AUSSIES ROCK THEIR WAY TO PIECE OF $20 BILLION US MUSIC INDUSTRY
Austrade grants generate millions of dollars in music exports
Australian musicians look set to continue their success in the multi-billion dollar US music industry in 2007 as new media platforms and upcoming promotions provide exciting opportunities to crack one of the worlds most lucrative and competitive music markets.
The traditional tour or die approach of Aussie bands trying to break into the US music industry is giving way to new methods of promotion and publicity as the global music industry undergoes a rapid transformation.
Artists can now reach their fans at little or no cost via the internet, iTunes, podcasts, satellite radio, ring tones, TV and film licensing, and through retail outlets such as Starbucks which sells music through its 8,800 stores in the US.
Some of Australias best known music exports will provide a further boost to Aussie music in the US as they entertain audiences in LA and New York during the upcoming Australia Week: G'Day USA 2007. The Oz City Song Circle, the brain-child of Australian musician Ian Hopkinson, will kick off Australia Week on January 9th in LA with performances from four Australian acts, including Porcelain and MiG Ayesa, the Aussie musician who made a name for himself in the finals of INXS Rockstar.
The Veronicas will then take to the stage performing in front of more than 1200 people at the Penfolds Icon Gala Dinner in Los Angeles on Friday 12th. E-type Jazz, the Qantas Choir and a rare performance by Olivia Newton-John are the other major Australian acts playing to audiences in the US in January.
According to Austrades Senior Trade Commissioner in Los Angeles, Kylie Hargreaves, the down under invasion of the US music industry is in full stride and Aussie music is set to continue its role as a vital commercial and cultural ambassador for Australia.
"Australian acts that have had success in the US such as Wolfmother, Tommy Emmanuel, Keith Urban, Jet, Kylie Minogue, INXS, John Butler Trio, Missy Higgins, Red Hot Poker Dots, Diane Rouvas and Shane Nicholson generate valuable export income for our local music industry and promote Australia."
"The US music industry places a premium on new talent and is constantly looking out for new acts with interesting looks, backgrounds and musical offerings giving Australian acts a competitive advantage thanks to the diversity of our domestic industry," Ms Hargreaves said.
Austrades Music Office in LA, opened in 2005, helps Australians involved in the music industry penetrate the US market with a wide range of export assistance, networks, expertise and contacts. Austrade also supported Australias music industry by providing around $2 million worth of export market development grants in 2004-05, already generating nearly $23 million in music exports with even more expected.
Ms Hargreaves said, "We are also aware of a need to develop relationships with main stream retailers that can reach consumers faster and more cost effectively than traditional distribution channels. For example, Keith Urbans latest album is being promoted and sold in Starbucks stores throughout the US and Wholefoods which sold a compilation CD featuring Missy Higgins last year."
GDay USA: Australia Week 2007 is produced by the Los Angeles and New York offices of the Department of Foreign Affairs and Trade, Tourism Australia, Qantas Airways, Austrade, State Governments and other private sector sponsors. For further information on events being held during Australia Week please visit www.australia-week.com