Discussing ‘Lonesome Highway’

Let me tell you about ‘Lonesome Highway‘, my first feature for The Weekend Australian’s ‘Review’ arts + culture lift-out. The story - which you should read (or glance at) here before continuing - discusses the challenges faced by Australian country musicians in 2010.

I spent the week beginning Monday, 18 January 2010 playing the part of ‘freelance writer without work’. I was pitching stories every day, and none of them were sticking. By Friday - after alternating between liaising with editors, and catching up with some friends in the Brisbane music scene - all I had was an approval to interview a hip-hop act for an online publication.. who don’t pay for online content, as I learned soon thereafter.

Earlier that week, I’d sent a Dirty Three/Laughing Clowns tour-related pitch to the editor of the Weekend Australian’s ‘Review’ arts and culture lift-out. I’d been email-introduced to her by a helpful fellow editor at The Australian a few months ago, when I was pitching the idea of a story around the Robert Forster book launch/conversation at Avid Reader. (That one didn’t stick either, obviously.)

Fevered as I was in my determination to get a story idea - any story idea! - accepted, I sent that D3/Clowns pitch and promptly forgot about it. I’d prefaced it with a reminder stating that I’m a writer for Rolling Stone, jmag, etc, and that we’d last emailed in November.

At 4pm on Friday, 22 January - generally despondent, after a week of work with few returns - the editor of ‘Review’ called me. That’s 5pm local time from her office in Sydney, owing to daylight savings.

“I’ve got a problem,” she began.

“Oh?” I replied, wondering a) what I might have done to cause a problem, and b) whether I could perhaps solve said problem.

“I need a story on Australian country music following the conclusion of this year’s Tamworth Country Music Festival. My regular music writer’s just gone on leave. Would you feel comfortable taking on this story?”

I paused for several seconds. “…you know I’m mostly a rock writer, right? For Rolling Stone, and stuff?”

She confirmed, and reiterated the question. The story was due on Wednesday; as in, five days’ time. Word length unspecified; it could be 1,200, or it could be 2,000. I inhaled, and accepted the challenge.

Immediately I pictured myself frantically pushing a library ladder around towering bookshelves that represent the contact details of everyone I’ve ever met. “Which of these people knows something about country music?” I yelled, in my mind. I sure didn’t.

In a gesture that would be repeated throughout the time I spent researching, writing and editing the story, the editor took her time to provide me with some suggested paths of research, historical background, and narrative guidance.

As soon as I hung up, I emailed dozens of my contacts within the music industry, searching for anything resembling a lead with regard to country music-related interview subjects. I put the call out on to my friends and followers on Facebook and Twitter. And for the first time, I used a site called SourceBottle, which allows journalists to request sources within a wide range of industries and subject matters.

To my surprise, helpful responses began appearing in my inbox as fast as I could send out requests. My contacts introduced me to experts on the subject. My friends on social networks tipped me off to artists and their managers. And SourceBottle delivered some great offers from watchful PR professionals, who were keen to have their clients represented in a story.

So began a crash course in researching the current players in Australian country music. I read stories filed from the Tamworth festival by The Australian’s regular music writer, Iain Shedden, who I’d interviewed a few months earlier for One Movement Word. I wrote an outline of what I planned for the story to cover, and warmed up with some phone conversations over the weekend. I spent Monday on the phone to country musicians, radio announcers, artist managers, alt-country artists, schoolteachers, historians and record label staff.

All told, I conducted 18 interviews, throughout which I scribbled notes in preparation of listening back to the recorded audio. Tuesday - the 26th, Australia Day - was spent shaping what I’d learned from the experts into a coherent story.

While interviewing, a frequently-recurring topic prompted me to pay more attention to the apparent dearth of  media opportunities available to country musicians. Ultimately, this would become the focal point of the story: what was imagined as a mere discussion on where the genre stands in 2010 morphed into a sympathetic piece highlighting the many challenges faced by country performers. As stated in the story, these are related to image, airplay opportunities, marketing, media attention, and even differences within the community.

