Utah Business

30 Women to Watch 2024

Sydney DeLaCruz | 30 Women to Watch 2024 Emerging Leader

30 Women to Watch 2024
Sydney DeLaCruz | Photographed by Beka Price Photography

Talent Buyer | Live Nation Utah


Sydney DeLaCruz began her career in the music industry through a marketing internship with a local promoter. As her career progressed, she found herself wearing multiple hats and doing everything from ticketing to artist hospitality, local bookings and accounting. She was recruited to Live Nation in 2019 and was promoted from assistant talent buyer to talent buyer in 2021. By 2023, Sydney was positioned as the sole talent buyer in Salt Lake City, marking a significant milestone as the first female to act in a senior position at Live Nation SLC. Today, her mission extends beyond just booking gigs — she is committed to fostering diversity and community engagement within the music and entertainment sphere by creating safe, inclusive spaces for concertgoers and shining a light on marginalized groups across the industry. 

What is an accomplishment you’re very proud of?

Mind The Gap music festival is my proudest accomplishment. Festival Director Samantha Smith and I have put our heart and soul into creating an event that is worthy of hosting some of the best fans in the country and outstanding developing artists. We’re really looking forward to learning from our community and continuing conversations that will help us increase awareness and gain perspective on the gaps in society. 

Who are your role models, and how have they influenced you?

My role models are Rikki Aston from Live Nation Denver, Alex Maxwell and Kelly Kapp with Live Nation Touring, and Corrie Martin of Wasserman Music. These extraordinary women stand as trailblazers, not only excelling in their respective roles, but also dedicating themselves to uplifting their fellow women in the industry. Their unwavering commitment to excellence is matched only by their humility, inspiring me to strive for nothing less than the very best in all that I do. 

Mekenna is the editor of Utah Business magazine and a graduate of the print journalism program at Utah State University. She has written about business, music and culture for publications like Business Insider, Time Out, SLUG Magazine, Visit Salt Lake and the Standard-Examiner. She loves hiking, thrifting, reading and going on camping trips with her partner in their 1986 Land Cruiser.