Aus Music Industry Rallies Behind Michael’s Rule Initiative

It’s not often you’ll see an entire industry unite in agreement over one specific cause, but it seems like Michael’s Rule – the Association of Artist Managers’ (AAM) initiative to have Australian artists supported more in the live music landscape – has struck a chord with the local music industry, which has unanimously rallied around it.

As we reported last week, Michael’s Rule – named in tribute to Hoodoo Gurus’ longtime manager Michael McMartin (and AAM co-founder), who sadly passed away in April – was proposed in the wake of this year’s AAM Awards; McMartin was presented with the Legacy Award at last year’s ceremony, and in his acceptance speech, he called for promotors to commit to a mandatory Australian support act on every tour headlined by international artists.

The AAM’s official initiative to instate Michael’s Rule has three defined pillars:

1. Every international artist must have an Australian act among their support acts.

2. The Australian artist must share the same stage as the international act and benefit from reasonable sound and lighting.

3. The Australian artist must be announced on the initial international artist’s tour announcement so that they can receive necessary marketing and promotion.

It’s only been a few days since the proposition was raised, but it’s already brought some of the most influential figures in Australian music out of the woodwork, stepping up to voice their support for Michael’s Rule. Among the industry bodies to back it include the Australian Live Music Business Council (ALMBC), the Australasian Performing Rights Association (APRA), the Australian Recording Industry Association (ARIA) and Music Australia.

One of the biggest shows of support came from ARIA CEO Annabelle Herd, who explained in a lengthy statement shared with the press today (May 6), “Tours play massive roles in discovery and provide important support slots for Aussie artists to connect with new fans. Taylor Swift, The 1975, Harry Styles and Ed Sheehan all rocketed up the charts with multiple albums the weeks they were in the country recently. 

“At the local level, these tours provide huge opportunities for Australian artist via support slots, which can connect our artists with whole new fan bases. Doing whatever we can to get our local artists in front of new audiences is the most important issue facing our local industry, and as such the Michael’s Rule is a fantastic initiative, which we are confident can be implemented in a way that doesn’t impact the viability of international touring.

“Other initiatives, including looking to broaden venues like sports stadiums to multi-use facilities in NSW is a really important step to increase the availability of entertainment for everyone outside of sport, and continue to increase opportunities to see local artists alongside global icons.”

More succinctly sharing her support was Music Australia’s Millie Millgate, who noted, “Repairing our industry and increasing the prominence of Australian artists is going to require teamwork and many steps. Michael’s Rule is one such step that will make a huge difference.”

Speaking on behalf of APRA AMCOS, Dean Ormston called Michael’s Rule “an exciting and important step towards nurturing Australia’s extraordinary music talent”. He further expounded on the sentiment: “With international tours to Australia increasing, it's critical we also provide local artists the platform they deserve. This homage to Michael’s legacy isn't just about honouring a giant of the industry, but to also ensure his legacy includes securing the future vibrancy of Australian music.

“APRA AMCOS unites with the AAM and the broader industry in support of this initiative so we can all truly celebrate the depth and breadth of Australian music.”

Rounding out today’s statements from the aforementioned industry bodies, Ant McKenna said the ALMBC “understands that the many micro and small businesses that make up the lifeblood of the Australian live music industry are in crisis”, affirming his team’s support for Michael’s Rule.

Meanwhile, a stack of individual figures have spoken up with messages of support. Australian touring legend Michael Chugg (best known as the titular figurehead of Chugg Entertainment, but also for his role in the boom of Frontier Touring) said of his keenness to see Michael’s Rule become a reality: “It’s great to see the Australian music industry standing together here and I fully support Michael’s Rule.”

Danny Rogers of Lunatic Entertainment (and the St Jerome’s Laneway Festival) declared Michael’s Rule to be “imperative”, noting that “unequivocal support” is needed “at all levels of touring and festivals to ensure that we can find avenues and growth opportunities for our local talent”. He added: “From 500-cap venues to stadiums, offering up these opening slots to Australian artists is a way for international artists to help celebrate and foster the local community which keeps the eco-system alive and gives the country its cultural leaders, critical in maintaining long term creative identity.”

Sharing the sentiment was Destroy All Lines’ Ben Turnbull, who said, “The Australian music industry has taken a huge hit since [the peak of the COVID-19 pandemic] and we need change at the top in order for things to improve. Over the last 12 months 97 percent of Destroy All Lines’ tours featured an Australian act, so we know it can be done. We wholeheartedly support Michael’s Rule being [instated].”

For his part, Stephen Wade said Select Music is “100 percent behind the introduction of Michael’s Rule”. He said of his view towards the initiative: “This is not a power play or a shot across the bow of the incredible major promoters that operate in Australia but an opportunity for them to get behind and support the industry that is responsible for developing the live careers of every current major headlining Australian act in the world. Many of which work with the major promoters to tour Australia currently.

“Fans are won through connection to the artist when performing. Discovery is the most exciting aspect of hundreds of thousands of people who attend live music events. Australian artists need and deserve these high profile support slots. As an agency who works at the coal face of developing artists careers we know how hard it is for acts to break through & how much of a difference playing on big stages with a major international name can change that.”

Last, but certainly not least, a representative of Untitled Group said the company “is committed to Michael’s Rule” and called on their “friends in the live music sector to do the same”. They elaborated: “We’ve witnessed firsthand the transformative power of spotlighting local talent at our festivals and events, many of which have gone on to achieve global success. This initiative has the power to play a vital role in the discovery and visibility of emerging Aussie acts.

“We need to remember that while the live performance industry has its own challenges, there is no industry without a thriving local music culture and healthy grass roots scene. Fostering and platforming local talent must be a core responsibility for promoters – the future of Australian music and the live music sector depends on it.”