MMGC
Melbourne Mass Gospel Choir is a secular community gospel choir in Carlton, Melbourne. Directed by Phil Heuzenroeder, it offers non-auditioned weekly rehearsals and bookable live performances of gospel, soul, and protest music at festivals, venues, and events.
- Company typePrivate
- Founded2008
- HeadquartersMelbourne, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What MMGC does
Melbourne Mass Gospel Choir (MMGC) is a privately held, secular community gospel choir based in Carlton, Melbourne, Australia, founded in 2008 and directed by Phil Heuzenroeder. The choir performs a secular repertoire spanning early spirituals, 1960s–70s soul gospel, contemporary gospel (Kirk Franklin, Mavis Staples, Aretha Franklin), and works by Australian First Nations artists including Archie Roach. MMGC rehearses weekly on Tuesday evenings (7:30–9:00pm) during school terms at the Church of All Nations on Palmerston Street, Carlton, and is open to all adults with no audition requirements and an expected ~80% attendance commitment. The organization delivers live performances at festivals, fundraisers, corporate functions and community celebrations across Melbourne venues including Federation Square, Clyde Hotel, and the Church of All Nations, and distributes recorded performances through a YouTube channel (UClWHtrzDGKNluF5Uh-gKJWA).
The underlying operational stack is minimal and non-proprietary: a Squarespace-hosted website (mmgc.net.au) for member recruitment and event promotion, a YouTube content channel, and a Facebook presence for community engagement. There is no mobile app, no API, no third-party integrations, and no proprietary software or AI/ML components. The organization is founder-led and community-oriented rather than technology-enabled.
Revenue is generated through two streams: recurring membership dues ($180 per term paid upfront, with casual attendance and try-out nights priced at $22 per session) and fee-for-service performance bookings. Pricing is transparent and publicly disclosed, with attempts to accommodate lower-commitment participants through the casual tier. Customer segments are horizontal — community choir members seeking social and musical participation, and event organizers/venues seeking authentic gospel/soul entertainment aligned with progressive social values. No funding rounds, institutional investors, subsidiary entities, or parent company structures have been disclosed, consistent with a small independent community organization rather than a venture-stage or growth-stage enterprise.
MMGC firmographics
Firmographics- Name
- MMGC
- Legal name
- Melbourne Mass Gospel Choir
- Website
- https://mmgc.net.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Melbourne Mass Gospel Choir is a secular community gospel choir in Carlton, Melbourne. Directed by Phil Heuzenroeder, it offers non-auditioned weekly rehearsals and bookable live performances of gospel, soul, and protest music at festivals, venues, and events.
- Ownership category
- akta.pro rank
Where MMGC is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
MMGC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Membership Fees: Choir members pay term fees for regular rehearsals. Full membership costs $180 per term paid upfront. Casual attendance options also available at $22 per session.
- Performance Booking Fees: The choir is hired for events including corporate functions, festivals, fundraisers, and community celebrations. Revenue generated from booking fees for live performances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Full Choir Membership - $180 per term (paid upfront) |
| Unit Pricing | Pay-as-you-go | Casual Attendance - $22 per session |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
MMGC product offering
Product offeringCore offering
Melbourne Mass Gospel Choir (MMGC) is a secular community gospel choir of 30+ voices that performs gospel, soul, protest, contemporary, and popular songs. The choir offers weekly Tuesday evening rehearsals for community members at Church of All Nations in Carlton, and is hired for live performances at weddings, corporate functions, festivals, fundraisers, multicultural events, and community celebrations across Melbourne.
Product overview
Melbourne Mass Gospel Choir (MMGC) is a community choir offering live gospel and soul performances. The organization operates as a single unified service offering rather than a platform-plus-modules architecture. MMGC's primary products include weekly choir rehearsals, live performance bookings for events, and a collection of recorded performance videos accessible via their website and YouTube channel. The choir, directed by Phil Heuzenroeder, performs diverse repertoire spanning early spirituals, 60s-70s soul gospel, contemporary gospel, and popular songs, including works by Australian First Nations artists.
