Please tell us your story! How did you get to where you are today?
I studied comms at uni, took a few industry classes with the music students, and started my career at a PR agency. I was working with some awesome brands like LEGO, Tinder, ANZ Bank, tourism bodies and insurance and pool servicing – a really wide range of clients across really wide activity streams. It was a great foundational experience across press, socials, influencers, and creative campaign work.
I joined the Mushroom Music team four years ago when I moved to Naarm/Melbourne, starting in publicity, moving across to head up our socials department, and recently stepped into a Senior Campaign Manager role leading the day-to-day project rollouts for some of our incredible domestic frontline roster.
Tell us about your role within Mushroom Music, what does your day-to-day entail?
I spent a lot of time working on social and digital rollouts for our artists, including producing video and content shoots – from official music videos to tour content to filming TikToks. Brainstorming and executing creative marketing and fan activation ideas. Liaising with artists and their teams on new music rollouts. Collating assets and mapping out activity timelines for our wider labels team to feed into. And rallying everyone across the artist team to feel connected to and passionate about the music, or tour, or whatever is going on in the artist’s world right now.
“The best decision I made was having two phones – one for work that captures all our artist content and is logged into social media accounts, and one for personal use. It’s game-changing for anyone doing social media activity.”
Why did you want to get into the music industry?
In high school, a friend and I were discussing how we could do a better job managing One Direction’s hiatus publicity, obviously. We looked up what that actually meant, stumbled upon public relations / marketing degrees, and realised I actually had a lot of strengths that aligned with comms work.
It would also be amiss not to mention my connection to music fandom. I’ve been a verified fangirl since I was a teenager, running tumblr blogs and Instagram fanpages for artists I loved, admin-ing Facebook groups and organising fan meetups, and meeting so many close friends through fandom. That passion guides so much of what I now do professionally and drove my eagerness to make this my job.
Who has been your biggest champion in your career?
The women who have mentored and managed me across my career so far – Frankie Milvydas, Georgia Bainbridge and Julia Hill.
What would you tell your younger self if you could tell them anything?
Being a fan is powerful – not embarrassing.
“Being a fan is powerful – not embarrassing”.
What has been your proudest achievement so far?
The past two years working with The Temper Trap – rebuilding their social media presence after an extended hiatus and leading the band’s digital strategy. Plus, working closely on Gordi and Mia Wray’s records in 2025, it feels extra special to play a part in uplifting queer music and artists, and working so deeply with these two friends on their albums.
Where do you go to see shows and who are some local artists you’d recommend we keep an eye on?
I adore the Forum in Naarm. Sleepazoid opened for Faye Webster there recently and were fantastic, as was Stella Bridie supporting Lucy Dacus. Public Figures are hot and fiery and epic. WILSN is also such an under-discovered true talent, I’m ready for her to get her flowers.
If you could work with an Australian artist that you have yet to work with, which artist would that be?
MAY-A, her music is sick and I love what’s she’s doing, especially as an independent artist – genuinely connecting with fans through intimate, unique shows, street-team style guerilla posters, pop ups, online community building, it’s great.
How do you manage work/life balance?
The best decision I made was having two phones – one for work that captures all our artist content and is logged into social media accounts, and one for personal use. Having constant socials notifications and scrolling through work content in my personal camera roll made it really difficult to switch off. It’s game-changing for anyone doing social media activity.
What is your go-to Karaoke song? (please include this one!)
Cherry Bomb – The Runaways. Joan Jett 4ever.