Music Development Office - 2021-22 STRATEGIC PLAN: SUPPORTING RECOVERY
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2021-22
Music
Development
Office
STRATEGIC
PLAN:
SUPPORTING
RECOVERY
Artist: Zaachariaha Fielding (Electric Fields)
2021-22 Music Development Office Strategic Plan
Artist: Kaye Lou - Courtesy Northern Sound System
Since Adelaide was recognised
internationally as a UNESCO
City of Music in 2015, our state has
quickly become a creative hotspot
for music industry entrepreneurs
to create and thrive.
2 Department for Innovation and Skills
2021-22 Music Development Office Strategic Plan
A Message from
the Minister
The South Australian music sector’s economic Artists have been embracing social media platforms,
contribution increased by a reported $8 million live streaming, cross-sector collaborations, virtual
between 2014-2018. In 2018-19, South Australian concerts, fundraisers and webinars, diversifying
businesses in the music and performing arts their revenue streams and taking their music
sector directly contributed $183.4 million in beyond our borders to reach new audiences.
Gross Value Add (GVA) to the local economy and
As the industry looks towards recovery, the MDO
was the highest employing sector within the
has redesigned its strategic direction for the
creative industries, providing some 4,559 jobs.
next two years to support the South Australian
The South Australian Government, through our music sector. This 2021-2022 MDO Strategic
state’s dedicated Music Development Office Plan aims to support, strengthen and grow
(MDO), is working to grow our local music the local ecosystem during this critical time.
industry so we can continue to showcase the
Through collaboration, skills development,
breadth, depth and vibrancy of our music culture.
innovation, entrepreneurialism, promotion,
The MDO supports industry and creative access and export, we will re-shape, recover
development for South Australia’s musicians and rebuild our local music industry so
and music businesses through its programs that it can return stronger than before.
and initiatives to increase the economic and
I look forward to working with you as
cultural impact of our local music industry.
South Australia’s music sector rebounds
There is no doubt that the COVID-19 to become more successful than ever.
pandemic has had a devastating effect on
Hon David Pisoni MP
the music industry, particularly for the live
Minister for Innovation and Skills
performance component of the sector.
While it is not yet clear what the longer-term
impacts of the pandemic will mean for the
sector, we’ve already seen the entrepreneurial
and innovative spirit of our local artists
and music businesses come to the fore.
The Department for Innovation and Skills acknowledges Aboriginal people as the state’s first peoples and Nations of South
Australia. We recognise and respect their cultural connections as the traditional owners and occupants of the land and
waters of South Australia, and that they have and continue to maintain a unique and irreplaceable contribution to the state.
Department for Innovation and Skills 3
2021-22 Music Development Office Strategic Plan
Artist: George Alice
Credit: Samuel Graves
“The thoughtful, strategic and meaningful
investment that has been made into
developing the music sector in South
Australia, including initiatives like the
Robert Stigwood Fellowship Program,
hosting of the AIR Awards and Indie-Con
Conference alongside Music SA’s Scouted
Festival, the creation and development
of St Paul’s Creative Centre and the
establishment of the Music Development
Office has not only seen significant
tangible results for the participating artists,
it’s also lifted the national recognition
of the South Australian industry. This
realised growth has been a pleasure
and a privilege to witness.”
Millie Millgate,
Executive Producer,
Sounds Australia
4 Department for Innovation and Skills
2021-22 Music Development Office Strategic Plan
Adelaide
A UNESCO City of Music
South Australia is fast One of 47 music cities in the world, the designation
as Australia’s only UNESCO City of Music was made in 2015
becoming a creative hot in recognition of the following factors, among others:
spot spawning new and • Investment by both local and state governments into the
exciting talent, such as Jess creative economy, and music’s specific role.
Day, George Alice and Rory • Quality, quantity, and diversity of music making in Adelaide.
Adams, as well as producing •C
ollaboration between government, education, and
established acts such as Hilltop private sectors around developing the local music industry
Hoods, Sia and Tkay Maidza. across diverse platforms.
•H
istorical commitment to music and the arts in Adelaide.
•A
delaide’s international reputation and experience in
hosting world class music and arts festivals.
•C
onnection and collaboration with other creative fields.