Differentiator
Problem solved
Functional benefit
Products and services
- Weekly Choir Membership and Rehearsals Weekly Tuesday evening rehearsals (7:30-9:00pm) at Church of All Nations, 180 Palmerston St, Carlton, during school terms. Open to everyone with no audition requirements. Full membership costs $180 per term paid upfront; casual attendance is $22 per session and try-out nights are charged at the casual rate. Members commit to approximately 80% attendance at rehearsals and undertake some at-home learning.
- Live Performance Bookings The choir of 30+ voices with gospel band is hired for live performances at events including weddings, corporate functions, festivals, fundraisers, multicultural events, faith celebrations, and community celebrations across Melbourne. Performances have been delivered at Federation Square, Clyde Hotel, Church of All Nations, and various multicultural festivals.
- Performance Videos Recorded video performances available on the MMGC website and official YouTube channel (UClWHtrzDGKNluF5Uh-gKJWA), featuring titles including Wholy Holy, We're On Our Way, Pressing On, You'll Never Walk Alone, Mary Don't You Weep, and Precious Memories.
Companies that use MMGC
Customer profileSegments2 records
Ideal customer profiles2 records
MMGC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MMGC partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
MMGC competitors and assessment
Company assessmentOthers
- The Song Room: Australian not-for-profit focused on music education and community singing programs. Adjacent peer that operates in the same community-music space and shares a values-led mission, providing a template for monetizing workshops, education, and outreach at scale.
- Gondwana Voices: National Australian children's and youth choir with performance-led revenue and a strong brand presence. Comparable structurally as a choir performing at major venues on a subscription/performance model, though focused on youth classical music rather than community gospel.
Direct peers
- Soul Purpose Choir: Australian contemporary and gospel choir that takes paid bookings for festivals, corporate events, and private functions. A direct competitive peer in gospel/soul performance bookings targeting the same event organizer and corporate customer segments as MMGC.
- Melbourne Gay & Lesbian Chorus: Melbourne-based community choir that performs regularly at festivals, corporate events, and celebrations. Operates on the same membership + booking model as MMGC and serves an overlapping, values-led community in the same Melbourne market.
- Sing Australia: Australia's largest community singing network with affiliated choirs across multiple states. Closely comparable as a non-auditioned, community-led choir model that operates on membership dues and casual attendance — the same revenue and GTM structure as MMGC.
- Café of the Gate of Salvation: Sydney-based community gospel choir with a long-running secular-friendly approach to gospel music and regular paid performance bookings. Direct competitor for the same gospel/soul community choir niche, offering private bookings for events and a similar volunteer member base.
Regional players
- Melbourne Bach Choir: One of Melbourne's oldest community choirs, performing at ticketed concerts and Melbourne venues. Comparable as a Melbourne-located, member-supported choral organization that monetizes through performances and ticket sales, though classical rather than gospel.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MMGC social profiles
Digital presenceMMGC financial estimates
Financial estimateRevenue estimate
Valuation estimate
MMGC leadership team
Management profileNumber of profiles
Profiles1 record
MMGC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MMGC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MMGC
What does MMGC do?
Melbourne Mass Gospel Choir (MMGC) is a secular community gospel choir of 30+ voices that performs gospel, soul, protest, contemporary, and popular songs. The choir offers weekly Tuesday evening rehearsals for community members at Church of All Nations in Carlton, and is hired for live performances at weddings, corporate functions, festivals, fundraisers, multicultural events, and community celebrations across Melbourne.
Is MMGC a public or private company?
MMGC is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MMGC founded?
MMGC was founded in 2008. It employs 51 to 100 people.
Where is MMGC based?
MMGC is headquartered in Melbourne, Australia, in the Oceania region.
How does MMGC make money?
Two revenue lines are on record. Membership Fees are the primary driver. The others are performance Booking Fees.
Who are MMGC's main competitors?
Others on record are The Song Room and Gondwana Voices. Direct peers are Soul Purpose Choir, Melbourne Gay & Lesbian Chorus, Sing Australia and Café of the Gate of Salvation. Melbourne Bach Choir is listed as a regional player.
Does MMGC have an API?
No public API is recorded for MMGC.