2025 Women of Live: Alex Maxwell

Alex Maxwell
VP Of Global Touring | Live Nation

TRUE TO YOU | “To support the next generation of women in music, we should focus on empowering them rather than shaping them to fit a certain mold – fostering authenticity and creative freedom is key.”

Like many promoters, Alex Maxwell finds satisfaction in developing emerging artists and taking them to the next level. Having support as part of the largest concert promoter in the world surely goes a long way toward helping that happen.

“I’m proud of the work we’ve done to bring up-and-coming artists to bigger rooms and new markets over the past year,” says Maxwell. “We also launched our ‘On The Road Again’ program with Willie Nelson, waiving merch cuts and offering stipends to artists touring through clubs and theaters. Margins are small for many artists at this level so the impact has been significant to those who need it most.”

Maxwell adds, “I am looking forward to hearing more of Jack Harlow’s new music and working on his next touring cycle. Additionally, Tyler Childers is headlining Lexington, Kentucky’s Kroger Field in his home state this spring, which is a massive sell-out milestone for him. Damiano David from Måneskin is also embarking on his first solo tour later this year, which has already been selling out many of the dates. We also have Foster The People playing off right now — the tour has been years in the making and the response has been amazing.”

On the ground floor of what’s coming up in the live space, Maxwell says her 2024 live highlight was being part of something bigger: “My favorite set last year was Chappell Roan at Bonnaroo (tied with her ACL set). It was over 90 degrees out and humid, but I had full body chills singing every word. It’s been incredible to watch her well-deserved rise. … She remains unapologetically herself and stands firm in her beliefs, which is more important now than ever.”

Noting her own hall of famers are already Pollstar Women Of Live HOFers — Live Nation’s Ali Harnell and Amy Corbin, “I would also add Christine Cao, Stefany Reed, Julie Rose and Lesley Olenik to my personal list as well. These women are more than just colleagues — they are friends, confidantes and sources of inspiration in my life beyond work. Music and my career in this industry are my passions, but their support keeps me grounded and balanced.”