Features February 17, 2021

APRA AMCOS CEO’s big ambition for Australia

Sheridan van Gelderen

Dean Ormston with Nat Dunn

Speaking with The Industry Observer’s Fear At The Top, APRA AMCOS CEO Dean Ormston described his goal for Australia to be a net exporter of music.

When asked to define what a net exporter of music was, Ormston joked, “I’ve had someone say, ‘You’re on drugs and you’re going to die before that ever happens’.”

“When we say net exporter, what we’re actually saying is we are selling more than we’re buying.”

Ormston explained there are currently three major net exporting nations in the world: the US, the UK and Sweden. He said Sweden has a “long history of pop writers who have been churning out the hits for artists” internationally.

“When we look at Sweden as a geographically isolated country… we go, surely it’s not such a big thing for [Australia] to have a similar goal,” he said.

Check out Dean Ormston discussing his plans for Australia here:

Referencing Jenny Morris’ speech at the National Press Club, Ormston stressed the importance of “setting a vision” of becoming a net exporter.

He said that looking at “the levers you would need to play with to achieve [the vision]” – and “how much effort you put into those levers” – will determine how long it takes to reach the goal of becoming a net exporter.

Ormston stated that he didn’t accept the notion that the goal is not achievable. He believes the breadth of the music industry should examine what they are doing to invest locally.

“When we looked at what we would need to do to become a net exporter, the first thing I thought was education,” he said.

Drawing on his previous experience as a high school music teacher, Ormston said he noticed the majority of the curriculum was focused on classical music and instruments.

“There wasn’t a lot in the curriculum to cater for the kid coming through who would have a career in the contemporary industry,” he said.

Ormston also said he had observed a lack of programs bridging the gap between high school and the commercial contemporary music industry.

“If you did have more in that space and you talked more about songwriting in schools… people would have a greater appreciation of potential careers.”

Ormston said currently, if a child wants to pursue a career in music, many parents believe “they won’t make a dollar as a musician.” However, if more people knew about career opportunities surrounding intellectual property and the value of royalties, Ormston believes the attitude surrounding the industry may change.

“The vision of becoming a net exporter of music stacks up, and I’m going to push really strongly for it.”

“The music industry has always been fast-moving, agile, it’s weathered storms and come out the other side… It’s capable of being really smart and being global… I think the potential for Australia is enormous and I think we should leverage it.”