Self Management

with Mel Parsons & Tana Tupa’i

The Music Managers Forum Aotearoa are pleased to offer their members this recording of their July Online Seminar with Mel Parsons and Tana Tupa’i.

In this exclusive session, join two award winning self-managed artists, Mel Parsons and Tana Tupa’i (Tomorrow People), as they share their insights on how to navigate the music industry as independent artists. Topics covered will include developing your own unique sound and brand, building a strong online presence, getting your music heard by the right people, negotiating deals and contracts, managing your finances, and staying motivated and focused.

Mel Parsons is an award-winning songwriter & touring artist, independent label owner and tour promoter. Parsons started Cape Road Recordings for the release of her first album in 2009, with four subsequent releases since and countless tours both domestically & internationally. She has built and maintains good relationships throughout all sectors of the music industry including a 7 year stint on the board of Independent Music NZ. Parsons brings perspective and experience as a working artist & small indie label owner to the conversation and is particularly passionate about advocating for and on behalf of her fellow artists. Parsons holds a Performing Arts degree (Popular Music) from the University of Auckland, and is based in Ōhinehou / Lyttelton.

Tana Tupa’i is the co-founder, manager and keyboardist for platinum selling reggae band Tomorrow People. Since 2010, the self-managed band have toured extensively in both New Zealand and overseas. They are mainstays to all the major festivals and their album releases have earned them multiple music awards, platinum gold certificates, and No 1 chart placings. Tana received the MMF Award for Best Self-Managed Artist in 2018, and in 2019 he started the first ever Good Vibes Winter Festival NZ (arena tour). Tana also tours other bands around Aotearoa, and is a mentor to many in both the Pacific & Mainstream music industry. In June 2023 Tana was the Festival Director for Samoa's first ever major festival, Motherland Samoa Festival. Tana also currently manages various other projects within the music industry and wider community, which involve promoting pacific excellence.

Moderated by Cushla Aston (Chair, MMF Aotearoa).