Mentors Stu McQueen
and Dan Crannitch from
the Robert Stigwood
Fellowship Program
Department for Innovation and Skills 5
2021-22 Music Development Office Strategic Plan
The Music Development Office
within the Department for
Innovation and Skills
Established by the South Australian Government The MDO has further supported growth in the
in 2014, the Music Development Office (MDO) is a industry during this time by forming strategic
dedicated office within the Department for Innovation partnerships with national organisations
and Skills, with a mission to support, strengthen and and businesses such as Sounds Australia,
grow the local contemporary original music sector. The APRA AMCOS, Carclew Youth Arts, Live Music
MDO was the first of its kind in the country and plays a Office, Australian Independent Record Labels
vital role in supporting the continued development of Association (AIR) and Wonderlick Entertainment.
the music industry ecosystem.
These partnerships have facilitated further
Based at St Paul’s Creative Centre in the heart of opportunities to help South Australian music
Adelaide, the MDO is a conduit between the music businesses and artists increase their connectivity
industry and government, providing support, advice to the national industry, enhance export
and funding, and with key staff bringing significant opportunities, create improved conditions and
national and international music industry experience. raise the profile of the state’s music industry
through events, initiatives and programs.
In recent years there has been an increasing raft of
success stories as a result of the conditions fostered by Since the onset of COVID-19, the music industry in
the MDO through its programs and initiatives for artists, South Australia, which was stable and primed for
businesses, and key support organisations, who have growth prior to the pandemic, has experienced
all played a significant role in shaping the economic significant impacts across the entire sector.
and cultural impact of the local music industry.
In the past three years, the South Australian
Government, through the MDO, has invested more
than $1 million directly into organisations such as
Music SA, Northern Sound System, Creative Original
Music Adelaide (COMA) and Nexus Arts through the
Contemporary Music Organisations Funding Program.
Through these partnerships, the MDO-facilitated
industry development has focused on elements of
the local music ecosystem, including youth, early
career artists and businesses, Aboriginal and Torres
Strait Islander and culturally diverse communities,
across a range of contemporary music genres.
Umbrella Festival
6 Department for Innovation and Skills Credit: Helen Page
Artists names: RKM X MRLN
Photo Credit: BLKMPIRE 2021-22 Music Development Office Strategic Plan
The global pandemic has resulted in the total
shutdown of concerts, festivals and live gigs, all
of which have impacted our local music sector
and fractured the live performance component
of the ecosystem. Recent consultation with more
than 50 artists and music businesses in South
Australia revealed that 87 per cent of respondents
experienced losses to all or the main parts of their
income during this time (see Appendix, P17). Of
this cohort, 71 per cent noted loss of scheduled
local gigs, while 53 per cent said interstate
touring was lost. According to the annual Live
Music Census conducted by Music SA, South
Australians would normally be enjoying around
20,000 venue-based gigs over the course of 2020.
The severity of theses impacts is echoed
nationwide. According to “I Lost My Gig”, an
initiative supported by the Australian Music
Industry Network and Australian Festival
Association, the total lost income from the
Australian cancellations in March 2020 is
estimated to be $340 million to the sector, with
an estimated box-office loss predicted to hit half
a billion dollars over six months.
While the immediate impacts on the South
Australian music industry are apparent, it is yet
to be determined what the longer-term impacts
will be. During this time, the MDO will play a
key role in supporting and strengthening the
local ecosystem through this 2021-22 Music
Development Office Strategic Plan.
Department for Innovation and Skills 7
2021-22 Music Development Office Strategic Plan
Strategic objective 2021-2022
Incorporating the values from the Department for Innovation and Skills’ FIXE strategy (Future Industries
eXchange for Entrepreneurship), as well as insights provided through the industry-led Creative Industries
Strategy within Growth State: our plan for prosperity, the 2021-2022 MDO Strategic Plan focuses on supporting
the reshape, recovery, rebuild and re-strengthening of a resilient, confident and future-ready music industry.
Strategic pillars
With themes aimed at encouraging collaboration, The Strategic Plan sets out intentions that
skills development, innovation, entrepreneurialism, underpin four phases:
promotion, access and export, the MDO will activate
1. RESHAPE: Adapt to new conditions and
this strategy through continued partnerships with key
opportunities presented by the disruption of
local and national industry organisations, and state
COVID-19 through new collaborations, skills and
and local government agencies. The MDO will also
business models.
work directly with industry by identifying, developing,
and championing contemporary music entrepreneurs, 2. RECOVER: Nurture South Australian music
businesses, artists and their work. businesses and artists to recover by supporting
efforts to increase access and engagement,
To support this activity, the South Australian
wellbeing and the diversity within the ecosystem.
Government through the MDO will commit more than
$3.4 million across two financial years (2020-21 and 3. REBUILD: Champion the South Australian
2021-22) to deliver industry support programs and to music sector with a focus on local collaborations
work with key organisations on initiatives that support and advocacy, with the view to support
the strategic intent outlined in this document. innovative export pathways in existing and
unexpected markets.
