The Giggs Podcast: #20 Kelly Clague - Live from Lititz | Burnout, Success, and Safety on Tour

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At THE Conference: Live At Lititz, Giggs CEO Nikki Sanz sat down with Kelly Clague, Senior Vice President at EM.co and founder of SafeTour. As the driving force behind Tim McGraw’s career and a champion for safer, more inclusive touring environments, Kelly shared her incredible journey in the music industry.

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A Lifelong Love for Music

Kelly’s career was practically destined. Growing up in a family of musicians, she was immersed in the world of artists from a young age. After college, she began her career in Nashville, interning at Capitol Records before landing a role at a management company. It was there she met Tim McGraw—long before the hits—joining a team that worked tirelessly to help him build his now-iconic career.

“I love artists,” Kelly said. “They do something I can’t, and I feel a responsibility to create the structure they need to thrive.” This passion for organizing the chaos of the creative world has been her hallmark throughout her career.

SafeTour: Building Safer Spaces

In 2019, Kelly launched SafeTour, an initiative designed to make touring safer and more inclusive. Inspired by conversations about active shooter protocols and harassment training, Kelly realized the music industry lacked basic safety guidelines for crews.

With the help of organizations like Right to Be, SafeTour created a bystander intervention training program. “Touring is like an Olympic team,” Kelly explained. “We’re asking people to perform at their best under high pressure. Basic rules can ensure everyone thrives.”

While there was initial resistance, especially before 2020, the industry has increasingly embraced the need for change. Companies like Tate and Rock Lititz have partnered with SafeTour to offer training, and the response has been overwhelmingly positive.

Looking Ahead

Kelly’s work with EM.co and SafeTour reflects her deep commitment to evolving the live music industry. Whether managing Tim McGraw’s multifaceted career or shaping safer tours, Kelly’s vision is rooted in collaboration, respect, and action.