Michael Chugg Believes A Lot Of Australian Festivals Have Run Their Course

Legendary Australian tour promoter Michael Chugg has explained why he believes some music festivals, such as CMC Rocks and Laneway, continue to thrive in the industry's turbulent environment.

In a new interview with The Music, Chugg joined country artists Max Jackson, Kaylee Bell, Travis Collins, and Amy Sheppard to examine the growth of the Queensland-based country music festival CMC Rocks and its role in shaping the genre’s booming popularity in Australia.

Having promoted the event for over two decades, Chugg had even more insight into the festival’s impact than the artists.

While major institutions such as Splendour In The Grass, Groovin The Moo, and Falls have faced cancellations and long-term hiatuses, Chugg told The Music he doesn’t believe there’s been a “decimation” of Australia’s festival scene.

In fact, he thinks some events might have run their course, whereas country music fans remain devoted to the genre and continue to support CMC Rocks.

“A lot of festivals run their course,” he said. “It’s about staying adaptable with the changing face of music.”

He added, “Some genres get overexposed, but country music’s fanbase is loyal, and the genre’s still growing.”

He believes the decline of festivals is driven by a combination of factors, including the cost of living. But in true Chugg fashion, he maintains optimism.

“Young people always find a way to go. They’ll pay if they want to go. The average age at CMC Rocks is in their 20s—this new generation is driving the growth.”

At 16, Chugg began his career as a local promoter in Launceston. He went on to become one of the most influential figures in the Australian music industry, launching Frontier Touring (alongside the late, great Michael Gudinski) in 1979 and the eponymous Michael Chugg Entertainment brand (later Chugg Entertainment and Chugg Music) 20 years later.

In 2023, Chugg launched the country music booking agency Wheelhouse alongside Select Music alums and Dan Biddle.