OZ CITY GETS A NEW GROOVE: Tools for Emerging Artists in the Digital Age

In 2005, Sydney band Sick Puppies left their record label in Australia and made the move to Los Angeles, seeking a record deal in the US.

While taking meetings, performing showcase gigs for recording companies, and recording their next album, singer/lead guitarist Shimon Moore created a video from footage he’d taken in Sydney offering “free hugs” to passers by. [View Video]

Shimon used one of the songs finished from the sessions for their album in progress - "All the Same" - as a soundtrack. The video was also posted on YouTube and became a instant sensation, spawning the Free Hugs Campaign, TV appearances on 60 minutes (in the US and Australia), Good Morning America, Oprah and Jay Leno.

The video – made for next to no money and since played millions of times around the world – helped the band gain airplay in the US and Canada, followed by major US Billboard chart success – a huge feat for a band without chart success in their home country.

“Ironically, it was only after all of this that the Sick Puppies were signed to a major US record label,” said Peter Cohen, Austrade’s LA-based Australian Music Office manager.

Cohen was part of a panel discussion organized by Hopkinson Music and Advance LA, hosted by Nettwerk Records in Hollywood on May 6. The panel, moderated by Australian actor and musician Cameron Daddo, discussed the impact of digital media on the music industry and tips, tools and ways artists can use this medium to promote their music.

The waning power of the music industry’s traditional power structures – specifically the major record labels and music industry executives – was a key topic of discussion, as was the relevance of MySpace as a tool for musicians.

“Love it or hate it, MySpace today remains one of the greatest avenues of promotion for an emerging artists,” said Ian Hopkinson, musician and founder of Oz City, a network of Australian singers and songwriters living and working in the US

“Assembling a team greater than an agent or manager is becoming key to combat the changing shift in power within the music industry,” said Hopkinson. “And this is something that – with some basic knowledge of technology - musicians can do for themselves and for very little cost.”

Ben Richards, guitarist from LA-based Australian band Porcelain, said MySpace and the internet generally were invaluable tools for musicians and individual artists to gain control of their own image and ‘story’ in the public realm, without the meddling of industry executives. But he warned that artists who weren’t authentic with their fans would likely stumble.

Also on the panel was Leslie Frank, legal advisor to Jet, Silverchair, The Vines, and The Living End, who agreed that the shifting of focus brought on by the digital music age - from the industry executives, to individual artists - presented opportunities for new musicians who can harness it.

Dianne Meyer, manager of Dropkick Murphys and former manager of Australian band Frenzal Rhomb, agreed. She said those with the talent, tenacity and technological know-how to break through the internet “clutter” had more chance than ever to break through without the help of a major record deal.

Even when bands do have a record deal, the budgets aren’t what they used to be, panel members emphasized, meaning individual musicians and their managers now have to take on some of the functions which used to be done in-house by the record labels.

“Record labels’ digital sales are not even making up for their loss of physical sales, which means a lot less support from the record label because there just isn’t the staff to resource this anymore,” said Hopkinson.

“Overall we just can’t rely on the record labels as much as we once did, because they are smaller and their resources are now more limited. But the opportunities are still there, providing artists can be creative beyond their music, breaking through with clever ideas and using digital media to pave their way.”

Austrade’s Cohen agreed: “These days it makes more sense to own and record your own stuff first and market it independently and create a buzz with a unique and cost effective idea.”

The panel also covered other opportunities for artists to earn revenue streams - from touring, merchandising, marketing partnerships and endorsements.

In light of these increasingly profitable revenue streams, however, Hopkinson, warned emerging talent to look carefully at potential contracts with record labels. “The labels are becoming more and more aware of these previously untapped revenue streams and are now wanting a piece of the action.”

The panel discussion was followed by a performance by four leading Australian bands/soloists who showcased their latest work.

The next installment of Oz City, the leading avenue for Australian musical talent in LA will be in August, 2008.

