10th Street's Lewis Kovac

What was the first concert you ever attended?

Tom Petty and the Heartbreakers, 1977 at the Eugene Fairgrounds, promoted by TDA Productions (a company owned by my two older brothers).

You can go back in time and see any concert. Whom would you see and when?

Live Aid at Wembley Stadium, 1985.

What’s the single biggest change in a manager’s responsibilities since you started in the biz?

Having to provide label services and artist development on a shoestring budget.

What’s the best piece of advice you’ve ever received?

The job starts when they say “no.” —John Hey, legendary rock-radio promotion guy with a heart of gold.