The Music Seeds offers Mindset and Wellbeing Coaching for Musicians and Artist Development programs.

The Music Seeds offers a 20 week program that nurtures and empowers musicians, to help identify their values, set realistic goals, build resilience, establish a growth mindset and understand the importance of healthy support systems in all areas of their life, to sustain a successful career in the music industry both locally and internationally.
The Music Seeds Program is the initiative of founder, Sonny Southon, Musician, Professional Life Coach, Mindset & Wellbeing Coach, Songwriter, Engineer, Producer, Artist Development Mentor and Advanced Yoga Teacher.


✨ Congratulations to Erin G and InDuna on winning The Music Seeds’ 2024 Giveaway for Mindset and Wellbeing Coaching & Artist Development ✨


In 2023 NZ Music Commission funded two Mindset and Wellbeing Coaching & Artist Development Program Scholarships. 🌟Winners are Tarrin McRae and Dimithri Gallage. Big thank you to Publicity+ PR and Auckland City of Music for support, and choosing 2023 winners 🌟

Dimithri Gallage

“Enrolling in The Music Seeds program with Sonny has been an absolute game-changer for me. From the outset, I anticipated receiving valuable music advice, but what I found was so much more. Sonny’s coaching style is unparalleled; she effortlessly combines her vast knowledge with a genuine desire to see me succeed.
What sets her apart is her ability to build a deep connection with me, fostering an environment where I feel comfortable discussing anything. Through structured sessions, Sonny has pushed me to surpass my own expectations, guiding me through goal-setting and equipping me with essential skills in music production, from mastering Ableton features to refining recording techniques. Her understanding and flexibility have been invaluable, especially during times when I’ve had other commitments.
I wholeheartedly recommend The Music Seeds program to anyone who is serious about advancing in the music industry. Sonny’s expertise, coupled with her supportive coaching style, makes this program a truly transformative experience.”

Tarrin McRae

“I’m feeling really positive about my coaching with Sonny over all. It’s been great to connect and be coached by a strong woman in the music industry. 
I think the biggest benefit of coaching has been the consistency in my life, having routine and weekly things to concentrate on and think about adding to my life. Also having a positive role model has been beneficial and inspiring for me. . 
Some of the key learnings have been how important it is to look for the opportunities in my life, connection is a huge and vital part of being in this industry and coaching is something I’d like to pursue through the rest of my professional career especially with someone that is knowledgeable of the industry. 
I would recommend Sonny and this program to someone new on their music journey, that wants to build self confidence and have a connection with someone knowledgeable of the music industry, it is great” TARRIN


Mohi Allen

Kei te manu tīoriori, kei te pātaka iringa kōrero e Sonny, kei te mihi, kei te mihi. 
When I first began this programme with Sonny, I was very green to the music scene. I didn’t quite know how much work would go into releasing music, creating music content, gigging, everything. 
Each session, Sonny taught me more about the music industry. She taught me how to set out a music plan for music releases and marketing; she taught me how to set out goals and put in place strategies to achieve them. As the mentoring sessions went on, I found myself getting more confident in myself and my abilities. This programme was great for someone like me just starting out and needing that extra support to get my music career rolling.
Thank you Sonny for the opportunity to learn from you this year. E kore e oti ngā mihi ❤️’


“For the duration of 2022 and leading into 2023, I have worked with Sonny as part of The Music Seeds Program. The program has been a valuable source of support to me the past year as I have gone through the peaks and troughs of being an emerging artist.

Sonny provided support in a non-judgemental and empathetic way, while offering practical ideas and solutions to the problems I faced. A key take-away from the course was to challenge what I perceived to be disadvantages and look at them as advantages instead. Sonny was also proactive in connecting me with other professionals within the industry in support of my development.

I found it to be helpful in keeping me on track with my goals and a valuable source of support during at times a difficult year and having an additional support person who has the experience of being an artist and empathetic to the struggles of pursuing music. 

I would recommend The Music Seeds program to any artist looking for more support in their career” BLAKE

Taku Paradza

“My time through this program has been wonderful. Looking back, there have been some significant changes and  improvements in my own personal as well as professional life that I never expected to happen.

Setting long term goals and reflecting on them at the end of the year has shown how far I’ve come and how much more work needs to be done in order to get to a place that allows me to live a fulfilled, happy life.

I will be forever grateful to have experienced this coaching program and i would recommend it to anyone needing to find that safe space for themselves where there can work towards being better, not only for the people around them but for themselves. Thank you Sonny!” TAKU

Bronwyn Halley

“Working with Sonny Southon at The Music Seeds Program is one of the best investments any musicians needing guidance in their career could make.

Sonny is a wealth of knowledge when it comes to the music industry and her yoga and wellness knowledge is such a great compliment to that side of her too. The music industry and life in general can be so stressful and having that extra support and her advice around health was invaluable.

Whether you want to tour, release music, build more of an online audience or all of the above Sonny will be able to guide you to plan and accomplish it all. She was so lovely to work with. I’ve already recommended her program to friends and would even consider signing up again myself further down the track”

The Music Seeds helps musicians create their own path within the music industry.

Lisa Grace

“One of the things that I really appreciated about Sonny’s coaching style was the balanced manner in which she took when we discussed any problems. She helped me gain a better understanding of myself and provided an opportunity for self compassion.  Navigating the demands of the industry can be overwhelming, so having an external person to bounce thoughts off was hugely beneficial, she was encouraging while also holding me accountable for my tasks during the week. The tools Sonny provided for goal-setting were especially helpful in creating a clear vision of my daily routine. 

I feel empowered and motivated to keep pursuing a career in music despite the inevitable challenges. I would highly recommend this course to anyone in the industry who wants to take control of their career. 

The music business can feel isolating at times and this programme is a great way to gain new perspectives, become determined about growth in all areas of your life, and feel connected with someone who has your best interests at heart. Sonny has been an excellent mentor, gently encouraging me to put in the necessary work and I believe I’ve made significant strides during my year of coaching with The Music Seeds Program.” 

Peyton Morete

“I have worked with Sonny on my music career goals as well as how I can be my best self and my mental health.

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 really 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.

I’d really recommend Sonny and her coaching, because it has really helped me find the next path for what I want in my career which I was stuck on for a while, and also helped me figure myself out better so that I can be my best self nearly all the time!”

Neha Gate

Having Sonny Southon as my life and career coach has been a life changing experience. Through her 1:1 program, I have learnt that having a strong mindset, a clear vision and goals for the future, while applying good daily habits and processes, enables successful growth and positive change.

With her vast experience in the music industry, she has shared plenty of insight, which has encouraged me to reach new heights in my music career and realise my potential as one of Aotearoa’s leading guitarists/musicians. The most rewarding part from her coaching, is the personal development, and the lesson that life is all about balance; in health, finances, professional career and personal relationships. Sonny is trustworthy, always encouraging, empathetic and I am truly blessed to call her my life coach.

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” (NZ Guitarist for Grove Roots, Amba Holly, Sianne Daugherty)

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