All posts tagged urthboy

• July 4, 2014

  Announcing my first book, ‘Talking Smack: Honest Conversations About Drugs’, July 2014

  I’m proud to share the news that my first book will be published on 23 July 2014, via University of Queensland Press. Back cover blurb below.

  Talking Smack: Honest Conversations About Drugs by Andrew McMillen

  Of all the creative industries, the most distinct link between drug use and creativity lies within music. The two elements seem to be intertwined, inseparable; that mythical phrase “sex, drugs and rock and roll” has been bandied about with a wink and a grin for decades. But is it all smoke and mirrors, or does that cliché ring true for some of our best-known performers?

  In this fascinating book, journalist Andrew McMillen talks with Australian musicians about their thoughts on – and experiences with – illicit, prescription and legal drugs. Through a series of in-depth and intimate interviews, he tells the stories of those who have bitten into the forbidden fruit and avoided choking.

  This isn’t to say that stories of ruin and redemption are avoided – they’re not. These celebrated performers have walked the straight-and-narrow path of alcohol, caffeine, nicotine and prescription medication, as well as the supposedly dark-and-crooked road of cannabis, cocaine, ecstasy, heroin and methamphetamine.

  By having conversations about something that’s rarely discussed in public, and much less often dealt with honestly, McMillen explores the truths and realities of a contentious topic that isn’t going away.

  Talking Smack is a timely, thought-provoking must-read that takes you inside the highs and lows of some of our most successful and creative musicians, including Paul Kelly, Tina Arena, Gotye, Steve Kilbey (The Church), Phil Jamieson (Grinspoon) and Holly Throsby.

  For more about Talking Smack, view the below book trailer (designed by Brisbane studio IV Motion) and visit the standalone website at talkingsmack.com.au.

  The trailer premiered at Australian music website FasterLouder yesterday with a feature interview entitled ‘6 myths about drug taking in the Australian music community‘ published by the site’s editor-in-chief Darren Levin, who first began editing my work at Mess+Noise five years ago. This interview will tell you a little about the book’s origins and my personal interest in the topic of drug use.

  Talking Smack will be available in print and e-book format from 23 July 2014 via all good bookstores and UQP’s website. In the meantime, I encourage you to make an enquiry via Brisbane bookstore Avid Reader, who will be hosting my book launch on Thursday 21 August.

  No Comments / Published Writing, Talking Smack / Andrew McMillen

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• August 12, 2013

  FasterLouder story: ‘Urthboy – The Storyteller’, July 2013

  A story for FasterLouder; a profile of the Australian hip-hop artist Urthboy. Excerpt below; click the image for the full story.

  Urthboy – The Storyteller

  Andrew McMillen charts Tim Levinson’s rise from petty criminal to one of Australia’s most important musical voices.

  

  The middle child began acting out in his teens. Spurred by small-town boredom, a desire to test the boundaries of authority, and an absentee father, a fascination with petty crime took shape. The adrenaline rush of “bombing” public property with spraypaint cans, breaking into empty buildings, and shoplifting were all par for the course among his friends. The more audacious would steal cars and nearly run over their accomplices by accident, or go “searching” – their innocuous euphemism for the serious transgression of popping store tills, grabbing the money, and fleeing.

  Stints in juvenile detention followed for these boys, yet Tim Levinson was in awe of the wits that crime demanded. “Those graffiti artists and crims were the sharpest thinkers and quickest responders to nerve-wracking situations,” he says now. “I feel like I was never really that way inclined.” A voice at the back of his head told him, as the age of 18 fast approached, that soon, these boys would no longer be tried as children in the court system. And so the middle child and petty crime parted ways.

  Tim Levinson tells stories. His preferred medium is the song and verse of hip-hop, where he performs under the pseudonym Urthboy, a name which has no greater significance other than sounding cool, an all-important factor for a teenager registering his first Hotmail address. Levinson’s skill in this field has developed to the point at which the 35 year-old finds himself in mid-2013: surrounded by a strong national audience, critical plaudits (three of his four solo albums have been nominated for the industry-polled Australian Music Prize) and widespread respect among his peers of all musical stripes.

  For a genre that was largely derided and dismissed at the turn of the century, this country’s hip-hop culture has slowly but surely moved from the fringes to the centre. And at the centre of that culture is this particular storyteller. His father left the family home in the small Blue Mountains town of Wentworth Falls, NSW – population 5650 – when Levinson was nine, owing to issues over drinking and domestic violence.

  This separation shook up their lives considerably: suddenly, his mum became the breadwinner through necessity, working up to 14 hours a day to support her three children. Levinson processed this abandonment as best a child could, but would still find himself out on the front lawn some nights, alone, watching cars on the highway and wishing that the tiny headlights of his mother’s beaten-up Corolla would come home.

