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[edit] Learning Outcome 1

CASE STUDY 1: THE FRONTIER TOURING COMPANY


The Frontier Touring Company, formed in 1979, is one of the longest standing concert promotion companies in Australasia. It is headed by Michael Gudinski and part of the Mushroom Group of Companies. 

Since forming, The Frontier Touring Company has toured some of the worlds most established and up and coming artists…some of which include Frank Sinatra, Sammy Davis Jr. and Liza Minnelli; Guns N' Roses, Madonna, Kylie Minogue, Justin Timberlake, Franz Ferdinand, Elvis Costello, Dashboard Confessional, The Killers, PJ Harvey and Maroon 5; Rod Stewart, Bryan Adams, Michael Franti, Diana Krall, Ben Lee, John Legend, Norah Jones, Green Day, Simple Plan, Velvet Revolver, Madeleine Peyroux, Foo Fighters, John Fogerty, Black Eyed Peas, The Eagles and the list goes on and on to 2010 , when Frontier turn 30 and celebrate their 500th tour with the famous Tom Jones.

Michael Gudinski is widely recognised as one of the most important figures in the history of the Australian music industry. His years in the music industry were recognised by his induction into the ARIA Hall Of Fame with a Lifetime Achievement Award. This was followed by numerous industry awards culminating in 2006, when Michael was awarded the Member of the Order of Australia medal (AM) for service to the entertainment industry and for the promotion of Australian music recording artists, and as an advocate for young people in the music industry, and to the community

In 1972, Michael simultaneously founded Mushroom Records - which was to eventually develop into the largest independent record label in Australian music - and Mushroom Music, which is today the principal independent publishing company in Australia.

Many of the most successful tours of Frontier were the result of years of planning and the increase in venue size. Frontier deals with many agents around the world who represents an artist/band to strike a deal to bring the artist to Australia & New Zealand for concerts. In most instances the artist is paid a fee per show to perform here. They also have a number of tour coordinators who travel overseas visiting festivals and concerts to check out new talent. For their concerts, Frontier contracts production services from established companies on a tour by tour basis. They do not hire production staff direct

The qualifications needed to work for a concert promoter vary, but at Frontier, some of their staff have university degrees in Business, Marketing and Communications. Other staff have no tertiary qualifications, but started in the company right at the bottom and have worked their way up. Enthusiasm, dedication and commitment are key elements to success in this organisation.

For more information go to www.frontiertouring.com



CASE STUDY 2: UNIVERSAL MUSIC GROUP


The Universal Music Group (UMG) is the World’s leading Music company and is comprised of two core businesses, recorded music andmusic publishing. The company discovers, develops, markets and distributes recorded music through a network of subsidiaries, jointventures and licensees representing 98%of the music market. They also sell DVD, Music video and licence recordings online, over cellular, cable and satellite networks. Universal have represented some of the most influential and legendary recording artists of the last 100 years.

Locally, Universal Music Australia is a significant investor and developer of Australian talent, and is complemented by Australian labels including Mercury Records Australia, Island Records Australia and Universal Music Australia. Australian label partnerships exist with ABC music, Dew Process, Modular Recordings, Liberation Records, SaltX Records and MTC.

The local roster of artists includes Powderfinger, The Panics, Sarah Blasko, Grinspoon, Bernard Fanning, Eran James, Wolfmother, Expatriate, Whitley, Ben Lee, Spiderbait, the Vasco Era, Kate Ceberano, Vanessa Amorosi, The McClymonts, Xavier Rudd, The Grates, Phrase, The Presets, Cut Copy, Bang Gang DJs, Muscles, Silverchair, Missy Higgins, and more.

As a full service music company, Universal Music is active in all areas of the industry and present job opportunities in Artist &Repertoire, marketing, physical and digital distribution, promotions and publicity, sales, manufacturing , business development, legal and business affairs, human resources, finance, inventory and publishing.
www.universalmusic.net.au


CASE STUDY 3: ALCHEMIX RECORDING STUDIO


Alchemix is a recording studio complex and music resource web site in Brisbane. The studio acts as an art gallery and boutique live recording space for underground experimental artists / jazz groups and classical ensembles.
Alchemix was created by Marly Uyma Luske who began in engineering and composing music after graduating with a Bachelor of Music/Music Technology from the Conservatorium of Music. Marly moved to Brisbane after 6 years of engineering at his home project set up. Alchemix grew to expand its functions into a 2nd studio and taking on a 3rd employee. Marly has 10 years experience in live performance, 5 years teaching classical guitar and 2 years as an IT Technician, Website Designer/Optimizer.