I submitted my first draft at 4am the next morning. Upon review, my editor suggested that a couple of follow-up quotes were required from Troy Cassar-Daley to describe the genre in his own words. And somewhere between fact-checking and quote-verifying, I’d forgotten to tighten the narrative structure, so my editor reshaped the piece to improve its flow.

Upon confirming her final edit, the biggest story of my career was out of my hands. It wouldn’t appear in print for 10 days. (The cover from the February 6 issue of ‘Review’ is below right.)

It was the most exhilarating journalistic experience of my life. Five days focussed on researching and synthesising the story of a centuries-old art form into around 2,000 words. What a challenge. I’m so glad I accepted it. It even resulted in my first live-to-air radio interview for ABC Mid-North Coast the day before the story was published. (At the time of writing this, I’ve not yet listened back to it, owing to embarrassment…)

In a way, the whole experience - the initial unexpected, but not unplanned-for phone call, the willingness on the editor’s part to take a chance with me - justified the time and effort I’ve dedicated to my writing since I changed my mindset and became serious about pursuing it as a career.

Looking back, it seems that this occurred sometime in June 2009. I’m simply thrilled that eight months later, I’ve been published in The Weekend Australian, one of the country’s biggest newspapers. Awesome. If you have any questions relating to this story, I’ll try to answer them in the comments.

Thanks to the following people who helped with the story.

Interview subjects: Troy Cassar-Daley, Adam Harvey, Graeme Connors, Amber Lawrence, Anne Kirkpatrick, Joy McKean, Felicity Urquhart,  Luke Austen, Chris Pickering, Roz Pappalardo, John Elliott, Geoff Walden, Nick Erby, Bill Page, Aneta Butcher, Cheryl Byrnes, and Scott Lamond.

Contact sources, miscellaneous inspiration: Stephen Green, David Carter, Craig Spann, Deb Suckling, Ed Guglielmino, Rick Chazan, Nick O’Byrne, Alison Brown, Dan Stapleton, Deborah Jones, Rachael Hall, Tim Lovett, Blair Hughes, Paul & Deb McMillen, and Matt Weller.

Filed under Writing | Tags: abc-radio, australia, country-music, genre, iain-shedden, Interview, lonesome-highway, mid-north-coast, Music, sourcebottle, the-australian, the-weekend-australian, troy-cassar-daley | Comments (5)

Anwyn Crawford discusses live music review techniques

Owing to both arrogance and pride, it took me a while to realise that as a music critic, constructive criticism from your peers should be welcomed.  I get it now, which is why I was thrilled to receive an email from Anwyn Crawford in response to my Porcupine Tree review earlier in the week.

“I have some thoughts on your recently linked-to live review,” she wrote, “if you’ll permit me to share them with you.”

Of course.

Anwyn is an Australian music critic based in Brooklyn. Her words have appeared in The Age, Loops, The Wire, Mess+Noise and Cyclic Defrost; contributions to the latter two are under the pen name Emmy Hennings. You should read her Overland opinion piece on Nick Cave, entitled ‘The Monarch Of Middlebrow‘.

Anwyn doesn’t consider herself as a freelance writer, because in her own words, ”I probably only publish about three articles a year”. That said: she knows her shit. I’m holding her advice on par with what Andrew Ramadge told me last year.

The topic of discussion - my Porcupine Tree review for The Vine - can be found here. You should read it before reading the below, which is an unedited copy of what was sent to me.

First up, it’s far too long. Unless you’re going to be deliberately discursive, or be pursuing a particular thesis about a cultural event that is significant to a lot of people, for instance Marcus’s review of The Tote’s last evening, then less than half that length is ample. Believe me, readers don’t want or need that much information in a live review format. I’m not saying this because I think it should be a “dumbed down” format or that readers aren’t capable of digesting something more complicated - they are - but it’s important to respect the expectations of the form that you’re working in, whatever that might be, which means that if you break the expectations for a particularly compelling reason, then the results will be more fruitful. Part of the skill of a live review, I think, is try and relay, in a reasonably short numbers of sentences, your experience of the performance to a readership. This means trying to pick representative moments of the performance - or occasionally unrepresentative moments, if these seem to get closer to the truth of the event. A song-by-song catalogue has little narrative interest for a reader.

