Entries from March 2018

Mushrooms and Yapping On About Strategy

March 22, 2018

Never going to turn down a work-related excuse to get out of the office, and I got the perfect leave of absence yesterday with the Melbourne Bookers Lunch.

It was at Rupert On Rupert, hosted by Eventbrite and Cult Leader with Triple R’s Sarah Smith on emcee duties. In between (very delicious) courses, we were treated to a Music Victoria update from Patrick Donovan, followed by a panel about touring best practices with Chris O’Brien (Destroy All Lines), Mike Christidis (Untitled Group) and Emily York (Penny Drop).

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I also had a turn at the microphone, with Sarah having a chat with Unified‘s GM Nick Yates and myself about tour marketing strategies. Here are some random takeaways from my brain:

  • Don’t rush if you don’t have to. Unless you absolutely need to announce a tour/show because of external factors (e.g. artist is also appearing on a festival that is being announced ASAP), it pays to give yourself a few business days to get ready. Allow your team enough time to get Facebook & Instagram access, YouTube remarketing access, conversion tracking set up, ad copy approved and tour artwork over the line. Pretty much every single rushed tour announce I’ve worked on hasn’t had the impact it should have (and would have, if we had our ducks in a row). Yes, people can rush to get things out the door when we need to, but GIVE US TIME and you will get better results.
  • Use genuine content to really connect with your audience. Showcase an artist’s personality. Make content that works with your audience (don’t be something to everyone). Have personality. Everyone is so used to seeing a press shot with some “CITY, excited to see you” bullshit, so be authentic to fans. Engage first, sell tickets second.
  • Sell yourself. What’s your point of difference? Is your show special because it’s in an interesting venue (a velodrome or a zoo perhaps?) or is there a special theme across a series of events? If the artist has been in the market recently, is there something special about this new tour? Why should fans dish out another $80 to see a band they saw half a year ago? Have they released a new album, and are they playing brand new music live for the first time? Or is this a special anniversary show with a reunited lineup?

P.S. Love a good name plate.

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#IWD2018

March 11, 2018

Happy International Women’s Day for Thursday!

IWD was especially meaningful to me this year, because this was the first time I’ve ever done something IRL to celebrate.

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I spent the morning at the One of One Breakfast at the gorgeous Abbotsford Convent, in a room of over 150 talented and amazing women in music (many of whom I consider friends, and have had the pleasure of working with over the past decade).

I teared up during Stella Donnelly’s performance of Boys Will Be Boys (content warning: this song is about sexual assault and victim blaming), and then just full-on cried during Linda Bosidis’ heartfelt keynote speech about her late husband Dean Turner, her children, and being a Virgoan quiet-achiever in a male-dominated industry. Read her speech and weep here. Kudos to One of One’s incredible founders Sarah Hamilton, Vader Fame and Joanne Cameron.

On the Bolster front, Lauren and I (ahem, but mostly Lauren TBH) put together little pearls of wisdom from the women of Bolster. Check it out here, and we also put together a Spotify playlist celebrating just a handful of our fave women.

I’ve been kicking around the music industry for 9 years now, and it’s absolutely heartwarming to see all the other women who started at the same time as me still around, smashing goals. All of us who were interning and undertaking every single shit paying, shit kicker job in the late noughties now all work full time in the industry, working for labels, radio stations or promoters, or running their own businesses.

Here’s to another decade of women in music!

P.S. Fun fact: companies that have higher female representation on their boards make more money.

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