Panelists included:

Leslie Frank, legal advisor to Jet, Silverchair, The Vines and The Living End
Peter Cohen, Business Development Manager, Austrade's Music Office (LA)
Dianne Meyer, manager of Dropkick Murphy's, former manager of Frenzal Rhomb
Ben Richards, guitarist from LA based Australian band, Porcelain
Cameron Daddo, moderator, Australian actor and musician

PERFORMERS INCLUDED:

Leroy Lee, is a sensitive and observational singer-songwriter who has the support from Australia's national radio network Triple j and INDIE 103.1 in Los Angeles. Leroy has supported Missy Higgins and Lior and is preparing his debut album for release later in the year with Producer Melvin Tree.




Late Nite Access, are a dynamic indie-rock trio hailing from Melbourne, Australia. Recently performed at SXSW to promote their upcoming release of their highly anticipated debut album "Kid in a Candy Store'.

Porcelain, has a unique lineup and an original sound. Formed in 1999 in Wollongong, Australia, Porcelain quickly set their sights on the U.S, and have recently signed with JT Entertainment and CAA.

Stephen Rowe Tree, has had country music flowing in his blood since his days growing up as a Broken Hill boy. Stephen recently released a song with the Queen of Australian country music, Tania Kernaghan, which became a hit on Australian radio.

Austrade grants fuel music exports

Arts Hub Australia Wednesday, January 03, 2007

Keith Urban playing in a Hollywood Starbucks? It's all part of Austrade's master plan to boost the futures of Australian music overseas.
The government body today released new figures on recent Australian music exports, and the numbers bode well for locals looking to crack the lucrative US market. Austrade provided around $2 million worth of export market development grants in 2004-05, generating nearly $23 million in music exports thus far.

A focus of this export activity is the US and to this end, Austrade opened a Music Office in Los Angeles in 2005 to provide contacts and expertise on the ground floor. Australian musical acts will be out en'force for the upcoming LA and New York 'Australia Week: G'Day USA 2007'.

The Oz City Song Circle, the brain-child of Australian musician Ian Hopkinson, will kick off Australia Week on January 9th in LA with performances from four Australian acts, including Porcelain and MiG Ayesa, the Aussie musician who made a name for himself in the finals of INXS Rockstar.

Other performers include The Veronicas, E-type Jazz, the Qantas Choir and Olivia Newton-John. According to Austrade's Senior Trade Commissioner in Los Angeles, Kylie Hargreaves, Australian music is set to continue its strong US trajectory through 2007, with commercial and cultural fringe benefits.

"Australian acts that have had success in the US such as Wolfmother, Tommy Emmanuel, Keith Urban, Jet, Kylie Minogue, INXS, John Butler Trio, Missy Higgins, Red Hot Poker Dots, Diane Rouvas and Shane Nicholson generate valuable export income for our local music industry and promote Australia," she said. "The US music industry places a premium on new talent and is constantly looking out for new acts with interesting looks, backgrounds and musical offerings giving Australian acts a competitive advantage thanks to the diversity of our domestic industry."Hargreaves said Austrade was aware of the need to build relationships with a diverse range of international retailers."For example, Keith Urban's latest album is being promoted and sold in Starbucks stores throughout the US and Wholefoods which sold a compilation CD featuring Missy Higgins last year."

For more on Australia Week please visit www.australia-week.com

Aussies rock their way to piece of $20 billion US music industry

30 Apr 2007

Austrade grants generate millions of dollars in music exports

Australian musicians look set to continue their success in the multi-billion dollar US music industry in 2007 as new media platforms and upcoming promotions provide exciting opportunities to crack one of the world’s most lucrative and competitive music markets.

The traditional ‘tour or die’ approach of Aussie bands trying to break into the US music industry is giving way to new methods of promotion and publicity as the global music industry undergoes a rapid transformation.

Artists can now reach their fans at little or no cost via the internet, iTunes, podcasts, satellite radio, ring tones, TV and film licensing, and through retail outlets such as Starbucks which sells music through its 8,800 stores in the US.

