little festival, with a magical and intimate vibe on site. I was right at the front standing in front of the singer, singing along to every world and totally lost in the moment. 

On the tamer pastures of parenthood

The working week is rammed with meeting brilliant partners, going to shows (most recently Michael Kiwanuka and Prima Facie) and meeting friends in town, so the weekend is wonderful down-time. Pre-kids, I was a lot more rock’n’roll but now my life is now full of soft play. The tamer pastures of parenthood included a move to the countryside with my family, so at the weekend you can find us breathing in fresh air on long walks, seeing friends, exploring local pubs and sometimes hopping on the train to London. As long as there’s food, great company and snuggles with my son, life is good.