Music Victoria
Music Victoria is an independent, not-for-profit state peak body for contemporary music in Victoria, Australia. It delivers advocacy, government-funded grants (Music Works, Live Music Festivals Fund), awards, professional development, and community programs to musicians, venues, music businesses, and music lovers.
- Company typePrivate
- Founded2010
- HeadquartersCollingwood, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Music Victoria does
Music Victoria is an independent, not-for-profit state peak body for contemporary music in Victoria, Australia, founded in 2014 following advocacy including the 2010 SLAM rally. Headquartered in Collingwood with 1-10 employees, it serves musicians, live music venues, music businesses, and music lovers across metropolitan Melbourne and regional Victoria through a portfolio of programs and services.
The organization's core offerings include the Music Works grant program (Victorian Government-funded, offering $5,000 Activation grants and $10,000-$40,000 Project grants), the Live Music Festivals Fund (up to $50,000 per festival), the annual Music Victoria Awards, and the Victorian Music Development Office (VMDO) supporting music industry careers. Supplementary products include the Victorian Gig Guide (powered by third-party partner What's Lively), the Music Victoria Mix Series (electronic music showcase launched 2021), the Stories from the Scene podcast (launched 2021), professional development events, and research products such as the Victorian Live Music Census.
Music Victoria's business model combines tax-deductible donations (DGR status), membership subscription fees providing discounts across music and lifestyle services, and government grants administration delivered on behalf of Creative Victoria and the Victorian Government. Distribution is primarily domestic through its membership portal, main website, social media presence, and in-person events including roundtables, industry forums, and community meetups. Strategic partners include Creative Victoria, APRA AMCOS, VMDO, Regional Arts Victoria, VAPAC, RMIT University, and various local councils.
Music Victoria firmographics
Firmographics- Name
- Music Victoria
- Legal name
- Music Victoria
- Website
- https://www.musicvictoria.com.au
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Music Victoria is an independent, not-for-profit state peak body for contemporary music in Victoria, Australia. It delivers advocacy, government-funded grants (Music Works, Live Music Festivals Fund), awards, professional development, and community programs to musicians, venues, music businesses, and music lovers.
- Ownership category
- akta.pro rank
Music Victoria industry classification
Industry- Product category
- Music Industry Advocacy and Association Services
- NAICS
- Arts, Entertainment, and Recreation (71), Other Performing Arts Companies (71119)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Performing Rights Organizations (PROs) & Public Performance Licensing (MPAIAKAA)
- akta.pro secondary industries
- Community Theatre & Storytelling Festivals (MPAGAEAI), Royalty Analytics, Forecasting & Valuation Services (MPAIAKAG)
Keywords
Where Music Victoria is headquartered
LocationHeadquarters
- HQ city
- Collingwood
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Music Victoria business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations: Music Victoria accepts tax-deductible donations from the public. All donations over $2 are tax deductible and directly support Music Victoria's programs, research, and advocacy.
- Membership Fees: Annual membership providing access to discounts on studio hire, production services, music equipment, music videos, mental health workshops, gym memberships, and coding workshops.
- Government Grants Administration: Delivers Victorian Government funded programs including Music Works and Live Music Festivals Fund, acting as an intermediary for grant distribution to the music sector.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Music Victoria product offering
Product offeringCore offering
Music Victoria is the independent, not-for-profit state peak body for contemporary music in Victoria, Australia. It delivers music advocacy, grant administration (Music Works and Live Music Festivals Fund on behalf of Creative Victoria), professional development, awards, and community programs for musicians, venues, music businesses, and music lovers across metropolitan and regional Victoria.
Product overview
Music Victoria operates as a not-for-profit peak body offering a membership-based portfolio of programs and services. Core offerings include the Music Works grant program (Activation and Project streams), Live Music Festivals Fund (up to $50,000 per festival), and the annual Music Victoria Awards. The organization delivers the Mix Series showcasing Victorian electronic music, maintains the Victorian Gig Guide powered by What's Lively, and produces the Stories from the Scene podcast. Professional development is provided through events, masterclasses, and workshops. The Victorian Music Development Office (VMDO) supports music industry careers including the Blak Sound Indigenous program. Past programs include Cultivate (women's leadership development), Music for the Stages (theatre programming), and the Victorian Live Music Census research initiative.
Differentiator
Problem solved
Functional benefit
Brands
- Music Works: Victorian Government program delivered by Music Victoria that supports artists, music workers, businesses and organisations to create new work, build careers and strengthen Victoria's music sector.
- Live Music Festivals Fund
- Victorian Music Development Office (VMDO)
- MV Mix Series
- Victorian Gig Guide
- Music Menu
Products and services
- Membership Program
Quantifiable outcome
- Delivered 30 live music events across flood-impacted regions
- +2 more outcomes
Companies that use Music Victoria
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Music Victoria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Music Victoria partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Creative VictoriacoreCreative Victoria is the primary government funder, providing funding for Music Works grants, Live Music Festivals Fund, and other initiatives. Music Victoria delivers government programs on behalf of Creative Victoria.
- APRA AMCOScoreAPRA AMCOS is a key industry partner, collaborating on programs like the Gold Sounds Music Conference songwriting workshop and broader music industry initiatives.
