Funded by the Victorian Government as part of its $22 million Music Works package, the program is being delivered by the Association of Artist Managers (AAM) and the Association of Independent Record Labels (AIR).
The AAM will open applications for managers in early October, with the proviso they have to have been based in Victoria for at least two years. AIR’s application process will open to labels which have been in operation for a minimum of 3 years in late November. Full details will be unveiled in a few weeks.
Both associations are national and part of global networks of like-minded associations which can help find the right contacts for the people that the successful applicants want to work with.
With the internet providing faster access to the global music industry than ever before, the Fellowship was set up as more artist managers and indie label executives start building up international relationships at the same time as they develop Australian ones.
“It’s the first time that an artist manager has been given an opportunity to build up their international relationships,” AAM’s executive director Leanne de Souza told Beat.
“It’s much than just a networking opportunity, though. It gives managers the chance to work in a company overseas and watch how things operate in the trenches
“We work n a similar culture but each company has a different perspective. So this is obviously invaluable to know, especially in getting an understanding how different specific genres work. For instance, the EDM scene in Germany would have a different mindset to, say, the heavy metal scene in Brazil.”
The two managers chosen are expected to return and share their new-found knowledge with other managers. De Souza, who took the top job at the AAM late last year, pitched the concept to Creative Victoria in January. She hopes that eventually the idea of the Fellowship will be adopted by the governments of other states.”
AIR general manager Maria Amato explains that the idea of the Fellowship is to give two Victorian labels an exclusive opportunity to learn from international companies enabling them to strengthen their ability to be more competitive in dealing with both the domestic and international market.
Amato explains, “We’re in a global world, so the ideal outcome would be that they’ll develop new revenue streams to help them grow their business. Every label has a different perspective, depending on the culture they exist in and two lucky Victorian labels will be given an invaluable opportunity to learn from ways international companies exploit technology, maximise revenue opportunities and develop relationships in different markets.”
Minister for Creative Industries Martin Foley said the program was part of the Victorian Government’s multi-faceted strategy to strengthen the state’s music industry.
“The Fast Track Fellowships are an example of how we are backing our music industry and the people and businesses that drive it. This program is all about taking our industry to the next level and creating genuine opportunities for international growth. It’s the first program of its kind and we are proud to work with AIR and AAM to make it happen.”
He added, the program will set the tone for future trade, while offering new pathways for artists to break into international markets.
