For over two decades, Caroline Pegram has worked as a producer for award winning companies and celebrated media personalities, with a specialisation in science & technology communications. In 2017, she ventured into the world of Artificial Intelligence working in Innovation & Strategy Director roles with Australian music companies to help expand their technology businesses and global partnerships.
In 2020 Caroline led the team that won the very first global AI ‘Eurovision’ Song Contest. In 2022, she was a finalist in the Women in AI Awards, and became a Cybernetics Imagination Resident at the Australian National University, where she holds an affiliate role. In 2023, Caroline joined the team at SXSW Sydney as the Head of Tech & Innovation.

Koup Music is an AI company building artist-led tools to unlock revenue streams and new workflows. It is co-founded by Kartini Ludwig and Caroline Pegram, female leaders working at the forefront of AI music and fair licensing frameworks. They first collaborated on a Google project called ML Tools for Musicians which centred on tools to assist rather than replace creativity.

Since then, Caroline has worked as the Head of Tech & Innovation for SXSW Sydney, connecting artists, technologists and industry around creative AI. She is a former front‑of‑house sound engineer for Australian independent bands, she built a practical grounding in live sound and artist collaboration that now informs her work in AI music. She led Uncanny Valley’s pioneering AI‑driven projects, including the Eurovision AI Song Contest‑winning entry and large‑scale commissions like Music of the Sails at Sydney Opera House.

Kartini’s early industry experience includes working across artist management and producing roles for the Biennale of Sydney, Astral People and Google’s Creative Lab. She led a project called Sonic Mutations - an live AI performance work developed with local NSW artists. Her achievements include speaking at TedX and internationally about building the future of music and AI, fairly.

Currently, the team are working on Wombtunes - a data sonification project turning baby ultrasounds into music. The MVP was first launched at SXSW Sydney in 2024 and later presented at SXSW London in 2025. It has been documented and celebrated online in articles featured on the Australian National University site and most recently alongside mentions of some of the world’s biggest AI music companies in a post on Zinstrel substack. Wombtunes will showcase at the Royal Ballet Opera’s inaugural RBO/Shift Conference and SXSW London in June 2026.