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Music Victoria is excited to announce the 13 music industry coaches who will be engaged in one-on-one coaching sessions with the successful participants in the Live Music Professionals program. Backed by the Victorian Government, Live Music Professionals is a free business development program for independent promoters, venue owners, venue managers and band bookers.

The 2020 coaches are:

Belinda Collins
Creative Director & Founder, The Social Crew Event Agency
Belinda is a specialist in designing and producing large-scale events in a variety of industries. The Social Crew, deliver small to large-scale projects including major events, live music events, art exhibitions, cultural events, pop-ups, activations, launches and celebrations, often collaborating with creatives bringing ideas to life. Belinda has had the opportunity to lead/produce internationally recognised events including Rone Empire, White Night Melbourne, Festival of Live Art, Victorian Music Awards, Crumpler Rollin’ to Rio Olympic whilst producing or curating anyone from Courtney Barnett to Kingswood to John Farnham.

Cassie Walker
Digital Content Lead - Music, Triple M
Cassie is the Digital Content Music Lead at Triple M, managing national music commitment and in the past worked at the Prince Bandroom in admin, PR, marketing and creating the venues social media platforms, before moving into a bookings role at Revolver Bandroom and launching her own booking agency Peachy Entertainment.

Emily Ulman
Festival Director & Programmer, Isol-Aid; Programmer, Brunswick Music Festival
For over 18 years Ulman has curated stages and shows at venues across Melbourne, notably The Prince Bandroom, The Gasometer Hotel, The Toff in Town, Boney, The Kelvin Club and The Post Office Hotel. She has also produced special events including the first ever live music program for White Night Melbourne in 2013, The Fitz Ritz in 2017 and CHANGES summit 2019.

Liam Matthews
Co-Owner, The Old Bar
Liam is co-owner of The Old Bar in Fitzroy, The Carringbush Hotel in Abbotsford and the freehold of The Bridge Hotel in Castlemaine. His company has previously owned The Afterdark in Northcote and The Public Bar in North Melbourne. A desire to work in the music industry led to the necessity to work in the hospitality industry which over the last 15 years has proven all consuming.

Richard Moffat
Programmer, Groovin' The Moo
Until recently, Rich booked many Melbourne venues including: Punters Club, Corner Hotel, Evelyn Hotel, Public Bar, Northcote Social Club, East Brunswick Club, Shebeen, 170 Russell and Newtown Social Club (NSW). In the early 2000s, he started booking and programming festivals, which include: St Kilda Festival, Queenscliff, Falls, Southbound, Pushover, Groovin’ the Moo, Parklife, West Coast Blues & Roots, Northwest Festival, Splendour and The Plot.

Sally Mather
Programming & Commercial Partnerships Manager, The Forum
Sally has worked in music venues for over 15 years in all facets of the business. Recently starting with The Forum Melbourne as Programming & Commercial Partnerships Manager, Sally was previously with the Corner Group for nearly 10 years overseeing the music and marketing operations of the group, including bookings, marketing, ticketing and logistics.

Sarah Dileo
Senior Digital Manager, Mushroom Group
Sarah Dileo is a Senior Digital Manager at Mushroom Group, where she works across social media, EDM and website strategy for their live entertainment companies. She got her start in the music industry in 2011 by taking part in The Push’s Music Industry Mentoring Program, which led to an internship and job at Mushroom Group, where she has been a part of the marketing and communications team ever since.

Sarah Guppy
Owner/Director, This Much Talent Australia
Sarah Guppy is a publicist and marketing professional. Sarah’s global perspective has been gained from years of working both in Australia and the UK. Working in the London office of This Much Talent led to setting up and becoming the Owner of their base here in Melbourne. Sarah has experience in producer, songwriter and artist management, marketing, publicity, radio servicing, venue and music programming.

Shaun Adams
Venue Programmer, Hotel Esplanade
No stranger to the music industry, Shaun Adam’s has had the pleasure of working with Australian artists such as Nick Cave and the Bad Seeds, Powderfinger, Silverchair and Peking Duk when promoting his own shows and events across regional Victoria, as well as programming for St Kilda’s Prince Bandroom and the Karova Lounge in Ballarat. He’s also been heavily involved with Australia’s peak music body, Music Victoria, and has dipped his toe in and out of artist management.

Stefanos Fernandez
Digital Strategy Manager, Live Nation ANZ
Stefanos has over a decade of experience within the Digital Media & Technology space and has held strategic positions with global Music and Entertainment related companies such as Pandora, VICE Media and Eventbrite. He currently leads Live Nation ANZ’s digital operation which includes; executing digital innovation, developing digital media strategies for brand partners and tour marketing, and ensuring best practice is implemented across their owned & operated channels.

Tom Harris
Artist Manager, Business Manager and Managing Director, White Sky
Tom Harris started out in the music biz in 2003 as the bookkeeper at Rubber Records. ?From there he started helping out a few bands on the side, all the while promoting himself under the name White Sky. White Sky is now the largest music accounting services business in Australia; handling the finances for over 500 bands, record labels, festivals and various music businesses.

Thomas Supple
Senior Music Curator, Dark Mofo
Thomas Supple is an artist and curator working in the field of Contemporary Music, Installation and Sound. He is a graduate of the University of Melbourne Law School, with undergraduate degrees in both Arts and Laws. His current and ongoing curatorial engagement continues to be in the role of Dark Mofo’s Senior Music Curator, a position he has held since the festival’s inception in 2013.

Woody McDonald
Head of Music Programming, Rising festival; Broadcaster, 3RRR
Woody McDonald is a curator, broadcaster & DJ based in Melbourne. Promoting his first punk show at 13 and his first international tour at 16, Woody has been head programmer of Meredith & Golden Plains for the past 14 years. Currently he is the head of music programming for the inaugural Rising festival and host of The Cave on 3RRR.


Participants in the program will each complete a number of one-on-one coaching sessions with the music industry coaches above while also completing professional coaching sessions with either Cam Hines, Cam Hines Advisory; Georgia Ellis, Blue Chip Minds or Viv Fantin, Next Act Coaching. Over the next few months participants and Live Music Professionals alumni are attending weekly, digital masterclasses and keynotes from some of the most well-known and influential leaders in the Australian music industry.

For more information head to

Live Music Professionals is brought to you by Music Under Wings, a Victorian Government initiative.