Golden Stave gets shake-up for new generation
Image: Golden Stave performer Andy Bull
Next month, the Golden Stave Foundation will host its 37th annual Fundraising Gala, but while it's raised over $14 million for over 50 NSW Children’s charities since inception, declining attendance in recent years has sparkeda much-needed shake-up.
The first ever Golden Stave Luncheon was formed by Chris Gilbey OAM (then Managing Director of ATV/Northern Songs), Peter Hebbes AM (then Managing Director of Festival Music Publishing), Ross Barlow OAM (then Managing Director of PolyGram Records) and the late Jack Argent (then Managing Director of Leeds Music). It took place at Sydney's Sebel Townhouse on Friday March 18 in 1979, saw 187 music industry figures attend and raised $12,000. From '98 the lengthy lunches were taking in around $700,000 a year and in 2004, the Golden Stave raised a record $900,000 for charity.
However, the event has been facing waningnumbers and revenues in recent years, partly because some of the original and ardent supporters had left the music industry, partly due to the lineup featuring predominantly heritage acts, and partly because the changing culture of the industry meant less players were taking long lunches. That’s where Social Family Records Owner Jake Challenor comes in. Challenor was invited by Golden Stave General Manager LarryWarrento join the fundraiser committee last year, and as the newest member is part of a refreshed mission to educate the ‘new school’ players about its importance.
“People don’t know what the Golden Stave is in many respects and what kind of work they do,” Challenor told TMN.
Challenor said a conversation took place between the members of the committee and a game plan has been put into action. The strategemkicked off last year when organisers made the decision to move from the lunch format to a dinner.
“As soon as people grasp it, and don’t see it as an old school event to catch up with mates and have a drink, they’ll want to be more involved,” said Challenor. “And it really starts with the music, it always does.”
This year, organisers have widened the talent pool on the live lineup. Performing on June 19 at Sydney'sHordern Pavilionwill be alt-pop singer-songwriter/producer Andy Bull and Golden Guitar female Artist of the Year/CMC Australian Artist of the Year Amber Lawrence. Also joining the lineup is ‘90s personality Effie, Dragon and Shannon Noll. Organisers are also currently looking at new hosts and award presenters for the nightas well as extending invitations to those who may not be aware of the fundraiser.
“As far as shaping Golden Stave for the next generation, it’s really about attracting the right talent to come and be part of the event to draw in that younger crowd," Challenor added. "I think it’s also about awareness and education on where the money goes and the good that they’re doing."
All net monies raised from the night go to children’s charities in NSW including KidsXpress, Cystic Fibrosis Foundation, Youth Off The Streets and Childflight. The funds help handicapped, sick and under privileged children through a range of services and equipment including music therapy, kids support camps, clown Doctors, musical instruments, medical education and computer equipment.
“[The long-term plan] is also about educating the wider music industry about the good work that Golden Stave does, that enables other organisations that might not get access to these kinds of funds with their own limited resources to fundraise.”
Challenorwas picked to take part in the fundraiser committee’s action plan following the headway he’s made with his own label. Since launching Social Family Records in 2013, its roster has grown to 13, including Baby Animals, (whose She Who Rocks project sold out its national tour and saw its LP release hit the Top 20), Reece Mastin (who will tour his debut EP as an independent artist next month), Steve Balbi, and ex-McAlister Kemp member Troy Kemp.
Using the label’s three-year-old digital agency Jaden Social works, which works with acts like Cold Chisel and has partnered with ABC Music, Challenorsaid he is “swimming in a different direction.”
“We try to show [our artists] a different way of doing things. Hopefully a smarter, more connected way of doing things. We’re always trying to challenge the status quo.”
Social Family Records encourages its acts to capitalise on the traditionally undertapped part of the market, direct-to-fan. D2Fallows artists and business partners to directly deal with core fanbases. The label’s direct-to-fan revenue is currently over 50% of its recorded revenue.
The2015 annual Fundraising Gala Dinner will be held at the Hordern Pavilion on Friday June 19, 2015 from 7.30pm. Purchase tickets HERE.