Former QMusic CEO Joel Edmondson to Lead VMA

Joel Edmondson is the new chief executive officer for the Venue Management Association, the trade body for venue industry professionals in Australia, New Zealand, and Southeast Asia.

With effect from July 29, Edmondson succeeds VMA’s CEO of more than six years, Michael Brierley, who will remain with the organisation in a part-time capacity as the company secretary.

Edmondson is an experienced senior executive with strong music industry ties, most recently serving as CEO and creative director for Queensland Music Festival (QMF) and, prior to that, as CEO of QMusic, the peak body that organises Bigsound and the Queensland Music Awards.

“Edmondson is the right leader for VMA,” said Phil King, president of VMA. “Joel’s broad experience within the music industry and his knack for business development will play a vital role in guiding the industry on a continued path of trajectory, in addition to increasing the Association’s international footprint.”

Edmondson arrives at VMA as the association reports back-to-back record years for its annual Asia Pacific Venue Industry Congress, the most recent, held May in Brisbane and welcoming 554 registered attendees.

Membership is at an all- time high, with more than 1,000 members, across 16-plus countries and representing 300-plus venues.

Edmondson will steer the organisation as it plans for its 2025 Congress in Perth.

“Joel is entering the VMA at a very exciting time,” adds King, “and I look forward to working with Joel on this growth journey.”

Edmondson led QMusic for four years, coming onboard the trade body in January 2015. Joining QMF in January 2019, he oversaw the strategic music agency’s rollout of QLD Music Trails, a tourism product range supported by $20 million from Queensland Government as part of the vision for the 2032 Olympic Games.

“As our industry is increasingly challenged to adapt to new economic, social and cultural realities,” he comments on his new role, “I am committed to ensuring that the VMA’s contribution to sector development is of the highest strategic value and impact.”