ALICIA MATHEWS

Alicia Mathews has spent more than 12 years at the intersection of music, strategy, and artist advocacy, building a career around one belief: independent artists deserve the same level of support as major-label acts without sacrificing creative control. As Head of Marketing & Commercial Partnerships at Make Wake Artists, she founded and leads the company’s Label Services division, creating the infrastructure, systems, and strategy that empower artists to build sustainable careers on their own terms.

Her career spans Big Machine Label Group, Universal Music Group Nashville, independent labels, and digital marketing, giving her expertise across business affairs, A&R administration, distribution, digital strategy, marketing, and release operations. Since joining Make Wake in 2019, she has led campaigns for artists including Jon Bellion, Flatland Cavalry, Niko Moon, and Colby Acuff, combining data-driven strategy with a deeply fan-first approach.

Beyond marketing, Mathews is passionate about building a healthier, more collaborative music industry. She serves as a Grammy MusiCares Ambassador, CMA and ACM voting member, A2IM member, SOLID alumna, is a member of the Recording Academy's 2026 class, and serves as Co-Head of Make Wake’s Mental Health & Wellness Committee. She is committed to advocating for artists, strengthening industry infrastructure, and ensuring creators have the support they need to thrive both professionally and personally.

"I thought I wanted to go to law school to enter my Elle Woods era, so I left my first job - a role I genuinely loved - to take a position in Business Affairs. It came with a bigger company, better pay, and looked like the logical next step on paper.

Looking back, I don’t actually consider it a failure because it taught me some of the most valuable lessons of my career. First, I realized I didn’t want to go to law school after all. I could have told you after my first day at "Harvard" that it wasn't a fit for me. Second, I gained a deep understanding of music contracts, rights, and negotiations that has made me a much stronger marketer and strategic partner throughout my career. And finally, I learned a lot about the environments where I do my best work.

That experience showed me I thrive in organizations where I can build, problem-solve, and wear multiple hats rather than operate within a highly structured corporate environment. While I’m passionate about creating operational excellence and scalable systems, I’ve learned that I enjoy building those systems from the ground up much more than simply maintaining them."