NZ MUSIC MONTH: Peach Promotions

Words by Hannah Powell. Images by Madie Eades, Jake Hood, and Oli Cheyne.

Yo Vocal talked to Peach Promotions, a Wellington-based promotions company. Co-founded by Sofia Machray and Sophie Vess, both are on a mission to create change. Late one Sunday evening, we talked Peach, this month's music series, and being a woman in the music industry.

Meet Sofia Machray and Sophie Vess. Roommates, gig-goers, and fresh Massey graduates, these two are the minds behind Peach Promotions.  

"The idea came about because we lived together," Sofia tells me over a video call. "[We] shared a room together, went to a lot of gigs together, we did everything together. We just had this moment where we were like, there aren't really many female promoters."

Sofia and Sophie wanted to change that. After explaining how they'd attended lectures at uni talking about how shit it was for females to enter the industry, they were both left thinking, 'this sucks'. That's when they had their epiphany. Sofia was already putting on shows and was thinking how cool it would be to put it under a name. Sophie, on the other hand, was thinking about creating a promotions company and putting on gigs.

"We just put our two minds together and thought we may as well just start doing it." There's no harm in trying, they thought.

Launching last November, their first gig featured Wellington locals Ski Resort, Wiri Donna, and Revulva. Now with an NZ Music Month Series at Meow coming up, Peacho is ripening quickly to be one delicious, sweet treat. But it's not all booking gigs – behind every line-up, Peach Promotions is out on a mission to create change.

"We just want to make it more diverse and make sure that everyone has the same opportunities," Sofia says when I ask about their aim. Although they agree that the name Peach may come across as feminine, they're not exclusively female-focused. Instead, they're seeking out diversity in their gigs.

For Sofia and Sophie, it's about raising awareness of the issues within the music industry.

"I don't think we see a lot of it – a lot of it is swept under the rug," Sophie says. Sofia, a musician, tells me about her own experiences. "I've experienced some shit things, things that make me so angry. Soundies thinking I just don't know what I'm doing and going to my bandmate Robbie and going 'oh, how does she want her sound?'," she says, exasperated. "[It's like] just ask me, I'm right here!"

Talking to other women and non-binary musicians inspired the two to further shape their company into the change they wanted to see. Although in agreement that the industry is changing, both say it will take a while for everything to turnover. It's still not diverse enough. Hoping that they can bring about opportunity through booking gigs, they're trying their best at creating diversity with their technicians, too.

When it comes to artist liaison and bookings, their focus is on being open and approachable. "We want to be [the artist's] safety blanket, we want them to come to us and speak what they feel," Sofia says. They want the artist to feel they are as much a part of the process as them. As for how diverse their enquiries are – "that's a hard one," they said. Sophie tells me that half the people who enquire for bookings are still dudes. Nevertheless, it spurs them on to continue to work on how they can be more approachable to the female and non-binary demographic.

Now a few months down the track, Peach Promotions has a healthy following. "It's been quite successful so far," Sophie says. "The reactions we've had, I feel like the point of Peach is developing more so that we do want it to be a thing where it represents diversity in the music scene".

Having collaborated with a few bands and other promoters, they were stoked to have paired up with VMorg for a gig in its April Music Month. It's in those experiences, they say, where they learn the most. "What are our values? What are we bringing? What is our brand? What are we trying to say?" Sofia says, telling me it's in these moments where they have grown stronger in their own direction. They're being 'stern' in sticking to their roots.

As for what's next, Peach Promotions will be holding Frootie Tootie Wednesdays at Meow throughout NZ Music Month. In collaboration with Going Local, the two promise an amazing line-up for each Wednesday night. With five dollar bubbly on offer, and five dollars at the door, what's not to like. Looking forward to the stage design, Sophie's most excited for their first techno night. Sofia and her band will be playing a set at Peach's May 26 gig, too.

With talk of a mini festival and the hopes of a tour, there's much to get excited about for the future. Change is happening, but they understand there's a way to go. Peach Promotions is kicking ass, and every gig helps in shaping the dream scene.

"We are being the change we want to see".