'There Is Still An Appetite For Aus Music': Lessons From Sounds Australia's Indie-Con Panel

The Music Business Is A Business

Due to its nature as an entertainment source, the music industry can often struggle to receive support as many often forget that it is indeed a business.

As Alessio stated, the necessity to break down the essential nature of continued work - and consequently, travel - is vital in conveying the need for artists and industry members to receive travel permissions. As well as this, many in the industry are not necessarily briefed or kept up to date on what is needed in terms of solidifying their business as such in the eyes of those deciding who is allowed to currently leave the country.

"That’s really important because when you’re thinking about why you need to travel you have to consider the business case behind it," he explained. "What we try to do and work with the artists and industry to build, is that business case and really stressing why that travel is urgent and unavoidable."

He continued, "As part of the travel exemption process, Sounds Australia will write a letter of support, but also other supporting materials is really important here as well. In particular, support letters from your international team."

Necessity Is Necessary

As previously reported by The Music, Sounds Australia has launched a brand new relief package for industry members whose travel plans have been affected by lockdown and border closures. 

The Sounds Australia Export Stimulus Program will provide much-needed relief for many and helps solidify the banded nature of the industry in these trying times. Millgate asserted that the stimulus is in place "specifically to bolster Australian music export, and support the industry as they return to these global stages," adding, "there’s a lot going on - I know where everyone’s heads are at - but I think when there’s a positive win, we need to take it."

Zilber also added that the grants are in place for those who are able to provide proof of necessity and prior planning to their travel. "I can’t stress that enough. It’s not for those that are planing to go, it really is going to be about those - as Dom was referencing earlier - with those documents that show not only why it has to be now, but why it has to be this moment."

Going Virtual Isn't A Band-Aid Fix

Whilst the initial pivoting to online events and meeting spaces for the music world was indeed a necessity, the industry also sees that there are massive benefits to conducting their business through taking these things to the net. Consequently, there are plans in place to continue utilising and benefiting from these spaces, even when being face to face is back on the table.

"We hope that we’re opening up to a physical world as soon as possible, we do recognise that there are a lot of advantages to having these virtual realms, for artists that might not be in a position to travel," Millgate revealed. "Whether it’s accessibility, whether it’s economic, whether it’s geographical, or don’t want to travel - it could be a number of reasons - that there’s an opportunity to still work with those artists within a virtual realm."

With time differences negating ideal circumstances for inter-continental talks around the clock, Sounds Australia have also launched Sound Sessions - a new online portal for artists to connect with each other as well as industry figures and panels from all round the globe.

Dickie noted of this launch, "We thought it was a good idea to start looking at some of the panels that these conferences were putting on, and for us to bring them here, and bring them to Australia, and showcase them or put them on at a time that is, well, something that is in our timezone, basically."

The Hunger Is Still Out There

While it's obviously vital to get Australian acts out and touring again, what may not be so apparent is the fact that the desire is reciprocated in droves by international audiences. Getting international tours back on the cards is just as much wanted as it is needed.

"Despite the fact that, you know, travel has been nigh on impossible - and sometimes just not available at all - there is still such an appetite for Australian music internationally," Alessio asserted. 

"Like, today, the news that The Kid LAROI is topping Billboard charts - it’s just amazing. It’s so amazing, and these virtual opportunities is showing that there is still an appetite for Australian music internationally."

Indie-Con 2021 continues today and tomorrow, with the adjoining AIR Awards taking place tonight at 8.30pm AEST. To watch the event, head to their Youtube page here. To check out the rest of the conference, head to the official Indie-Con website.