Laura Muckenhoupt Email Address

Music Marketing Manager and Talent Buyer

From points distant and beyond we all converged on Petaluma in 1993 and '94 with an unenunciated desire to be more than we were before. The core of Lagunitas came from Chicago, St Louis, Memphis, Walker Creek, and the highlands of Quincy. The Chicago contingent initiated the brewing and the gravitational effect of its suchness did the rest. We all loved the beer but the mission was larger than the ordinary joy of a hoppy-sweet quaff. It was driven unseen by an urge to communicate with people, to find our diasporidic tribe, and to connect with other souls adrift on a culture that had lost its center and spun its inhabitants to the four winds to wander lost and bereft with a longing to re-enter the light. Beer, we have learned, has always been a good lubricant for social intercourse! The Lagunitas Brewing Co. was not so much an act of ordinary 'foundling' as it was willed into being by the unspoken desire of supportive beer-lovers in Northern California after which they continued to nurture their creation and urged us forward to fulfill the unifying needs of that same beer-loving diaspora from coast to coast and beyond. It is good to have friends!

Creating experiences that build emotional connections between fans, artists and brands. Music Marketing professional, Talent Buyer, Sponsorship Manager, Event Programmer/Producer and Artist Relations Manager with a marked history of building strong relationships and uniquely memorable connections with target consumers. Leading the Lagunitas Brewing Company’s Music Dept. since inception and building the musical DNA during a time of magnified national and international growth, I've ushered experiential marketing campaigns to life with meaningful consumer and artist experiences. Long lasting and trustworthy relationships are fostered, revered and grown through creative collaborations and ahead of the curve talent curation. Owned activations of note include the Lagunitas Petaluma Amphitheater series, SXSW campaigns and Band Sponsorship Programs. Noteworthy sponsored activations such as, Newport Folk Festival, LUCK Reunion, NPR’s Tiny Desk Concert Contest, and BottleRock combined to help launch Lagunitas to the forefront of brands who are trusted by music professionals and consumers alike. A notable day on the job is creating the perfect storm which combines my passion and 17+ years experience to connect the brand, artists and consumers in exciting, memorable yet still discoverable ways. www.Lagunitas.com/music