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

The goals of The Music Seeds’ 13 or 20 week programs are to nurture and empower musicians, help identify values, set achievable goals, unpack challenges, build resilience, establish and nurture a growth mindset, and bring awareness to the importance of healthy support systems in all areas that will sustain a productive viable career in the music industry, that has longevity. The programs offer Artist Development, helping musicians navigate their way forward, both in NZ and internationally.
The Music SeedsPrograms are the initiative of founder, Sonny Southon, Musician, Certified Professional Life Coach, Mindset & Wellbeing Coach, Singer-Songwriter, Engineer, Producer, Artist Mentor and RYT500 YACEP Advanced Yoga Teacher.

2024 ARTISTS

✨ Congratulations to Zoe Addison-Robinson and Tyson Nemuluka (InDuna) on winning The Music Seeds’ 2024 Giveaway for Mindset and Wellbeing Coaching & Artist Development ✨

2023 ARTISTS

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

2022 ARTISTS

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 ❤️’

BLAKE

‘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.

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!”

The Music Seeds helps musicians create their own lane 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.

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

Visit Us On FacebookVisit Us On Instagram

The Music Seeds believes in paying forward and donates monthly to: