Live entertainment is fast-paced, unpredictable, and full of challenges – but that’s exactly what makes it so exciting. In this edition of Ticketmaster’s International Women’s Day series, we sit down with Madison Lymer, International Sales and Revenue Director at Sonia Friedman Productions, to talk about her journey from high school theatre to a global career. She shares the unforgettable moments that shaped her, the best advice for women breaking into the industry, and why great leadership means embracing mistakes.
How did you get started in live entertainment?
“My high school theatre with some excellent and inspiring teachers. I went to university committed to studying a ‘real subject’ and ended up back in theatre within 2 weeks. Safe to say 18-year-old me couldn’t even begin to imagine the journey working in live entertainment would take me on.“
Can you share a memorable moment in your career that has had a significant impact on you?
“Experiencing some of those early live performances post pandemic. Everyone moved mountains to get the theatres re-opened and those early houses were so special with audiences who just wanted to be together again. It’s hard to imagine experiencing anything that unique in the industry again, but it still serves as a reminder of how communal live performance is and how magic it is to be able to experience together.“
What advice would you give to young women who want to enter the entertainment industry?
“Ask questions, be curious, and remember your ideas are worth hearing even if you aren’t the loudest in the room.“
In your opinion, what are the key qualities that make a great leader in live entertainment?
“The ability and security to enable a team to make mistakes, because that’s when you get the most brilliant work.“
Is there a particular female figure that inspires you?
“Too many to count, I work for and with some incredibly intelligent women who inspire me daily. Equally I grew up surrounded by some truly resilient women, so I’ve always been lucky to have brilliant role models.“
How do you measure success, and what are some of your proudest achievements?
“It’s changed a lot from when I was younger when I thought success would feel a certain way or be easy to identify when I found it. There are always obvious project KPIs or pressures to get certain things right, but I think success for me now looks like being able to confidently say I gave a project my all.
In terms of proudest achievements, I actually think it’s in a lot of my relationships. The career milestones are great and exciting, but it’s more satisfying to be able to share them with people you enjoy working with. Teamwork, as much as anything, is a skill, and something I’m always really proud of when we get it right.“
