SIOUX FALLS, S.D. (KELO) — A longtime Sioux Falls concert promoter is getting a new partner in the music industry.
Pepper Entertainment announced Thursday it’s teaming up with the founders of a Virginia-based management company that handles the likes of Chris Stapleton, Tim McGraw and Dave Matthews.
Pepper’s president and CEO says this new business arrangement will lead to bigger bookings in the future.
Jered Johnson set out to fill a void in the local music scene more two-decades ago.
“And started dabbling around and Nutty’s had expanded to a little spot called Nutty’s North and started live music and ended up promoting shows in the the basement there, and it just kind of took off,” Johnson said.
Pepper Entertainment has since climbed far beyond that humble basement operation.
“We’ve got three different offices. We obviously have our main one here in Sioux Falls. We have a satellite office in Minneapolis and also in Boise, Idaho. We operate in about 35 states,” Johnson said.
Now Pepper Entertainment is seizing upon a new corporate opportunity, partnering with the founders of Red Light Management, a company that handles some of the biggest musical acts in the country.
“It’s been a huge boost for us in terms of resources, the networks, relationships, what business is really all about is building relationships,” Johnson said.
But Johnson says the joint venture with Red Light won’t change the day-to-day operations in Sioux Falls.
“We’ve essentially created a partnership, but to the world, it’s still Pepper, still operates as Pepper,” Johnson said.
But what will change, Johnson says is the additional resources and connections to bring more big-name entertainment to local audiences.
“I don’t think you ever feel like you’ve peaked, which is part of the chase,” Johnson said.
Pepper Entertainment is the promoter of Rock the Country, a music festival taking place later this month at the W.H. Lyon Fairgrounds, featuring Kid Rock.
Johnson says Pepper Entertainment is already working on bringing the event back in 2026.
