Please tell us your story! How did you get to where you are today?

Wind back to the clock to 2015 – I was a young, fresh faced uni student, eager to get work experience & get my hands dirty. I was close friends with the Untitled co-founders and a casual / temporary cover job opportunity, came up for a couple months. I was helping out with customer service & manual ticket name changes (yes manual, this was before Tixel was born) for Beyond The Valley, as well as odd-jobs at the company.

I then moved into a Marketing Coordinator position, where I handled the marketing for Anyway nightclub (throwback), and Beyond The Valley – I worked very closely and collaboratively with the managing partners (picture us all huddled around one laptop discussing which emoji to use for a post haha).

Fast-forward a couple years – The Marketing team grew, the company crew, and my career grew. We went from 7 staff in 2020, which increased to 37 by 2021, and 70 today.

During the period of 2018 to 2023, I grew the Marketing team from just 1 (me) to 11 incredible, creative marketing masterminds, behind our much-loved brands, festivals, events & tours. I went from Marketing Coordinator to Marketing Manager to Head of Marketing, to the Director of Marketing . Being the Director of Marketing, I am responsible for the entire Marketing department, overseeing the overall strategy of campaigns, brand image and brand growth across the company’s collection of festivals, events and tours.


Casey Katz Serrao
Tell us about your role with……, what does your day-to-day entail?

My role & main focus in a nutshell is – strategy for Marketing overall, high-level business decisions and leading the Marketing team. The Marketing strategy covers all of our festival/events brands, events and tours, as well as the overall brand strategy for Untitled Group.

I am on the Senior Leadership Team which consists of the Co-Founders, General Manager, Director of Festivals & Major Events & Head of Finance. We meet during the week to discuss and make high level decisions for the company.

See below a glimpse into my calendar:

6:30am – 9am:
Always start my morning with a coffee
Walk my fur baby Hugo
Commute to work with my guilty morning pleasure (smoothfm on the radio)

9am – 5pm(ish): Emails
High-level strategy Meetings

More meetings Coffee again Emails

Finish my day with a Pilates or HIIT class to unwind
Cook dinner (I love to cook)
Curl up on the couch or bed and watch TV with some tea and candles

I think its so important for businesses & leaders in the music industry to encourage employees to practice wellness activities, maintain a healthy work-life-balance & take annual leave each year, to avoid burning out (also there’s more to life than work right!)

How did you get your start in the industry? Any advice for people wanting to work in your field? Why did you want to get into the music industry?

For anyone looking to get into Marketing or Events Marketing, I think it’s important and valuable to get work experience, to be able to get hands-on experience. Theory is all well and good, but to be able to put the theory into practice is vital, especially in a creative role like Marketing.

Why did I want to get into the music industry? It’s simple, I love music & love music events. Since a young child, I was always drawn to music and arts – I used to sing, dance, I studied drama at school, and (briefly) learnt to play the guitar. Music has always been a part of my life. I then started to go to music festivals as soon as I was age appropriate!

Do you feel that higher education is a necessary step to enter the music industry?

Not at all. I know a lot of talented and successful people in the music industry that dont have higher education.

What issues/potential issues do you think the current Australian music industry faces? Specifically in your realm of work. How do you think the industry should address it?

Burnout is a current and ongoing issue in the music industry. To combat this issue at our company, I have recently started a Wellness Program at our office to encourage people to, and teach them how to, destress & unwind. The Program consists of monthly activities such as Yoga, Pilates, Mediation, and Massages right here at our office.

I think its so important for businesses & leaders in the music industry to encourage employees to practice wellness activities, maintain a healthy work-life-balance & take annual leave each year, to avoid burning out (also there’s more to life than work right!)

If you could change one thing in the music industry right now, what would it be?

For me it would be this burnout epidemic and culture, which isn’t just siloed to the music industry.

Do you think the Australian Music Industry is where it needs to be in regards to diversity? If yes or no, what would you like to see?

We (Untitled Group) joined the Keychange Pledge and have made a commitment to have 50/50

gender balanced lineups by 2022, which we have successfully followed through on.

I think most of the Industry are on the right track, but there’s still work to be done. The next thing I’d like to see is more female and culturally diverse talent in more headline slots.

When it comes to diversity in the workplace, we are committed to continuing to employ a diverse workforce. I believe it is important to harness a broad range of perspectives, knowledge, and opinions, and provide everyone, regardless of their background, with a fair opportunity to initiate and advance their careers.

Who are your top 3 ‘artists to watch’?
What is the best piece of life advice you’ve ever received?

Never look at mistakes as ‘failure’. Look at it as ‘learnings’ or ‘life lessons.’

What has been your proudest achievement so far?

Growing with the Untitled Group team, and being apart of that growth and journey.

What have been your career highlights to date?

1.Growing the Untitled Group Marketing Department

2. Being placed on The Music Networks, 30 under 30 in 2022, which celebrated the next generation of Australian music industry superstars.

3. Speaking on a Bigsound Panel

What would you tell your younger self if you could tell them anything?

Don’t take life so seriously!

How do you unwind when you’re stressed?

Go for a walk, get a massage, cook a yummy meal, go to a pilates class, meditate/do breathwork exercises

Never look at mistakes as ‘failure’. Look at it as ‘learnings’ or ‘life lessons.’

Do you have any non-negotiable self care activities?

Pilates/workouts and walks.

How do you manage work/life balance?

By having the mindset that I can only do my best and at the end of the day, you and your health come first and its important to live your life outside of work.

2024 New Year & new resolutions. What do we look forward to seeing from you in 2024?

In my career – I’m excited to continue to elevate Untitled Group’s Marketing – its incredibly important to us to be at the forefront and to be industry leaders when it comes to our marketing and creative.
In my personal life – I just bought a house with my husband! We still have lots of furniture and bits and pieces to purchase, and want to make some updates to the place.

What is your go-to Karaoke song?