ERIC EJ1000254: The Bands Culture in Victoria, Australia: Live Music Benefits Career Paths, Employment and Community

2012·0.49 MB·English

by  ERIC

aaustralian
s osc i e t y
f o r mmu s i c
The bands culture in Victoria, educat ioen
incorporated
Australia: Live music benefits career
paths, employment and community
Amanda Watson
Department of Education and Early Childhood Development, Victoria
David Forrest
RMIT University
Abstract
This study explores the career paths, employment, business opportunities and community contributions made
available through the provision and development of the contemporary performance bands’ culture in the State of
Victoria. It is framed with the support given to live music performers by Arts Victoria, Small Business Victoria and Music
Victoria. Central to this study are two foci, first the identification of the issues and challenges of running a successful
music business, which in turn leads to a contemporary performing musician being able to build a sustainable career.
And second, companion employment and professional opportunities − not specifically aligned with the music
industry − that also provide a variety of career paths, and enable the development of successful businesses, whilst
supporting musicians’ career development. Excellence in musical skills alone is not sufficient for a musician to achieve
and sustain financial security from a career in the music industry. This study highlights the success of the government
financial activity that supports the contemporary live performance bands’ culture in Victoria. In 2009-2010 the
live music industry contributed more than $AUD500 million to the Victorian economy. The Victorian Government
has supported a suite of programs such as FReeZA, Contemporary Music and Live Development, Face the Music
conference, a small business festival and targeted mentoring for musicians playing in bands and their businesses
have all played a significant role. These programs have contributed to the development of sustainable practices for
performing musicians.
Key words: companion careers, contemporary live music, music industry, business skills, employability skills,
professional development.
Australian Journal of Music Education 2012:2,71-81
Introduction to identify issues and challenges of running
a successful music business, which in turn
This paper is a study of live music centred around
leads to a contemporary performing musician
the performance bands’ culture in the State
being able to build and maintain a sustainable
of Victoria, framed with the support given to
career. Musical skills alone are not sufficient for
performers by Arts Victoria (the State Ministry for
a musician to achieve financial security from a
the Arts), Small Business Victoria (Department
career in the music industry. More recently it has
of Business and Innovation) and Music Victoria
been documented (Bennett & Hannan, 2008) that
(the contemporary music industry peak body
performing musicians recognise the need to be
for Victoria). The paper addresses two foci, first
Australian Journal of Music Education 71
Watson and Forrest
entrepreneurial, with a professional approach in focus on maintaining the important aspects and
the promotion of self and associated businesses. qualities and introducing new growth. Careers
And second, companion employment and in music must be first developed and then
professional opportunities, not aligned to the sustained. Although a trained level of musical
music industry, that are essential for sustaining skill and technique is clearly important, the ability
the live music culture. In addition to activities to generate an ongoing income level to live,
closely associated with the music industry such through the demonstration of musical skills has
as lighting, sound and technical production, become a critical factor when discussing careers
there are other services identified by Graham in music. Excepting those who obtain fulltime
(2012b) as the many intermediaries who make a permanent salaried employment in teaching,
living from the multi-connections of music. In this orchestras, musical theatre and military bands,
paper we have chosen to highlight the associated many musicians who are able to pursue a career
work of the accountant, artist/graphic designer, in music, supported by a reliable livable income
caterer, event manager, lawyer, publicist, travel need to operate a small business. Some will be
agent and venue manager. The operators and the sole operator whilst those who are part of the
employees of these businesses may also be live contemporary music industry and play in a
musicians although the services they offer are band will be in a business partnership.
