As manager of Perth band The John Butler Trio, Phil Stevens knows first-hand just how hard it is to break into the international music market.
As manager of Perth band The John Butler Trio, Phil Stevens knows first-hand just how hard it is to break into the international music market.
But with persistence, money and six months travelling throughout the US and Canada, he found a booking agent and lined up several performances for the band.
An international success story was under way, albeit after a lot of hard work and many miles on the road.
But an initiative by Austrade may alleviate some of the difficulties associated with the rock journey on which hundreds of musicians, music companies and managers trying to make it big in the US find themselves each year.
Music development manager Tony George said Austrade’s Export Music Office aimed to help musicians create successful entry strategies into the giant US market.
Mr George said the office in Los Angeles had consistent interaction with key ‘taste-makers’ of the US music business and was up to date with the latest trends in what he described as a “rapidly changing industry”.
“Musicians and those involved in Australia’s music industry should be aware of strategies, such as recognising artists tend to ‘break’ regionally rather than nationally in the US,” he said.
“There are quite a lot of things that need to be considered before Australian artists attempt to tackle the US market and that’s where the music office can step in to provide valuable assistance in guiding them to become more attractive in this very competitive industry.”
Mr Stevens said the export music office made a great base camp for the industry.
“It will be good for introductory meetings, for running ideas past someone and they will have information at their fingertips,” he said.
“But Austrade can’t do it all and nothing will beat personal networking.”
As a result of the Australia-US Free Trade Agreement, Mr George said, Australian music professionals would benefit from a harmonisation of intellectual property protocols between the two nations.
“And there is greater potential access to contacts in 19 locations across the country as diverse as Seattle, Los Angeles, Colorado, Texas and Florida,” he said.
Among the services and information available at the Export Music Office are: access to the network’s expertise and contacts for issues pertaining specifically to the US market; record label and publishing deal information; finding a US-based manager; approaching booking agents; working with key music festivals; finding co-writers, securing reputable producers; and getting radio airplay.
