Elefant Traks Internship

In approximately 9 hours and 16 mins I will embark on my trip to Sydney. Over the last few months I have been hustling just about everyone around me and a lot of people that are no where near me to take a little look at my baby blog. The blog all started last year whilst I was studying Certificate 4 in Music Business. It was suppose to be like a study blog but after Big Sound in Brisbane I realised it was a way for me to connect and communicate with people. A way to share my experiences, write reviews and recently interview personalities that interest me.

I attended Big Sound to learn, gain as much experience as I could and make as many stable contacts in the industry as possible. I also wanted an internship with a record label. I am still not completely sure if I want to work for a record label or have my own. Though I have hoped in my mind that interning for one would give me more of an idea about the way they work instead of just reading about it them in my text books. I think I got to about 5 different representatives from different labels while I was at Big Sound. The way it has all out worked, the label that would give me the opportunity to intern with them is the label I admire the most in the Australian Music Industry... Elefant Traks.

My Favourite Herd song - Starship Troopers 

Elefant Traks in based in Sydney and was founded in 1998 by members of The Herd. "The Elefant Crew believes in creating challenging yet adventurous music which blends hip-hop and reggae in an attempt to appeal to and alter a rock dominated musical landscape in Australia" They are responsible for signing artist such as Horrorshow, Hermitude, The Tongue, Urthboy, Astronomy Class and more recently Sietta and Sky'High.

So I'm pretty much freaking out but I'm going to be fine. I feel like a child the night before their first day of "big" school and back then I was fine. I will be updating the blog when I find time over the week but you can now follow me on Twitter at the link below and get updates on my Facebook like page.


Twitter: https://twitter.com/According2Evie
Facebook: http://www.facebook.com/According2evie

Skills and Knowledge

What specific industry skills and knowledge do you want to develop through training over the semester ?
During the semester I have learnt to do a wide range tasks through a range of various systems and processes to demonstrate the best ways of achieving goals and the most efficient and professional ways to deliver information and get noticed. Below I have listed just some of the skills I learnt whilst in class

• Produce a press release
• Format a budget
• Time manage a team and myself
• Write contracts for all parties in the music industry
• Research Synchronization opportunities
• Branding of a business

Whilst being enrolled in CMIT Music Business in Semester 2 I was also giving the many opportunities some of these include

• attending Big Sound 2011 in Brisbane
• Interning for a Music Journalist in Perth
• Working back stage at Sterosonic 2011 Perth
• Landing a Menotorship with Elepfant Traks for 2012 in Sydney

I feel that if it was not for the advice, networking tips and time that my lectures put into the class many of these opportunities many never have arisen.

Inspiring Me

2011 has introduced me to many people but there are a few in the music industry in particular who have had a real impact on me. Since leaving the mining industry and being part of the Western Australian music community I feel I have learnt some very valauble lssons and witnessed some very inspiring experiences.  It's thanks to some of these characters for giving me a little or a lot of their time.

The first is my Music Business Lecture and Coarse Coordinator at Central TAFE Leederville, Scott Adam. Scott has not only designed an excellent coarse for students to take part in but has offered his personnel experience as examples of lessons that can be learnt without doing things the hard way and fucking up yourself. Watching a man being so honestly excited and enthusastic about his latest project 'Ruby Boots' displays that after years in the entertainment industry it certainly doesn't get old.  Scott has provided me with some excellent advice which included attending Big Sound in 2011 where I feel I absorbed so much information, tips and ideas that I didn't know where to even start when I returned to Perth. He has also relayed the cold hard truths of the Music Business and watched many of us in the class fall apart at times but also offered support and assistance when required. Below is a first single of the Ruby Boots debut EP 'Sleeping Alone' which I freaking love !

Before I reached Big Sound is Brisbane I created a list of people that were going to be attending the conference that I wanted the opportunity to chat with. One of them was Nathan Farrell who I admire for his work with Thundamentals and hearing him speak on the 'Sync Up: G'day Touring Down Under' panel. So I tracked down Nathan at Big Sound and whether he was ready for it not I had a series of question that I wanted to rack his brains with. So why does Nathan inspire me, because he has been in the industry for years as a artist manager and concert promoter and still had the patience and time to answer my questions. There has not been one promoter that I have met since being part of the industry that was willing to discuss his artists and experiences with-out a hidden agenda or without bag-mouthing others in the music business. Nathan shared some tips with me that I often think back to and that will help shape my business in the years to come. Below are two videos; the first is to the panel he spoke on at Sync Up and the second a clip from one of the acts that he managers Thundamentals.

On the 20th of October 2011 a legend in the Australia Music Scene and Pioneer in the Australia Hip-Hop scene Hunter from SBX Crew sadly passed away from terminal cancer. I have memories of early Hunter shows at the Hyde but they are nothing compared to the years of memories many in Australia and in particular the SBX Crew will hold close to their hearts forever. Now not for a second I am going to say I was close with Hunter, I was not that privileged. Since moving back to Perth we had brief conversations through Facebook and at shows but my admiration and inspiration comes for this man through the work he has done for his community, the support he offered to artists, the on-going production of music that he created and last the love that was undeniable for his son. Hunter has pathed the stable foundations where hip-hop will continue to be created for years to come in Perth. Below is link to a track dedicated to his son Marley and his Rappertag contribution. RIP Hunter.

