Victorian Government targets Germany as first of its Music Passport scheme

As part of its $22.2 million Music Works industry development program, the Victorian Government is launching Music Passport a three-year program focusing on a new Target Country each year.

Designed to support continued growth in the music industry, the program aims to help build professional capacity, encourage sustainability and find new markets for Victorian music, at home and overseas.

The first country is Germany, the fourth largest music market in the world and biggest in Europe – and a long time destination for Australian musicians and independent entrepreneurs.

The Music Passport initiative is highlighted through Creative Victoria at different functions by the Australian Independent Record Labels Association (AIR) and Face The Music.

On Wednesday November 22, a panel is held from 2 pm at the Cube at ACMI to get insights and networking opportunities.

It includes Michael Pohl (Kontor New Media), Michael Schuster (Cargo Radio), Susan Cotchin (International Rescue), Ashley Gay (Xelon Entertainment) and Catherine Haridy (Catherine Haridy Management.)

Minister for Creative Industries Martin Foley said, “Our multifaceted Music Works initiative aims to strengthen our industry at all levels – from artists and venues to labels, managers and those working behind the scenes.

“The Music Passport stream focuses on supporting local musicians and music businesses to forge international connections and create new opportunities. I encourage you to find out more about the program and explore new ways to ensure your music ’works’ in Victoria, and right across the globe.”

“We are delighted to be part of this exciting initiative” added Maria Amato, AIR General Manager.

The session is free for all AIR members and $35 for non-members. Bookings are essential, through Sticky Tickets.

The Face The Music summit (November 23 & 24 at the Melbourne Music Week Hub, St Paul’s Cathedral) is also holding briefings on Germany.

These include a state-of-play update on how Australian music is connecting in Germany and a look at recent APRA AMCOS data showing increases across all revenue categories.

A roadmap to touring and performing in Germany will impart everything Australians need to know about touring in Germany: who the key players in its concert business are, how the touring industry is structured, and what specific roles artists’ agents, concert promoters, and local organisers actually play.

For the Face The Music panels, Michael Pohl and Michael Schuster are joined by Bjørn Pfarr, music programmer of the Reeperbahn Festival, promoter Silke Westera of FKP Scorpio and Sound Diplomacy project manager Katerina Ivanova.

Tickets are now on sale at facethemusic.com.au.

Germany’s recorded music market generated €1.58 billion in 2016, according to the Federal Music Industry Association (BVMI) based on retail sales.

This represented a 2.4% grow, and an expansion of the market for the fourth consecutive year. Streaming rose 73.1% to hit a market-share of 24.3%, while digital downloads fell 19.4% to account for 12.3% of the market, bringing digital’s overall share to 38%.

It’s a market where physical sales (CDs, vinyl, DVDs, Blue-rays) still dominate the market, accounting for 62% of sales.

The market generates more sales than that of the UK, and expected to grow as streaming takes on strongly with consumers.