the song room

What the song room does

The Song Room is an Australian not-for-profit organisation founded in 1999 that delivers arts-based education programs to primary school children experiencing socioeconomic disadvantage. It operates a multi-year, multi-artform in-class delivery model spanning music, drama, visual arts, media arts, and dance, supported by ARTS:LIVE — an award-winning digital education platform launched in 2013 that provides thousands of curriculum-aligned teaching resources to primary school teachers. In 2024 the organisation served 136 schools across remote, regional, and metropolitan Australia, delivering 271 in-class programs to more than 13,200 students, with 67% of partner schools operating below ICSEA 1000 (lower socioeconomic status). Specialist programs include the Deadly Arts First Nations program, the DUET Music in Schools Teacher Mentor Program (now in its eighth year with the Victorian Department of Education and Training), the Arts and Wellbeing program, and Transformational Learning through Creativity, with newer additions including Primary Production (songwriting/music production) and The Bridge (career pathways for contemporary music creators).

The Song Room's business model is a hybrid of (i) competitive government grants and tenders from federal, state, and territory education and arts agencies, (ii) corporate donations and workplace giving (notably JB Hi-Fi's Helping Hands program, which has contributed over A$4 million since 2008), (iii) philanthropic trust and foundation grants (Packer Family Foundation, Ian Potter Foundation, Lotterywest, Crown Resorts Foundation, Third Link, Thyne Reid, and others), (iv) individual giving through the website donation portal with tax-deductible status (Deductible Gift Recipient Item 1, Public Benevolent Institution), and (v) earned income from school contributions. Programs are delivered at no cost or low cost to disadvantaged schools. The go-to-market combines direct enterprise-style sales into schools with a self-serve product-led growth motion via ARTS:LIVE, which reached 43,451 teacher subscribers in 2024. The organisation is governed by a Board chaired (as of June 2026) by Matthew Deeble and led operationally by CEO Alice Gerlach. The Song Room is registered in Australia as The Song Room Limited (Company Limited by Guarantee) and is headquartered in Prahran, Victoria.

Name

the song room

Legal name

The Song Room Limited

Website

https://songroom.org.au

Company type

Private

Founded year

1999

Operating status

Operating

Short description

The Song Room is an Australian not-for-profit, founded in 1999, that delivers multi-year, multi-artform arts education programs and the ARTS:LIVE digital platform to disadvantaged primary schools nationally, funded through government, corporate, and philanthropic partnerships.

Ownership category

akta.pro rank

Product category

Arts Education Services for Primary Schools

NAICS

Fine Arts Schools (61161), All Other Schools and Instruction (61169), Educational Services (611)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Music Instruction (Instrumental & Vocal) (EDAMAAAE)

akta.pro secondary industries

Teacher-Led Digital Lesson Packages & Instructional Resources (EDAFACAL), Online / Virtual Music Instruction & Platforms (EDAMANAI), Performing Arts Programs (Band, Choir, Orchestra, Theater) (EDAJAJAE)

Keywords

• Arts education programs
• Primary school music
• Teacher professional development
• First nations arts education
• Digital learning platform

Headquarters

HQ city

Prahran

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Government Grants: Federal, state and territory government funding constitutes a major revenue stream. In 2024, government support was instrumental in enabling growth. Funding sources include Australian Government Office for the Arts, Victorian Department of Education and Training, South Australian Government, and others.
2. Corporate Donations and Support: Corporate partners including JB Hi-Fi (Helping Hands workplace giving program with dollar-for-dollar matching, over $4 million since 2008), The a2Milk Company, and others provide donations, product donations, and employee fundraising.
3. Philanthropic Trusts and Foundations: Funding from philanthropic organisations including Packer Family Foundation ($700,000 over partnership), Lotterywest, Ian Potter Foundation, Third Link Investment Managers, Thyne Reid Foundation, The Smith Family, and others.
4. Individual Donations: Individual and general donations from donors, including tax-deductible donations ($2 and over) in Australia. Supported through the organisation's website donation portal and regular giving programs.
5. Earned Income: Earned income includes fees from schools (school contributions), commercial activities, and other earned revenue streams.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Song Room delivers multi-year, sequential in-class arts learning programs across music, drama, visual arts, media arts, and dance to Australian primary schools, particularly those serving disadvantaged communities. Programs are delivered by Teaching Artists and supported by ARTS:LIVE, an award-winning digital education platform providing curriculum-aligned teaching resources to primary school teachers.

Product overview

The Song Room is an Australian education nonprofit organization offering a portfolio of arts learning programs rather than a single unified product. The core offering consists of multi-year, in-class sequential arts programs across five art forms (music, drama, visual arts, media arts, and dance). The main programs include In-Class Programs, Arts and Wellbeing Programs, Deadly Arts (First Nations-specific programming), and the Transformational Learning through Creativity initiative. Supporting these is ARTS:LIVE, an award-winning digital education platform providing curriculum-aligned online resources. Additional offerings include the DUET Teacher Mentoring Program, Professional Learning sessions, Community Projects, and the newly launched Primary Production program for songwriting and music production. The organization operates as a platform-plus-services model where the digital platform supports face-to-face program delivery.

