2026 PROGRAM (click to view)
2026 + 2025 VIDEOS
DIRECTORS BIOS
LETTERS OF SUPPORT
ALUMNI TESTIMONIALS
2026
Olivia De Melo “I don't know of any other program like this. I feel exceedingly grateful for a fully funded program specifically for artist managers."
Lucy Rash “This program has changed my life. THE SEED is a 5-day workshop that will give you rocket fuel for a connected, confident and holistic career in management. I have left with a sense of unflappable confidence… by the end of the week, I had a whole cohort of brand-new contacts that I 100% believe will be in my corner for life.”
Emily Murphy-O’Neill "The Seed Fund immersion is a rare and genuinely considered space for managers and self-managed artists. Having worked in artist management for over 15 years, I came in with a strong network and experience base, but I still found the content both relevant and, importantly, fresh... In terms of outcomes, the connections were invaluable. This can be an isolating field... The immersion created a strong, trusted network of peers people I would genuinely consider collaborators and co-conspirators moving forward."
Tay Blunt "1. There are, in fact, so many people who want to make the industry safer and fairer for everyone; 2. Community is everything; 3. Sharing knowledge and resources is a great way to make positive change."
2025
Nick Bryant-Smith "In nearly 2 decades of making music professionally, I have never encountered a space like this workshop. The care taken and energy given by the facilitators and special guests was empowering and restorative and the information, resources and networking opportunities provided have given me exactly what I need to be re-energised to continue my career in music and reimagine the way in which I'm going to do it. I only wish I'd attended sooner!"
Tyler McLoughlan "The Seed is an intensive music industry survival skills program that embodies the spirit of sharing, generosity, vulnerability and resource swapping. It shows by example that we are better together, and instils a sense of common purpose and connection in a notoriously siloed industry. I wish I could do it every year."
Miller Roberts “The Management Workshop is a career-shaping, life-changing experience. I feel inspired and empowered more than ever before. The Workshop has made a career in the arts seem like a tangible reality, rather than a hopeless pipe dream. We were provided with so much practical and emotional support from the facilitators, the guests/speakers and fellow participants. I have never felt so closely connected to a music community before. I am so grateful to have been selected for such an incredible experience. I cannot recommend this workshop enough.”
Taylor James “I’m mid level in my career. I found this the perfect intensive to top up my knowledge to near expert level in a wide section of topics managers deal with. I couldn't have had that many meetings over a year. Made that many person connections that are as genuine and hopefully build on being long term relationships."
Olivia De Melo “I don't know of any other program like this. I feel exceedingly grateful for a fully funded program specifically for artist managers."
Lucy Rash “This program has changed my life. THE SEED is a 5-day workshop that will give you rocket fuel for a connected, confident and holistic career in management. I have left with a sense of unflappable confidence… by the end of the week, I had a whole cohort of brand-new contacts that I 100% believe will be in my corner for life.”
Emily Murphy-O’Neill "The Seed Fund immersion is a rare and genuinely considered space for managers and self-managed artists. Having worked in artist management for over 15 years, I came in with a strong network and experience base, but I still found the content both relevant and, importantly, fresh... In terms of outcomes, the connections were invaluable. This can be an isolating field... The immersion created a strong, trusted network of peers people I would genuinely consider collaborators and co-conspirators moving forward."
Tay Blunt "1. There are, in fact, so many people who want to make the industry safer and fairer for everyone; 2. Community is everything; 3. Sharing knowledge and resources is a great way to make positive change."
2025
Nick Bryant-Smith "In nearly 2 decades of making music professionally, I have never encountered a space like this workshop. The care taken and energy given by the facilitators and special guests was empowering and restorative and the information, resources and networking opportunities provided have given me exactly what I need to be re-energised to continue my career in music and reimagine the way in which I'm going to do it. I only wish I'd attended sooner!"
Tyler McLoughlan "The Seed is an intensive music industry survival skills program that embodies the spirit of sharing, generosity, vulnerability and resource swapping. It shows by example that we are better together, and instils a sense of common purpose and connection in a notoriously siloed industry. I wish I could do it every year."
Miller Roberts “The Management Workshop is a career-shaping, life-changing experience. I feel inspired and empowered more than ever before. The Workshop has made a career in the arts seem like a tangible reality, rather than a hopeless pipe dream. We were provided with so much practical and emotional support from the facilitators, the guests/speakers and fellow participants. I have never felt so closely connected to a music community before. I am so grateful to have been selected for such an incredible experience. I cannot recommend this workshop enough.”
Taylor James “I’m mid level in my career. I found this the perfect intensive to top up my knowledge to near expert level in a wide section of topics managers deal with. I couldn't have had that many meetings over a year. Made that many person connections that are as genuine and hopefully build on being long term relationships."
Andrew Stone 2010 , 2023 AAM Manager of the year, CEO Chugg Music Attending The Seed was THE most important and formative week of my early career. I was able to ask all the questions I had about the business (but was too afraid to ask) and formed close relationships with peers and experienced managers. It gave me the confidence to pursue management as a career and I retain lifelong friends, tools, and knowledge from that week.
HISTORICAL
TESTIMONIALS NSW ALUMNI
Ngaiire Joseph 2009 "Thank you guys, for creating something that's only bringing our community closer together. Thanks for allowing me to be a part of such a ridiculously amazing 3 days."
Nicole BZ 2011 (former executive chair of AAM)- The Seed lived up to every expectation – mind blowing, inspirational, new family, etc. I am so honoured to have been chosen and even luckier still to have survived.
