BIGSOUND 2024 delivered a thought-provoking blend of ideas, with a deep focus on Australian music identity, ethical AI, and fan engagement. Our team was fortunate to be part of the discussions that shaped the conference, and we left with key takeaways that not only inspire reflection but also challenge us to think about the future of music and technology.
Here’s what we learned:
Australian Music Identity: Diversity as a Strength
A defining conversation during the panel, "Who Gives a F*ck About Australian Music?"*, revolved around Australia’s lack of a singular music identity. Panelists, including Jaddan Comerford of UNIFIED Music Group, emphasised the beauty in Australia’s rich blend of genres and cultures. This diversity isn’t a weakness; it’s a unique strength that needs to be championed more confidently. However, the challenge remains that many Australian artists still suffer from "cultural cringe," a reluctance to fully embrace and promote their own music compared to artists in markets like the US.
The panel also touched on Indigenous music, noting that more listeners are engaging with it than ever before. This shift reflects growing appreciation for diverse voices and styles that make up the fabric of Australian music.
Embracing "Glocalisation" and Quotas for Tour Support
In other markets, "glocalisation"—global music that’s tailored for local markets—is widely embraced, yet Australia seems slower to showcase its homegrown talent. The suggestion of introducing international tour support quotas could be a step towards changing this. Such quotas would ensure Australian artists gain exposure by opening for international acts, following "Michael’s Rule," a policy named after the late artist manager Michael McMartin. This rule suggests that every international artist touring Australia should include an Australian artist among their openers, promoting mutual growth and exposure.
Ethical AI: Transparency and Accountability
In the age of AI, the conversation around ethics in creativity was top of mind during the panel “Ethical AI: Is Creativity Set to Thrive?” One of the recurring concerns was how AI models use artists' work without consent, leading to potential copyright violations. The panel concluded that it’s not the technology that’s inherently problematic, but rather the need for clear policies and responsible usage. As Glenn McDonald from Furia pointed out, artists want transparency, ongoing consent, and the opportunity to shape how their work is used in AI-driven environments.
For the Aboriginal and Torres Strait Islander communities, AI also raises concerns about cultural appropriation. Ensuring that Indigenous works are respected and safeguarded in this new digital era is crucial.
The Role of Fans: The Industry's True Customers
The panel “Fangirl” highlighted an often-overlooked aspect of the industry: fans as customers. As Kamran Haq from Download Festival noted, fan engagement is vital. Treating fans with respect and making them feel special is essential for sustaining artist success. Fandom has grown beyond casual listening; superfans now play active roles in influencing artist management and promotion.
Showcase Highlights: Stand Out Artists to Watch
Bella Mackenzie: Delivered an energetic, polished country set that stood out as a favourite.
Ishan: Gave a rich, memorable performance that fused guitar, loop stations and his velvety indie pop vocals.
The Bel Air Lip Bombs: Captured the nostalgic essence of 90s indie rock, taking the audience on a nostalgic journey.
Velvet Trip: Mesmerised with smooth, beachy melodies and a 70s vibe, led by captivating frontman Zeppelin Hamilton.
Playlunch: Electrified the JBL stage with their dynamic performance and amazing crowd participation.
Georgia Lines: Delivered a stunning vocal performance, with her song "Grand Illusion" evoking a classic Disney tune, leaving the audience with goosebumps.
BIGSOUND 2024 reminded us of the incredible depth and talent present in Australian music, and the importance of embracing this diversity. From the ethical complexities of AI to the vital role of fan engagement, these conversations are shaping the future of the music industry in profound ways. As we move forward, the need for transparency, inclusion, and boldness in promoting Australian talent is clearer than ever. We’re excited to see how these ideas will continue to shape the landscape in the years to come.
Qsic is thrilled to apply these insights from BIGSOUND 2024 as we strengthen our commitment to championing Australian and Indigenous music within our operations in APAC. Additionally, as we continue to engage in Ethical AI practices, these conversations cemented the need for policies and guidelines as the industry evolves.
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