OPINION: Why It’s Time To Make Some Noise In This Federal Election Campaign

This story was originally published in the May issue of The Music. Pick up a copy of it on the street now or head here to read it online.

Last weekend as our federal politicians were on the campaign hustings, Tame Impala was headlining on the main stage at Coachella, one of the world’s biggest and most influential music festivals. 

They were among several Aussie acts performing over two weekends in front of around 250,000 people on the polo fields at Indio in one of the world’s biggest music markets. More Australian musicians will be on stages around the world in coming months, from smaller clubs and venues through to the main stages at big international festivals.

Our politicians are quick to don the green and gold when our athletes and sporting teams are doing well in the international arena. Greater recognition and celebration of our Australian artists taking on the world on the stages of Coachella, Bonnaroo, Primavera or Fuji Rock, or even here at home at our own festivals is long overdue.

"When you add up the contribution the live music industry makes to our economy, and the world-beating talent we have to offer, the level of support provided by government for live music is paltry by comparison."

It’s not just a matter of national pride in the musical talent of our fellow Australians and their cultural contribution, although that’s important. Live music also drives job creation and economic activity at home and overseas and is an increasingly valuable Australian export to the world. Yet, it’s woefully overlooked by government in terms of meaningful support compared to many other industries.

A recent parliamentary inquiry crunched the numbers. Live music contributes $15.4 billion to the Australian economy, generating 65,000 full and part-time jobs, and is forecast to achieve a compound annual growth rate of almost 3% over the next couple of years. Ticket sales to live events reached almost $2 billion in 2017, with the largest proportion coming from contemporary music ($826 million). More than half of all Australians attended a live music event during 2016, while the number of Australians who attended a live music event at least once a month almost doubled from 10 to 18%. 

The music industry has always been an intensely competitive and challenging business, but it is also going through major changes, particularly as a result of digital disruption. The rise of streaming, as opposed to the sale of physical recordings, is changing the way many artists earn their income, creating challenges as well as new opportunities in how artists can connect with their audiences and earn a living. It’s also getting harder to find a space to perform or be heard on radio. Our musicians need to be more innovative, agile and resilient than ever before in order to survive, let alone thrive.

When you add up the contribution the live music industry makes to our economy, and the world-beating talent we have to offer, the level of support provided by government for live music is paltry by comparison, whether it’s policy direction or actual funding. By comparison, the Australian Government has a $385 million National Sport Plan (Sport 2030) and even a sports diplomacy strategy. $54 million is being provided over the next couple of years to support Australia’s preparation for the 2020 Olympics.

"Both sides of politics have a long way to go in putting in place long term strategies for Australia’s live music industry, and arts and culture more broadly."

So, what’s on the table for the music industry at this election? Neither of the major parties are really turning up the volume, although there are some notable differences in approach.

The Coalition announced a $30.9 million Australian music industry package as part of this year’s Federal Budget. It includes $22.5 million over five years to Live Music Australia to help small businesses with grants of up to $10,000 each for artist costs and investment in equipment or infrastructure to upgrade live music venues and support performance. There’s $2 million (over five years) for a Women In Music mentor program, and $2.7 million in funding for a national Indigenous contemporary music development program.

The Australia Council will receive $2 million over four years to increase performance opportunities for musicians, including in regional venues, and an additional $1.6 million for Sounds Australia to promote the Australian music industry in emerging Asian markets.

These are welcome steps, but very small in their scope and ambition when stacked up against the multi-billion contribution the industry delivers for the economy. They don’t do much to really shift the needle in helping the industry address the issues which will impact on its longer-term potential and prospects.

The ALP has also released its package for music, called Soundtrack Australia. It’s a more comprehensive approach than put forward by the Coalition, which also recognises the industry’s broader economic and cultural contribution to the nation. There are some good targeted initiatives, but despite promising nearly $28 million in new spending, it is similarly modest in overall dollar terms. 

Sounds Australia will receive over $10 million to showcase Australian music to international markets. The Live Music Office will work through Sounds Australia to engage state and local governments on reducing barriers to live performance. Labor will double the Australia Council’s New Recordings Program and provide $5 million to support the establishment of community music hubs to provide places where younger musicians can practice and learn.

There is a $7.6 million investment in youth music programs, and support for mental health programs delivered by non-government organisations. An additional $4 million will be provided for cultural diplomacy programs, as well as funding for the training of music managers and the ARIA music teacher award. Labor has also pledged a nationwide ban on ticket buying bots as part of a crackdown on scalping and to consult on any changes to copyright reform. Labor says there will be more announcements in the lead-up to the election on 18 May.

So, from both sides of politics there is some welcome but frankly long overdue recognition of the importance of nurturing and nourishing Australian music at home and internationally. But both sides of politics have a long way to go in putting in place long term strategies for Australia’s live music industry, and arts and culture more broadly, that match its current economic importance, as well as realise its full potential.

Australia desperately needs a National Cultural Policy. We also need a National Music Strategy that can address the various barriers and take advantage of the opportunities for industry growth. Some of the priority areas in this strategy would include providing greater access to live music across the community, including in regional and remote areas. We need policies and programs that promote and leverage the music industry talent pipeline, for musicians and managers.

For example, at home one of the biggest constraints on the industry is rising red tape and regulatory barriers for live music. There are numerous inefficient, inconsistent, overlapping and burdensome regulations at the local and state level that impact on live music at both indoor and outdoor venues. Live music businesses are hurt by convoluted and cost-prohibitive regulations such as the recently introduced festival regulations in NSW, which were poorly designed and imposed without any industry consultation.

"We should be asking all of our candidates for public office where they stand on supporting Australia’s live music industry."

While many of these are state and local government issues, there needs to be a national approach so that live music can thrive locally for the benefit of all Australians. If our artists can’t perform at home, their chances on the global stage are seriously limited. We also need to do more to ensure that all Australian communities can enjoy the live music experience across all genres, from our metropolitan centres through to regional towns and remote communities. This means better support for regional touring programs through the Australia Council and tax incentives for live music venues.

We have already demonstrated our global capability, but we need a strategic focus that harnesses our music talent and seizes the opportunities for Australia in the international market. Our physical distance from the world’s biggest music markets makes it even more difficult and expensive for Australian artists, but with the right support, we can see even more Australians headlining international festivals and growing their audiences.

We also need more investment in the people who make the music and present the live performances. Starting with music programs in schools through to talent development and industry skills, there is huge scope to grow the talent pool and ensure the industry’s diversity and sustainability into the future. We celebrate our past and present icons, but who is guiding the development of our future talent and leaders? In this digital era, we need to be focusing on the new skills and expertise required to take the Australian soundtrack to domestic and international audiences. We also need a world-first benchmark of not less than 20% for all locally curated streaming playlists.

As we go to the polls on 18 May, we should be asking all of our candidates for public office where they stand on supporting Australia’s live music industry as a significant contributor of jobs and economic opportunity, as well as making up an integral part of our social and cultural DNA.