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Welcome to The Music Seeds, whose purpose is to inspire and help navigate the career paths of musicians by creating awareness of value, setting achievable goals, learning the importance of resilience and the mindset needed to build a viable and sustainable business in the music industry whilst also creating life balance and wellbeing.
The Music Seeds was launched in 2021 and is the initiative of Musician, Yoga Teacher and Mindset & Wellbeing Coach, Sonny Southon.
Sonny is a certified and accredited Mindset Coach and brings to the coaching sessions a wealth of experience from inside and outside the recording studio. She is a self-employed songwriter, engineer, producer and artist having signed both major publishing and recording contracts in the UK & USA as well as travelled the globe on her own.
There isn’t much Sonny hasn’t experienced on her musical journey.
Sonny is a qualified E-RYT500 YACEP Advanced Yoga Teacher having studied physical, mental and emotional health and wellbeing for over thirty years.


The Music Seeds offers Coaching and Artist Development programs for all musicians – either 13 or 26 weeks – meeting online via Zoom 1:1 with Sonny Southon each week to discuss career choices, challenges and the best way forward to achieving their best life. These sessions unpack limiting beliefs, negative mindsets and aim to create healthy support systems that will sustain goals and develop an Artist.
The Music Seeds has support from NZ Music Commission, NZ on Air and Pacific Business Trust.


Complimenting the 1:1 coaching sessions are The Music Seeds Podcasts – launched 2022 where Sonny has interviewed successful creatives who have paved the way forward for other musicians, having navigated this complex and fast changing industry, creating their own incredible successful careers and contributed to the music of our generation. They share their experience and tips for success and the importance of wellbeing.
Listen to Series 1 Episode 1

The Music Seeds aims to help everyone working in the music industry – musicians, sound engineers, music producers, photographers, visual creators, event organisers, PR and music industry corporates

“You’re a great life coach Sonny, and I deeply value the time we’ve spent together and the progress you’ve helped me make in my professional and personal life. I wouldn’t be this far along in my vision and goals or have this much courage to push forward without your support”

Neha Gate (Musician/Guitarist for Grove Roots, Amba Holly, Sianne Daugherty)

“Sonny has really helped me with her coaching by helping me narrow down what I really want and also supporting me through those goals I have set. While she does push me towards completing goals, in the best way possible, what I also admire about her coaching is that she takes into account that challenges happen in life. She helps me by supporting me and how I can navigate around them and change schedules to best suit my mental wellbeing needs.

Peyton Morete (NZ singer/songwriter)