2025 Women Of Live: Sara Williams

Sara Williams
Tour Marketing Agent | WME

SAGE ADVICE | “Stay curious and humble.”
FOOL ME ONCE | “Always triple-check the spelling of amphitheater and February on tour art.”

In 2024, WME saw eight music clients cracking the top 25 in Pollstar’s Top 200 Worldwide Top Touring Artists.

It was a stellar year for the agency’s music division, and its triumphs can be attributed to a standout tour marketing team that includes Nashville-based Sara Williams, who helped country troubadour Zach Bryan’s tour gross nearly $200 million. Only three months into 2025 and it’s already looking like another successful year for WME, with Bryan making history later this year by becoming the first artist to perform an outdoor concert at Michigan Stadium, which is on pace to be the biggest single ticketed concert event in the United States.

“I’m fortunate to continue to collaborate with amazing teams on some special shows coming up this year,” Williams says. “Hozier on tour with stadiums in the mix this summer, Zach Bryan playing the largest show ever at Michigan Stadium, Luke Combs headlining some of the biggest festivals in the U.S. I just know next year it’s going to be nearly impossible to pick a favorite show from the past year!”

It was a remarkable year for country artists and women in music, as well, with stars like Olivia Rodrigo, Billie Eilish and Sabrina Carpenter reaching new heights.

“There was an incredible momentum celebrating ‘girlhood,’ ‘girl power’ even ‘girl dinner’ — a collective response of ‘Yes!’ — loud, proud and sparkling across social media and in real life,” Williams said. “It felt like we all needed (and still need) that collective dance party shout-singing along to ‘Pink Pony Club’ with friends and smiles surrounding us. To keep it up, we must continue to recognize and consider the unique demands placed on female artists and advocate for the support and resources they need to meet these expectations. By doing so, we empower them to present their best selves, fully showcase the work they dedicate themselves to, and stay in it for the long run.”

Williams advocates for similar support for women like her working behind the scenes and advises up-and-comers to stay curious and humble. Another important piece of advice from the marketer: “Always triple check the spelling of amphitheater and February on tour art.” That last one goes for writers, too.