David Atai

Meet the multi-faceted musician and artist with over 20+ years of experience, best known for his work with Nesian Mystik as a guitarist and producer. David Atai has collaborated with an extensive list of chart-topping artists both in New Zealand and abroad, and has made considerable contributions to foundations of Polynesian & Maori music in New Zealand. David is well versed in production, recording, engineering across all genres, management, business, composition and captivating performances from intimate gatherings in bars and cafes, to massive crowds of 40k+. David has also been instrumental in developing programs that encourage and strengthen the musical abilities of aspiring musicians, equipping them with the skills and knowledge to pursue a career in music. David Atai is a true visionary, leaving an indelible mark on the music industry while empowering the next generation of talents.

David can mentor on most areas of the music industry, especially Production.

Saylene Tanielu-Ulberg

Saylene Tanielu-Ulberg is an accomplished musician, educator, producer and advocate whose work advances Pacific culture across music, tertiary education and the creative industries. Over more than two decades, she has championed Pacific talent, strengthened cultural representation and created pathways for emerging artists, musicians and learners.

Education & Research

From 2019 to 2021, Saylene completed a Bachelor of Musical Arts at MAINZ through a three-year PMA/SIT Scholarship. She is now undertaking postgraduate study in Education, developing a research focus on Pacific music as an expression of numeracy and literacy and on the recognition of Pacific knowledge within education.

Tertiary Education & Cultural Capability

Since 2024, Saylene has contributed to the development and delivery of SAE Auckland’s Pacific Songwriting programme, launched in 2025. As a lecturer in the Bachelor of Songwriting programme, she seeks Work Integrated Learning (WIL) opportunities that connect students’ creative practice with industry and professional pathways. She previously served as a Student Success Advisor, mentoring students throughout their academic and creative journeys.

From April 2019 to December 2025, Saylene was Senior Pacific Advisor at Ako Aotearoa. Her portfolio spanned Pacific professional learning and development, cultural capability, research and tertiary education. She managed Pacific research projects and facilitated Pacific Cultural Capability programmes across the tertiary sector, helping advance approaches that recognise Pacific knowledge, identity, relationships and community as educational strengths.

Governance and Advocacy

Saylene’s leadership spans governance, sector development and advocacy. She is an active member of the Association of Pacific Staff in Tertiary Education (APSTE), served on the board of the Titirangi Festival of Music in 2025 and is a current Board Trustee of Literacy Waitākere. In November 2026, she will join the ISB Advisory Group for ETITC, contributing expertise across Pacific education, cultural capability and the creative industries.

As Co-Director of Mahi Moana, a Pacific-led organisation established in 2020, Saylene advocates for Pacific songwriters, musicians and artists. She also promotes the protection, recognition and advancement of Pacific creative knowledge and practice across the wider music industry.

Production and Performance

Saylene’s producing work reflects her commitment to Pacific artists and audiences. In July 2024, she co-produced the Tina Turner Tribute Show at SkyCity Theatre with Tutasi Lam and the late Cathryn Laban, featuring Annie Crummer, Betty-Anne Hall and Hawkins. She later co-produced Timeless Duets Vol. 1, celebrating soul, Motown and R&B repertoire with some of Aotearoa’s much-loved artists, musicians and vocalists. She is now co-producing Timeless Duets Vol. 2, planned for SkyCity Theatre in 2027.

Her experience also includes tour management: she led the Excel School of Performing Arts on a national tour in 2018 and served on its Academic Advisory Board from 2019 to 2023.

An accomplished keyboard player and vocalist, Saylene has performed extensively throughout Aotearoa and internationally, including as keyboardist and backing vocalist for Annie Crummer, Rob Ruha, King Kapisi and Ardijah.

Across her work as an educator, musician, producer, advisor, researcher and advocate, Saylene creates spaces in which Pacific knowledge and creativity are recognised and valued. By connecting education, music, cultural capability and industry, she continues to strengthen pathways, representation and opportunities for Pacific people and future generations.

Saylene can mentor on Education, Songwriting/Production, Live Music, Musicianship, Music Direction, Pasifika Kaitiaki, Supporting Emerging Managers and Self-Managed Artists.

Pippa Ryan-Kidd

Working both internationally and locally in artist management, music distribution, retail and publicity. Having worked in the corporate field in Product Buying, Sales & Management, Project Planning, Negotiation, Contracts and Employee Management. Chair of Independent Music New Zealand.

Pippa can mentor on Management, Touring, Branding, Record Labels, Strategy, Merchandise, Publicity, Publishing, A&R, Production, Radio, Digital

Oliver Kraemer

Oliver Kraemer was born and raised in Germany, where he completed a BA in Music Business at the University of Popular Music and Music Business, Mannheim and an MA in Art and Media Management at HfMT Hamburg. He took his first steps in the music industry at MTV Germany, working in the Talent and Music department, before managing weekly live events and assisting with the management of German powerhouse Beatsteaks in Berlin.

