Music Victoria

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.

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

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

• Music industry advocacy
• Music grants administration
• Music professional development
• Music membership services
• Live music industry support

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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

Core 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

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Creative VictoriacoreStrategic or Co-development PartnerCreative 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 AMCOScoreStrategic or Co-development PartnerAPRA 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)coreStrategic or Co-development PartnerVMDO 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 VictoriacoreStrategic or Co-development PartnerPartnered with Music Victoria to deliver the Regional Music Development Program, supporting Regional Music Workers across three regions in Victoria.
• RMIT UniversityminorStrategic or Co-development PartnerEducational 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 ActminorOthersCharitable organization supporting music workers in crisis, aligned with Music Victoria's mission to support the Victorian music community.
• VAPAC (Victorian Performing Arts Centres Network)coreStrategic or Co-development PartnerVAPAC 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 VictoriacoreStrategic or Co-development PartnerPartnership to create Music Menu initiative helping musicians get their work heard by theatre and community hall programmers across Victoria.
• Various Local CouncilsminorGTM or Marketing PartnerPartnership 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 AustraliaminorOthersRecording equipment sponsor for the Stories from the Scene podcast.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Xx.com/MusicVictoria
• YouTubeyoutube.com/channel/UCz5V8M8d8x5x5x5x5x5x5x5
• Facebookfacebook.com/MusicVictoria
• LinkedInlinkedin.com/company/music-victoria
• Instagraminstagram.com/musicvictoria

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Music Victoria