not classified as part of the music industry. The research topics of career development and
A clear understanding of the career needs of employment skills training that are focused on
musicians involved in the contemporary bands the needs of the musician − in the many specialist
culture provides a ‘winning double’ for successful fields of practice associated with being a musician
service businesses and sustainable musicians’ − have become quite specific. Ongoing research
careers. The interconnectedness of the music has addressed two broad areas associated with
industry truly makes it one that ‘value-adds’ to needs of the student musician moving from
any economy. being a participant in higher education music
The paper builds on Forrest (1999) in which programs to life as an early career musician,
links between music education and music and the needs of those with experience in the
industry were discussed, and Watson and Forrest workforce as a musician. Writers who have
(2004) where aspects of Vocational Education and expanded and described these issues in more
Training (VET) music courses were highlighted. depth include Beeching (2010), Bennett (2008),
The excellence of contemporary band musicians Burt-Perkins (2008), Cook (2008), Constable
in creative artistry, vocal and instrumental (2005), Huhtanen (2008, 2010), Johnsson and
technique, originality in song writing Hager (2006), Triantafyllaki (2010), and Weller
composition, improvisation and interpretation of (2004, 2008). The contributors to the symposium,
covers are particular steps for band members to Life in the Real World: Expanding the Purview of
etch out and sustain a performing career. All band Music Careers (including Beeching, Bennett, Burt-
members need a knowledge of business skills, Perkins, Carruthers, Hannan, Huhtanen, Smilde
the ability to plan, build and operate a business – and Weller) addressed the aspects, attributes,
and if the need arises to exit a business. These are challenges and skills of building and supporting
vital necessities to support the employment of a a sustainable career as a musician (ISME World
musician. Conference, 2010). Graham (2012a) contended
For any activity or process to be sustainable, that degree-level education for musicians needed
the approaches and systems that guide it need to prepare them for careers and circumstances
to be constantly adaptable to change, allowing a that are currently not easily imagined. He
72 2012, No. 2
Band culture in Victoria
suggested a degree that prepared graduates for applying music knowledge and artistic
a profession in music with the course outline judgement. (Australian Government, 2011).
under the headings of musicianship, technology, The documentation for each of the VET
business and entrepreneurship, law, and Music Business packages commences with an
communication. Graham argued that the content employability skills qualification summary table
– other than that of musicianship – is specific describing the employability skills required by
to a wide variety of music jobs and needs to be the music industry for each qualification. This
taught in the music context rather than through process is a requirement for all courses in the
other faculties in a university. Referring directly Australian Qualifications Framework. In Australia
to musicians who have established a successful the employability skills (also known as general
career, Comte (2010) posed the question “What capabilities, generic or transferable skills) have
advice would you give a pianist who wants to been defined as:
embark on a performance career?” to pianists
1. Communication skills that contribute
interviewed for a book on aspects of pianism (p.
to productive and harmonious relations
11). Each of the 36 pianists interviewed provided
between employees and customers;
a different response, many acknowledging
2. Teamwork skills that contribute to
that career pathways are varied and uncertain.
productive working relationships and
Similarly, with a focus on the musician in the
outcomes;
workforce, the Music Career wiki (developed
by the Music Council of Australia) has gathered 3. Problem-solving skills that contribute to
a range of information about careers in music. productive outcomes;
The professional development section presents
4. Initiative and enterprise skills that
information grouped under three headings: know
contribute to innovative outcomes;
your business, manage your business, and the
musical marketplace. 5. Planning and organising skills that
contribute to long-term and short-term
strategic planning;
Qualifications in music industry
6. Self-management skills that contribute to
The Australian Qualifications Framework
employee satisfaction and growth;
(2011) is the umbrella under which courses are
available to students, varying in level of difficulty 7. Learning skills that contribute to ongoing
(and accomplishment) from level 1 (middle improvement and expansion in employee
secondary school) to level 10 (doctoral study). and company operations and outcomes;
Under the National Music Training Package, the and
four qualification options are Certificate III in 8. Technology skills that contribute to effective
Music Business, Certificate IV in Music Business, execution of tasks.
