The Australian Music Manager?s Forum (MMF) is currently in its 15th year.? This year along with providing valuable information to diverse groups ? from those beginning their musical paths to those who are seasoned professionals ? they?re launching a couple of firsts for the program.? The 2012 program enables you to go online and join an interactive forum and if belong to the Australian Metal scene, the inaugural Metal Forum will prove to be a valuable information session.? Robyn Morrison caught up with the Music Manager?s Forum chairperson, Nathan Brenner.
We commence our chat by talking about the background of the program, its purpose and aims. ?The Music Manager?s Forum is 15 years old, a founding member of the Global Entertainment Managers Organisation,? Brenner explains.? ?Collectively we manage artists; those that are the source of about 95% of the economic activity in the global music industry. Featured artist music managers are uniquely placed to comment on music industry issues, to provide education and information, as they are the only group of professionals that deal with every aspect of the music industry and the copyright system as it applies to music on a daily basis.?
There?s no question that any inch of help from those who have experienced life in the music industry can be a valuable asset to an up and coming band or artist.? Brenner explains why these types of forums are important for those in the music industry. ?In the ever changing dynamic that is the music industry, a musician needs a pretty constant stream of up to date information in order to survive, let alone grow their talents and abilities. Simply it?s a Do It Yourself Music Business Generation,? says Brenner.? ?Whereas the big multinational record companies, previously locked out the new musician, new manager from general music market access, the Internet today enables a more direct contact with your audience. With these freedoms comes added obligations if you want to be successful, to make a living from your creativity. You can learn the ropes and become an expert by going to information sessions like the ones MMF hold at this Festival event; monthly. Unlike many such conference type events the MMF Forums are both inexpensive and based on the real life learning and experiences of working professionals.?
When it comes to the benefits of these types of forums to those DIY bands, Brenner explains how these information sessions are essential. ?If you get a leg up, learn to avoid poor creative and business decisions, learn how the business operates in a friendly informative way; you?ll be better equipped when success comes along to deal with opportunities that present themselves. And it not just business, MMF also believes in education when it comes to Recording and Performance, especially as so much success and income is derived from live performances.?
And when it comes to being signed to a record label, Brenner offers these words of wisdom. ?Being signed to a label is not necessary a passport to success. How do you ?work? a label, get the best deal, attention, not only here but overseas. MMF members have done this before and are willing to share this knowledge so our Industry can grow independently, with a focus on Artists creative rights, not as just record company ?property?.?
MMF has held over 400 forums in its 15 year history. I asked Brenner why he thought they had been so successful. ?Our success is based on the ?real deal? philosophy. We are not tied to Industry Groups such as the large Publishers and Record Companies,? explains Brenner.? ?We do acknowledge the work they do can do, have done to make Artists? successful, but today they are not the only game in town. In fact there are less of them than the Independent acts working at present. So rather than peddle their line we offer a variety of views so the artist manager, or the professional manager can choose the best option. We provide an unvarnished, without fear or favor view on how to make it, what are the current opportunities, the hurdles. All of this in a positive manner.?
This year, MMF is making the forums accessible to people who might not be able to travel to Melbourne.? I asked Brenner whether there was much of a demand to deliver a forum online and whether the response to the online forum had been received well.? ?MMF has been delivering information over the Internet in one form or another since 1996. The logical step was to provide access to MMF Information for those who suffer the tyranny of distance. It is relatively recent that the technology for delivery and enhanced service became available online. Having started 3 years ago, we are making great inroads and we have online subscriptions from Rockhampton to Paris, all online in real time and with the added advantage of interactivity so that anyone subscribing can type questions on their computer for the panel of experts to answer. At the same time this is all a growing process and in its infancy, but with the National Broadband Network rolling out the MMF sees this as a emergent area of interest and education.?
The 2012 program also includes its first ever Metal specific forum. Brenner explains further about that forum and why did MMF decided to be genre specific.? ?Each year MMF focuses on one music genre, so that information can be made available for those attending. It?s also FREE. It?s designed to help out a niche music genre as well as foster a community of interest outside gig world. Last year it was Dance/Hip Hop. This year we?ve collected volunteers from the top Metal Label, Agency, Radio, Journalist, a great Panel who can discuss how to get ahead, to get gigs, to get deals, here and overseas. It?s funny in that although it?s a hard time of year to get interest, those contacted have thought it?s a great idea and want to help out and that is an excellent response.?