This Strategic Plan targets all artists and music industry
entrepreneurs, businesses and organisations, inclusive 4. R
ETURN STRONGER: Respond with innovation
of diverse communities throughout South Australia. through the COVID-19 disruption and beyond.
8 Department for Innovation and Skills
2021-22 Music Development Office Strategic Plan
Supporting
Recovery:
The Plan
Artist: Pinkish Blu
Credit: Marleen Alexa
Department for Innovation and Skills 9
2021-22 Music Development Office Strategic Plan
RESHAPE Adapt to new conditions and opportunities presented
within the disruption of COVID-19 through new
collaborations, skills and business models.
Strategic intent MDO programs Strategic partnerships
Facilitate access to pathways Project Support Grants Lot Fourteen
and opportunities that support
Future Industries eXchange
reshaping business models
for Entrepreneurship (FIXE)
to enable the diversification
of revenue streams. St Paul’s Creative Centre
programs and workshops
Support opportunities for Robert Stigwood Lot Fourteen
artists and music businesses to Fellowship Program
FIXE Mentorship Program
collaborate, upskill and increase
Project Support Grants
professional development. St Paul’s Creative Centre
programs and workshops
Australian Independent
Record Labels Assocation
Key funded organisations
Support strategies that contribute to Music At Work Department for Education
building a cultural appreciation for
Carclew
music, and an understanding of key
skills required for career pathways
in music, through education.
Artist: Bza
Credit: Dave Court
10 Department for Innovation and Skills2021-22 Music Development Office Strategic Plan
Artist: Motez Credit: Danny Howe
RECOVER Nurture South Australian music businesses
and artists to recover by supporting efforts to
increase access and engagement, wellbeing
and the diversity within the ecosystem.
Strategic intent MDO programs Strategic partnerships
Support music businesses Project Support Grants Live Music Office
to recover through the
Live Music Venues Grant Program Commonwealth Government
impacts of COVID-19.
APRA AMCOS
AMIN Group
Active engagement with Project Support Grants Women In Music
professional music practitioners from
BLKMPIRE program Commonwealth Government
under-represented communities
to increase participation in programs. Carclew
Key funded organisations
Foster and enable the next Music At Work Carclew
generation of music industry
Key funded organisations
participants supporting youth and
early career artists and industry.
Support a focus on developing the Live Music Events Fund Live Music Office
live music ecosystem in the regions.
Country Arts SA
Regional development
offices and local councils
Key funded organisations
Support wellbeing projects and Project Support Grants Wellbeing SA
initiatives that raise awareness
Support Act
for mental health.
Key funded organisations
Department for Innovation and Skills 112021-22 Music Development Office Strategic Plan
REBUILD - LOCAL Champion the local industry by working together, promoting
each other, and supporting local products and services.
Strategic intent MDO programs Strategic partnerships
Support the rebuilding of the Project Support Grants Live Music Office
live performance aspect of
Live Music Venues Grant Program Commonwealth Government
the sector for artists, venues and
promoters across South Australia. Live Music Events Fund Australian Hotels Association
Key funded organisations
Encourage partnerships and All key programs Key funded organisations
engagement across local music
industry businesses, artists and
suppliers to increase commercial
outcomes across South Australia.
Support and encourage State and local
engagement of local artists government agencies
and music industry suppliers
Key funded organisations
across government and key
organisations to support
commercial outcomes.
Encourage connectivity and Project Support Grants St Paul’s Creative community
collaboration across the
Department for Innovation
broader creative industries
and Skills, Creative Industries
to support an increase to
commercial opportunities.
Explore and enable new touring Strategic initiatives Local councils
routes through regional
Country Arts SA
areas and across the country
to maximise opportunities for Live Music Office
artists to increase revenue and
develop grass roots audiences.
Ensure that cultural and economic Arts SA
objectives continue to align
Adelaide UNESCO City
to support growth of the music
of Music Office
industry across the state.
Champion and showcase the Project Support Grants/ Key funded organisations
South Australian music industry Strategic initiatives
by promoting and sharing
Robert Stigwood
local success stories.
Fellowship Program
12 Department for Innovation and Skills2021-22 Music Development Office Strategic Plan
REBUILD - INTERNATIONAL Leverage unexpected or new possibilities
in COVID-19 low risk markets.
Strategic intent MDO programs Strategic partnerships
Increase export opportunities Project Support Grants/ Sounds Australia
for South Australian music industry Strategic initiatives
Adelaide UNESCO City
representatives in new key ‘safe
of Music Office
markets.’ E.g. Trans-Tasman.