Diploma of Music Business and Advanced
(Matters & Curtis, 2008, p. 5)
Diploma of Music Business. The core units of
these courses centre on occupational health Higher Education providers offer a number of
and safety procedures, implementing copyright degree courses that link business and industry
arrangements, working effectively in the music skills, arts management skills and the creativity
industry, developing and implementing a of individual disciplines constituted as arts
business plan including legal, risk and financial industries. One example is the Australian College
management requirements, and planning a of the Arts, which from 2012 offers a Bachelor
career in the creative arts industry incorporating of Arts (Creative Industries Management)
Australian Journal of Music Education 73
Watson and Forrest
Music Business degree designed to “develop three categories: career building, touring and
technical skills in organisational and financial sector development. The program “aims to
management, entertainment law and human support the creative growth and viability of the
resources and creative elements such as Victorian music industry”. Career building has two
marketing and communications, public relations streams with funding priority given where there is
and entrepreneurship”. Students complete the evidence of a career progression. The two streams
qualification with professional studies strongly are recording (demo and master recordings),
tied to the entertainment industry and a number and presentation (including CD manufacture,
of industry projects with different foci (Australian marketing, website development, digital and
College of the Arts, 2011). social media initiatives). Music touring has two
streams: touring projects for established artists to
tour in regions, interstate or internationally, and
Victorian Government support programs
professional travel for managers or musicians to
A number of opportunities funded by the attend music conferences and business meetings
Victorian Government are available to outside Victoria. Sector development has a key
contemporary bands to support career focus to provide access, education and innovation
development and the operation of small for musicians to further their careers. Typical
businesses. Access to these programs allows funded activities include access for emerging
musicians, as both sole business operators and musicians to professional skills, mentoring
in business partnerships to manage sustainable and performance skills, regional touring and
careers, to benefit from and contribute to the performance opportunities, and adopting new
cultural activity and economic return. The technologies (Arts Victoria Contemporary and
programs contribute to the ongoing education of Live Music Development, 2011).
the professional musician and provide them with
3. Victoria’s Small Business Festival is an annual
tailored professional development. In addition,
small business month comprising an extensive
companion businesses and professions also
program of free and charged events aimed at
benefit.
providing the inspiration, ideas and information
1. FReeZA, funded through the Victorian to start and grow a business. The Victorian
Government Office of Youth, was established in Government coordinates the festival, through
1997. It is a program that provides young people Small Business Victoria, and collaborates with
between the ages of 12 and 25 opportunities industry groups, businesses and agencies across
to attend affordable music and cultural events. the three levels of government to deliver the
The youth members of each local organising events. The workshops are open to all registered
committee develop decision-making and businesses in Victoria and the theme for 2011
leadership skills, and experience the option to was ‘add one more skill’ (Small Business Victoria,
explore education employment pathways in the 2011). In 2012, over 100 events were organised
music industry. The events that they organise during the month-long festival, and presented
provide performance opportunities for local in metropolitan and country locations. They
musicians and emerging artists (Welcome to were grouped under the headings of business
FReeZA). development, business planning, employing
2. Arts Victoria’s contemporary music funding and managing people, exporting and importing,
program Contemporary Music and Live financial management, franchising, green
Development (formerly Victoria Rocks) offers business, managing risk, marketing and social
grants to emerging and established artists in media, networking, online business, starting a
74 2012, No. 2
Band culture in Victoria
business, training and skills development, and sessions on building and sustaining a career,
workplace health and safety. A specific event for tips for touring, engaging with audiences in the
musicians, ‘networking for musicians & music crowded festival market, expanding into overseas
businesses’ was included (Small Business Victoria, markets, and a Mentor Lounge project to small
2012). group networking. Additional free MMW activities
for 2012 included workshops with a media arts
4. In March 2011, Music Victoria in conjunction
lawyer and music-making in the ecologically
with Small Business Victoria developed a project
minded age (City of Melbourne, 2012).
to provide business skills support relevant to
musicians and music businesses and specifically 6. The Off the Beaten Track tour organised by
for musicians playing in bands, through seminars/ Music Victoria is an activity that emerged in 2012
workshops/mentoring programs. A web-based and has a focus that encourages education –
survey was used to invite interest from the and possibly the development of companion
contemporary music industry. Among the careers, together with the promotion of small
information sought was the role of participation businesses and community wellbeing, in addition
in the music industry (musician/performer, to live music performances in regional settings.
music management, promoter/booker, record In conjunction with the anti-binge drinking
label, music venue owner/manager, media/ campaign Live Solution, the Off the Beaten Track
publicity, other role); interest in a music business tour presents “live music with free workshops on
mentoring session; workshop topics (starting booking and promoting live shows, working with
business, business planning basics, marketing budgets, merchandise and other tips for staging
basics, market for growth, understanding a successful live gig”. Live music is available
financial statements, budgeting and forecasting, for small communities with limited access and
networking, business planning, get your business performances are staged in “unique, intimate
organised, your online business – optimising your environments” (Boulton, 2012).