The Future of Radio

Facilitator Kellie Riordan (ABC Radio)

Speakers: Mike Walsh, XFM, UK / Jen Long , BBC, UK / Kathleen Hore, Secret Services Public Relations, AUS /Heather Badower, BFM Digital, USA/ Tim Janes Co- Operative, AUS / Chris Johnson AMRAP, AUS.

“Is radio still the Holy Grail when it comes to promoting your music and how differently are we going to be in 5 years time?” is the question that was posed to the panel at The Future of Radio. The speakers pulled apart the question and answered by sharing fresh concepts, exciting technology highs and music industry future lows, stories and tales from their careers and honest and heartfelt opinions on the topic. I was not familiar with any of the speakers, accept Kellie Riordan, on the panel but the mix of occupational titles and experience, age, and country of work was pulled together for an honest and entertaining discussing. Jen Long is a BBC 1 presenter, artist’s manager, writer ( for Clash & NME UK) promoter and DJ. Oh and she’s hilarious too! Her passion for the industry is pure, she was a delight to have a a positive panelist in the group. Chris Johnson, of AMRAP, presented the official launch of AirNet.

AirNet is a new online service which promotes community radio airplay on the Internet which compiles music videos, images, info links to radio playlists that are then showcased on stations websites and social networks. Airnet also captures community radio airplay.

 Link: http://www.amrap.com.au/index.html

These are my notes on The Future of Radio Panel…

On Community Radio…

•       Community radio stations care about their listeners and they care about what they play.
•      Listeners connect and believe in what there presenters feed to them
•       Community Radios stations give a story to each track they play whether it is from a certain year, sport, gig, where they found the track. Not very often will the play tracks with out connection information.
•       Super Listeners = Super Fans
•       In the gaps of Commercial radio, when commercial radio is not the solution
•       Big need for new material especially punk and hardcore

 On Apps…

• Offer Multi Platforms
• Instantly tractable
• Demographically grabs information
• Apps to check out: Parkway drive alarm app.
• If you are to release an app - do it well nor don’t do it at all

Taste Makers

·      Once were only radio presenters. They are not just radio presenters but taking more control are blog writers, independent labels, artists that socially network, or anyone in your community whether that be locally or online who shares with you or a group of people you share with.

·      Taste makers are going to play a very big part in music with more digital radio shows being created with out on air presenters, people need someone to follow = Tribes.

Triple J is a trusted brand for new music, it is a filtering service.

Social networking – online really works when there is a push pull effect, give the fans something back, make the feel included, make them feel there are part of you and you need them

Companies to Research : Pandora, Spotify, Turntable FM, Fun Cotton, Spy Catcher, Neon Gold

To think about: Tribes. Apps. Taste Makers. Tenacity. Streaming future.  Supply different mediums.

What will digital radio look like in 5 years?

Mike answers: It will look amazing

AMRAP

We are gradually catching up with technology and with the establishments of new programs such as Amrap music we are able to track listeners, record tracks that are being played with an online on a catalogue for each community radio station and offers

AAM Presents - Music Management Panel

Facilitator Catherine Haridy AAM/Catherine Haridy MGT, AUS

Speakers: Brain Winton, Foundations Management Group, USA / Jodie Regan, Spinning Top Music, AUS / Will Larnach-Jones, Parallel Management, AUS / Phillip Stevens, Jarrah Records, Phillip Stevens Mgt, AUS / Briese Abbott, Spark & Opus, AUS

The Music Management Panel was informative as much as it was inspiring.  The mix of American, Australian and West Australian, speakers some that I am very fond of and a few I had never heard of previously, set a new fire within. Their personal experiences and stories reassured me that I am ment to be in the music industry. My determination, commitment and passion for the industry will continue to burn and brightly I assure you. I feel so honored to be taught the skills and acquire the connections to assist and support artists in both my geographic community of Perth and Hip-Hop community of Australia. These are my notes…

On managing...

• Many acts “stumble forward” the ones that step back, re-asses their situation, are the ones that continue to move forward.
• Follow your gut, follow your instinct.
•  Managing is isolating if you are not in a firm/shared office. Don’t be afraid to talk to other managers/like minded people.
• Keep perspective.
• Phillip Stevens “ follow the vibe, always underplay. At some point you have to say to yourself, this is our time, let’s go” “ I have found myself time and time again pressing too many CDs”
• When on that high “ remember how it felt then, how it will feel in the present”
• MENTORS… Let them help you, they are the pioneers in the industry
•  Learn to say “No” When opportunity arises think… Is this is what is best for the act? At this time? At this price? With these people?
• GOOD ONLINE traction
• Forward planning in a must. Create realistic goals, create dream goals. 6month, 12month, 2year, 5year goals and timelines.

On Artist - Manager – Label Relations...

• Selectivity: not every option advised by the label is the best
• For full productivity the engagement with the label needs to be enthusiastic. It needs to be healthy to promote growth in all parties
• The artist constantly needs to be moving forward with the support of the label

On Blogs…

• Most Australia blogs are shit
•  Australians don’t make the most of online platforms
• Australia has no strong editorial voice

Something to settle on...

• Never travel on the same day as your gig
•  Just because it is your birthday doesn’t mean you don’t have to perform
•  Follow your gut, especially when it comes to artwork
• Mistakes are made a lot in the beginning by agreeing without understanding

Companies to Research: Redline Management, Frontline Management, Control Workshop, Pitchfork