Austrade media release

Wednesday, 2 April 2008

Austrade’s Australian Music Office (AMO) continues to build significant inroads into global music markets, developing new opportunities which will continue to pave the way for Australian music groups looking to enter the world stage.

Since the AMO was established two-and-a-half years ago, it has grown significantly to help Australian bands enter not only the United States but other music markets around the world.

Tony George, Austrade’s Sydney-based Senior Export Adviser for Creative Industries, previously based in Los Angeles managing the AMO and driver in promoting Australian music globally, said Austrade provides all artists, both small and big, with advice and guidance on any potential pitfalls about the market they are looking to enter.

“Austrade's Australian Music Office has developed both new and innovative ways to broaden artists' exposure to industry and consumers, and to help them navigate the complex international music business environment," Mr George said.

“In Los Angeles alone, there is a hunger for the services we provide, having been contacted by over 600 Australian artists and music companies looking to enter the US market,” Mr George said. 

“The results speak for themselves. Over the past three years, the number of Austrade assisted deals generating revenue greater than $A5000, has roughly doubled each year – from 11 in 2004-2005 to 45 in 2006-2007.

“We are also seeing the same growth of activity worldwide, evidenced by the 211 deals achieved last year in territories as diverse as Argentina, China, Russia, United States and the United Kingdom.  A little more than half of these artists secured their first overseas deal with our help,” he said.
 
This has been enhanced by the AMO’s strategy of building its presence through participating in music events like SXSW, held recently in Texas (12-16 March) and marked the sixth year of Austrade’s involvement, and other conferences around the world like MIDEM, Popkomm, CMJ, Great Escape and in new markets across Asia.

“Under the Export Market Development Grant (EMDG), the figures are equally as impressive.  Over the past two years 131 businesses have received $A3.4 million in EMDG grants, with those businesses generating $A12.4 million in exports” Mr George said. 

“During this period, the number and value of grants to the industry have also increased which are allocated to partially reimburse money spent by these businesses on promoting their exports in overseas markets.

“Recipients of these music industry grants have included the John Butler Trio, children’s entertainment group The Wiggles and the Australian Chamber Orchestra,” he said.

Despite this success, Mr George notes, the AMO is always looking forward, ready to shift its strategy and focus depending on market demand, especially as artists make money in different ways than the traditional record sales.

Peter Cohen, Austrade’s Los Angeles-based AMO Manager and newest recruit said, film and television is a huge area and one area we are targeting to spend more resources on over the next year.

“Last year, the office in Los Angeles partnered with a film & television synch agent to provide opportunities for newer artists and resulted in six placements in the US fall (autumn) TV season alone,” Mr Cohen said.

“The AMO is also planning a series of seminars over the coming months in conjunction with the Los Angeles office, covering such topics as sync licensing, touring, new media and marketing.

“In addition, we have invested in creating a valuable website with an array of resources for new artists, including tools and advice across all levels of the industry and currently features podcasts from some of our artist development seminars,” he said.

Matthew Proft, Austrade’s Sydney-based export advisor for the AMO said, we will continue to present opportunities to Australian artists of all sizes and levels. 

“For new artists it might be more education or seminars, advice about visas or EMDG grants, opportunities with partners in the industry through our news-blasts, or practical market intelligence from people on the ground in the various countries.

“For larger more established acts it comes down to contacts, and we will continue to provide valuable business matching opportunities,” Mr Proft said.

Austrade utilises its local and international network to provide extensive support through its specialist industry teams for Australians looking to enter international markets.

ENDS

Media contact

Sarkis Khoury
Senior Media Adviser
Tel: +61 2 9390 2118
Mob:  + 414 401 072
Email: sarkis.khoury@austrade.gov.au

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