potential, getting and keeping the right staff,
improving cash flow and profitability, financing
Companion employment and professional
your business, what bankers want, exiting your
opportunities
business successfully, other topics) (Music Victoria
survey). Musicians involved in the bands culture require
the services and professional expertise of others
5. Music Victoria hosts the annual two-day Face
although the services they offer are not closely
the Music conference and music industry summit
aligned with the music industry. The companion
which provides the Victorian music community
career examples presented in this paper are in the
with a platform for professional and creative
context of the necessary support they make to
career development through presentations,
the live bands culture, noting, however they are
discussions, networking and practical workshops.
intermediaries for all types of musician’s careers,
The executive director of the Association of Artists
and through their connectedness add value to
Managers states, “attending panelists, discussion
an economy. The companion employment and
topics and artist presentations enable the earliest
professional opportunities focus on services
beginner and the seasoned veteran to re-think
offered by the accountant, artist/graphic
and re-discover their love for the business of
designer, caterer, event manager, lawyer,
music” (Nicole B-Z, Face the Music, 2011). In
publicist, travel agent and venue manager.
association with Melbourne Music Week (MMW),
Face the Music conference in 2012 delivered panel
Australian Journal of Music Education 75
Watson and Forrest
Accountant festival organisation. The large festivals
in metropolitan and country venues and
Over time the Australian tax laws have become
conferences where contemporary bands perform
complicated and are ever changing. The
in a workshop/professional learning environment
introduction of a Goods and Services Tax (GST)
need a level of management that a band can not
in 2000 significantly increased the work of
provide for itself. A myriad of pieces go together
accountants and a support GST industry sprung
to assemble and promote festivals and in turn
into life to cater for the tax needs of businesses.
promote the brand of the performing groups.
Besides budgeting, paying employees and
Continuing the communication dialogue with
various insurances, music businesses need to pay
audiences is part of event management. Music
correct tax or face substantial fines. Accountants
festival and associated performances in regional
have become important professional support for
venues are now securely linked with tourism as
musicians.
the population of country towns declines.
Artist/graphic designer
Lawyer
The skill of the artist/graphic designer contributes
to the communication avenue that the bands Lawyers with expertise in arts law, media and
culture needs to sell their recordings and copyright are also significant figures for the live
promote their performances through visual music industry. These professionals contribute to
advertising. A skillful artist can develop and the learning of students in higher degree courses
promote the brand of a contemporary band and provide their expertise free of charge or
through recording covers, posters and flyers. through a conference fee in workshops offered
Their creative productions form a communication by the Face the Music conference and Victoria’s
dialogue directly with the fan-base. The graphic Small Business Festival. Graham (2012a) identified
design business is specialised and although the the changing and complicated risks of varied
band may have ideas around artwork they need a contracts, liabilities and copyright-publishing
professional to develop and refine concepts. issues that require a specialist − whose job it is –
to be fully conversant with the relevant aspects
Caterer of the law.
Students needing to work to pay for living
expenses and finance higher education study Publicist
operate hot dog stands from the back of a car,
The publicist also contributes to the direct
often in breach of health regulations. This activity
communication with a band’s audience with a
is associated with the live bands culture playing
focus on written and spoken media. The role of
in small hotels and clubs. Established owner-
this professional is to also promote a brand of
operated coffee carts and catering vans have
a contemporary band through the traditional
regular bookings associated with live music and
media avenues and by the use of blogs, changing
travel the roads and highways pulling up on the
web tools, for example ‘Facebook’ and websites.
side of festival arenas to provide food and drink
The graphic designer has a concurrent role with
provisions for audiences.
the publicist in the development and promotion
of band through digital media.
