Mayrah Sonter

Co-Founder and Director, 33 Creative
2020 UTS Arts and Social Sciences Alumni Award recipient

Bachelor of Communication (Public Communications*) 2005;  
Master of Arts in Journalism 2018 
The Bachelor of Communication (Public Communication) is now the Bachelor of Communication (Strategic Communication).

Proud Wiradjuri woman, Mayrah Sonter is a powerhouse business and community leader. Mayrah has forged a career path supporting and empowering Aboriginal and Torres Strait Islander people at the grassroots community level, on the national stage and internationally.  Her career motivation aligns with her desire to empower First Nations peoples. Mayrah believes in giving back to her community and promotes the importance of having visible, positive role models for Indigenous people.

I’d like to help facilitate more meaningful conversations, helping to bring people together through media, events, breaking down stereotypes and providing opportunities for real connections between people.

Mayrah was a Member of the Aboriginal and Torres Strait Islander Advisory Panel for the City of Sydney, is a recipient of the Endeavour Research Fellowship for Indigenous Australians and a graduate of the MURRA Indigenous Business Masterclass at Melbourne Business School.

Mayrah also co-founded and is co-director of 33 Creative - an Aboriginal owned event management, PR, communications agency - now one of the biggest Indigenous media and events agencies in the country.

With 33 Creative, Mayrah has been a part of many historic Aboriginal and Torres Strait Islander events including the national event in Canberra for the 10th Anniversary of the Apology for the Healing Foundation, the 40th Anniversary of the NSW Aboriginal Land Council, the Constitutional Recognition Dialogues that resulted in the Uluru Statement and the National NAIDOC Awards 2019.

33 Creative also produces ‘The Real’ - an independent Aboriginal and Torres Strait Islander multi-media platform that features profiles and interviews with Aboriginal and Torres Strait Islander people as well as arts, events and lifestyle reporting. Mayrah is the host of ‘The Real’ podcast".

What is one key lesson you learned at UTS that is still relevant to you today?

I learned the value of relationships and working together. Some of my favourite career moments have been a result of the magic created when a talented and hardworking bunch of people work together, and the sum of their contributions is greater than what could have been achieved individually. 

What motivates you to achieve your goals?

My community, my desire to create change, to make my family proud and make the world a better place. I believe that if you see something that needs changing, go change it!

What was one turning point that changed your career, your life, or both?

There have been lots of moments that have influenced my career and life trajectory – it’s hard to name just one. What I am most passionate about is creating more opportunities for Aboriginal and Torres Strait Islander voices to be heard through the media.

I recall the first time I saw an Aboriginal person on TV and how much it meant to see myself reflected in the media. It was then that I knew a career in and around communications and the media, empowering First Nations people, was the career for me.

What do you think are the most valuable skills for new graduates entering the workforce?

I think a positive, can-do attitude is so important. As are a desire to constantly improve, emotional intelligence, and cultural awareness.

What change – in your industry, community, or society at large – would you like to help create in the next ten years?

I want to help get more Indigenous voices heard, and more Indigenous stories told. The more we share our experiences and understand each other, the better the nation we will create for ourselves and the next generation. I’m also passionate about supporting the growth of the Indigenous business sector.

What did you enjoy most about your time at UTS?

The learning and the friends I made – I still have uni friends who I work with today. Being part of Jumbunna and competing in the Indigenous University Games were also highlights.

Have you had to adapt and upskill throughout your career? How?

Yes, I had to upskill to learn about business quickly when co-founding 33 Creative, an Aboriginal media, communications and events company. I did a lot of learning on the job and from my business partner, and also did the MURRA Indigenous Business Masterclass at Melbourne Business School.

What has been the proudest moment of your career?

I feel proud on a daily basis of the 33 Creative team and what we achieve together – changing hearts and minds through storytelling.

I’m also proud to be a co-founder of Indigenous Business Month, which provides a platform to celebrate Indigenous business success each October. I love creating opportunities for others and seeing the next generation step into their power. 

Should you follow a carefully considered career path, or seek out the twists and turns? 

A combination of both! It’s always great to have a plan, but it’s important to stay open to the twists and turns along the way.

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WATCH MAYRAH'S WEBINAR: 

Proud Wiradjuri woman, powerhouse business and community leader Mayrah talks about the fight to get more #Indigenousvoices in mainstream media; better education pathways for young Indigenous people; and the potential impact of university fee increases on Indigenous students' futures.

Find Mayrah at 33 Creative
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