Psyche Payne Appointed CEO At ALWAYS LIVE

ALWAYS LIVE, Victoria’s celebration of contemporary live music – local, national and international – has appointed a new CEO.

Psyche Payne, who joins the company with years of extensive experience in high-profile event and venue activation, most recently served as the commercial director of Parks Victoria.

In addition to her role at Parks Victoria, she joins ALWAYS LIVE as the new CEO after developing experience at Frontier Touring and Melbourne & Olympic Parks. All in all, she brings over 20 years of experience in the government and private sectors.

Payne said of her new appointment, “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, the Chair of ALWAYS LIVE, added, “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.”

Since its launch in 2022, ALWAYS LIVE has delivered massive events to Victoria, including locking in Christina Aguilera’s first Australian performance since 2007 and Zach Bryan performing before 30,000 people for an exclusive Melbourne-only show that sold out in 20 minutes.

ALWAYS LIVE is supported by the Victorian government and was born following the COVID-19 pandemic.

Upon its beginnings in 2022, Matt Gudinski said, “ALWAYS LIVE was a dream my late father had to reassure our state’s live music roots, and I am proud to be part of the team making it a reality. Featuring over 180 artists, 90 events, and engaging 65 industry partners, ALWAYS LIVE is a key part of reinvigorating Victoria through the power of live music.”