2025 Impact 50 Honoree: Jonathan Azu

JONATHAN AZU
Founder & CEO
Culture Collective

THE TOOL / APP YOU CANNOT DO WITHOUT: ”My phone – using it the old school way –
calling people direct (No texting! LOL).”
LIFE-CHANGING CONCERT THAT CHANGED YOUR LIFE: “George Clinton – I produced my first concert with him while I was still in college at Drake University. That was technically the start of my music career!”

Though the live industry is facing myriad challenges, the rollback of DEI initiatives is what keeps Jonathan Azu up at night.

“It’s deeply personal. I started Culture Collective not just to build a successful company, but to serve as an example of what diversification in ownership can look like in music,” the founder and CEO says. “As a person of color, I knew there was power in being in the room – and in owning the room. But I also knew it wasn’t enough to just be there. I had to help open the door wider for others.”

In addition to working with his own management clients – including Leon Thomas and Michelle Williams – Azu serves as an executive at Jon Batiste Inc., which was instrumental in organizing Batiste’s Love Riot Festival in New Orleans during Super Bowl weekend. The fest took place in the Lower 9th Ward with a lineup that included Ledisi, Tank Ball of Tank and the Bangas, Preservation Hall Jazz Band, Flavor Flav and Dee-1.

“The goal wasn’t just to create a performance moment, but to activate community, drive local economic participation, and reimagine what it looks like when live music and cultural uplift go hand in hand,” Azu says. “That’s still our mission. We don’t just manage artists – we invest in people. Through mentorship, philanthropy, education and employment, we’re working to nurture the next generation of executives, creatives, and entrepreneurs, particularly those from underrepresented backgrounds.”

Other successes include Azu’s partnership with Joe Killian and their consultancy Killian + Company leading to the development of large-scale, ticketed listening events at major concert venues to launch new music, presented by American Express, with artists including Tyler, The Creator, Billie Eilish and Tate McRae.

Up next, Batiste is heading out on his second major tour, “The Big Money Tour,” Thomas is embarking on a global tour in support of his breakthrough album, Mutt, and Williams continues starring in the 10-time Tony nominated musical “Death Becomes Her.”