Department for Trade
and Investment
Australian Independent
Record Labels
Leveraging Australia’s position Live Music Events Fund Sounds Australia
as a safe place to do business,
Project Support Grants Adelaide UNESCO City
attracting opportunities that drive
of Music Office
growth of the state’s music industry. Strategic initatives
Department for Trade
and Investment
Events South Australia
Artist: Towns
Credit: Samuel Graves Department for Innovation and Skills 132021-22 Music Development Office Strategic Plan
RETURN STRONGER Respond with Innovation through the COVID-19 disruption
Strategic intent MDO programs Strategic partnerships
Support new, innovative Project Support Grants Future Industries eXchange
approaches and platforms to for Entrepreneurship (FIXE)
Strategic initiatives
engage audiences and market goods
Lot Fourteen
and services in the music industry.
Support and encourage Project Support Grants Future Industries eXchange
collaborations and partnerships for Entrepreneurship (FIXE)
Strategic initiatives
between music, tech
Lot Fourteen
and sciences to develop Department for Innovation and
technology that supports the Skills’ Research Commercialisation
advancement and growth of the and Startup Fund
music industry ecosystem.
14 Department for Innovation and Skills Artist: Hana & Jessie-Lee’s Bad Habits Credit: Lauren Connelly2021-22 Music Development Office Strategic Plan
Artist: Hana & Jessie-Lee’s Bad Habits Credit: Lauren Connelly
Department for Innovation and Skills 15Music Development Office 2021-22 Strategic Plan
SA Music Ecosystem
Appendix
1,456
2020 Music
Businesses
Majority Remainder
Instruments & Equipment 5%
Council / govt related 4%
Education & training 4%
Festival 4%
Studios / mixing 4%
32%
NGOs, support orgs 3%
Screen 2%
Media 2%
Promoter 2%
Musician Record store 2%
[463] Collective 2%
Manager 1%
Rehearsal space 1%
Producer 1%
24%
Booking agent 1%
Engineer (live) 1%
label 1%
Photographer 1%
Venue Graphic design 1%
[348] Ticketing 0.4%
Conference 0.3%
Publicist 0.2%
Legal 0.1%
Screen 0.1% *Live music venues
571
(499, up 14%)
1,200
Identify main profession
Number of live music venues
playing original music = 58 * Ref: APRA AMCOS
as a musician
(steady)
5,780
Music professionals
registered with
Live music gigs APRA AMCOS
1,623
(5050, up 13%)**
Music festivals
and events
55
at 309 venues (1,108 gigs at 211 ** Compared to 2017
venues, both figures up 32%)** Venues hosting
original live music
(40, up 27%)**
Metro 23
Regional 35
16 Department for Innovation and SkillsMusic Development Office 2021-22 Strategic Plan
Live music venues
Appendix Hotel / Pub
Entertainment Venue
58%
11%
202
39
Club / Bar 9% 30
COVID-19
Brewery / Winery 7% 24
Cafe / Restaurant 7% 23
Other 4% 13
IMPACTS TOTAL 331
SOUTH AUSTRALIA
in lost income
$7.56 (March 2020 – I Lost My Gig initiative)
ba ck
million
34,076 people were affected and
y feed ns:
str ndatio
7, 614 jobs / gigs were lost.
du
In mme
reco
33%
t Job e
n d targ
nd a
ge
chan
46%
s aw
no
Exte r.
e
re s u
lt Keep
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ve
ositi
cial s.
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ap n
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ct fi nue
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ts
r tici their eep
er Dire ort to ve
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obK
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rsifie ,
tion
t
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62%
Help ess and
n
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OV ID busi ssional
86% e .
prof opment
t e d
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s u p p gra n ts
Artis 67% l
Venu
es deve
52%
87%
s
oter
Prom ers 88%
ll or l e Trad
s l o s t a s s. S o 50%
e
ess busin e
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ader ter
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30% 48%
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lanc
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dec 9 35%
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1
Estim come 20 ed to B u s i ness
in in p ar 39%
com 9-2020
201
Survey conducted by Square Holes June 2020
Department for Innovation and Skills 17Field Good Festival Credit: Jack Fenby www.innovationandskills.sa.gov.au Published January 2020. No responsibility for any loss or damage caused by reliance on any of the information or advice provided by or on behalf of the state of South Australia, or for any loss or damage arising from acts or omissions made, is accepted by the state of South Australia, their officers, servants or agents. Produced by the Department for Innovation and Skills © January 2020. Content correct, to the best of the Department’s knowledge, at time of production.
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