Nick Yates And Gerry Bull Team Up For New Music Company, HOW GOOD

10 August 2023 | 10:00 am | Ellie Robinson

The multi-service company will take over bookings at Sydney’s Crowbar, plus offer artist development, project management, partnerships, sponsorships and more.

Gerry Bull and Nick Yates

Gerry Bull and Nick Yates (Supplied)


Australian music industry stalwarts Nick Yates and Gerry Bull have joined forces to launch a new wide-ranging music company, HOW GOOD.

According to a press release, HOW GOOD was formed in a fish ’n’ ship shop in Rosebud (a seaside town on the Mornington Peninsula in Naarm/Melbourne) after Yates and Bull realised that with their decades of industry combined, they “had experience in almost every aspect of the music industry and could team up to offer something truly unique”. The company’s modus operandi, reflected in the jovial roots of its name, is to help artists “achieve their vision of success, whatever that vision is”.

Among the services offered by HOW GOOD are artist development, strategic planning, project management, publicity, partnerships, sponsorship, venue bookings and events via targeted strategies and creative campaigns for music, culture, brands and the arts.

As part of the company’s launch, Yates has come onboard the team at Eora/Sydney’s Crowbar venue, where he’ll take over duties as its new event booker (in tandem with his artist development work). His portfolio includes stints as a senior artist manager and head of artist management at the UNIFIED Music Group – where he managed acts like Illy, Amy Shark, Violent Soho, Nina Las Vegas and The Kite String Tangle – as well as several music festival partnerships for the Australian Indigenous Mentoring Experience (AIME) and roles on the board of the Association of Artist Managers (AAM) and the judging panel for the American Express Music Backers Grant.

Meanwhile, Bull will lead HOW GOOD’s publicity, sponsorship, partnership and event offerings. Across 13 years as publicist for triple j, she curated more than 1,000 partnerships, including such iconic mainstay festivals as Splendour In The Grass, Laneway, BIGSOUND, Spilt Milk, Groovin The Moo, Listen Out and the UNIFY Gathering. She’s also run major events for the J Awards, Unearthed showcases at BIGSOUND, Melbourne Music Week, Live At The Steps and ARIA Week.

A significant of the pair’s ethos is to do GOOD with their work, and that’s something Gerry can attest to: in years past, she’s implemented diversity guidelines to triple j’s partnerships, played a key role in moving the Hottest 100 away from January 26, and ran national campaigns to galvanise young voters. Through her work on triple j’s Hottest 100 campaigns, she’s helped to raise millions of dollars for charities like AIME and Lifeline. She was also integral in the creation of Ausmusic T-Shirt Day, which raises money for artists in need through Support Act.

Don't miss a beat with our FREE daily newsletter

In addition to bookings at Crowbar, HOW GOOD’s current projects include Behind The Gallery and the Redfern Surf Club, as well as management services for Mini Skirt and Ashwarya. Head here to read more about HOW GOOD, and here to follow them on Instagram.