Secondly, and this is my big beef with so much music writing - PUT YOURSELF IN IT. I know that the first rule of essay writing that we’re all taught at school is never to use the first person pronoun. It’s time to put that rule aside. Reviewing is an inherently subjective act. It’s your opinion, and your experience - own it. This doesn’t mean describe what you had for dinner and how your feet were sore and “Oh, I missed the opening band” (classic street press gaffe), it means: don’t let your writing be bloodless. A reader wants to know why the performance might have mattered (or not mattered) and the only way they’re going to be able to get a handle on that is if you tell them why it mattered to you. It will also, almost inevitably, make your sentences shorter and more energetic, because you can can avoid clunky constructions like “One expects” and its many bet-hedging variants. “I think” “I was ecstatic” “My brain was melting” “This has stayed with me for days” - don’t be afraid to say I.

Thirdly, avoid Latinate constructions and “pretentious diction”. I’m with George Orwell on this one. Translate them back into plain English. “Resultantly” = “As a result”. It doesn’t sound more sophisticated when you write “Resultantly”, it just confuses the meaning. Same goes for words like “emotive” (emotional) “reciprocate” (respond) “regale” (you need “shout” or something similar there, because “regale nonsense” as a clause makes no grammatical sense without a subject who is being regaled). Take a sentence like: “It’s a fittingly exhilarating close to an achingly beautiful song, into which the singer interjects a heartily-applauded full band introduction.” It took me about three runs to actually figure out what that meant. “It’s an exhilarating close to a beautiful song, and when singer XY pauses to introduce the band, he gets hearty applause”, is much clearer.

And lastly, also related to Orwell’s timeless advice, avoid cliches and ready-made phrases. Chords nearly always “flourish”. A band is too often on a “jaunt” when the writer doesn’t want to use the word “tour”. There are millions of basslines that “pulse” and countless pianos that sound “plaintive”. Find a more interesting and a more accurate word, if you can, but bear in the mind the above: don’t let it become pretentious. Verbs are your friend, adjectives are often not.

Just the kind of kick-up-arse I needed. Thanks, Anwyn. Pay attention to her blog.

Filed under Writing | Tags: anwyn-crawford, australia, criticism, emmy-hennings, feedback, george-orwell, mess-and-noise, music-criticism, nick-cave, overland, porcupine-tree, Review, the-vine, Writing | Comment (0)

A Conversation With Craig Mathieson, Australian music journalist

I wrote recently that Craig Mathieson wears the crown of Australian rock journalism. Allow me to elaborate. He’s recently released Playlisted: Everything You Need To Know About Australian Music Right Now, his third music-related book, and his byline has regularly appeared in Rolling Stone, Juice, Mess+Noise, and Fairfax news publications. He’s even got a Wikipedia entry.

Craig, at this point in your career, which writers do you view as your contemporaries?

My contemporaries are simply the good writers, those who have a voice and critical faculties. In terms of age that group is all over the place. Most are younger ; I named Shaun Prescott, Tim Finney and Emmy Hennings as talented examples on my blog. A few are older - I’m 38 years old. And I’m still flummoxed that someone decided to knock up a Wikipedia entry for me.

You stand as an example that it’s possible to earn a decent living as a full-time freelance music journalist in this country. Am I right, or do you have another job on the side to supplement your writing?

I’ve freelanced full-time for twenty years, but it’s been divided between music and film. In the music scene I’m a veteran, in film I’m still something of a kid. My career to date comes in two parts: 1989 to 1999, which was very music-orientated, mainly in Sydney; burn out and a corporate sojourn at Sony Music during 2000 and the first half of 2001; back to Melbourne and dividing my time between film and music ever since.

The way film and music writers/critics are considered is chalk and cheese. Everyone has a film critic, but the idea of a music critic – as opposed to the music writer who might pen the odd review – being on staff is anathema. I was the film critic for The Bulletin, the ACP-owned news weekly, from 2002 until it closed in January of 2008, and that was an absolute pleasure.

