Some of the Australian music business's finest minds are in South America as we speak, touring the continent as part of Sounds Australia's Department Of Foreign Affairs & Trade supported South American Music Trade Mission.
With conferences to attend in Chile, Argentina and Brazil, Andrew Stone (Chugg Entertainment), Ashley Gay (Xelon Entertainment), Clara Iaccarino (Perth International Arts Festival), Jaime Gough (Native Tongue Music Publishing), Maggie Collins (BIGSOUND), Matthew Rogers (We Are Unified), Monique Rothstein (Positive Feedback), Scot Morris (APRA AMCOS), Stuart Rogers (Sydney Festival) and Warren Costello (Liberation Music) all jetted over the oceans to soak in as much information as they could about bringing our Aussies to the growing Latin American market — here's what they learned.
Millie Millgate (Sounds Australia)
There is a huge appetite for Australian music and genuine interest to build partnerships and collaborations with Australian music businesses, although the current platforms and infrastructure available to access the market, differs significantly within each country we have visited — Chile, Argentina and Brazil.
Maggie Collins (triple j, BIGSOUND executive programmer, manager DZ Deathrays)
Once again, research is always key when it comes to exporting out of Australia. You've got to find what makes sense for your brand and you've got to find your local tribe over here. I felt like I did that when I met Fab from BanaNada festival and went and saw a few underground bands at an awesome venue called Casa Do Mancha. Research what bands you like, what they're doing in these territories, and you'll be able to find the right people to work with. There are a LOT of good connectors over here, particularly if you work in rock or EDM.
Monique Rothstein (Director, Positive Feedback)
The potential for Australian artists breaking into the market is enormous. Industry heavyweights were very familiar with the likes of Tame Impala, Courtney Barnett, Troye Sivan and King Gizz and feel that there is huge demand for similar acts in the territory. It’s been an intensive couple of weeks of meaningful conversations on the ground, meeting label services folk, indie labels, promoters, booking agents and managers - all of whom we’ve formed relationships with to understand how the music market works here and further discuss the potential of working together in breaking Australian bands in Latin America.
Clara Iaccarino (Programmer, Perth International Arts Festival and artist manager Mama Kin, All My Exes Live In Texas)
South America is a vast and complex market. To maximize your tour potential, delve in by genre. There are significant opportunities available that appear to be strongly genre-based and tapping festivals within specific genres would be a fruitful beginning. Follow in the footsteps of those who have gone before!
Ashley Gay (Xelon entertainment)
I have been overwhelmed with the level of creative talent from especially the Chileans and Argentines. The region has a lot to offer Australian artists and labels especially now we are seeing real time data from streaming in the region, which can assist in targeting and knowing more about how people are consuming music and what they are listening to. Language is obviously a major barrier but with such a large population, in Brazil especially it really encourages us all to make sure to include the region in all of our international exploitation plans.
Warren Costello (Liberation)
The thing that has really jumped out to me is the thirst for music and hunger for knowledge. Sounds Australia have created an exciting environment for two way music exploration, collaboration and development in three amazing countries
Andrew Stone (Chugg Music)
The South American people, climate and attitudes are very similar to Australia, with the added enthusiasm of the proud Latin music traditions. There are solid infrastructures for touring, reaching fans, and releasing music on the continent and it's been an exciting opportunity to meet the right people that can open a new and substantial market for our artists!
scot morris (apra amcos)
What I've discovered in CAB mission is the importance and reverence given to songwriters and composers in Latin America. Also the challenges on rights administration due to regulatory issues, legal decisions and lack of resources. There are regional cooperation projects in the area of digital licensing but they still have a way to go. Noted also the appetite for Latin songwriters and artists to work with Australian counterparts.
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