World Series sets bands humming

By IRENE CHAPPLE

Dave Dobbyn closed last week's showcase of New Zealand music on a swell of patriotic affection.

As he belted out the Team New Zealand theme song Loyal, the audience surged towards his feet.

On the right, a dedicated fan leaped up and down like a frenetic jack-in-the-box. Others greeted the familiar anthem with raised hands and staunch vocal echoes.

From the mezzanine level of the St James in Auckland, some of the high-powered guests the Government had flown to New Zealand looked down at Dobbyn's rusty pate, tapped their feet and swigged beer.

For these international visitors the set signalled the end of a frantic music marathon dominated largely by New Zealand's young talent and including artists as diverse as Nesian Mystik, Goldenhorse, Blindspott and the Brunettes.

The guests soaked up the atmosphere, but they were also thinking business.

They were flown here - from Canada, the United States, Britain, Germany and Australia - at a cost of $345,000, which came from money set aside to take advantage of marketing opportunities created by the America's Cup.

Another $100,000 in cash and kind was gathered through the pay-to-play arrangement - bands forked out up to $3000 for a slot.

This was the World Series, introduced on Monday by Prime Minister Helen Clark, who called New Zealand music hot.

It was on a domestic high, she said, and ready for serious international attention.

After the lineup of about 30 export-ready acts had played, Dobbyn closed the series with his other trademark song, Slice of Heaven.

It was a busy week for the 16 guests, whose assignments ranged from a visit to Bethells Beach, to receptions with politicians, media interviews, a yacht trip on the Waitemata Harbour and gigs until almost 1am every night.

Most of them participated with resolute attentiveness and good humour.

Back at his New York office this week, Jay Ziskrout, chief operating officer of multi-media music promoter The CMJ Network, picked out young Feilding band Evermore for particular praise.

Watching the band was "spiritual ... it made me feel so good about music", he said. "It washed away some of my well-earned cynicism."

From Toronto, Steve Herman, founding president of promotional giant Clear Channel Entertainment/Music Canada, declared New Zealand a "really great artistic environment".

"I have to say that every person who was down there took a little bit with us when we left. We had a great time."

Sydney-based John Woodruff, publisher of Music Network magazine in Australia and Canada, and chief executive of JWM Productions and Rough Cut Music, said the week "reminded us all of why we got into this business in the first place".

But on Saturday, as Dobbyn's notes faded from the air and the cheering began, the obvious question lingered: Would this really have any impact on the world stage?

Musicians were sceptical about the pay-to-play requirement, which meant some acts could not afford to participate.

There were comments, too, over the amount of money thrown at schmoozing the internationals, and the conveyer-belt promotional style.

But financial contribution by the industry was standard for such an event, said Trade New Zealand's Murray Jeffrey, who added that it was cost-effective.

He believed the week - at a conservative guess - could help to double the industry's estimated $20 million in export earnings within five years.

The long-term goal of the event was to lift sales of New Zealand music, he said. It was about networking, public relations and - ideally - signing deals.

Rip it Up magazine co-founder and Wildside Records' head Murray Cammick said his initial cynicism about the event had been diluted.

While he favoured smaller initiatives, "what was achieved in this week [showed] the big event did work well".

"As an awareness exercise I think it's been very strong," he said, estimating that any firm outcomes would take from six to 12 months to eventuate.

"Whether people will walk away and want to invest money in New Zealand, we'll have to wait and see."

As Woodruff and Jeffrey said, the guests were pulled out of their home territory and plonked in front of a bunch of bands, every night, from Monday to Saturday.

Such an audience would be impossible to gather should the artists have gone overseas and tried to flog a debut album.

"They were captive. Away from their desk, email, phone ... and they were captivated," said Jeffrey.

Woodruff said further impetus must now come from the artists or their managers.

"The various bits and pieces - whether they come to fruition depends on how far [the bands] push it.

"During my first foray into America I sat in a hotel for three months trying to get a start ... With these bands they can now call [the visitors] up."

And promotional ideas are gaining momentum as the guests mull over what they saw.

Canada's The Agency Group is said to be extremely interested in singer-songwriter Carly Binding, while betchadupa attracted the attention of Helter Skelter's Emma Banks and German rock festival Rock am Ring and Rock im Park promoter Julia Frank.

Betchadupa now have a spot at the huge music event next June - if they can get there. Singer-songwriter Liam Finn estimated a visit would cost at least $20,000 but "we don't want to pass it up. I think we will make it happen".

Meanwhile, Herman is determined to have a New Zealand presence at Canada Music Week in Toronto in March.

He is most interested in Evermore, Blindspott, Goldenhorse and the Brunettes.

Should they participate, he said, they would be exposed to many influential people.

And if an act gathered serious attention overseas, it could have an enormously positive impact on New Zealand music overall, Herman said.

The acts would have to pay their own way to Toronto.

"It's a tough road to be a musician. There's no easy road and there's no magical way."

The music industry was all about relationships, he said, and this event was a platform for exactly that.

Stories will be published in such industry publications as CMJ New Music Report, with a readership of thousands within music and broadcasting industries.

Ziskrout said the VIPs would now be more aware of New Zealand music and would give it that "extra bit of consideration in our various gatekeeping functions".

But, he warned, "it is always, always, always, always the artists' responsibility to develop their own careers".

The most concrete project to emerge so far appears to be a CD compilation with the working title of Tri Nations, with hits from Australian, New Zealand and Canada.

The idea is to promote the CD in all three countries, raising the profile of artists involved outside their home country.

Woodruff named Stellar*, the Brunettes, Evermore and goodshirt as possible participants.

"I don't think there will be any shortage of material."

The World Series week was wonderful, he said, but "whatever deals can be done depends on how long the warm and fuzzy feeling lasts".