Differentiator

Problem solved

Functional benefit

Brands

• ARTS:LIVE: Award-winning digital education platform providing primary school teachers with accessible, curriculum-aligned online arts education resources.
• Deadly Arts
• DUET - Music in Schools Teacher Mentoring Program
• Transformational Learning through Creativity

Products and services

• ARTS:LIVE Digital Education Platform Online digital education platform providing primary school teachers with thousands of accessible, curriculum-aligned teaching activities and resources across music, drama, visual arts, media arts, and dance. Self-serve access for any Australian primary school teacher.
• In-Class Programs Multi-year, sequential arts learning programs delivered face-to-face and online in a hybrid approach, covering music, drama, visual arts, media arts and dance across regional, remote and metropolitan Australia. Delivered by Teaching Artists in primary schools.
• Deadly Arts (First Nations Programs) First Nations-led arts education programs co-designed and co-delivered by local First Nations Teaching Artists, engaging students in learning about and valuing local Indigenous culture, history, and arts practices through dance, visual arts, music, and media arts.
• Arts and Wellbeing Programs Place-based, sequential arts programs that nurture inclusive, connected, and positive school communities while explicitly teaching social and emotional skills to enhance student wellbeing and learning.
• DUET - Music in Schools Teacher Mentoring Program A program providing expert Teaching Artists who mentor and provide professional development to generalist teachers to improve their confidence, capability and capacity to deliver music learning in schools.
• Transformational Learning through Creativity A three-year pilot program consisting of sequential lessons delivered by Teaching Artists, mentoring and professional learning for teachers and school leaders, plus ARTS:LIVE platform access and community engagement projects.
• Primary Production NSW Industry-first music program where students work alongside professional songwriters, producers and Teaching Artists to write, record and produce original music. Available to primary schools and contemporary music creators in Western Sydney.
• Professional Learning Professional development sessions for teachers focusing on Arts and Music curriculums, culturally responsive teaching, and trauma-informed teaching practices delivered in-person and online.
• Community Projects Projects that engage parents, school leaders and the school community through rich arts experiences to build inclusive school cultures and strengthen community connections.

Quantifiable outcome

• Over 500,000 students and teachers have participated in programs since 1999
• +7 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ARIA and TelstracoreStrategic or Co-development Partner · 1 January 2021The Song Room is co-founder of the Telstra ARIA Music Teacher Award, celebrating outstanding Australian music teachers annually. In its 8th year in 2024, the award has recognised teachers across Australia including Nathaniel Miller (2024), Sarah Donnelley (2020), and others. ARIA ambassadors including Jessica Mauboy, Emma Memma, and Meg Mac support the award.
• The a2Milk CompanyminorGTM or Marketing Partner · 1 January 2020Partnership supporting ARTS:LIVE and children's arts programs. Acknowledged the joy, creativity and community that the Arts brings during Children's Week and COVID-19. The a2 Milk CEO APAC participated in national Virtual Choir event celebrating The Song Room's work.
• Mission AustraliaminorStrategic or Co-development Partner · 1 January 2020Partner in Deadly Arts community programs providing support for young people and families in disadvantaged communities.
• Mimal Land ManagementminorStrategic or Co-development Partner · 1 January 2018Community organisation in Northern Territory providing guidance and support for Bulman School's remote Indigenous music program. Supports community ownership and cultural leadership in the program.
• ARTS:LIVE (Internal Digital Platform)coreOthers · 1 January 2013Award-winning digital education platform launched in 2013 providing thousands of curriculum-aligned arts education resources for primary school teachers. Developed with leading Australian artists, arts organisations and arts education specialists. 43,451 subscribers in 2024.
• JB Hi-FicoreGTM or Marketing Partner · 1 January 2008Founding charity of JB Hi-Fi's Helping Hands workplace giving program since 2008. JB Hi-Fi contributes over $4 million in total support, including $2.9 million in direct donations (half from staff, dollar-for-dollar matched by JB Hi-Fi). Staff powered the award-winning PlayAir campaign. In 2024, JB Hi-Fi celebrated its 50th anniversary with the 50 Favours campaign, donating product and volunteering staff time.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Musica Viva Australia: Australia's largest independent music education not-for-profit, delivering in-school music programs and resources. Directly comparable as a nonprofit delivering curriculum-aligned music education into Australian schools.
• Save The Music Foundation: US-based nonprofit that provides grants, instruments and music programs to disadvantaged schools. Closely comparable as a school-partnered, equity-focused music education nonprofit.
• VH1 Save The Music Foundation: Music education nonprofit that partners with schools to provide instrumental music programs in underserved communities. Comparable mission and school-delivery model to The Song Room.
• Little Kids Rock: Nonprofit that provides free music instruction and instruments to under-served public schools across the US. Closely analogous in serving disadvantaged primary schools through teacher mentoring and donated resources.
• Mr. Holland's Opus Foundation: Nonprofit that donates musical instruments and supports music programs in under-served schools. Comparable school-partnered, instrument-focused education nonprofit.
• Berklee City Music Network: Berklee's network of community-based music education programs serving youth from underserved backgrounds. Comparable multi-site music education delivery with strong teaching artist model.
• CMA Foundation: Country Music Association's philanthropic arm funding music education in schools across the US. Comparable as a music-industry-supported nonprofit delivering music education to disadvantaged students.

Broad incumbents

• ABC Education (Australian Broadcasting Corporation): Public broadcaster's free digital education platform providing curriculum-aligned resources to Australian teachers. Comparable as a large-scale, free, curriculum-aligned digital resource competing for the same teacher audience as ARTS:LIVE.
• Sydney Opera House Trust: Major Australian performing arts institution with significant education and outreach programs for schools. Comparable as a high-profile arts education provider to Australian schools, though operating on a much broader portfolio scale.
• The Kennedy Center (Education): US national performing arts center with a large education division delivering school programs, teacher training and digital resources. Comparable broad multi-artform arts education model anchored to a flagship institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thesongroom
• YouTubeyoutube.com/user/songroom1
• Facebookfacebook.com/thesongroom
• LinkedInlinkedin.com/company/the-song-room
• Instagraminstagram.com/thesongroom

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 the song room