UK Artists Told To Break Aus First Following Success Of Adele, One Direction

Up until recent times, it has been a well known fact that in order for artists to reach international success, they should be putting their efforts towards "breaking America". But times have changed (and you can thank the recession for that), as British artists are now being encouraged to focus on breaking the economically-thriving nation of Australia first.

Speaking to The Independent, Julian Wall, director of International Events at the British Phonographic Industry (BPI) explained. "The music market Down Under is buoyant, vibrant and progressive. It's a great market for UK music and acts and Australia is currently ranked the sixth biggest market worldwide."

Australia has experienced significant growth in the market, making it the new "symbol of hope" for the global music business. Along with our nation's strong economy, digital music sales last year grew by 36 per cent, and the live scene is constantly blooming.

The statistics are proof alone: British artists take 22.5 per cent of the Australian market in comparison to the 11.7 per cent that they bank in from the US. Two British artists in particular have led the way in recent times, with Adele's 21 reaching 13-times platinum, and One Direction's 5-date Australian tour scheduled for September 2013 having already sold out, along with the success stories of Coldplay, Robbie Williams, Florence & The Machine and many more.

With this in mind, the BPI have organised a trade mission Down Under, to further explore the possibilities of breaking the Australian music market.