Alum Turns Hip Hop Passion and Business Acumen into Career Success

When Yvener Petit ’08 first heard the voice of The Notorious B.I.G. booming through a car radio, he fell in love with hip hop, just like millions of teens in the mid-1990s. But while many dreamed of their own turn at stardom, Petit was instead intrigued by the business side of the music industry.

As a Bentley student, Petit began mapping out a career plan that would eventually lead to his current role as vice president of strategic initiatives and operations at Live Nation Entertainment, Inc., the multi-billion-dollar global company that promotes thousands of events each year.

“I’ve had some pinch-myself moments where I stepped back and realized this is what I asked for and prayed for,” Petit says.

Petit collaborates with Live Nation senior leadership on projects ranging from operational improvements, including evaluating and rolling out point-of-sale devices at the company’s venues, to broader strategic priorities such as comparative analyses of festival and venue performance. He appreciates the breadth of responsibility his role entails. “When I wake up in the morning, I never know what email request will be waiting,” he says.

Petit at the Emmys.

Petit with his mother.

Petit arrived on the Bentley campus in 2004, the first in his family to pursue a college education and business career. He was eager to absorb as much knowledge as he could. “I just wanted to get going and learn about the business world,” he says.

A strong student who majored in finance and accounting, he secured an associate’s position upon graduation in the financial services assurance practice at Ernst & Young (EY), where he spent eight years developing a solid financial foundation and achieving a manager role. To strengthen his skill set, he earned a master’s degree in accounting from the University of Virginia and a CPA license during that time.

At two key moments, Petit shifted direction to move his career forward. His first transition came in 2016 when he set his sights beyond accounting. “I wanted a position that would focus on forward-looking decisions,” Petit says. He earned an MBA at the Haas School of Business at the University of California, Berkeley, and then accepted a consultant position — and was eventually promoted to director — at EY’s Parthenon Corporate Growth and Strategy Practice, focusing on technology, media and telecom.

Three years into his management consulting role, amid the COVID-19 pandemic, Petit made his second pivot. “Like many people during COVID, I decided it was time to do what I was most passionate about,” Petit says. He turned his focus to the entertainment industry, and remembers thinking, “I’m going for it.”

Although not an industry insider, Petit drew on his transferable skills to make the move to Live Nation. “I think the combination of foundational business strategy skills, adaptability and a genuine interest in the business is what stood out,” he adds.

Petit credits friends and mentors for much of his success. His Bentley friend group has remained intact for more than 20 years. Referring to them as his “board of advisors,” they continue to celebrate special occasions together and are always on hand to provide career advice.

Another source of guidance is his mentor John Sims Jr., a former Bentley assistant dean and executive director. Petit credits Sims’ guidance with helping him gain admission to and complete his MBA program. “He took me under his wing and helped me understand what the process was,” Petit says. “I couldn’t have done the transition without him and to this day, he is still a phone call away for me.”

Having benefited from career support, Petit now prioritizes giving back. When he relocated to Los Angeles, he joined the board of directors at Communities In Schools of Los Angeles (CISLA), a nonprofit that connects at-risk LAUSD students with resources and support to succeed in school and beyond. He now serves as vice chair of the nonprofit and provides financial and strategic support.

Petit with fellow alumni at a Communities In Schools of Los Angeles event.

Petit says he has opportunities to meet students, which is particularly rewarding because “I grew up in a similar situation of parents who are immigrants and being raised in a low-income household.”