WME elevates Sara Williams to Head of Music Marketing. The Nashville-based executive reports to Kirk Sommer, Global Head of Music.
What We Know Williams oversees more than twenty marketing professionals at WME. This team shapes campaigns across the entire WME music roster, spanning ticketing, partnerships, branding, and media expertise. Since 2019, she managed strategic efforts for major clients including Luke Combs, Zach Bryan, Weezer, and Jason Isbell. Previously, Williams led marketing at AEG Presents Rocky Mountains. Her career began in radio marketing and promotions.
What They Said Sommer praised Williams’ impact: “Since joining WME, Sara has been an inspiring and trusted presence. She built terrific relationships and brought fresh thinking to our touring business.” He calls her “a natural fit to run our music marketing group.” Williams expressed gratitude: “I’m incredibly grateful for this opportunity. With WME’s unparalleled roster, this is an exciting time to grow our department and elevate the strategic work that connects our clients with their fans.”
What Remains Unclear The announcement doesn’t specify Williams’ expanded authority beyond her team. Potential new initiatives and departmental goals remain undetailed. Additionally, the promotion’s impact on WME’s broader music strategy isn’t clear. Finally, specific revenue or performance targets weren’t disclosed.
What It Means This move signals WME’s commitment to music marketing investment. Consequently, the agency strengthens its position against rival talent companies. Moreover, Williams’ track record with touring artists clearly impressed leadership. Therefore, touring clients should expect enhanced marketing support going forward. Meanwhile, Levi Jackson transitions to WME’s Brand Strategy team as VP, Music. Jackson will continue supporting music clients through brand activation work across departments.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.