Frenzied fans gathered at Big Day Out, one of Australia's premier festivals.
Ever since Men At Work proudly proclaimed to "come from a land Down Under" in their '80s heyday, Australia has justifiably enjoyed a reputation as an exotic, show business destination. For musicians willing to dedicate their time, Australian success offers the chance to find their footing in an Asian-Pacific music market that only looks certain to grow. Not surprisingly, the routes to greater recognition vary as greatly as the bands pursuing them--all of them requiring a certain amount of luck and timing.
Instructions
The Traditional Route
1. Enlist a well-known musician as your patron. Australian alternative rock band, You Am I, toiled in obscurity for five years until Sonic Youth guitarist Lee Ranaldo saw them perform in 1993 at Big Day Out, one of Australia's major festivals. This led to a Ranaldo-produced album, "Sound As Ever," and several American tours that did not yield a breakout hit, but boosted their profile considerably.
2. Enter a contest, which can raise the winner's profile beyond whatever success they earn locally. In 1994, teen grunge rockers Silverchair broke by winning "Pick Me," a competition co-sponsored by the "Nomad" TV show, and alternative radio station Triple J. The prize included a video and recording of the song "Tomorrow", which spent six weeks at #1 on the Australian charts that summer. Using that success, Silverchair scored a three-album deal with Sony Music, enabling them to reach a wider international audience.
3. Build a "buzz," or anticipation among music lovers--as the Vines did in 2001, when "New Musical Express" named their first 45, "Factory," as "Single of the Week." The accolade meant little until their debut album, "Highly Evolved," spun off several more hits and sold 1.5 million copies worldwide. "Rolling Stone" rewarded the Vines with an October 2002 cover story, the first Australian band to land one since Men At Work, in 1983.
4. Approach a name manager and booking agency to represent you--after building the buzz and the fan base that goes with it. This factor is crucial, because the logistics of touring Australia are so daunting--since there are only five major cities, often spread hundreds of miles apart. Working with professionals who know the market is crucial.
5. If enough fans want to see your band, apply for passports and visas, which are required for entry. Consult the relevant consulate or immigration office about work permits, which are often mandated for non-citizens looking to earn money in the country. Allow at least two to three months' lead time for processing before any tour starts.
The International Route
6. Use television to raise your profile. In October 1977, Blondie scored when its video for "In The Flesh," was mistakenly played on "Countdown," a popular chart show of the time. This error led to a successful Australian tour in December. Similarly, in fall 2008, Vietnamese soul singer Thanh Bùi made a memorable impression as the first Asian contestant on the reality TV show, "Australian Idol." Bùi did not make the final round, but his performances were credited with building a loyal, ardent fan base.
7. Lobby for a prime spot at major international fairs or trade festivals--something that several performers, led by singer-songwriter Henry James, did in the fall of 2008. The group went to Spain for the first World Music Expo, or WOMEX, where they networked with other music professionals. If you go this route, realize that all the financing comes out of your pocket. If you seek to perform, you still need a booking agent's or manager's connections to pull that wish off.
8. Lay the groundwork for an eventual American tour, which will beckon if the numbers add up. A good example is Eskimo Joe, who leveraged 150,000 in album sales into a bidding war. The band signed a deal that came unstuck, but regrouped by hiring a new manager and trekking back to America for special industry showcases. Eskimo Joe eventually signed a better deal that aided further American touring without the financial hindrances that usually cripple Australian bands.
9. Consider working with international touring companies to ease life on the road. This works both ways, depending on the company's expertise with the American or Australian markets. Your agent or manager can negotiate with the company to get a break on its fees, particularly if you can show a strong track record. Another good resource is Austrade, the special cultural exchange office set up by the government.
Tags: agent manager, deal that, fall 2008, since Work