Having two disciplines to write about has also made me a stronger critic – it gets you thinking about the work you’re appraising in different ways.

Do you think it’s still possible for freelance writers to earn a decent living in 2009?

I’m sure it would still be possible today for freelance writers to swim upstream as it were, but there’s the question of what they’re striving for? There are very few secure full-time jobs at the end of the rainbow and not everyone is comfortable doing the freelance shuffle, because there’s not a safety net present.

Though you mostly focus on how the musicians profiled in Playlisted sound and appear, I noticed the occasional comment about demographics and marketability. Is the marketing/promotion side of the industry of particular interest to you?

It does interest me, because it impacts on how music is perceived and sometimes, to the artist’s detriment, it can be the defining element of someone’s career, as opposed to the actual music they produce.

Before playlisted.com.au, a blog created when Playlisted was released, you’d not blogged elsewhere. Why?

I didn’t have the time or the inclination. I knock out a fair few words every week and I’m focused on maintaining a decent standard of living for my family – marriage/mortgage/offspring tends to refocus a lot of younger freelancers and move them onwards; I have a stubborn streak. Even now, doing the blog for Playlisted, I’m sporadic at best.

Aside from Mess+Noise, you seem to write exclusively for print. Aside from the fact that its publications pay better, what do you enjoy about writing for print?

As a freelancer, you can’t underestimate how important “pay better” is, but aside from that I’m attracted to the audience size, which is pretty sizable when you file for The Age or the Sydney Morning Herald. I’m also a traditionalist, in that almost every day of my life since the age of 12 I’ve read one of those two Fairfax titles, so to be a part of them now is very satisfying.

Which are you favourite music blogs, both Australian and otherwise?

Mainly the online voices of writers whose work I already enjoy, be it Simon Reynolds or Anwyn Crawford. I don’t have much time for the blogs that are focused on being first – first review, first streaming – with something. “First-ism” grows dull quickly.

You wrote most of Playlisted in the summer of 2008. How much editing and revision was required between then and its November publication?

There was a sturdy editing process, then proofing, for a solid period between April and June. I’m not the cleanest writer and I’ve never been much of a sub myself, so I’m sure it needed work (“needs more,” I’m sure someone will snort). But after that it entered a kind of publishing limbo until November, when finished copies appeared and the whole release/promotion rigmarole kicked off.

When writing, are you much of a procrastinator?

It can take me a while to start, but once I do I tend to find a groove very easily and I work quickly, until finishing, after that. It’s rare that I junk a draft – most pieces come together reasonably smoothly.

As for procrastinating at the start, unless I’m under extreme deadline pressure then I actually try to take the time to enjoy it. Sometimes it’s worth letting your mind wander a little, you might have a far better lede than that intricate one you’ve been obsessively plotting just come to you.

Finally, what’s thrilling your ears lately?

I’ve been compiling end of year lists for various publications, so this week’s scope has been a little wider than an ordinary week, but in terms of recent releases I’m enjoying Fuck Buttons, Whitley, Denim Owl and Rihanna.

I genuinely like pop music and I write about commercial releases quite frequently – to me that’s part of a critic’s job, to try and take everything in and see what may or may connect the mainstream and the alternative scenes. I get frustrated that some younger critics are almost specialists, they can become completely niche-orientated. I’d love to read them taking on something completely outside the aesthetic they’re drawn to.

Thanks Craig. I highly recommend Playlisted; buy a copy here. Keep an eye on Craig’s blog here.

Filed under Conversations | Tags: anwyn-crawford, australia, craig-mathieson, emmy-hennings, fairfax, freelancing, Interview, Juice, magazine, mess-and-noise, Music, music-journalism, playlisted, procrastination, rolling stone, shaun-prescott, simon-reynolds, tim-finney, Writing | Comments (3)

How I ran social media for One Movement For Music Perth, July-October 2009

This was my first venture into blogging on behalf of a commercial entity. It was a massive learning experience and I’m grateful for the opportunity to run what I believe was the first dedicated Australian music festival blog.

