Alex Masso’s Sydney Guitar Show

17 Jan

Sydney is finally getting its own Guitar Show!

For the last decade the Melbourne Guitar Show has become a mecca for guitarists and musicians, a place for everyone from the beginner to industry professionals, and in 2026 the show will also take place in Sydney. The inaugural Sydney Guitar Show will take place at Sydney Olympic Park and run from Saturday the 7th of March to Sunday the 8th of March, with the SGS set to provide enthusiasts the opportunity to test guitar equipment, experience live performances, take part in workshops while also connecting with their peers, essentially guitar heaven. We had the absolute pleasure of chatting to CEO of the Australian Music Association and Guitar Show Producer Alex Masso, to find out what goes in to organising an event like the Sydney Guitar Show and what attendees can look forward to experiencing in Sydney.

Alex, you are the Show Producer for the Sydney Guitar Show, is this the first event you have been involved in on the planning side of things, or do you have a history in music events?

I have done a whole range of things in music including touring, small festivals, running a year-round events program, but this event is quite unique in Australia and this will be my third Guitar Show. I got involved in the 2023 Melbourne Guitar Show and was responsible for moving that event to a new location in 2025 after almost a decade in its original venue. That experience of running the 2025 Melbourne Guitar Show, choosing a venue, working out how to set up the venue and what kind of programming will work, the team and I have just applied that to a new city.

Although the Guitar Show has run for a number of years in Melbourne, this is the first time the Annual showcase will also take place in Sydney, what made 2026 the right time to bring “Guitar Heaven” to the Harbour city?

Yes this is the first Sydney Guitar Show! Some people remember old music products shows or guitar events in Sydney from years ago but this is the first time we’re presenting this particular event in this city. There are two things that have led to us doing it in 2026. First of all, Melbourne Guitar Show used to be an annual event and we didn’t have the capacity to run two of these events in a year, but we had a two-year gap between 2023 and 2025 and decided that it was a good amount of time between the Melbourne shows. That left us with a ‘gap year’ that might be filled with another event…

The other factor was simply people asking us to do it. This show is managed by the Australian Music Association, it’s a not for profit organisation set up to support the industry and our members. When those members ask me to consider something, I consider it. People involved in the Melbourne Guitar Show were saying ‘hey, why not try this in Sydney?’, and now we are!

“we have a great lineup of exhibitors and people are buying tickets”

— Alex Masso

We are living through difficult times at the moment, what have been the challenges in organizing a festival, especially one that is taking place in the centre of a capital city for the very first time?

Well, the most difficult part of this event has been not knowing whether it will work in Sydney. Will exhibitors support the event, which is crucial? Will people come?

I’ve been really pleased to see a great response on both fronts, we have a great lineup of exhibitors and people are buying tickets. But you’re right, it’s not an easy time for live music and festivals, the industry, and for the community in general.

We have a few interesting things happening in the precinct at the same time, there will be a Matildas game for the Women’s Asian Cup at the Stadium across the road from us just a few hours after we close on the Sunday, another big show next door, and an AFL game on the Saturday. You could actually come to the Guitar Show and one of those other things in a day. For me that brings a few logistical challenges but for everyone attending it’s just going to make the whole area more lively and exciting. Bring it on (and go Tillies!).

“we are trialling a ‘kids room’ this year, where kids can have some time to try instruments for themselves, there will be some music educators to help them and show them a few things.”

— Alex Masso

Is the two-day event a family-friendly affair?

Yes, we are really focused on making this family-friendly and there are a few things we’ve been working on to do that. Firstly, it’s an affordable ticket and kids under 12 are free. Secondly, it’s a pretty family-friendly environment, there’s plenty to see, the bar is only in the main stage room, and it’s a very accessible venue. Thirdly, we have told everyone to keep the amps off before midday so if you want to come along when there’s not so much ‘cacophony’ (as I affectionately call the sound of a guitar show in full swing), come in the morning. Finally, and this is my favourite part, we are trialling a ’kids room’ this year, just a small part of the show where kids can have some time to try with instruments for themselves, there will be some music educators to help them and show them a few things.

“Whether you’re just curious about guitars and like to look at and play them, or you’re an absolute afficionado of all things guitar-related, you will find something interesting. ”

— Alex Masso

What else can attendees expect?

If you look at the program and the exhibitor list, you will probably think ‘I’ve heard of that one, haven’t heard of that one…’ and there will definitely be gear and musicians you haven’t seen or heard before. Discovery is a big part of it, so we have a program of workshops where you can pick up some tips or try something like songwriting, we have a performance program where you can hear a whole range of great music. Whether you’re just curious about guitars and like to look at and play them, or you’re an absolute afficionado of all things guitar-related, you will find something interesting. We have everything from young and emerging artists to some of Australia’s leading guitarists, and everything from new brands and gear launching at the event through to the iconic brands that everyone knows.

“The program is probably the hardest part of the job but also a fun and creative part of the show”

— Alex Masso

The Sydney Guitar Show has announced a plethora of special guests including Hussy Hicks, Ray Beadle, Godriguez, Lucy Clifford and the SuperFunAwesomeHappyTime Pedal Show. As a curator, how did you decide who to invite to perform?

The program is probably the hardest part of the job but also a fun and creative part of the show because there is so much that you could present, so many great musicians out there playing the guitar (and bass guitar!). What I try to do is balance different kinds of playing and players, different formats, a few things that will be more familiar and a few things that people will see for the first time and say ‘wow, who’s this?’.

“I’m really happy to get a range of different music into this show.”

— Alex Masso

Was it important for you to cater to a range of genres and skillsets with the acts you have selected?

I am pretty open minded so I’m really happy to get a range of different music into this show. It makes the program less of a music festival in a particular genre, more of a showcase of a wide range of music.

A lot goes into an event like the Sydney Guitar Show, especially in its inaugural year, behind the scenes. Is there anyone from the stage, sound or staff crews that deserve a special shout-out?

They say it takes a village to raise a child, it’s a bit like that with this show. Our small organisation is run by members, that’s the wholesalers, manufacturers, retailers and so on, they have been really supportive. We have great media partners, artists, the venue is really supportive, the contractors, everyone involved has been great through this whole process.

I’m really lucky to have a small team that is really committed to making this a great show, so the shout-out has to go to Emma and Shannon. They are great to work with and always open to ideas and looking for ways to make the Guitar Show even better.

What do ticket holders need to know about Sydney Guitar Show? Do you have a message for punters attending this special event in March?

We’re bringing something exciting and unique to Sydney so just come along, maybe bring some friends and family, and enjoy the event!

Also, this is a dull thing to finish on but it is useful advice: any time you’re going to Olympic Park for an event, it’s a great idea to book your parking or catch a train just to make it a little bit easier.

Visit the Sydney Guitar Show site at http://guitarshow.au/sydney for the latest show announcements and information.

Tickets available from http://guitarshow.au/sydney

SYDNEY GUITAR SHOW

SATURDAY 7TH & SUNDAY 8TH of MARCH - SYDNEY SHOWGROUND, SYDNEY NSW | LIC AA