Proud Wiradjuri woman Mayrah Sonter is a powerhouse business and community leader fighting to get more Indigenous voices in mainstream media and better education pathways for young Indigenous people.
Mayrah’s journey is deeply rooted in her desire to give back to her community and provide visible, positive role models for Indigenous people. She co-founded and is co-director of 33 Creative, an Aboriginal-owned event management and communications agency that has become one of the biggest Indigenous media and events agencies in Australia.
“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.”
Through 33 Creative, Mayrah has been involved in many historic events, including the 10th Anniversary of the Apology for the Healing Foundation, the 40th Anniversary of the NSW Aboriginal Land Council, the Constitutional Recognition Dialogues resulting in the Uluru Statement, and the National NAIDOC Awards 2019.
She also hosts ‘The Real’ podcast, which features profiles and interviews with Aboriginal and Torres Strait Islander people, arts, events, and lifestyle reporting.
“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 Sonter
33 Creative co-founder and co-director and UTS graduate
Nurturing relationships and creating change
Reflecting on her time at UTS, Mayrah highlights the importance of relationships and collaboration.
“At UTS, 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,” she says.
Mayrah’s motivation stems from her community and her desire to create change. She believes in taking action to address issues and making her family proud. “If you see something that needs changing, go change it,” she urges.
Paving the way for future generations
Mayrah is passionate about increasing the representation of Aboriginal and Torres Strait Islander voices in the media. She recalls seeing an Aboriginal person on TV for the first time and knowing that a communications career was her calling.
“The first time I saw an Aboriginal person on TV, it meant so much to see myself reflected in the media. That’s when I knew a career in communications, empowering First Nations people, was for me.”
Her work with 33 Creative and Indigenous Business Month, which she co-founded, exemplifies her commitment to supporting the growth of the Indigenous business sector and creating opportunities for others.
Embracing growth and learning
Mayrah’s career has required continuous learning and adaptation. When co-founding 33 Creative, she quickly upskilled in business, learning on the job and through the MURRA Indigenous Business Masterclass at Melbourne Business School. She values a planned approach to career development and being open to unexpected opportunities.
Her work continues to inspire and pave the way for future generations of Indigenous Australians to step into their power.
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