A Quick Chat with Psyche Payne
Photo: Ben Callaghan - Psyche Payne, CEO of ALWAYS LIVE
What was the core idea behind creating Victorian Vibes, what were you hoping to achieve via the “pop-up” format?
Victorian Vibes is designed to showcase the power of live music as a driver for regional activation. Live music’s ability to draw visitation, bring people together and energise communities is unparalleled, and the pop-up format allows us to bring high-quality Australian artists to regional Victoria in a way that is flexible, highly visible and community-focused.
By removing barriers and presenting free performances right across the day in the heart of regional towns, we have been so fortunate to be able to support local businesses and offer joyful, shared experiences for regional communities right across the Victoria.
Victorian Vibes has become a key moment for local artists - how does the initiative support Victorian artists?
The initiative was designed not only to create memorable experiences for audiences, but also to provide meaningful performance opportunities at every stage of an artist’s career, from emerging artists through to established acts.
Through the series, artists are given the opportunity to perform in front of new audiences, often in communities they may not otherwise reach through traditional touring. For emerging artists in particular, Victorian Vibes provides a valuable platform to build confidence, expand their audiences and gain performance experience.
The free, public nature of the events creates a unique environment for discovery and connection, and for the performance platform itself; as fulfilling and rewarding for audiences, as for the performing artists.
In your view, what makes the regional Victorian music scene so distinctive, and how does Victorian Vibes help amplify that identity?
One of the great strengths of Victoria's music scene is its authenticity. Every region has its own character, community identity and creative culture - Victorian Vibes helps amplify that through bringing live music to each community.
The series is designed to celebrate each unique location, working within existing public spaces and community settings to create experiences connected to the local environment and culture, and place – while providing a distinctive soundtrack for visitors while they explore the local vibes and offerings between sets.
Tell us about the crowds you've been meeting along the way, how have the different towns engaged with Victorian Vibes?
One of the most rewarding aspects of Victorian Vibes has been seeing how each community embraces the experience in its own way.
Every stop has had its own personality. Some crowds arrive ready to be front and centre from the first note, while others gradually find their way into their experience. What has been consistent across every location though, is the sense of curiosity, community pride and genuine appreciation for having high-quality live music delivered right into the heart of their town. Because the performances are free and held in public spaces, the events invite people who may never have purchased a concert ticket to stop, listen and become part of the experience - sharing those moments of discovery is extraordinarily rewarding, for artist and audience alike.
It has also been wonderful to see local businesses, community groups and councils embrace the series. The energy created by each event extends well beyond the performance itself, with the series absolutely reinforcing Victoria’s insatiable appetite for live music and cultural experiences.
As this Victorian Vibes is coming to a close, what would you love audiences to better understand about ALWAYS LIVE in strengthening Victoria’s live music culture?
ALWAYS LIVE is much more than a series of events: it’s a platform through which Victoria invests in and celebrates the entire live music ecosystem in ways that feel accessible, celebratory and impactful.
At its core, ALWAYS LIVE is about creating more opportunities for artists to perform, more reasons for audiences to engage with live music, and more pathways for communities right across our state to benefit from a thriving music culture.
Victorian Vibes has demonstrated how powerful it can be when you remove barriers between artist and audience. Live music doesn’t need to be confined to traditional settings to be impactful; it moves us in meaningful ways no matter where it lands, and strengthens community connection in deep and lasting ways.
ALWAYS LIVE 2026
Saturday Apr 18th - Ballarat, Vic
Feat: Dan Sultan, Blusher, Hope D
Saturday May 2nd - Lorne, Vic
Feat: Augie March, Middle Kids & Auzra Ryder
Saturday May 16th - Traralgon, Vic
Feat: Boy & Bear, JACOTÉNE & The Belair Lip Bombs
Saturday May 30th - Bendigo, Vic
Feat: Matt Corby, King Stingray & Queenie
Saturday Jun 13 - Shepparton, Vic
Feat: Angus & Julia Stone, Folk Bitch Trio & Milly Strange
Saturday Jun 27 - Geelong, Vic
Feat: Ball Park Music, Telenova, Tyne-James Organ