The first One Movement For Music Perth ran October 16-18 2009. The event was a bold combination of music industry summit, artist showcase festival, and local artist street performance. Think of it as a nascent SXSW for the Southern Hemisphere.

Between July and October 2009, Nick and I ran One Movement’s blog and social media presence.

Located at onemovementword.com, the One Movement blog became the central hub of online activity surrounding the event. We published interviews, festival announcements, guest posts, a ‘four questions with‘ series, and event coverage.

From July-October, traffic looked like this:

One Movement promoters Sunset Events handed over the event Facebook and Twitter accounts to us in mid-September.

By the end of October, our Facebook fans looked like this:

And our Twitter followers looked like this: (Source: TwitterCounter)

So, what worked for us when blogging for One Movement?

1. Short, sharp posts that featured the input of festival artists. The ‘four questions‘ series proved particularly popular and attracted the attention of the fanbases surrounding the dozens of bands we profiled. (Witness the Big Day Out blog successfully replicating our formula here)
2. The guest post by Kyle Bylin of Hypebot, and the couple of One Movement-related placements we coordinated on their site.
3. Our Indonesian music industry feature, which was the second most popular entry on the blog.
4. Embedding music videos wherever possible to encourage visitors to stay on-site. This was especially useful during ‘four questions‘, as we asked every respondent to name their favourite song of the week, and included the music videos where we could.
5. Seeding exclusive content among fan communities. This involved posting links to the blog articles on artists’ Facebook pages, fan forums, and Last.FM profiles as soon as relevant articles were published. We also used artists’ Twitter usernames where possible to notify them of the new content, and encourage them to retweet the content.

Why did these work?

1. Put simply, people want to read artists’ opinions. They also want to know what artists are listening to; what’s influencing their work. The ‘favourite song of the week’ offered a quick snapshot into the artists’ mind, and offered a talking point for their fans.
2. Hypebot is a popular music news destination, and my relationship with associate editor Kyle Bylin ensured that he directed traffic off-site to provide OMW with the exclusive on his latest article, which we used as a guest post.
3. Indonesians are interested in reading about analyses of their music industry, since it appears that such articles are few and far between. Check out the response on Indonesian band The Super Insurgent Group of Intemperance Talent’s Facebook page.
4. Most users will stay on the blog to watch the embedded videos, which increases ‘time on site’ metrics. And obviously, a combination of image, video and text makes for a visually appealing blog.
5. We decided early into the ‘four questions’ series that it’d be valuable to make each artists’ fan communities aware of the new content by posting the link on the most popular Facebook page/group, their Last.FM profile, and by including the artist as an @reply in our One Movement Twitter updates whenever we posted new content. This ensured that any switched-on fan (or fansite/forum operator) could easily find new content relevant to their artist, and reblog it wherever possible.

Facebook and Twitter

Once we were in charge of the event Facebook and Twitter, we built communities by posting daily updates based on the blog content, as well as responding to @replies and Wall posts as they happened.

Project Outcomes

• 6,700+ unique visitors to the event blog, One Movement Word
• 600+ Facebook fans
• 280+ Twitter followers

What did this mean for One Movement?

• Within four months, a thousands-strong community of passionate music fans built around a new event on the Australian festival calendar.
• Accolades surrounding the construction and ongoing maintenance of the first popular blog built around an Australian music festival.
• The ability to listen to, and learn directly from these engaged fanbases. (see below; click for full-size)

This post that originally appeared on waycooljnr.

Filed under Web, Writing | Tags: australia, blog, blogging, facebook, hypebot, music festival, nick-crocker, one-movement, one-movement-word, perth, Social Media, sunset-events, twitter | Comment (1)

Rolling Stone story outtake: A conversation with Gavin Parry, General Manager of Digital & Brand Development, Sony BMG

Here’s an outtake from my first Rolling Stone story on streaming music subscriptions. It’s an interview with Sony BMG’s General Manager of Digital & Brand Development, Gavin Parry [pictured below right]. Sony launched the digital music outlet bandit.fm in late 2008. I spoke to Gavin on 25th August, 2009.