- Victorian Music Development Office (VMDO)coreVMDO is a dedicated office for music industry development, partnering with Music Victoria on initiatives including the Regional and Remote Summit Travel Bursary program.
- Regional Arts VictoriacorePartnered with Music Victoria to deliver the Regional Music Development Program, supporting Regional Music Workers across three regions in Victoria.
- RMIT UniversityminorEducational institution partner, with Dr Catherine Strong from RMIT serving on Music Victoria's Women's Advisory Board and contributing research on gender in the music industry.
- Support ActminorCharitable organization supporting music workers in crisis, aligned with Music Victoria's mission to support the Victorian music community.
- VAPAC (Victorian Performing Arts Centres Network)coreVAPAC and Music Victoria co-hosted Music for the Stages event in 2022 and partner on initiatives to bring more live music into theatres across Melbourne.
- Showcase VictoriacorePartnership to create Music Menu initiative helping musicians get their work heard by theatre and community hall programmers across Victoria.
- Various Local CouncilsminorPartnership with councils including City of Greater Geelong, City of Yarra, City of Melbourne, Mornington Peninsula Shire, and others for regional music development programs and events.
- Yamaha Music AustraliaminorRecording equipment sponsor for the Stories from the Scene podcast.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Music Victoria competitors and assessment
Company assessmentBroad incumbents
- APRA AMCOS: Australia's peak music rights organization representing songwriters, composers, and publishers. Music Victoria is a direct partner of APRA AMCOS, and both serve as collective representation bodies for the Australian music industry, though APRA AMCOS operates nationally and focuses specifically on rights collection.
- ARIA (Australian Recording Industry Association): The national peak body for the Australian recording industry, representing record labels and the broader recorded music sector. Overlaps with Music Victoria's advocacy mandate but operates at a national level with a focus on commercial recorded music rather than grassroots state-level development.
Direct peers
- Music NSW: The state peak body for contemporary music in New South Wales, operating a near-identical model to Music Victoria: advocacy, grants administration, professional development, and awards. Music NSW is the most directly comparable peer given the parallel state-peak-body structure.
- Music SA: South Australia's state peak body for contemporary music, providing advocacy, grants, and professional development. Operates as a direct state-level counterpart to Music Victoria in a different geography.
- Music Tasmania: Tasmania's state peak body for contemporary music. Mirrors Music Victoria's advocacy, membership, and grant administration model at a smaller jurisdictional scale.
- Music Queensland: Queensland's state peak body for contemporary music. Comparable to Music Victoria in function and structure, serving as the central industry advocacy and development organization for its state's music sector.
- Support Act: Australian charity providing crisis support and mental health services to music workers. Music Victoria is a partner of Support Act and offers related mental health workshops as a member benefit, making it a closely aligned peer in serving the music worker community.
Regional players
- Live Music Office: An Australian initiative focused on live music venue sustainability and policy reform. Comparable to Music Victoria's venue advocacy work (e.g., VC120 planning amendment support) but operates nationally rather than at state level.
- Sounds Australia: Australia's national music export initiative, supporting Australian artists in international markets. Operates in adjacent space to Music Victoria's advocacy work but focuses on export development rather than state-level industry support.
Emerging players
- National Live Music Awards: Australia-wide live music awards program complementing Music Victoria's state-level Music Victoria Awards. Comparable in celebrating live music excellence but operates nationally and is focused specifically on live music venues and performers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Music Victoria social profiles
Digital presenceMusic Victoria compliance and trust
Trust signalCompliance2 records
Music Victoria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Music Victoria leadership team
Management profileNumber of profiles
Music Victoria subsidiaries and ownership
Company hierarchySubsidiaries2 records
Music Victoria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Music Victoria 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 Music Victoria
What does Music Victoria do?
Music Victoria is the independent, not-for-profit state peak body for contemporary music in Victoria, Australia. It delivers music advocacy, grant administration (Music Works and Live Music Festivals Fund on behalf of Creative Victoria), professional development, awards, and community programs for musicians, venues, music businesses, and music lovers across metropolitan and regional Victoria.
Is Music Victoria a public or private company?
Music Victoria is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Music Victoria founded?
Music Victoria was founded in 2010. It employs 1 to 10 people.
Where is Music Victoria based?
Music Victoria is headquartered in Collingwood, Australia, in the Oceania region.
How does Music Victoria make money?
Three revenue lines are on record. Donations are the primary driver. The others are membership Fees and government Grants Administration.
Who are Music Victoria's main competitors?
Broad incumbents on record are APRA AMCOS and ARIA (Australian Recording Industry Association). Direct peers are Music NSW, Music SA, Music Tasmania, Music Queensland and Support Act. Regional players are Live Music Office and Sounds Australia. National Live Music Awards is listed as an emerging player.
Does Music Victoria have an API?
No public API is recorded for Music Victoria.
What industry is Music Victoria in?
Music Victoria's product category is Music Industry Advocacy and Association Services. Its primary akta.pro industry code is MPAIAKAA, Performing Rights Organizations (PROs) & Public Performance Licensing, with a secondary code of MPAGAEAI, Community Theatre & Storytelling Festivals. Its NAICS code is 71 and its SIC code is 7900.