Anthony Zaccaria 2012 - The passion and drive from everyone who participated in The Seed (speakers & facilitators included!) was inspiring The whole workshop has had an immediate impact on me as a manager and the careers of my acts. It was a humbling and enlightening experience and one that I refer to weekly.
Mike Solo 2012 - Thank you to The Seed crew for an absolutely inspirational and humbling experience. I was blown away by the time and effort provided to educate and guide us. The quality of discussion was outstanding and cut straight to the issues we face in trying to develop our favourite artists and share them with the world - on top of that, we were given the opportunity for one on one time with an incredible range of the most respected people in the music industry, to ask our own burning questions. One of the best experiences of my life and one I will never forget.
Monique Rothstein 2012 - The Seed workshop was one of the most pivotal, important and defining moments of my career in the music industry. The combination of well-selected participants, inspiring and generous speakers and facilitators created the optimal space for taking everything up a notch.
Jess Beston 2014 "The Seed Workshop was incredible. To be given the opportunity to take three full days away from our hectic and busy lives and careers, to truly delve so deeply into our practice, and speak so honestly about our day to day experience as managers, (such a unique and complex job and world that we find ourselves in), was such an extraordinary gift. The generosity of the Seed Team, in giving so much of their time and energy every single year, on a project whose sole goal is to make our industry BETTER and to arm young managers with the tools to help them thrive, absolutely BLOWS ME AWAY."
Vanessa Picken 2014"The Seed has created a hub of acceptance, empowerment, knowledge, guidance, nurturing and above all community. Being exposed to the world of The Seed has not only benefited my artist, his career, my career as his manager but also creates a world where the Australian industry comes together for the love and good of music. I am thankful, I am grateful and I am above all excited to take my learnings from The Seed to become a better manager, ambassador for the arts and to spread the goodwill that the Seed has given me."
Fanny Lumsden 2015 "I feel completely empowered by the experience and ready to action everything that applies to me. Thank you everyone involved and for having faith that I can use the knowledge to make and share music into the future and to build a broader community around it."
Luke Girgis 2015 "I feel extremely blessed to have attended such a special workshop. It was extremely informative and valuable to me and the my artists will now benefit tremendously from the skills and knowledge I have acquired via The Seed. Thank you to everyone involved!"
Melody Forghani 2015 "The Seed workshop was a great space to collaboratively learn alongside like-minded artists and managers. The content was extensive and the workshops were detailed and enriching. Having the opportunity to connect with the presenters was also invaluable."
Eva Trifonas 2016 “The Seed program exceeded all of my expectations. This was the most valuable experience I’ve had to date and I will keep the knowledge I gained for the rest of my management career.”
Gabrielle Huber 2016 “Knowledge is power. In the isolation of being a self-managed artist, one can become completely disenfranchised from the loneliness of forging your own path. The entire Seed team delivered a safe space to inspire, and bestow their message to us, one of hard work, passion and experience. I left The Seed feeling recharged and empowered to move forward.”
Louise Sawilejskij 2016 “The Seed is such an extremely unique industry workshop - not only is it an intensive informative program and networking opportunity, but it also connects other artist managers/self managed artists, all in a similar career stage, to network and support each other through the remainder of their careers - a rare gem in what can be a lonely, and sometimes confusing industry.”
Patrick Davies 2016 “This course absolutely delivered the goods. The topics covered were broad and detailed, and the panellists were all subject matter experts. This was exactly what I believe everyone in the room needed, and has left a very inspired and committed group of young individuals ready to make their own mark on the world.”
Udaravi Widanapathirana 2019 "The Seed Workshop transformed me like no other program had before - the environment they created evoked a sense of hope that knowledge or accolades cannot provide."
Imbar Nassir 2020 The workshop certainly did change the direction of my life. It triggered one of the biggest transformations I've experienced to date. Complete priority shifting, core-value shaking stuff. A sort of divine-purpose/life questioning I've never experienced before, and I am grateful for that.
2026 ALUMNI MENTOR BIOS
AMBER HATTON
Amber Jean is co-owner of live music venues Honky Tonk Blues and Wyola, and Head of Programming and Marketing. With over 15 years in the industry, she works across artist management, tour management and programming, managing Siobhan Cotchin from local stages to national arena tours alongside Matchbox Twenty and Goo Goo Dolls. She has programmed leading venues and festivals, and worked as artist liaison at Laneway and Spilt Milk. 2025 Golden WAMi recipient.
CARA WILLIAMS
Cara Williams is the founder and director of Slow Clap, a music company specialising in artist, project and campaign management. She manages dance-punks Gut Health and singer-songwriter Georgia Knight, and delivers multichannel marketing and strategic communication campaigns for a range of clients. A mentor, lecturer and consultant, she guides emerging artists in developing marketing, content and promotional strategies for their releases and projects.
CHRIS BETTIOL
Chris Bettiol is the General Manager of Calibre Music, where he plays a key role in shaping the careers of artists including Telenova, Milo Eastwood, and George Alice. He also co-manages a roster of producers featuring Grammy nominees Styalz Fuego and 18YOMAN, alongside Edward Quinn and Cam Parkin.
FANNY LUMSDEN
Raised on a sheep farm in western NSW to playing Glastonbury via hundreds of regional Country Halls, Fanny Lumsden is firmly forging her own path. Her relentless touring of her joyous energetic live show, backed by her 2x ARIAs, 10x CMAA Golden Guitars and 3x AIR award winning albums, fanny is redefining what a self managed artist can look like in 2026