12-May-08 12:00 PM PST

Digital Creativity – Tools for Emerging Artists in the Digital Age

OZ CITY GETS A NEW GROOVE: Tools for Emerging Artists in the Digital Age

In 2005, Sydney band Sick Puppies left their record label in Australia and made the move to Los Angeles, seeking a record deal in the US.

While taking meetings, performing showcase gigs for recording companies, and recording their next album, singer/lead guitarist Shimon Moore created a video from footage he’d taken in Sydney offering “free hugs” to passers by. [View Video]

Shimon used one of the songs finished from the sessions for their album in progress - "All the Same" - as a soundtrack. The video was also posted on YouTube and became a instant sensation, spawning the Free Hugs Campaign, TV appearances on 60 minutes (in the US and Australia), Good Morning America, Oprah and Jay Leno.

The video – made for next to no money and since played millions of times around the world – helped the band gain airplay in the US and Canada, followed by major US Billboard chart success – a huge feat for a band without chart success in their home country.

“Ironically, it was only after all of this that the Sick Puppies were signed to a major US record label,” said Peter Cohen, Austrade’s LA-based Australian Music Office manager.

Cohen was part of a panel discussion organized by Hopkinson Music and Advance LA, hosted by Nettwerk Records in Hollywood on May 6. The panel, moderated by Australian actor and musician Cameron Daddo, discussed the impact of digital media on the music industry and tips, tools and ways artists can use this medium to promote their music.

The waning power of the music industry’s traditional power structures – specifically the major record labels and music industry executives – was a key topic of discussion, as was the relevance of MySpace as a tool for musicians.

“Love it or hate it, MySpace today remains one of the greatest avenues of promotion for an emerging artists,” said Ian Hopkinson, musician and founder of Oz City, a network of Australian singers and songwriters living and working in the US

“Assembling a team greater than an agent or manager is becoming key to combat the changing shift in power within the music industry,” said Hopkinson. “And this is something that – with some basic knowledge of technology - musicians can do for themselves and for very little cost.”

Ben Richards, guitarist from LA-based Australian band Porcelain, said MySpace and the internet generally were invaluable tools for musicians and individual artists to gain control of their own image and ‘story’ in the public realm, without the meddling of industry executives. But he warned that artists who weren’t authentic with their fans would likely stumble.

Also on the panel was Leslie Frank, legal advisor to Jet, Silverchair, The Vines, and The Living End, who agreed that the shifting of focus brought on by the digital music age – from the industry executives, to individual artists - presented opportunities for new musicians who can harness it.

Dianne Meyer, manager of Dropkick Murphys and former manager of Australian band Frenzal Rhomb, agreed. She said those with the talent, tenacity and technological know-how to break through the internet “clutter” had more chance than ever to break through without the help of a major record deal.

Even when bands do have a record deal, the budgets aren’t what they used to be, panel members emphasized, meaning individual musicians and their managers now have to take on some of the functions which used to be done in-house by the record labels.

“Record labels’ digital sales are not even making up for their loss of physical sales, which means a lot less support from the record label because there just isn’t the staff to resource this anymore,” said Hopkinson.

“Overall we just can’t rely on the record labels as much as we once did, because they are smaller and their resources are now more limited. But the opportunities are still there, providing artists can be creative beyond their music, breaking through with clever ideas and using digital media to pave their way.”

Austrade’s Cohen agreed: “These days it makes more sense to own and record your own stuff first and market it independently and create a buzz with a unique and cost effective idea.”

The panel also covered other opportunities for artists to earn revenue streams - from touring, merchandising, marketing partnerships and endorsements.

In light of these increasingly profitable revenue streams, however, Hopkinson, warned emerging talent to look carefully at potential contracts with record labels. “The labels are becoming more and more aware of these previously untapped revenue streams and are now wanting a piece of the action.”

The panel discussion was followed by a performance by four leading Australian bands/soloists who showcased their latest work.

The next installment of Oz City, the leading avenue for Australian musical talent in LA will be in August, 2008.

Panelists included:

Leslie Frank, legal advisor to Jet, Silverchair, The Vines and The Living End
Peter Cohen, Business Development Manager, Austrade's Music Office (LA)
Dianne Meyer, manager of Dropkick Murphys, former manager of Frenzal Rhomb
Ben Richards, guitarist from LA based Australian band, Porcelain
Cameron Daddo, moderator, Australian actor and musician

Performers included:

Leroy Lee, is a sensitive and observational singer-songwriter who has the support from Australia's national radio network Triple j and INDIE 103.1 in Los Angeles. Leroy has supported Missy Higgins and Lior and is preparing his debut album for release later in the year with Producer Melvin Tree.

Late Nite Access, are a dynamic indie-rock trio hailing from Melbourne, Australia. Recently performed at SXSW to promote the upcoming release of their highly anticipated debut album 'Kid in a Candy Store'.

Porcelain, has a unique lineup and an original sound. Formed in 1999 in Wollongong, Australia, Porcelain quickly set their sights on the U.S., and have recently signed with JT Entertainment and CAA.

Stephen Rowe, has had country music flowing in his blood since his days growing up as a Broken Hill boy. Stephen recently released a song with the Queen of Australian country music, Tania Kernaghan, which became a hit on Australian radio.