Three Emerging Music Industry Leaders Reveal Big Challenges Ahead For The Sector

The deadline for TMN 30 Under 30 Awards has been extended, giving future leaders even more time to submit their nominations.

Submissions are now open through March 27, with the program extended to include a Rising Star Award.

Three people who have already submitted their applications are Warner Music Discovery Partnerships Manager Ashlee Minto, TikTok Music Content and Community Specialist Rochelle Flack and New World Artists Booking Agent Liam Saunders .

They have a realistic understanding of the challenges facing the music industry as the world emerges from the lingering lockdowns and effects that may still be felt for some time to come, but believe they have what it takes to make the industry a better place in the years to come.

If you think you have what it takes to be selected as a rising star in the music industry, visit the Take 2 Media rewards platform and start your submission (you can start it now and finish it later). It’s free to submit your application.

The national awards program is supported by AIM, APRA AMCOS, MTV, Sony Music Australia, Universal Music Australia and Warner Music Australia, and offers future industry leaders the opportunity to showcase their achievements and propel their careers forward. before.

Above all, TMN is looking for new voices with a clear vision of the future of the music industry and the challenges it will face in the coming decade.


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Ashlee Minto, Head of Discovery Partnerships, Warner Music Australia (25)

What are the biggest challenges facing the music industry, according to Ashlee?

“The music industry lacks the infrastructure to support artists, especially emerging talent. This is at the industry and government level and requires innovative thinkers to deliver solutions in the digital and live music spaces.

“One of those issues is creating major, even viral, growth and sustaining that success in a turbulent and changing digital world. Especially now that COVID has led to increased reliance on digital products. Artists, agencies and labels need to be responsive to this, otherwise the quality of the music industry will deteriorate as deserving talent will not succeed.

“Artists who aren’t completely surrounded by a team often find themselves without a paddle when it comes to marketing their own releases. Outsourcing a strategy or completely outsourcing artist marketing will never be enough for the majority of talent, which is the current standard approach. In an ever-changing world, they need resources and support to help them adapt while focusing on music and touring and so far that challenge has gone unmet. This is a problem that I have sought to solve in my career.

“That’s why I’m incredibly excited to join Warner Music Australia in a new role that addresses these issues and provides this extra level of support for artists. It’s inspiring to be part of such an innovative, collaborative and inclusive label that meets the needs of talent and their team.

“After launching my free weekly music marketing newsletter The compression, it’s great to see the community’s response to the idea of ​​having a simple social media resource that can demystify the platforms and provide simple information and tips for creating content. This resource is designed to make social media success more accessible to artists and artist managers, which is a small win in my books.


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Rochelle Flack, Music Content and Community Specialist, TikTok (26)

What are the biggest challenges facing the music industry, according to Rochelle?

“It would be remiss not to mention how a global pandemic continues to disrupt the live music industry – putting thousands of people out of work, with minimal government support. The impact of COVID will be felt for years.

“There are the really immediate and visceral impacts that a lot of us are experiencing – things like venue closures, tour cancellations and endless rescheduling. As our industry rebuilds, lessons about the impact on grassroots music communities will continue to emerge.

“I believe this ties directly to another challenge we face as an industry – artists making informed choices about their future. Community, education and resources are key to understanding the music business. I think it’s always been a challenge for artists to access reliable, unbiased and relevant information – but even more so now that the industry continues to pivot, adjust priorities and adapt to the unknown. .


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Liam Saunders, booking agent, New World Artists (25)

“The pandemic as well as border and capacity restrictions have been a huge challenge, and although these restrictions are starting to ease in most states for the last time, there is still no certainty that creates a truly volatile and unstable touring world for artists and industry workers such as crew, managers, agents, venues, etc.

“We need more government support for these things, and the support must be aimed at helping Australians directly – not international imports. We have all the talent we need in our own backyard, from bottom to top.

“Similarly, and just in relation to the live industry, the pandemic and restrictions have caused a huge lack of consumer confidence and we are seeing this across the board in ticket sales for all events with a crowd.

“Comedy and theater seem to be doing relatively well, but indoor music events seem to be selling out slowly and there’s often a large percentage of ticket buyers who don’t show up for various reasons.

“It’s a challenge that I don’t know exactly how to solve — maybe it’ll just resolve itself in time as people adjust to life after COVID — but every show an artist plays at 50% of its capacity immediately hurts its regular ticket sales revenue.

“Pair that with a 50% attendance rate, which hurts bands in terms of merchandise sales, venues in terms of bar sales, etc., while keeping the production costs and overhead of a always the same event.

“Thinking further than that, I see a tough time for Australian artists at the end of 2022, 2023 and 2024 where international acts will flood our market. Promoters and event organizers must also recognize this and ensure that they give maximum opportunity to our local artists who rely so heavily on the Australian market as their main source of income.


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