Q&A: Artist manager Craig Pearce discusses NZ’s geographic isolation

Ahead of this week’s AWME conference in Melbourne TMN chats to Craig Pearce, co-founder of Triple M Management Ltd, co-manager of lauded New Zealand roots band The Black Seeds and manager of indie-rock band The Phoenix Foundation.

Pearce discusses the hurdles which come part-and-parcel with promoting acts from across the pond, the influx of Kiwi talent connecting internationally and why it’s possible to ‘make it’ in the US without actually going there.

There’s no one method or stratagem in achieving international success; because of this, what would you say is the biggest hurdle for New Zealand artists battling for international recognition?
The physical distance barrier! As we are a long way from anywhere the travel costs alone can be extremely prohibitive in venturing to new territories.

Our territory is also so small on its own, so when an artist ’breaks’ in NZ (as in goes #1, or achieves great radio airplay) it has less of a significance to the world stage as if an artist ’breaks’ in Australia or in the UK for instance.

There’s been a new influx of Kiwi talent connecting with overseas audiences of late (Lorde, Kimbra, Tiny Ruins), what do you put this down to?
Hard to say. I personally feel we have always had an amazing talent pool here in NZ, maybe people are just noticing us more. As one shines, the industry could be attracted to its brightness, and want to discover more?

Good songwriting and a strong vision by the artists are always deciding factors.

Is it at all possible to have an act to achieve recognition in the US without actually touching down there?
I guess it depends on what the ’recognition’ is, but yes.

Not everyone is looking to ’make it’ in the US, a lot of acts focus on the UK, and quite often the hard work and dedication to that market will pay off in another, without really spending the time or effort there.

What’s the biggest challenge of being geographically distant from the big music markets?
As mentioned above, the costs. There is only so much an act can do online for their career before they have to venture overseas to really immerse themselves in the marketplace.

Visa compliance alone into the USA can topple the same price as the international flights – for example we only have one consulate in NZ that process US Visas (in Auckland), so If a large act wants to tour legally to the US, it means flying every band member and crew for the consulate visit, and if they are located in say Dunedin, that’s very costly.

Also to really have a strong impact on a new market the group either have to constantly travel back and forth, or re-locate. Both options are expensive.

Pearce will take part in the panel titled ‘An Island In The Middle Of The Pacific’ alongside artist managers Cushla Aston, Scott Grafton and Jeffrey Stothers on Saturday November 15. Tickets can be purchased at awme.com.au.