Music Market Development
Music Market Operations & Business Plan
Client
Creative Victoria
Location
Collingwood VIC
Architect
Sibling Nation
Budget
$22 million
Traditional Custodians
Wurundjeri Woi Wurrung
A robust operating model and business plan have delivered an effective and flexible framework to establish the new home for Victorian contemporary music—Music Market.
The $22 million transformation of the heritage-listed former Collingwood Tech into a new home for Victorian contemporary music was framed by a clear vision, sustainable operating framework, and comprehensive business plan and operating model co-delivered by Maytrix to launch and support the ongoing operation of Music Market. Informed by extensive stakeholder and sector engagement—from promoters and producers to venues and artists—Maytrix scoped future use and co-delivered the vision, operating model and comprehensive business plan to guide the success of Music Market from opening.
A major investment by state government in the advancement of Victoria’s vibrant music community, Music Market delivers flexible performance and hybrid workspaces and integrates café, pop-up and event spaces to support sustainable operations and enrich program delivery. In its first year, Music Market welcomed 43 co-working residents under the membership and hire model. It delivered 116 events, facilitated 100 networking opportunities, and generated support through identified philanthropic and sponsorship opportunities.
“Music Market fosters innovative collaborations, supports local jobs and enhances Victoria’s position as the live music capital of Australia.”
Located in Collingwood Yards, a vibrant mixed-use precinct and major arts incubator in inner Melbourne, Music Market brings together Victoria's peak music bodies including Music Victoria, the Victorian Music Development Office, and The Push—housed over two levels where every space—song-writing cubicles, educational rooms, corridors, boardrooms and meeting nooks—is conceived as a performance space, allowing unexpected acts to erupt at any time.
Flexible spatial design, accessible hire models and a dynamic programming approach enable inclusive industry access and collaboration. Operable walls and curtains enhance this flexibility, enabling spaces to transform into a throbbing gig after-hours, and strengthen precinct connection.
Since opening, Music Market has fulfilled its vision to enhance Victoria's position as the live music capital of Australia. Our approach is informed by expertise in strategy, hospitality and event design and business planning, and extensive project experience across performance venues and creative hubs. Embedding flexibility, amenity, and purpose into planning and design has strengthened Music Market’s role as a creative industry hub and cornerstone for sector development, economic opportunity, and cultural engagement in Victoria.
Music Market Development
Image - Sibling Nation
Music Market Development
Image - Sibling Nation
Music Market Development
Image - Sibling Nation
Music Market Development
Image - Sibling Nation
“Melbourne is the live music capital of Australia and one of the greatest live music cities in the world.”
Flexible spatial design, accessible hire models and a dynamic programming approach enable inclusive industry access and collaboration. Operable walls and curtains enhance this flexibility, enabling spaces to transform into a throbbing gig after-hours. These elements strengthened sector-wide engagement and reinforced Victoria’s position as the live music capital of Australia—supporting both emerging talent and established operators across the creative industries.
Designed by Sibling Nation, the $22 million development preserves the Keith Haring mural, a Johnston Street landmark, as a key component of the project and carefully considered in resolving internal spaces and movement.
Since opening, Music Market has fulfilled its vision to enhance Victoria's position as the live music capital of Australia. Our project approach draws on expertise in food and beverage, business planning, design and operations, and extensive experience in the arts and cultural sector—applying effective commercial solutions to support adaptive reuse. Embedding flexibility, amenity, and purpose into planning and design has strengthened Music Market’s role as a creative industry hub and cornerstone for sector development, economic opportunity, and cultural engagement in Victoria.
Awards
— 2021 Victorian Architecture
