Amanda Maxwell

Amanda Maxwell is a passionate advocate for diversity and empowerment within the music industry. With years of experience, she has become a leading figure, both as an independent artist manager and as a connector and mentor for emerging talent. Amanda is the founder of Freelance Queens, a collective supporting minority ethnic, LGBTQIA+, and female-identifying freelancers in the music and creative sectors, now with over 250 members. This community fosters collaboration, job-sharing, and amplifying voices, with businesses like Nando’s, Red Bull, and Warner tapping into the collective for talent.

Amanda also serves as Chair of the UK Music Futures Board, a platform launched in 2016 to amplify the next generation of industry leaders. Initially part of the founding group, she later became the group’s representative on the UK Music Board, and in 2020, was appointed Chair, working alongside Jennifer Geddes to guide the group through challenges like Brexit and COVID. The Futures Group brings together young professionals from across labels, management, publicists, producers, and more, and has become a vital voice for the future of the music business.

Additionally, Amanda previously co-directed the London Chapter of shesaid.so, speaks regularly on inclusion and empowerment, and sits on the BPI’s Equality, Justice, and Advisory Group and Music Week's Women In Music Awards board.

As an independent manager, Amanda works with Persian DJ, radio host, and TV personality Ellie Prohan. Together, they’ve achieved impressive milestones independently, including Ellie's induction into the Women in Music Roll of Honor, a Billboard feature, and her role as Ambassador for the Rio Ferdinand Foundation. Amanda has secured Ellie major international bookings, including performances at Glastonbury, Wireless, and Sunburn India.

Ellie’s shows on Kiss FM, Kisstory and Kiss FM, including the viral 15 Seconds Deep feature, which provides unsigned artists with a platform, and Ellie’s involvement in brand activations with Spotify, Arsenal, and Puma has significantly amplified her impact. Through the charity event series Ellie Prohan & Friends, Amanda and Ellie have raised over £10k for charities like Samaritans, Anxiety UK and Crisis.

Throughout her career, Amanda has been dedicated to empowering others with kindness and human connection, constantly striving to create a more inclusive and impactful music industry.

Why you are excited about SXSW London 2025: Really looking forward to London being put on the map with some incredible talent UK & Global. It feels like this is what the UK has needed and it's been a long time coming! Excited to see SXSW in a new chapter with a diverse range of talent on stage performing, hosting, DJing and more! So needed in the world we are living in.