Crossover Music is here to help Aussie artists break overseas
It’s not just artists that are looking to break at BIGSOUND, music industry insiders also use the iconic conference to introduce their brand new ventures to the world.
One of these projects is Crossover Music, a unique program which uses a network of industry specialists to deliver campaigns to artists that will help them get noticed overseas.
TMN caught up with co-founder Joe Hay to get the lowdown on why this is a service desperately needed the Australian music industry.
In layman’s terms, what is Crossover Music?
Crossover Music will provide the resources needed to help emerging artists target and build international audiences. Crossover will then use this new exposure to promote the artists to international labels, promoters and publishers.
Where did the inspiration for Crossover Music come from?
Crossover Music developed after a chance encounter at BIGSOUND a couple years ago. Tyler Treves, James Adair and I had all been working on this problem from different ends of the industry.
For me, export and market development formed the basis of work I did in South Australia changing the way governments value and support music.
As an artist manager, James had experienced first-hand the difficulties involved in breaking a band overseas and Tyler has worked tirelessly for more than a decade helping emerging artists and labels secure radio play in the US radio market.
All three recognise the effect declining investment is having on emerging artists and opportunities that are available if only affordable support was available.
What kind of struggles have you observed when Aussie acts try and get some love overseas?
Artists have to build larger audiences these days before they are even considered by labels, here or overseas. This costs money that emerging artists don’t have access to or have to spend on essential, domestic costs.
Deals aren’t done within short time frames and so artists need a team behind them to succeed, that or at least someone on the ground that can go into bat for them.
How is Crossover Music looking to combat this challenge?
The program has access to a network of industry specialists, publicists, radio pluggers, social media managers etc, to deliver campaigns tailored individually to artists. Added onto this are established relationships with labels promoters and publishers.
We use the exposure it generates to promote artists to international labels, promoters, booking agents and publishers. Or provide them with a network and a foundation that they can continue independently.
What’s one of the biggest mistakes you see artists make when trying to crack an overseas market?
Artists are either unprepared, lack support networks on the ground or are unable to take advantage of opportunities as they arrive.
What artists are you looking to work with upon launching/what artists have already signed up?
Like every program, we are limited by funding, though Crossover is looking at export-ready artists with strong support in Australia. Crossover is committed to diversity and is looking forward to helping promote the depth of talent Australia produces.
We are in conversation with a couple bands at the moment and will be revealing the first cab off the rank at BIGSOUND.
Crossover Music will launch Friday, September 7 at The Foundry in Fortitude Valley. For more information or to request a meeting at BIGSOUND, send an email to [email protected].