Event manager
The event manager with well-honed managerial
and human relation skills is crucial to music
76 2012, No. 2
Band culture in Victoria
Travel agent networking opportunities. The modules of each
training package are carefully structured and
Linked with need to find new and different
provide one avenue for a musician to gain career-
performance venues to continue to promote
building skills.
their brand, a contemporary band needs to travel
Musicians who take the opportunity to build
further afield than where they can safely drive
their career with the support of government
themselves in a hired truck. Any touring program
funded activities are most likely participating
needs the knowledge of the travel agent to deal
as a band, with people who have the same
with airline bookings and luggage restrictions,
values and interests. Those who are members
travel insurance, appropriate accommodation
of volunteer FReeZA committees are often full
and knitting together the bands’ itinerary.
time school and tertiary students, with more
than one member of a band being part of each
Venue manager committee. As individuals they build positive self-
The community outcry that resulted when ‘The esteem, communication skills, and engagement
Tote’ Hotel in Collingwood Victoria closed because with their local communities. As a group they
of changes to liquor licensing laws (Salmon, 2011) develop team-building skills and receive training
is an example of a venue managed by an owner- in band bookings, lighting and production,
operator who welcomed live music. There was no and promotions and publicity. Together they
violent behaviour at The Tote, many bands played gain the benefits as event organisers and
on Saturday and Sunday afternoon for no cover develop skills and knowledge associated with
charge. The supportive local (and not so local) event management and areas of the music
community and musicians protested and The Tote industry such as rehearsals, playing live, CD
was re-opened. This is one venue where young manufacturing, providing a taster for a career
band members were learning to be professional in these areas. FReeZA committee’s organise
musicians, performing contemporary music in local band performances mostly for their peers
a live band and building a fan-base, within a providing opportunities to network with local
community that valued social connectedness. performers and encourage and nurture talent.
The venue manager plays an important role in The activities provided and promoted by Arts
providing a performance space for individual Victoria, Music Victoria and Small Business Victoria
bands on a systemic and ongoing basis. contribute to supporting the creative and career
development of the musician performing in the
contemporary music industry. And it is significant
The live contemporary music industry: A
that diverse government departments cooperate
summary of issues
to advance this aspect of cultural growth. The
Not all musicians are financially able, or have the number, breadth and specificity of the events
time or consider it relevant to complete a music presented in the annual Small Business Festival
business course of study but they continue to are clearly designed to support a myriad of
play live music in bands, on a full or part time businesses, including those of musicians. The Face
basis, and contribute to the financial and cultural the Music conference provides an opportunity for
base of the economy. For those who do complete developing musicians to meet industry experts
qualifications they are often participating and discover working life in the music industry.
as an individual, although enrolment in VET An advertising email promotes it as:
business courses, industry placements and presentations, discussions, artist development
projects provide contact with the real world and workshops, networking, live music, practical
Australian Journal of Music Education 77
Watson and Forrest
workshops and the hottest tips and tools to Development program grants to musicians
give your music career the edge. Sessions totalling $AUD757, 951 (Rood, 2011). The report
explore topics like: songwriting, self- in which these figures were published was
management, audience development, touring,
commissioned by Arts Victoria “to analyse the
release management, recording, stagecraft,
economic, social and cultural contribution of
international festival opportunities, booking
agents, independent releases and labels, the venue-based live music industry in Victoria”
distribution, licensing and publishing, funding (Deloitte, 2011, p. 1). This financial return to
opportunities, career models and much more. the Victorian economy was considered an
(Face The Music, 18th and 19th November, 2011 endorsement of the outputs of contemporary
@ The Arts Centre) live music, although experienced industry
Music Victoria runs regular professional musicians such as Graham (2012b) and Salmon
development workshops, provides support for (2011) expressed concern that venue-based
metropolitan and regional venues to host live musicians still earn less than the poverty line. In
music, has initiated critical research into underage monetary terms, contemporary live music has
performances (school student performances in been a provider of employment and income
adult venues) addressed preventative hearing for musicians, managers, technicians, recording
health, and processes to access Centrelink manufacturers, venue owners, security and bar
benefits when musicians are unemployed. Music staff, advertising, merchandising and booking
Victoria’s first ever membership drive in early agents. Headline bands playing in regional
2012, Jump on the Bandwagon, was successful in country towns support the local business through
that members have access to increased airline accommodation, meals, local produce and tourist
excess baggage allowances with Qantas and attractions. Community wellbeing has benefited
Virgin Australia. from the strong social and cultural values
Patrick Donovan, the chief executive of Music brought by contemporary live music. Developed
Victoria, discussed the value of the alternative social networks and connectedness leading to
venues used in the Off the Beaten Track tour a reduction in anti-social behaviour, benefits
during a radio interview. He identified that performers, patrons and the general community.
