Pioneering study to determine value of Aus music export

A first-of-its-kind research study is being carried out to determine the cultural and economic value of Australian music export.

Australian Research Council, APRA AMCOS and the Australia Council for the Arts are collaborating with academics from Monash University and the University of Newcastle to produce the study.

Titled The Economic and Cultural Value of Australian Music Exports, the study commenced in May at four global music events. Fieldwork and interviews were conducted at The Great Escape (UK), Classical:NEXT (the Netherlands), MIDEM (France) and A2IM Indie Week (USA).

Projected to be completed over the next three years, an empirical investigation is timely considering the recent prosperity and global advancement of Australian music artists.

Acts such as Sia, Vance Joy, Tame Impala, Flume (pictured) and 5 Seconds of Summer have all experienced significant local and international success in recent years, garnering some of the world’s leading sales numbers amongst recording artists.

The study intends to measure the economic contribution that these prominent artists, along with the entire Australian music export, makes to national GDP. It will also provide valuable insight into the sector and enable experts to highlight industry export potential.

“With the right investment, Australia could set its sights on becoming a net music exporter. This research will seek to provide evidence of the far-reaching economic and cultural benefits generated by Australian music export,” said APRA AMCOS Head of Member Services, Dean Ormston.

The research will also serve to uncover the impact and return on investment of Sounds Australia, the music export body responsible for an increase in opportunities for Australian artists around the world. Shockingly, Sounds Australia’s Federal funding continues to be under threat with funding only covering the body until January 2017.

The new research will also cover less tangible elements of music export such as cultural experience, practice and identity and integration with public policy.

Professor Stephen Chen of the University of Newcastle, one of the chief investigators involved in the study, added: “This is a great opportunity to study the workings of a global industry which has been neglected by most international business and management researchers.”

The methodology of the study will involve Australian artists and music industry businesses completing a detailed survey that the researchers hope will produce a comprehensive examination of the Australian music export ecosystem.

To encourage participation in the study, all respondents will enter the draw to win a prize pack courtesy of Showgroup, BIGSOUND and Levi’s. The package includes passes to BIGSOUND 2017 with all flights and accommodation paid for, along with a Levi’s voucher.

The official survey for the study opens today and closes on Friday, December 2.

The Australian Music Exports Survey can be accessed and completed here.