(This article was originally published in The Under Age on 9 July 2014)
Fame and fortune are the ultimate goals for many budding musicians, but it’s a long way to the top in a world where everyone is vying for the same spot in the limelight. To find out how they get there, The Under Age spoke to three Melbournians helping musicians achieve this goal.
Chris Robinson, Director of 123 Booking Agency, explained what it takes to achieve fame in this day and age: “Be original, be relevant, and be authentic.”
Robinson is a veteran of the Australian music industry, originally an investment manager in New York.
Known for his management of Australian rock band Killing Heidi, Robinson explained how the music landscape has changed over the years.
“Big labels don’t have all the power now. It’s easier now to be ‘big in Brunswick’, for those who cater for the latest hip trend,” he said.
However, Robinson did emphasize how having the right backing can be a massive help in achieving fame, citing Lorde and Iggy Azalea. “If someone with the right weight finds you, you can go the whole way.”
Working with Robinson, Madeleine O’Gorman is 123 Booking Agency’s digital marketing coordinator.
“The internet and smartphones have completely changed the mechanics of the industry,” she said.
O’Gorman spoke about how technology has changed the way she accesses and discovers music.
“I used to sit and listen to the radio for hours on end just waiting for my favourite song to come on, so I could then record it onto my tape player. Now, if I hear a track in a café that I like, all I have to do is ‘Shazam’ it,” she said, referring to the music recognition phone app.
“Streaming services such as Spotify and Pandora make music more accessible than ever.”
O’Gorman believes streaming services are a positive addition to the music scene, and should be utilised by all musicians, big and small.
“The negatives of streaming services have been quite topical lately, but I think this is a tool that we should be embracing rather than criticising,” she argued.
“The only way to create a community around your music is if you support and interact with the fans that support you.”
A crucial part of attaining and maintaining fame, said O’Gorman, is remembering the fans: “Embracing the fans you have — even if there aren’t many — is the smartest thing any act could do.”
Gretta Ziller, a singer-songwriter, discussed her musical and performing methods, and her path to success: “I reached where I am today by hard freaking work!”
Ziller emphasised the necessity of planning.
“Having a plan is the best thing you can do. Write what you want to achieve down and figure out how the hell you can get there,” she said.
“The number one thing I have done is listened to people’s advice.”
According to Ziller, being open to advice while still being independent is crucial: “I am not saying that I have always taken that advice, but it isn’t going to hurt you to listen to what people have to say about your music. But remember, it’s your music, you are the product so you should be the one running the show.”
Ziller also spoke about the importance of knowing what kind of musical artist you want to be.
“I would advise that you figure out who and what you want to be as an artist. As a singer, guitarist and songwriter, I needed to develop these skills, and I continue to work at them,” she said.
“I realised a while ago that I don’t need to be the very best at any of these, I just need to work to my strengths and sing, play and write smart.”
The key themes from these industry professionals are clear: hard work and adaptability are crucial if you want to succeed in the cut-throat music industry.