traditional venues such as licensed pubs and The Off the Beaten Track tour highlights many of
clubs were linked to an atmosphere where these aspects.
inebriated patrons harassed musicians. Bands The recommendations of the report (Deloitte,
playing in non-traditional venues performed in 2011) confirmed issues and challenges of current
surroundings where the audiences were more programs goals supported with government
appreciative and listened to the music. The funding, addressed in this paper. Although
community of country towns come together and credentialed qualifications are one avenue of
always ‘bring a plate’ for supper, and mingle with gaining knowledge, workplace professional
band members after the show (Bush Telegraph, development and mentoring are more practical
1 October 2012). In addition, Boulton (2012) and immediate processes that tailor learning
reported that in one small Victorian country town, opportunities and offer a more flexible approach.
a taco van did their first night of business at a live In conjunction with the live music industry,
band performance. developing and promoting to performers and
On the economic side, in 2009-2010, the live managers a common regional touring circuit,
music industry’s annual economic contribution provides additional venues for performers
to Victoria was $AUD501 million, resulting from outside the crowded metropolitan area. This in
an outlay through Contemporary Live Music turn invites larger audiences to hear live music
78 2012, No. 2
Band culture in Victoria
resulting in increased door takings and greater Beaten Track tour, other career paths together
financial reward for the performers and the with their associated businesses, are vital to the
venue. Community wellbeing is also a major success of sustainable careers for musicians.
beneficiary (Deloitte, 2011, pp. 47-48). Contemporary musicians operate in a complex
Improving the quality of live performers, in that workplace with many intermediaries such
their performances will generate a sizeable and as agents, promoters, managers, hoteliers,
returning audience (their fan base) accompanied publishers, marketing and public relations
by a more rewarding financial return. The consultants, equipment hire, commissions, and
report recommends, “the increased provision of rights on the production of their ‘product’. There
mentoring and guidance on performance career are the music-related activities directly associated
development, from appropriately experienced with the music industry and the professional
and motivated persons or parties, to ensure the expertise and services that are necessary support
timely and strategic development of Victorian live for the music maker and make a direct input to
performers” (Deloitte, 2011, p. 49). the Australian economy.
There is a need for the industry to develop an
Conclusion education process to promote an understanding
among performers of successful ways to generate
This study has explored the career paths, the demand for live performances that will
employment, business opportunities and yield a financial return. The market place has
community contributions made available become saturated with contemporary live bands
through the provision and development of seeking an opportunity to perform and many
the contemporary performance bands’ culture early careers bands provide free performances.
in the State of Victoria. It has highlighted the Although they are gaining experience, it has been
professional development opportunities that observed that performers are not developing
are available through Victorian Government at a satisfactory pace to be considered to be
departments and monetary grants, the progressing in a career. Accordingly, the Deloitte
endorsement of these activities by the Deloitte report recommends, “a need for increased
(2011) report and the music business courses professional development courses and mentoring
offered under the National Music Training from suitable parties, where performers are
Package. The $AUD501 million contribution taught to better manage their own success
made to the Victorian economy by the and improve career trajectory” and “that
contemporary live music industry has clearly performers are in many ways a business, and
made an impact, compared with the actual that any business requires a minimum level of
financial input. Continual promotion of organised management skill” (Deloitte, 2011, p. 50).
workplace professional development and Currently the wages that contemporary
mentoring services that involve an ongoing band musicians receive are not governed by
conversation with the participants, where the Australian federal awards − entitlements for sick
experienced support the early career performers, pay, superannuation, annual leave − all designed
is an approach that will benefit the career to keep the Australian worker from poverty. If
development of musicians and associated contemporary band musicians are to be able to
members of the live music industry. work for the legislated guarantee of a living wage,
In addition to education and skill development we need to change the hierarchy of values in our
opportunities for local communities and culture.
individuals that initiate directly from live music
performances, an example being the Off the
Australian Journal of Music Education 79
Watson and Forrest
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