Allyson MacIvor, BMus

Allyson MacIvor is a powerhouse operator, visionary technologist, and seasoned music industry veteran. With more than 15 years of experience across every sector of the live music ecosystem—from touring and teaching to booking and backline—Allyson is uniquely equipped to lead Union Station through scale, disruption, and industry transformation.

As a professional percussionist and multi-instrumentalist, Allyson has performed on award-winning albums, shared stages with artists like Sarah McLachlan and the National Geographic Orchestra, and led international tours with major labels including Six Shooter Records (Canada) and DevilDuck Records (Germany). Her technical proficiency is matched by her logistical expertise: she has managed every aspect of high-stakes tours, negotiated artist contracts, advanced shows across continents, and served as a talent buyer in both Canadian and U.S. markets—including at the Williamsburg Music Center in Brooklyn, NY.

Allyson’s operational acumen is grounded in real-world experience. She has taught music in over 50 schools and 3 universities across North America and continues to mentor young musicians while scaling Union Station. She’s worked hands-on as a venue manager, tour manager, guitar tech, stage manager, production coordinator, and educator. This comprehensive lens allows her to speak to every user segment on the Union Station platform with credibility and clarity.

Union Station was born in a grassroots moment—outside of Toronto during a drum ensemble rehearsal—when Allyson began sketching out what would become the first end-to-end platform for modern live music booking. She bootstrapped the company from her touring income, hired the lead developer while he was completing his Master’s at NYU, and partnered with OpenMind Labs to build the MVP. Under her leadership, Union Station has evolved from a dream into a product with real-world traction, early adopter partnerships, and clear scalability.

Investors recognize Allyson not just for her deep industry roots but for her ability to turn insight into execution. She brings together product vision, user empathy, business rigor, and an unmatched network across North America. As CEO, she leads Union Station with authenticity, grit, and a founder’s sense of urgency—making her the ideal person to reimagine how artists, venues, and agents connect in the 21st century.