Further to his explanation, Brenner offers his opinion on the challenges of being in a Metal band in 2012. ?I think it?s a where to from here problem. You get to a certain level in gigs or recording and then without much in terms of resources you need to step up to the next level be it better gigs or overseas opportunities. But you?d be surprised that even in the initial stages of getting your act together, as it were, many of the logical basic steps are ignored. This type of ?How to? information is applicable to many genres of music.?
Complementing the content to be delivered at the forums is a swag of industry professionals.? Brenner explains how MMF recruited their guest speakers. ?MMF Panels comprise a unique collection of Industry professionals many who don?t appear elsewhere. Ben Ralph the Head of Roadrunner Records is one on the Metal Panel. He?s responsible for the success of Nickelback, Slipknot etc. and managed many Metal Labels prior, Victory, Metal Blade etc. Chris Jervis is a top echelon Booking agent for Metal acts, via venue chains, and other gigs, here and overseas. Just to be objective we also have a top Metal Journalist, Peter Hodgson, just upped to chief Metal Honcho writer at Beat; writes for a gaggle of media including Heavy, Australian Musician, Tone Deaf, the Brag. Gary Carson has been co presenter on Indy radio PBS? Screaming Symphony for over a decade.
Having studied, sociology and psychology has a unique and well-informed view. Finally we have Gary McKenzie, Head of Valley Arm Digital Music Distribution, a chief Internet portal that can deliver Metal Music here and abroad, especially in Asia in a cost effective and well-marketed manner. It?s the way of the world as Digital overtakes physical sales. Certainly an eclectic bunch, but one that lives in the world not studies it from an outside corporate penthouse.?
And his opinion on the current state of the music industry in Australia? ?It is both professionally run and resultantly, as spectacularly effective as the ARIA Awards. In many ways there is less success in airplay and industry development, despite the political rhetoric, that is often without factual foundation. That?s why the MMF is so important to help plug the gaps in the objective development and growth of our Industry that is not as many would say the prerogative of those living in our largest city.?
Brenner offers some final words of advice to unsigned bands looking to kick-start their career. ?There?s no such thing as an unimportant gig. You must perform to your last breath when entertaining those you want to make fans.?
Music Manager?s Forum kicked off yesterday.? You can find all the information you need on their website.
Wednesday 8th February 2012 - 8:00 pm to 10:30 pm
Metal Forum
Alliance Francaise De Melbourne, 51 Grey Street St Kilda VIC 3182
LIMITED SEATING FREE ATTENDANCE OR ($20**) ONLINE SUBSCRIPTION
?- MUST BOOK VIA TRYBOOKING
http://www.trybooking.com/ZYS
Thursday 9th February 2012 - 8:00 pm to 10:30 pm
The Art and Business of Image & Performance
Alliance Francaise De Melbourne, 51 Grey Street St Kilda VIC 3182
LIMITED SEATING FREE ATTENDANCE OR ($20**) ONLINE SUBSCRIPTION
?- MUST BOOK VIA TRYBOOKING
http://www.trybooking.com/ZYW
Friday 10th February 2012 - 8:00 pm to 10:30 pm
Home vs. Studio
Alliance Francaise De Melbourne, 51 Grey Street St Kilda VIC 3182
LIMITED SEATING FREE ATTENDANCE OR ($20**) ONLINE SUBSCRIPTION
?- MUST BOOK VIA TRYBOOKING
http://www.trybooking.com/ZYZ
Saturday 11th February 2012 - 9:30 am to 6:00 pm
MASTERCLASS
Web Career Development, Learn, Knowhow; the latest in securing your Creative Rights Income and Opportunities...
Alliance Francaise De Melbourne, 51 Grey Street St Kilda VIC 3182
Includes, Securing Digital Rights, Technical enhance your music, How to Get Digital Distribution, Marketing on the Web, Using Social networks etc.
LIMITED SEATING ATTENDANCE ($100**) OR ONLINE SUBSCRIPTION
?- MUST BOOK VIA TRYBOOKING
http://www.trybooking.com/ZZC
*mmfaustralia.com.au
** LESS INDUSTRY (Member MMF, APRA, AIR, Music Victoria, Student etc.) DISCOUNTS.
Music Manager?s Forum
http://mmfaustralia.com.au
Source: http://sludgefactory.com.au/music-manager%E2%80%99s-forum-connects-musicians-and-industry
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