Australia's music industry backs 'Michael's Rule' initiative

SYDNEY, Australia — A new campaign to ensure Australian artists are included in all tours by international acts in these parts has been widely supported by the music industry.

It was revealed last Wednesday, May 1st during the AAM Awards 2024 and duly announced on Friday, the policy is named after Michael McMartin, the late, great artist manager who guided the careers of the Hoodoo Gurus for more than 40 years, and breaks down into three main pillars: every international artist must include an Australian artist between of their opening acts. the Australian artist must appear on the same stage as the international artist using reasonable sound and lighting. and the Australian artist must be announced at the same time as the tour so they can benefit from all the marketing and promotion.

The Rule, presented by the Artists Directors Association, was met with a resounding yes.

Leaders from music industry trade associations and major organizations are backing the initiative in a “practically unprecedented moment of consensus”, according to AAM, with the Australian Live Music Business Council (ALMBC), the Australasian Performing Rights Association (APRA), ARIA/PPCA , Select Music, the newly formed Music Australia among them. Also leading concert promoters Michael Chugg, Danny Rogers, Ben Turnbull and Untitled Group have voiced their support.

The rule was once widely accepted by the industry after pressure from artist managers in the early 2000s. However, with Australian acts currently struggling to make an impact on the domestic charts and a number of major international tours piling up foreign line-ups in those places lacking domestic support, McMartin used his final public address at last year's AAM Awards to call for this voluntary code to be reinstated. McMartin died on March 31 of this year after a long illness. It was 79.

“Michael's rule is compelling,” says Danny Rogers, co-founder of Lunatic Entertainment / St Jerome's Laneway festival. “We need unwavering support at all levels of touring and festivals to ensure we can find avenues and growth opportunities for our local talent.”

Adds Millie Millgate, chief executive of Music Australia, “Fixing our industry and raising the profile of Australian artists will require teamwork and many steps. Michael's Rule is one such step that will make a huge difference.”

This initiative “has the power to play a vital role in the discovery and exposure of emerging Australian acts,” says a statement from Untitled Group, Australia's largest independent music and events company, which produces Beyond The Valley, Pitch Music & Arts. Wildlands, Grapevine Gathering, For The Love and Ability Fest. “We must remember that while the live performance industry has its own challenges, there is no industry without a thriving local music culture and healthy folk scene. Promoting and developing local talent must be a core responsibility for promoters – the future of Australian music and the live music industry depends on it.”

AAM, which represents more than 300 artist managers, is calling on promoters to work with the industry to devise a voluntary code of conduct. If they don't participate in this process, AAM warns they will use the government who have many levers they can use to ensure Australian fans explore more local live talent.

“There are times when local talent can't get involved, but they're at a low percentage of tours,” says legendary concert promoter Michael Chugg, president of Chugg Entertainment. “It's great to see the Australian music industry standing together here and I fully support Michael's rule.”