Oliver immigrated to Aotearoa in 2009 and began working with local artists, supporting Solomon Crook with his early releases and helping Alien Weaponry develop their international touring career. He later co-founded Tenfold Records, where he manages and releases music from a diverse range of Aotearoa-based artists, including WHO SHOT SCOTT, PONZ, REPAIR, Wet Bandits, Joe Cole and many more.

Oliver can mentor on Management, Touring, Branding, Record Labels, Strategy, Merchandise, and A&R

Tom Grut

Tom is a Tāmaki Makaurau-based artist specialising in creative direction, management and live music photography. Over the years, he has built a career deeply rooted in the local scene, collaborating with artists including Borderline, Double Parked, Bic Runga, Aidan Fine, Foley, No Cigar, Diggy Dupé, Dartz, and many more.

Alongside his editorial work, Tom has led the Laneway Festival media team for several years, and continues to take on commercial projects through Fish n' Clips and Fan Club.

Driven by a distinct visual voice and a passion for storytelling, Tom is constantly seeking to push the boundaries of artistic expression — finding new ways to capture the energy, emotion, and culture of the world around him.

Tom can mentor on Management, Branding, Music Video Production.

Craig Pearce

I am currently an Artist Manager for a diverse roster of New Zealand artists, including The Black Seeds, The Phoenix Foundation, Reb Fountain, and Moniker. Over the years, I’ve also helped develop artists like Lord Echo, Lawrence Arabia, Connan Mockasin, and Sola Rosa.

Additional to my role as Artist Manager, I also currently participate as:

• Label & Royalties Manager for artist’s companies

  Live Booking Agent for various artists

• Tour Manager for domestic and international tours

• Act CEO, CFO, and COO for the artists’ companies

  Stage Manager at Homegrown

  Executive Committee Member at MMF

These varied roles have given me deep insights into both the creative and business sides of the industry. I’m passionate about supporting the long-term success of the artists I manage and ensuring their well-being in a constantly evolving music landscape

My career spans nearly 20 years, during which I’ve worked across multiple facets of the music industry. I’ve facilitated over 50 artist releases, acting as their label and coordinating global teams to manage royalties. I’ve also worked on live music, supporting artists at major festivals like Glastonbury, Splendour In The Grass, and Roskilde, and have toured across Europe, the US, Canada, the Pacific, Australia, and New Zealand.

Additionally, I’ve:

• Served as a Board Member of Independent Music New Zealand (IMNZ)

• Provided high-level mentorship to emerging and established artists

• Lectured at Massey University, contributing to the Degree in Music (Industry Major) programme

I’ve witnessed the industry evolve with digital streaming, touring challenges, and cultural shifts. I continue to adapt to ensure my artists succeed long-term.

Craig is a self confessed spreadsheet geek, he loves nothing more than budgeting, accounting and “finding” royalties.

Craig can mentor on (his words) 'anything they want to ask. I don't really hold anything back and if I don't know something I let them know'. 

However, his strong points are: 

• Touring NZ/World - Logistical issues like Visas/Freight/Travel Tips/Production

•  Finance - All aspects, including Royalties/Budgets/Accounting/IRD/Global Taxation/Importing/Exporting/Publishing

• Promo/Marketing - Digital/Traditional

• Festivals - How to secure festivals and be ready for offers/how to negotiate fees

• Band Dynamics - The ins and outs of dealing with multiple personalities!

• Recording/Production - The ins and outs of funding, recording, producing and releasing music

Fenella Stratton

Fenella Stratton is an artist manager and events professional based in Tāmaki Makaurau. She founded Twice The Hype in 2013, building it into a respected artist management and booking agency representing some of the country’s most in-demand acts, including Lee Mvtthews, Hollie Smith, and Sin & Brook.

Fenella has worked in the New Zealand music industry since 2003 and is an executive member of MMF Aotearoa, contributing to the growth and support of local music managers and emerging talent.

Fenella has extensive touring experience throughout Aotearoa New Zealand, as well as internationally — having toured with artists from the Twice The Hype roster across the UK, Europe, North America, and Australia.

She also plays a key role behind the scenes at major festivals — serving as Operations Manager for Northern Bass and working as part of the operations team at Splore Festival — where she brings deep expertise in logistics, artist relations, and event production.

Fenella can mentor on Artist Management, Release Strategy, Bookings / Tours / Negotiation, and Event Management.

Audrey Siataga

Audrey is a full time Artist Manager based in Auckland, New Zealand, with a current roster including Christoph El Truento, Mokomokai, Noe, and Ladi6 (co-manager).

With eight years of experience as a Tour Manager and Promoter Representative, she has developed a practical understanding of the live music industry and a steady approach to supporting artists through the many stages of their careers.

Audrey is also the Director of Midnight Swan, a small boutique record label that operates as a Project Manager and Label Partner on independent album releases.

Her work is grounded in a strong appreciation for culture and community, with a focus on building sustainable pathways for artists, supporting creative development, and helping bring projects to life with care and attention to detail.

Audrey can mentor on Management, Tour Management, Live Shows and Physical Music & Merchandise