Andrew: As I understand it, Gavin, Bandit is currently a pay-per-download site, but in October, it’s being re-launched as a purely subscription-based site for streaming music. Is that correct?

No, that’s not correct. I think what happened with the article in The Herald and everything sort of spiraled out of control and there was misreport after misreport. Essentially what’s happening is we’re continuing the download service, and a subscription service will run along side of it. You can either choose to download on a pay-per-download model, or you can choose to be involved in a streaming model, which is basically a monthly payment plan.

So it’s up to the consumer to consume music how they want, basically.

It’s all about trying to provide as many options as possible, remembering that we also provide all our videos free to the user, free video streaming. Every featured artist on the site, which is about 1,000 featured artists at the moment and that’s increasing, they have three tracks each that are free to the users for streaming. That’s there right now.

How long has the streaming service launch been in the works? I know Bandit was launched in November as a download service.

We’ve had it in place since November, when we organized all our licenses. It’s always been in our plans.

To my knowledge, all the major labels have music for sale in the store, but Sony is the ones running the site. Is that correct?

Correct - you have to be very clear here. What happened with The Herald article is it said we were running the service on behalf of the industry. That is incorrect. At Sony, we’ve set up Bandit and we own and operate it, but we have licensed any music from any other three majors.

And Sony is the main financial backer of Bandit.

Yes.

What do you think the benefits are of a streaming-based subscription model to the previous, per-download model?

I just think it’s about options. There was a lot of feedback online about how people don’t stream music to the PC and people would never use it. If you look at The Music Network this week, they did an article in there that said 50% of kids stream music to their PC on a weekly basis. We know how popular Spotify is in the UK and Europe. There is no doubt that a streaming service, not just to the PC, but to any Wi-Fi device could be quite popular.

Conversely, what do you imagine some of the costs of a streaming-based site might be, such as high bandwidth and the necessity to allow many concurrent users?

The cost from our perspective or the cost to the consumer?

The cost from your perspective.

From our perspective, basically you have to employ someone like Akamai to cope with the volume. We currently employ Akamai. You are familiar with what Akamai is?

I haven’t heard of Akamai, no.

Rather than streaming from our servers, we basically employ a series of other computers, a network of computers that Akamai operate to take the load off of us so the streaming that occurs from a local PC - if you’re in Perth and you’re streaming from Bandit, you’ll be streaming from a computer in Perth rather than a computer from our hosting arrangement. This means the biggest cost to us is actually paying Akamai to be able to operate that high bandwidth.

There are also hosting costs, obviously to ingest and to hold - we’re up to about 70 Terabytes worth of data. The cost of hosting is pretty significant, as well.

Where do Australia’s internet service providers sit within this discussion? Are you concerned that Australia’s network might be ill prepared for this kind of streaming model, given that other territories have had faster connections and unlimited bandwidth, compared to Australia?

I think it will be fine. It just depends on what sort of plan you’re on. Obviously, cable will work fine; it depends on what plan you’re on with the ISPs. A lot of the bandwidth now should be able to cope with the streaming service.

I can imagine traveling throughout the city and falling into black spots with mobile phone coverage and having the song interrupted by buffering might be a bit annoying.

It’s the same thing you’ve got if you’re on a Wi-Fi network. You’re up to the vagaries of what the network might be. There are concerns but it will all be up to the consumer to ensure the bandwidth they’re paying for with their ISP is adequate to stream the music.

With Bandit, did you consider putting in place an advertising-based free service, as Spotify had done in the UK?

We essentially have got that in place with the video streaming, and with the ‘three free tracks’, which is a limited audio catalog. The problem you’ve got is the advertising model globally, when you actually look at Spotify and other services like iMeem and Last.fm, those services have really struggled to generate enough advertising revenue to continue to operate.

On a similar note, is Bandit’s launch time to beat Spotify to the Australian market?

No, not really. To be honest, when we launched Bandit in November, Spotify was on the radar and probably has significantly upped its profile in the last twelve months. Bandit’s plan was always to have a subscription service operating around October/November of this year.

