MUSIC SUPPORT’S LYNNE MALTMAN ON TRANSFORMING WELLBEING IN THE INDUSTRY, HER PATH FROM MTV TO CHARITY, AND THE BENEFITS OF GOING ALCOHOL-FREE

With a career spanning over two decades in music and events, Lynne has worked across some of the industry’s most exciting moments – from MTV’s golden era to award-winning brand activations for Southern Comfort’s Juke Joint and JägerHaus. After years at the forefront of live experiences, she made a pivot into the charity sector in 2018 bringing her expertise to causes close to her heart. Now, as senior marketing and events specialist at Music Support, Lynne is dedicated to supporting those in the music industry facing mental health, substance use and addiction challenges. Piers, in his role as trustee and chair of Backup Tech, has had the pleasure of sharing the stage with Lynne on a number of industry panels, so we were delighted to find out more about her journey into events, the evolving landscape of wellbeing in the industry, and how we can all play a role in supporting each other.

WW: Tell us about how your career began – what first drew you to marketing and events, and was the music industry always where you wanted to be?

Lynne: I’ve always been an organiser – right from primary school, whether it was plays, nights out, or parties. I love bringing people together and making sure they have a great time. In my final year of grammar school, I organised the first-ever talent show, which was a huge success. I still remember the high of pulling it off and getting a letter from the headmaster congratulating me – it stuck with me. That event sparked my passion for live experiences, and I’ve had the bug ever since. As for music, I’ve always been a huge fan and knew I wanted to find a way to work in it on a global scale.

WW: You’ve worked on some amazing projects, from MTV to organising your own music festival. Is there a particular moment or campaign that stands out as a career highlight?

Lynne: There have been so many, but working at MTV in my early twenties was a huge moment. It was the height of shows like The Osbournes and Jackass, and MTV was massive globally. I worked on the international team, met incredible people and traveled across Europe, the US, and Africa. It was fast-paced and demanding, but always worth it.

One standout memory is from MTV’s summer Isle of MTV concert series. I was on the beach in Tossa de Mar, Spain, watching The Black Eyed Peas headline a sold-out show. So many people wanted to get in that they ended up taking the fences down, but the crowd stayed so calm – it was euphoric.

Later, at FRUKT, I worked on award-winning brand activations, including Southern Comfort’s Juke Joint and JägerHaus, which both won Brand Activation of the Year at the UK Festival Awards. Picking up that award twice was a real career highlight.

WW: In 2018, you moved into the charity sector. What inspired that shift, and how did your experience in the music industry help?

Lynne: I’d always been passionate about fundraising, particularly for Alzheimer’s Society, as my dad had Alzheimer’s. Moving into the charity sector felt like a dream, but I didn’t think it would happen. After 17 amazing but intense years in music, I experienced burnout and took some time out. A friend introduced me to the head of fundraising at Children with Cancer UK, and I joined as a consultant during their 30th anniversary year. I handled everything from content creation to events, celebrity, and corporate partnerships. It was incredible to transfer my skills, contacts, and industry experience into a cause that truly made a difference.

WW: Your 90-day alcohol-free challenge became a long-term lifestyle change. How did that unfold, and what impact has it had?

Lynne: I started the challenge around the same time I moved into the charity sector. With more headspace, I reflected on what might be holding me back, and alcohol kept coming up. I wasn’t always drinking heavily, but it had a grip on me. I’d find reasons not to stop, comparing myself to others. Committing to 90 days terrified me – I’d never gone beyond Dry January – but once I hit a month, then 60 days, then 90, I started feeling different. The mental clarity, improved mood, and energy were transformational. At six months, I shared my experience on Facebook, and the response was overwhelming. People reached out privately, saying they felt the same but didn’t think they could do it. That led me to mentoring others, which kept me accountable and reinforced how life-changing the shift was.

WW: What are your top 5 tips for anyone starting their alcohol-free journey?

1. Ask yourself WHY you are doing it. Write down 5 reasons and stick them on your fridge or keep to hand as a reminder. This can be very powerful.
2. Approach with a positive mindset.
3. Educate yourself. Knowledge is power! There are lots of helpful books and podcasts out there
4. Be prepared – stock up on alcohol-free drinks.
5. Check in with yourself – either a written or video diary worked well for me.

WW: You moved to Music Support in 2020. Can you tell us more about the charity and the services it offers to people in the industry?