The studio is made up of two main control rooms, connecting to 5 unique recording environments. Studio B caters for corporate work and additional editing and mixing sessions, when Studio A is booked up. The studio run's the latest HD pro tools system with Lynx converters and houses a very usefull and variety rich analogue set up, including compression, eq and pre-amps by many of the leading brands. Currently Marly spends most of his time composing under his own label, as well producing bands at Alchemix.

Partnerships are beginning to form between labels, distributors, radio stations and journalists, in the constant pursuit to push clients through to the next stage.

To find out more go to www.alchemist.com.au

CASE STUDY 4: Bridget Elliot Photography


Bridget Elliot is a self employed photographer specialising in photographing classical musicians. She contributes as a music photographer to local and international media as well as undertaking publicity photography for musicians. She contributes monthly to Limelight magazine and her “Behind the Scenes” column was published monthly in Sydney’s Fine Music magazine . Her portfolio includes over 200 of Australia’s leading composers and performers, plus many international musicians ranging from composers Philip Glass and James Dillon to the Kronos Quartet, soprano Sumi Jo and The Reykjavik Wind Quintet.


Her particular passion is in documenting and assisting to promote Australian composers and performers of art music. This project is a work-in-progress that has been exhibited at the Sydney Opera House, the Australia Council for the Arts, the National Music Library and other venues. It is on permanent display at the Australian Music Centre in The Rocks, Sydney.


Highlights of Bridget’s photographic career to date include The Company We Keep: an intimate celebration of Opera Australia, a book on which Bridget collaborated with writer Annarosa Berman. Bridget photographed OzOpera’s production of Carmen on tour in Tasmania for publication in The Company We Keep. In 2003, Bridget was commissioned by Musica Viva Australia to document Latin-American ensemble Tigramuna performing in schools and aboriginal communities across outback Western Australia.
The National Library of Australia started collecting Bridget’s music photography in 2007, in recognition of its “diversity and historical importance”.


CASE STUDY 5: ELEVEN MUSIC & JWM (John Watson Management)


John Watson is the owner and president of an independent record company Eleven Music and John Watson Management, an artist management company. The two companies have a staff of 7 people.
As a teenager John worked in record stores while playing in and managing indie bands. While at college he worked as a freelance music journalist for magazines including "Rolling Stone". In 1991 he joined Sony Music as A&R Manager where he later also assumed responsibility for the international marketing of the label's Australian artists including Midnight Oil. He was involved in helping establish Sony's Murmur label, and he was jointly responsible for signing Silverchair before leaving Sony the following year to establish John Watson Management. Silverchair signed up to Eleven and under Watson’s guidance had worldwide commercial success.
John Watson’s management clients include Wolfmother, Pete Murray, Paul Mac and The Dissociatives, In addition to these artists John's label, Eleven has scored hits with non-management clients, Little Birdy and Kisschasy. Missy Higgins, another of John’s clients has been one of the biggest success stories to date. JWM and Eleven have both delivered either gold or multi-platinum albums for each and every one of their artists.
In 2008, John secured a new deal for his artists to have total control over marketing and promotion of their recordings and tours. In a statement, Watson said "Instead of the traditional approach of having one group of people trying to sell CDs while others try to sell concert tickets, artists need to be in the broader business of building enduring relationships with their audiences in all the different forms that may take’

CASE STUDY 6: ABMUSIC ABORIGINAL MUSIC CORPORATION


ABMUSIC is a place that offers a meeting and learning facility for Aboriginal musicians, groups and individuals. ABMUSIC is an Aboriginal Corporation formed in 1986 to support and nurture Aboriginal musicians in Western Australia.
The Corporation has grown and developed to the point where now, ABMUSIC is a Registered Training Organisation delivering Certificates II through IV from the Music Industry Training Package in a program especially tailored for Australian indigenous people.
Whether a beginner in music, can already play or you would like to work in the music business in a support role (e.g. a "roadie", a sound engineer or even a booking agent), ABMUSIC can provide the skills and knowledge necessary to prepare for entry into the competitive world of the Australian Music Industry.
With such facilities as fully equipped percussion and rehearsal studios, practice rooms, a MIDI (Musical Instrument Digital Interface) studio, and a "Pro-Tools" recording studio, ABMUSIC uses the latest in technology to develop students' understanding of production and engineering in the contemporary music industry. Students that progress through the three years of study of the Music Industry Training Package and complete the Certificate IV in Music at ABMUSIC are 'job ready' upon graduation.




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