The other thing I should mention is there is another service that we’ll operate, and again, this is all about providing options to the consumer. We’ll be operating a model very similar to eMusic as well. People can sign up and pay a monthly fee and receive a certain value of downloads.

A certain value, what do you mean?

Are you familiar with the eMusic model?

No.

You pay a monthly fee, but you are given a certain value for that fee. You’re given a value; for say $20 a month you’ll get $30 dollars worth of value that you can download. It’s not about streaming. Again, it’s a regular payment plan, but it’s all about downloads.

Will this value package be launched at the same time in October, or is it currently available?

The plan is we’ll launch it at the same time as we launch the subscription package.

Are you able to provide some figures on Bandit since it launched in November, such as how many users or what is the volume of weekly downloads?

We’ve got a monthly net browsers now of around 80,000. We’re doing about 2 million page impressions per month. We’ve got over 50,000 active users that have actually purchased something. That’s probably enough to give you an idea. We’re quite happy where we’re at after only nine months being operational. We’re pretty much on plan, as far as where we expect the service to be. We’ve done very limited marketing so far.

I was looking around your website earlier, and I noticed that a lot of artists have unique content-rich splash pages, which includes images, artist’s recommendations, and news [example below left]. Who supplies the content that is displayed on those pages? Is it managed in house or is it syndicated?

We’ve got our own editorial team that puts together news stories, and also looks after Bandit on Twitter and our Facebook page. We also have licensed in the All Music Guide.  When you’re looking at all the biographies and all of the similar artists and influenced by, that all comes from the All Music Guide.

What we’re trying to do is build a very deep, rich site that is more than just a download store. You can see how it’s been built by creatives. They’re very graphical and it’s a very appealing site. That shows with our average session duration which is around 15 minutes.

How many staff are working on Bandit full-time?

We’re still in development mode, so we’ve got a team of probably four developers. We’ve also got a person in customer service, editorial, operations, and also we have a programmer who deals with the other labels.

It’s still a pretty small team of around ten, would you say?

Yeah, which we’ll scale down once we’ve finished the development phase.

What inspired the decision to make Bandit operate within the browser as opposed to an external program, such as Nokia’s Music Store?

It’s really a matter of what you can support. If you build something within a browser - it’s really a phased approach. The first thing is once you build it within a browser, you know you’ve got a higher chance of compatibility with most computers. If you build an application, it’s much more work to get compatibility with all the various operating systems. It’s really initially a cost consideration, but having said that; we’re currently working on a download manager which is built using Adobe AIR. That’s basically an application that will sit above the site, which will manage the download process, and also manage your library. We have to roll that out in October, as well.

October is going to be a big month for you, then.

Yeah, the guys are flat-stick at the moment. We’ve got them down in the dungeon, working hard!

Final question - are Sony using the Australian Bandit Store as a kind of testing ground for potential expansion to foreign territories?

I think the focus is just making the Australian site a success, and then we’ll see where it goes from there.

Fair enough. That’s all my questions. Did you want to add anything else?

The other thing that we’ll be adding in October is a level of social networking, which will be quite interesting. In that case, the core part about Bandit is the channels. You can see different channels which split music be genre, by demographic. We put up the faith channel yesterday, which is all about Christian music. Coming in October, when we launch the social network piece, each user will not only have a user profile, but also will have his own channel. The idea is that a user can go on, select their own playlists, stream music, connect to other artist, connect to other channels, connect to other users, and in that way we’re actually giving people a lot more context. Their channel will be a representation of themselves, musically, online.

This idea of ‘channels’ kind of makes me think that you’re trying to build on the concept of the radio station, so everyone has their own channel.

To some degree, that’s it, the ability to essentially create your playlist. We think the subscription service also has quite relevance to families, and it’s not just focused on teenagers and young adults. I think the subscription model going to a family where they have unlimited music online, and they can basically just turn Bandit on to their stereo, set up their playlists, and play music in stereo, I think that is a big thing. In that case, they are actually setting up their own radio station.

Okay, thanks for your time, Gavin. I appreciate it.

No problem.

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