Lynne: Music Support was founded by veterans of the music industry who had firsthand experience with mental health and addiction challenges. They realised there wasn’t an organisation that truly understood the unique pressures of working in this industry – so they created one themselves. Now a registered charity, we offer peer-to-peer support for anyone in the music industry – on stage or behind the scenes – struggling with addiction, substance use or mental health issues.

Prevention is key, so we provide training like Mental Health First Aid and Addiction & Recovery Awareness, helping people support both themselves and others. Our Safe Hubs backstage at festivals offer quiet spaces and trained mental health first aiders. We also run peer support groups and recently launched our Family & Friends service, offering workshops and one-on-one support for those supporting a loved one who works in the UK Music industry struggling with addiction

For those in crisis, our dedicated Support Services team provides everything from peer sessions and counseling referrals to rehab placements and case management. Our goal is to ensure no one in the industry feels alone in their struggles.

WW: What would you say has been the most in-demand service at Music Support and why?

Lynne: In the past year, demand for our helpline has increased by 51%, which is concerning on the one hand but also encouraging that more people know about us and are reaching out for help. I’ve seen a real shift – there’s less stigma, and more people are willing to say, “I’m not coping, I need help.” That’s a huge step forward. Our training programs have also seen a surge in demand, which is encouraging because it means people are not only prioritising their own mental health but also wanting to support others. 

WW: What does a typical day look like for you at Music Support?

Lynne: Like in any role connected to music and events, no two days are the same! If I’m in the office, I could be doing anything from managing our social media and updating our website to writing a press release or planning our next industry panel. We host a lot of panel discussions at events across the UK, so there’s always something to prepare.

When I’m on-site, my role varies. One day, I might be presenting at a BPI members’ meeting; another, I could be running an exhibition stand, coordinating a panel at a conference, or working at a festival Safe Hub. It’s a mix of strategy, content creation, event planning, and hands-on support – all with the shared goal of getting the word out about Music Support and making sure people know they’re not alone.

WW: Can you share a memorable success story that highlights the impact Music Support has had on someone’s life or career?

Lynne: There are so many, but one that stands out is from last summer when our Safe Hub team met someone at a festival who was in crisis. It was their first time opening up, and we connected them to our Support Services team for further peer support. Some months later, our Support Services Manager shared, “I wanted to let you know how much of a positive impact you have had on that person’s life. They said they have never opened up that much in their life, and you have helped to kick start a journey of healing for them.”

Another powerful moment came at BST Hyde Park when someone recognised my Music Support t-shirt and said, “I just completed your Mental Health First Aid training and was able to help a struggling colleague yesterday.” Thanks to funding from Backup Tech, Stagehand, and The Julia Rausing Trust, we have been able to offer this training free to freelancers, equipping them with a fully accredited, internationally recognised course and lifelong skills.

WW: The music industry is fast-paced and intense. What are the biggest mental health challenges, and how can companies better support their teams?

Lynne: Many of us work in music because we love it, but that passion can lead to long hours, late nights, and time away from home. It’s easy to fall into unhealthy habits, and the unpredictability – both in workload and financial security – adds to stress and burnout. Companies need to foster a culture where people feel safe speaking up if they’re struggling, breaking down stigma and prioritising wellbeing through initiatives like mental health days and meaningful support systems.

WW: Is there a piece of advice or lesson that’s stayed with you throughout your career?

Lynne: Two things. My sister once told me, “It’s 20% what you know and 80% who you know,” and that’s stuck with me – relationships are everything. I also live by Maya Angelou’s quote, “People will forget what you said or did, but never how you made them feel.” Treat people with kindness and respect – it always comes back to you.

WW: That feels even more relevant now, with so much being handled by AI.

Lynne: Absolutely. I’m old school about this. If an artist donates to a fundraiser I’m working on, I’ll write a personal thank-you and post it to them. AI can’t replicate the impact of something personal – it’s those human touches that people remember.

WW: Finally, what’s next for you? Any exciting projects or goals?

Lynne: The biggest thing right now is the growth of Music Support under our new CEO, Joe Hastings, who joined in early 2024. We’re expanding our reach across the industry, welcoming new team members, and building an ambitious strategy for the future. Being part of that evolution and seeing the charity go to the next level is incredibly exciting.

You can find out more about Music Support at www.musicsupport.org