2025 Women of Live: Cindy Agi-Williams

Cindy Agi-Williams
Global Tour Promoter | Live Nation

FAV SHOW OF 2024 | Asake’s set at Wireless Festival.
BIZ ADVICE | “Follow your gut instinct, it’s the only way to remain true to yourself.”

One of the wholesome things to observe in this industry over the past years is the growing consciousness for parents and their needs as professionals.

One of the most fascinating initiatives in that regard is a program by Live Nation called Roadie Babies, which helps cover the costs of traveling with young children.
“As a new mom, I’m grateful for this initiative,” says Cindy Agi-Williams, global tour promoter at Live Nation. “It has allowed me to spend quality time with my baby while on the road this past year.”

Family is everything, after all, especially in Agi-Williams’ life. She says her older sister, Crystal, would deserve a spot in her personal Hall of Fame: “She has been my North Star since day one, shaping my values, work ethic, and approach to life.”
Business-wise, Agi-Williams’ focus has been on “expanding the presence of Afrobeats artists on global stages as the genre’s influence continues to grow.”

One of the stand-out moments of the past year for her was Nigerian singer and rapper Asake’s set at Wireless Festival, produced by Live Nation and Festival Republic, in London.

“Seeing an Afrobeats artist bring African culture to a massive stage with such energy and authenticity was powerful,” she says. “It was a testament to the genre’s global rise and the impact it continues to make.”

Agi-Williams has been working on growing the entertainment industry within Africa and the African diaspora since joining Live Nation in 2021. The expansion of the Afro Nation festival brand over the past years has been one of several success stories since.

As someone who started out in the mailroom at WME in 2009, and worked her way up to the very top of the industry – becoming co-head of hip-hop, and the agency’s first Black female partner – her advice to young professionals is invaluable.

“Follow your gut instinct,” she says. “It’s the only way to remain true to yourself. Seeking advice and different perspectives is valuable, but at the end of the day, you know what’s best for you. Staying true to yourself is the key to long-term success.”