2025 Women Of Live: Rachel Dunham

Rachel Dunham
Artist Partnerships Lead, North America | TikTok

WISE WORDS | “Surround yourself with people who uplift you. Build strong relationships
with your peers and stay patient and resilient. Trust your instincts above all else.”

Thankfully, for an entire generation, TikTok is back after its 12-hour shutdown in January – a win not just for all the funny videos but as a tool for connecting musicians and fans.
“TikTok has created partnerships with global leaders in ticketing (including Ticketmaster & AXS), to offer fans a new way to discover and buy tickets to live events for their favorite artists,” said Rachel Dunham, Artist Partnerships Lead, North America at TikTok, when asked about her and her company’s most impactful initiatives over the past year. “We bring music fans closer to artists and offer a way to use the in-app ticketing feature to promote live dates and connect with fans around the globe. Music fans worldwide can easily discover and buy tickets for events directly within the TikTok platform in just a few clicks.”

“In addition, we’ve created in-app experiences to celebrate some the biggest tours of the year including Taylor Swift’s ‘The Eras Tour’ as well as Billie Eilish’s ‘HIT ME HARD & SOFT TOUR’ driving billions of VV [visual vernacular] on touring content globally & providing accessibility for fans that may not be able to attend in person.”
When it comes to DEI, Dunham says TikTok will “continue to ensure we are elevating diverse voices across our platform, campaigns and opportunities.” To help more women have huge breakout years, she notes, “We can continue to nurture young women artists by giving them safe places to show up, be and express themselves and by putting them centerstage as often as possible.”

Dunham was raised by a mom who provided that safe place, explaining that she’s “always allowed me to show up exactly as I am and pursue whatever I’m passionate about with endless, unconditional support.”

Looking ahead, Dunham declares that 2025 is for the girls. She says, “I’m so excited to be working across multiple initiatives to showcase the stories behind breakout acts like Gigi Perez in our Behind the Breakthrough series and create more in-app experiences to celebrate our favorite female superstars like Tate McRae, Lady Gaga, LISA, JENNIE, Selena Gomez and more. There is SO much incredible music on its way in 2025 from women.”