Jade Nielsen & Carly Pritchard

Jade Presents stands at the forefront of live entertainment in Fargo, founded in 1990 by Jade Nielsen who had what he called a “hobby” for the business of booking… but that “hobby” has grown into one of the critical components of Fargo-Moorhead’s live entertainment scene. Their focus is community, from concerts and festivals to celebrations like the Bacon & Beer Festival and the Roughrider Ink & Iron Expo. Plus, by working hand-in-hand with local venues and partners, they are active in the communities they’re helping to craft.

Leading the charge as the VP of Booking is Carley Pritchard. Since her days as a music enthusiast and student DJ at NDSU, Carley’s passion for music has evolved into a career that shapes Fargo’s live event scene. Her journey began in 2012 when she joined Jade Presents, rising through the ranks to become a key player in the
company.

Carley now oversees a team that brings over 170 hard-ticket events annually to more than 20 venues in the area. Despite the challenges brought on by the pandemic, Carley and her team have continued strong, benefiting from industry advocacy and a commitment to their craft.

Inspired by the undeniable buzz of live shows and the science-backed benefits, Carley is driven by the joy of introducing audiences to their next favorite artist.

“To me, there’s no comparison to the feeling of being at a live show, and science agrees with me—showing real benefits for well-being and lifespan from regular attendance,” she said.

In Fargo, Carley leverages her extensive network and industry knowledge to navigate the region’s challenges. The geographical location is Fargo’s No. 1 challenge according to her, as well as the fierce competition for tour dates and the unpredictable weather impacting outdoor events.

The approach to selecting acts for the FM area is a blend of utilizing industry relationships, data, and observation of trends. While country, rock, and comedy reign supreme locally, the strategy involves a balanced mix to cater to the diverse tastes of the area, especially considering the wide variety of venues that Jade Presents works with. Coupled with an emphasis on supporting local talent and showcasing up-and-coming artists alongside national acts, Jade Presents positions itself as a key player in the local music scene!

Meet The Promoter

Carly Pritchard

Starting as a college radio DJ at NDSU, Carley Pritchard quickly spun her way from campus airwaves to concert arenas. She began with Jade Presents, scaling from marketing to VP and booking guru. Now, she orchestrates over 170 events a year across a variety of venues. With a knack for turning our community into must-stop spots for tours, Carley’s gigs prove that big talent doesn’t just play in big cities. Whether she’s backstage or in the spotlight, Carley’s career is one continuous encore!

What to Know

Each venue and genre will have its specifics, but here are some general live music tips, plus a few extra for the local scene!

Wear earplugs. If you forget them at home, the staff will usually have extra for free or for a small charge!
Show up early for the support act. “You might find your next favorite artist,” Carly said.
At one of Jade Present’s partner venues, Bluestem Amphitheater, there is parking available—but you’re encouraged to check out their shuttle services hosted by Legends Sports Bar and Murphy’s Pub—which run about for about $10 for a round trip + a free pre-show drink! Just head over on the day of the show and pay!
When family or friends come to town for a Jade Presents event, they can enjoy more than just great music and book a stay through special links for Brandt Hospitality Group Hotels in Fargo with some sweet deals. Plus, there are extra perks like shuttle services to the event, swag bags, and more!

Best Mems!

On the Road Again (In Fargo)

Booking Willie Nelson at Bluestem Amphitheater in 2023 marked a career highlight for Carley. Willie’s team, known for their selective approach to venue choices, paired with the limited availability at Bluestem due to its busy schedule, made the booking a big achievement. The immediate sell-out of the initial tickets led to a whirlwind effort by Carley and the team to schedule an additional show, which, to the delight of many, also sold out right away.

“Taking my parents to the show and seeing all the happy fans onsite was the cherry on top,” Carley said. “I can’t wait to do it again this year!”

Choosing Acts

“We pursue events based on a number of factors, and each case is different. In some instances it’s a business decision, in others, it’s to support the art, and often it’s to provide content to our venues, patrons, and community. Occasionally, all three factors apply.” –Founder & President, Jade Nielsen

2 Birds, 1 Promoter

Later this summer, Jade Presents, by the hands of the talented booking team, booked a two-for-one coheadlining show with acts, Spoon and Phantogram. Spoon serves up a taste of indie rock with a twist of minimalism; and Phantogram, on the other hand, delves more into the electronic and trip-hop realms.

Based on each act’s availability, Carly was able to swing it and have both groups headline!

“Jade Presents is live & local, and we are based right here in Fargo. Our mission, wherever we book and promote events, is to set the stage for local audiences to experience exceptional live events!” – VP of Booking, Carly Pritchard

Watch for show announcements, get tickets, and more on Facebook, Instagram, and Jade Presents’ website!