2025 Impact Intl. UK/Euro Honoree: Emma Davis

EMMA DAVIS
General Manager & Agent
One Fiinix Live

HOW ED SHEERAN’S ‘MATHEMATICS’ ADDED UP

Emma Davis has been working on one of the most successful tours ever, Ed Sheeran’s “Mathematics” jaunt, which sold 8.8 million tickets over the course of three and a half years (2022-2025), surpassing the record he set on his last outing, the “Divide” run of 2017-2019.

The numbers are staggering, but only possible because of “Ed’s commitment to playing everywhere,” as Davis puts it. However, visiting territories no one’s played before comes with unique challenges.

“Navigating local customs and understanding best working practices has been eye-opening,” according to Davis. “Ensuring that we deliver shows to our usual standards has sometimes been challenging, but that’s where strong communication becomes essential.”
The team also “implemented innovative ticketing strategies to keep tickets in the hands of genuine fans, ensuring affordability and accessibility for as many people as possible. The fan experience is a key focus for us, and we push our promoters to maintain excellence across every aspect of the business.”

Sheeran is the most prominent but not the only proof that “artists who invest time and effort into engaging with their audience are the ones seeing the real returns,” according to Davis. Client RØRY is another “perfect example of this: they’ve developed a clear understanding of their fanbase and have doubled their ticket sales on every tour. Another client, VUKOVI, have built a community through their Discord channel – not only connecting directly with fans, but also helping those fans connect with each other.”

As general manager of One Fiinix Live, Davis’ role exceeds that of an agent.

“I’m deeply invested in staff development and creating opportunities that help shape long-term careers,” she says. “We have a genuinely empowering culture at One Fiinix – there’s no gatekeeping, and everyone is encouraged to grow, contribute, and collaborate. It’s a team-first environment, and I’m incredibly proud to be part of it.”