One Movement wrap up...

26 October 2009

by Lars Brandle

Australia’s new music hotspot Perth turned up the heat last weekend for the inaugural One Movement for Music convention and live festival. Lars Brandle caught all the action.

Australians like to boast about a lot of things. Our beaches are a class apart, our rock bands are world beaters, and when it’s hot...well, we do that better than anyone else too. The One Movement for Music combined all those factors into a tidy, three-day music event.

For many delegates - this reporter included – the international industry gathering and showcase represented a first chance to check a scene which has punched well above its weight in recent years, providing a launch pad to Pendulum, Empire of the Sun and Eskimo Joe, among many others. And for the likes of legendary songsmith Diane Warren, a keynote speaker at the event, One Movement provided a first-ever glimpse into the Australian culture.

Split between the ‘Musexpo Asia Pacific’ and the ‘Independent Times’ streams, the daytime seminar program didn’t disappoint. And the live action was plentiful and varied. But it has to be said, the numbers could have been bigger. Official figures have the throng of delegates at 500, including 100 speakers.

Exploring partnerships and business opportunities with our neighbours in Asia and Africa was a common thread through the panel discussions, which ran across the October 16th-18th itinerary. “This conference is about encouraging Asian acts out of Asia,” Michael Chugg, co-organizer of the event said during an invite-only October 16th Venues Summit. “That’s a big goal. We want to move those acts about and connect them with western acts. And we want get Australia included as a part of the touring market.”

The challenges of doing business in Asia were wrapped up succinctly: there’s the language barriers, cultural barriers, issues of territorialism, and visible and invisible trade barriers. However, the landscape is slowly changing, and unlocking.

“Asia’s live business has taken great strides from what it was 10 years ago,” said Colleen Ironside, Live Nation’s Hong Kong-based Senior Vice President. “There’s a lot of exciting talent, there’s proper catering and production. Even the toilets backstage have improved. International music is such a developing area.”

During his keynote presentation on the opening morning, Coldplay’s manager Dave Holmes gave the audience some rare insight into the machinery of the world’s biggest band. “I got asked recently (for the band) to do the Superbowl at halftime. We turned it down,” he told delegates. “I felt we were at risk of overexposure. Sure we could have sold a lot more records, but we don’t want to be overexposed. Sometimes it’s just good to disappear for a while. It’s probably the greatest promotion opportunity in the world,” he admitted. “But it wasn’t right for them at the time.”

One Movement has had its detractors, many of whom come from rival promoters unhappy with the state government’s decision to throw a considerable amount of cash – reportedly $800,000 – into the event. A story published in the West Australian newspaper during the weekend of the event named Shadow Sport and Recreation Minister Ken Travers as one such critic. However Travers’ argument lost some of its punch when he proposed a Danny Green boxing bout as a more compelling case for public funding.

One Movement punters had something of a fight on their hands with the weather. Fierce heat on the Saturday saw temperatures climb to 37 degrees in the shade. The brief walk between the two seminar-hosting hotels felt like a frontal assault with an oversized hairdryer, and the heat showed its effects particularly on some of the international delegates.

Spare a thought for the artists who baked on the main showcase music festivals stage, the line-up for which sparked off around midday. The festival crowd felt sparse on the Saturday, the heat no doubt playing a factor, as would have the lack of a clear headliner. The following day was a different story, as the temperatures cooled and the big guns came out, among them Hilltop Hoods, Kate Miller-Heidke and Art Vs Science. The tunes carried late into the night across a host of venues in the CBD.

One Movement was the result of collaboration between events organizer A&R Worldwide, promoter Chugg Entertainment and festivals specialist Sunset Events, while funding came via the Western Australian government agency Eventscorp.

Soundbites

“That could be a hit for any artist. But my artist can’t do it,” -Diane Warren recalling some of the “stupidest” industry comments ever to reach her ears.

“To maximise sync exposure, make sure the receptionist at the TV studio knows the name of the song and band (in the ad or TV show). They are the first point of call.” -XYZ Music Channels General Manager Shaun James dishes out some no-nonsense advice.

“If you’re going to use Twitter, have a point of view. Who gives a shit if you’re telling people you’re in a restaurant,” -Coldplay manager Dave Holmes doesn’t much care for mindless tweeting.

“Since 2000, the potential concert-going audience in Australia has quadrupled, and the demographic has widened.” -Michael Chugg doesn’t see a collapse in the live scene any time soon.

By The Numbers

Saturday Showcase Festival – 5,000

Sunday Showcase Festival – 7,000

Fringe Festival over 3 days - approx 40,000

Delegates – approx 500

Speakers - 100