D-Day looms for Aussie assault on US music industry

Austrade media release

21 Dec 2006

While most Australians are winding-down for their Christmas break, 25 local bands are putting in the hard yards preparing the Aussie assault on “SXSW 2007” in Austin, Texas, in March.

The South by Southwest Music Conference and Festival is regarded as the main US networking and showcase event for aspiring (and established) rock music acts to broaden their exposure – and perhaps nail that elusive contract that will take them to the top.

Next year’s Australian contingent ranges from household names like Paul Kelly and the Hoodoo Gurus to younger acts including Little Birdy, Airbourne and Sarah Blasko.

Austrade has a dedicated Australian Music Office based in Los Angeles, and manager Tony George said the statistics for SXSW last year spoke volumes for the event’s importance:

• Showcasing acts: 1,493
• Participating music venues: 64
• Music industry Conference participants: 10,821
• International music media attending: 2,176
• Music Trade Show attendees: 13,500 (approx.)
• Music Trade Show Exhibitors: 192.

“It’s hard to imagine the magnitude of SXSW without actually seeing it. And this is not a standard ‘pay your registration and roll on up’ trade show or conference,” Mr George said.

“Thousands of bands from all over the world audition for the privilege of attending but few are chosen.

“Selected bands will be competing for mindspace with 1500 other acts.

“And since there are so many bands and a relatively small number of industry decision makers, the marketing and promotion that goes on before, during and after SXSW is really intense.

“That’s why the help that the AMO lends is so important.

“SXSW is a cornerstone of our North American music strategy, which entails giving Australian participants extensive support to help them stand out – and with our help they stand a better chance of being picked up.”

Mr George said the AMO had engaged veteran American music industry publicist, Erik Stein, who would be dedicated entirely to gaining exposure in US media for the Aussie contingent at SXSW 2007.

For previous SXSW events the AMO has used cutting-edge promotional tools like podcasts and MySpace postings, and in 2007 are looking to employ additional new media tools.

ENDS

Media contact

Simon Kelly
+61 2 9390 2336
simon.kelly@austrade.gov.au

For further news and information from the Australian Trade Commission (Austrade) visit www.austrade.gov.au//mediacentre.