POWER 50 2025: Viv Mellish & Andy Irvine (GYRO.Group)

BACKGROUND CHECK:

Together, Andy Irvine and Viv Mellish are a dynamic duo who are undeniably helping to reshape the local musical ecosystem. While Andy came from a background that included time spent with Universal Music Group and Dew Process, Viv's diverse background has included the likes of publicity, marketing, and journalism. Together, their shared experiences united in a big way back in early 2018 with the launch of GYRO.Group and GYROstream – Australia’s most influential independent music-tech and distribution company – with Andy as CEO and Viv as CMO.

With plenty of commercial success (multiple ARIA nominations and wins, number one albums and singles, and more) with the company, the pair also play active roles in shaping the wider Australian music ecosystem. While Andy leads strategic partnerships with DSPs and global rights organisations such as Merlin, Viv, as Chair of QMusic and a driving force behind BIGSOUND, advocates for stronger governance, diversity, and pathways for emerging talent.

THE YEAR IN AUSTRALIAN MUSIC:

2025 saw some massive moves for the pair, with the rebranding of GYRO.Group and GYROstream to G.Y.R.O. (Get Your Record Out), helping to unify G.Y.R.O., DistroDirect, GROUP SPEED, and Soothe Sounds under one artist-first identity. 

While $40 million in royalties have been paid to local acts since 2018, $10 million of that has been paid out in the first three quarters of 2025 alone, with over 10,000 active Australian artist accounts, and 80+ Australian-owned distribution partners operating under its DistroDirect brand. As constant growth and innovation (including the offering of services such as publishing administration, sync, full service marketing and DSP promotion, brand partnerships) help to assert G.Y.R.O. as a fully integrated ecosystem ready to serve independent artists and labels at any level, it’s no surprise they were recently listed as one of the Australian Financial Review's Fast 100 Tech Companies.

THE MUSIC SPEAKS:

An unlikely success story out of Brisbane, Andy and Viv saw massive multinationals hoovering up the market share of digital music and thought, “We could do that!” The business’ growth has been nothing short of amazing, with the secret being that musicians like dealing with humans (and preferably good ones). Good tech married with a hunger for musical success and artist growth wins the day. 

With the recruitment of respected industry head Matt Rogers earlier this year to pull even more strings in the background, G.Y.R.O. aren’t content being the “it” distributor in Australia, but are continuing their march around the world. Just as their artists are, Andy and Viv are proving that global relevance can be achieved from Australia.