ALWAYS LIVE’s new chief executive officer has been announced

ALWAYS LIVE has a new CEO – Psyche Payne.

The announcement:

ALWAYS LIVE, Victoria’s statewide celebration of contemporary live music, is pleased to announce today the appointment of Psyche Payne as its new chief executive officer, effective July 1 2024.

Psyche Payne joins ALWAYS LIVE with an extensive background in high-profile event and venue activation. Most recently serving as the commercial director at Parks Victoria, her career also includes major event experience accrued during prior roles at Melbourne & Olympic Parks and Frontier Touring. With over 20 years’ experience across government and private industry, Psyche has been instrumental in the development and delivery of memorable entertainment events Australia-wide, and destination-Victoria experiences.

Psyche’s career expertise, including her depth of perspective from both promoter and venue standpoints, position her perfectly to lead ALWAYS LIVE into an exciting new chapter for Victoria’s major events calendar. One that aims to expand its reach and enhance its audience experience, through delivery of world-class music events that celebrate and showcase Victoria’s vibrant cultural scene.

Psyche Payne said: “I am truly honoured to have been appointed into this instrumental role for ALWAYS LIVE, as it helps shape the next phase in Victoria’s outstanding major events calendar and its live music scene. Supporting the music industry and its venues is a core passion of mine, with ALWAYS LIVE being an incredible opportunity to celebrate and elevate the rich legacy of live music across Victoria and beyond.”

Matt Gudinski, chair of ALWAYS LIVE said:“It is a great pleasure to welcome Psyche to ALWAYS LIVE as our new CEO. Her passion for live music and extensive leadership experience position her well to lead the organisation forward and build upon the strong foundations and brand we have established over the past three years.”

Supported by the State Government through Visit Victoria, ALWAYS LIVE has provided countless memorable music moments throughout Victoria since its launch in 2022; attracting significant tourism opportunity through increased interstate and international visitation, and delivery of positive economic return to our Victorian businesses. Spanning stadium gigs, one-off performances and intimate shows, in every corner of the State, ALWAYS LIVE continues to cement Victoria’s reputation as the home of live music in Australia.

Last year’s highlights included the multiple Grammy Award-winning Christina Aguilera’s first Australian performance since 2007 – a one night only performance at Flemington Racecourse; US country megastar Zach Bryan performing in front of 30,000 people for an exclusive Melbourne-only show that sold out in 20 minutes; Australian punk rock icons Amyl & the Sniffers’ homecoming for a state-wide tour after a world-conquering set of shows taking in North America, Europe and beyond; and UK disco-pop superstar Jessie Ware treating 120 people to an intimate night of music, food and more in the chic surrounds of Melbourne restaurant ‘Victoria’ by Farmer’s Daughters for a never to be repeated evening of entertainment.

ALWAYS LIVE is funded by the Victorian Government under the Community Support Fund.

Source: Common State


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.