Some of Australia’s best known music exports will provide a further boost to Aussie music in the US as they entertain audiences in LA and New York during the upcoming Australia Week: G'Day USA 2007. The Oz City Song Circle, the brain-child of Australian musician Ian Hopkinson, will kick off Australia Week on January 9th in LA with performances from four Australian acts, including Porcelain and MiG Ayesa, the Aussie musician who made a name for himself in the finals of INXS Rockstar.

The Veronicas will then take to the stage performing in front of more than 1200 people at the Penfolds Icon Gala Dinner in Los Angeles on Friday 12th. E-type Jazz, the Qantas Choir and a rare performance by Olivia Newton-John are the other major Australian acts playing to audiences in the US in January.

According to Austrade’s Senior Trade Commissioner in Los Angeles, Kylie Hargreaves, the down under invasion of the US music industry is in full stride and Aussie music is set to continue its role as a vital commercial and cultural ambassador for Australia.

“Australian acts that have had success in the US such as Wolfmother, Tommy Emmanuel, Keith Urban, Jet, Kylie Minogue, INXS, John Butler Trio, Missy Higgins, Red Hot Poker Dots, Diane Rouvas and Shane Nicholson generate valuable export income for our local music industry and promote Australia.

“The US music industry places a premium on new talent and is constantly looking out for new acts with interesting looks, backgrounds and musical offerings giving Australian acts a competitive advantage thanks to the diversity of our domestic industry,” Ms Hargreaves said.

Austrade’s Music Office in LA, opened in 2005, helps Australians involved in the music industry penetrate the US market with a wide range of export assistance, networks, expertise and contacts. Austrade also supported Australia’s music industry by providing around $2 million worth of export market development grants in 2004-05, already generating nearly $23 million in music exports with even more expected.

Ms Hargreaves said, “We are also aware of a need to develop relationships with main stream retailers that can reach consumers faster and more cost effectively than traditional distribution channels. For example, Keith Urban’s latest album is being promoted and sold in Starbucks stores throughout the US and Wholefoods which sold a compilation CD featuring Missy Higgins last year.”

G’Day USA: Australia Week 2007 is produced by the Los Angeles and New York offices of the Department of Foreign Affairs and Trade, Tourism Australia, Qantas Airways, Austrade, State Governments and other private sector sponsors. For further information on events being held during Australia Week please visit www.australia-week.com

LOS ANGELES (February 6, 2005) -- The 2006 DIY Music Festival has named Hopkinson as its DIY Album of the Year for his "Strangers To Ourselves."

The album, co-written and produced with George Merrill, is the fifth recording released by the Austalian ex-pat, who now lives in Los Angeles. His dreamy, sophisticated sound was tabbed by the judges as a compelling blend of influences that's uniquely Hopkinson.

Also honored are Fire Bug, whose roiling mix of rock won them DIY Songwriters of the Year laurels; and Spookey Ruben, whose bubbly "The Office" is the DIY Song of the Year.

The DIY Music Festival is part of the fifth annual DIY Convention: Do It Yourself in Film, Music & Books, which takes place Feb. 7-12 in Los Angeles. The convention celebrates independent film, music and books with seven nights of music performances, two nights of film screenings and two days of panels and workshops. More information on the DIY Convention is online at www.DIYConvention.com

The DIY Music Festival and DIY Convention are sponsored by Spaceland Productions, BMI, Sonicbids, ASCAP, SESAC, CDBaby, Echospin, Music Connection, Discmakers, Imagic, Alcasid.com and The DIYReporter.com.

2006 DIY Music Festival selections:

DIY Album of the Year: Hopkinson, "Strangers To Ourselves"

DIY Songwriters of the Year: Fire Bug

DIY Song of the Year: Spookey Ruben, "The Office"

DIY Producer of the Year: Roben Holden, "XuX: Love Hits"

DIY Album Artwork of the Year: Anne Harris, "Wine and Poetry"