Braintree High Grad, Life is Good Executive, Honored as Innovator

In its second annual “Innovation Issue,” BizBash Media names James Macdonald, the director of good vibes at Life is good, to its list of the 66 most innovative people in the event industry in recognition for his work on the The Life is good Festival.

Macdonald, a 1993 graduate, is among the planners, designers, caterers, and other professionals who stand out as the drivers behind groundbreaking, purpose-driven concepts that shape the way we think about events today. Life is good®, the lifestyle brand dedicated to spreading the power of optimism and its nonprofit efforts to help kids in need, hosts the annual fundraising festival.

As director of good vibes, Macdonald launched and currently produces The Life is good Festival, the Boston area's premier multi-day music festival. A one-of-a-kind festival designed to celebrate optimism and raise funds for kids in need, the Life is good Festival has featured acts such as Jason Mraz, Ray LaMontagne, Ben Harper, The Avett  Brothers and many others.

In two years, the festival has raised more than $1.7 million for The Life is good Kids Foundation and its Playmakers initiative, helping kids overcome poverty, violence and illness.  In addition to producing The Life is good Festival, James programs Life is good Radio, the brand's online radio station and in-store musical programming and oversees its marketing based artist partnerships.

“The event industry is constantly in flux, with a steady stream of style trends, tech developments, and new ideas,” said Chad Kaydo, editor in chief of BizBash. “We wanted to recognize the people who stay ahead of the curve and move the industry forward.”

The article, “The 66 Most Innovative People,” is featured in BizBash’s March/April 2012 issue, revealed on March 14. The story also goes live on bizbash.com that same day.

BizBash’s “Innovation Issue” also names the 10 most innovative brands that are using events as a crucial part of their marketing mix, including Coca-Cola, Target, and Red Bull.

–Life is Good