The Hook: Is it right that Nova is sponsoring the Independent Music Awards?

13 September 2010

We ask three industry insiders about their opinion on the Nova radio network becoming a media partner of the Jagermeister Independent Music Awards given their overly-commercial playlist.

Nick O’Byrne
General Manager, Australian Independent Record labels association (AIR)

Firstly, there are commercial realities to running an organization like ours. AIR is a nonprofit organisation that gets zero government funding and works hard for the good of the independent music industry. If it weren’t for our media partners and sponsors then we’d have to shut down. Earlier this year, AIR did a comprehensive study of radio-spins data for all commercial networks and found that Nova was the only network that always exceeded their quota obligations - they were streets ahead of their rivals.

If artists foster a niche audience or want to stay away from the commercial limelight then we respect and encourage that. But if we can help facilitate mainstream recognition and commercial crossover for indies when they want it, then we’re doing a good thing. We will work with Nova while still supporting the community radio sector and working with the ABC who both have both had a long record of supporting Australian independent music. They’re not mutually exclusive.

Darren Levin
Managing Editor, Mess + Noise

It’s a shrewd move on the part of AIR in a tough sponsorship market, but it creates a public perception that NOVA is supportive of independent Australian music when they’re not. I just switched it on -- it’s 1am on a Tuesday night -- and they’ve played Ke$ha (RCA/Sony), Michael Paynter (Sony) and Eminem (Universal). If they’re not playing local independent music at this ungodly hour do you really think Ryan, Monty & Wippa are flogging the shit out of The Drones or Eddy Current during drive-time?

Saying 'NOVA presents the Jagermeister Australian Independent Music Awards' is kinda like saying “The Democratic People’s Republic of Korea”. Just because you put a bunch of words together doesn’t mean they make any sense. I just hope people see this deal for what it is: brand alignment.

Sebastian Chase
Founder, MGM Distribution

I’m not against it. Anything that brings commercial radio closer to the needs of Australian artists is a good thing. We can sit in opposition, throwing rocks at each other, but it’s better to have an empathetic relationship with radio. There’s much more to be gained out of that relationship rather than staying in a mode of opposition just for the sake of it. The reality is, there are a lot of Australian acts that need radio support so they can develop their market and their talent, and they need to try and compete.

Commercial radio is an important and key partner in selling music and developing careers. If this deal brings about a partnership for artists who benefit from it, then it’s a good thing.