  Music became a refuge during this formative time. His elder brother, Matthew, introduced a raft of influences by sharing his CD and cassette collection. At first, Britpop bands like Blur and Pulp appealed, before his ears attuned to Leonard Cohen. Run DMC’s Tougher Than Leather was the first hip-hop record he truly loved. His own rhymes scribbled on pages would eventually be coupled with beats, and recorded. His first band was named Explanetary, a hip-hop six-piece that featured Levinson and two others on vocals.

  Staying in Wentworth Falls never appealed; he moved to Sydney after completing high school. His musical aspirations slowly shifted from a hobby – something done with friends, and not taken seriously – to a full-time career. Explanetary would only record one EP together: In On The Deal, released in May 2001. Twelve years later, Levinson has released four solo albums, five with influential Sydney-based nine-piece band The Herd, and worked with dozens of hip-hop artists to release their music on Elefant Traks, an independent record label that Levinson co-founded in 1998, and where he still works as a label manager.

  Despite the widespread enjoyment of this once-niche music genre nowadays, it’s worth remembering that it took quite some time for the nation’s ears to attune to Australian accents backed by synthesised beats. “Because hip-hop was such a strong Afro-American music, it was hard to hear it another way,” says Paul Kelly, who Levinson is supporting on a national tour this month. “But to me, hip-hop is like soccer: it’s very portable, adaptable, and can work worldwide. It just needed to seed for a while here, so that our own blooms could grow out of that. It’s well-suited to local vernacular, so once people get their own style, it’s going to work well, wherever it goes.”

  To read the full story, visit FasterLouder.

  No Comments / Music Journalism, Published Writing / Andrew McMillen

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• December 22, 2011

  SMH IT Pro story: “‘Larger technical issue’ in Facebook ad system”, December 2011

  A short feature for the Sydney Morning Herald’s IT Pro section. It’s my first work published under the SMH masthead. Excerpt below.

  ‘Larger technical issue’ in Facebook ad system

  Self-service ad platform gives advertiser grief.

  A Facebook employee has suggested the dramatic shifts in advertising rates on the company’s self-serve ad platform may be due to a “larger technical issue”, in an email to an Australian customer.

  The customer, Tim Levinson [pictured], manager of Sydney-based hip-hop music label Elefant Traks, claims to have experienced price hikes of up to 1000 per cent on the social network’s self-serve ad platform.

  Levinson has spent around $10,000 on Facebook advertisements in the last two years; roughly $100 per week, using the site’s pay-per-click model.

  In late July, he wrote a concerned email to Facebook’s ad sales team, noting that the pay-per-click rates had gone “inexplicably through the roof” – from $0.50 per click to as much as $5. The Elefant Traks manager – who performs under the MC name Urthboy, and is also a founding member of popular Sydney hip-hop group The Herd – noticed in July that the estimated cost-per-click suggested by Facebook’s self-serve ad system wouldn’t budge on its ‘suggested bid’ amount, regardless of whether he was bidding on popular – and therefore, more competitive and expensive – keywords such as ‘triple j’ and ‘bliss n eso’, or significantly less popular terms such as ‘sydney underground rap’.

  “I run a music business where a click results in an actual ‘sale’ only a certain percentage of the time,” he wrote in the email. “This is consistent across the board. The art is increasing that percentage through clever targeting. There is no way that $2 per click is value for money, let alone $3 or $4. There is no way that I gain useful information about the best keywords for targeting people who actually buy our product when the fee per click is the same, regardless of the targeted groups.”

  It took two weeks for a Facebook employee to respond. In the month of July, Levinson had been charged between $25 and $71 each day. On August 5, “Josie” from Facebook’s ‘Online Sales Operations’ team wrote back and explained how the pay-per-click system worked, despite Levinson having used the ad platform without problems for two years. His concerns remained, so the email conversation continued.

  For the full story, visit SMH IT Pro.

  No Comments / Feature Journalism, Published Writing, Tech Journalism / Andrew McMillen

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• September 22, 2010

  triple j mag story: ‘Music Counts For Something’, September 2010

  A feature for the September 2010 issue of the recently-renamed triple j mag, which discusses what Australian musicians make from selling music as a proportion of their overall income. The full article text is underneath.

  

  Music Counts For Something

  by Andrew McMillen

  We asked some top independent artists to speak specifics on the art of selling music in the digital age – and to advise up-and-comers on how not to get rorted.

  Throughout the history of recorded music, album sales were a strong indicator as to artists’ personal wealth. The equation used to go: gold and platinum record sales + sold out tours = money in the bank. But in 2010, people are less and less likely to pay for recorded music, with the equation continuing to shift away from sales toward touring.

  The Presets

  The Presets’ Julian Hamilton is blunt when discussing musical economics, as an ambassador for APRA – the Australasian Performing Right Association – might well be. “These days, if you want to be a working musician can’t just rely on record sales to make money,” he says.

  According to Julian, music sales through publishing account for “around a third or a quarter” of The Presets’ overall income. “But it’s tricky because the way that musicians earn money is so varied, through so many different revenue streams that come in at different times. Some months, you might make no money.”

  His advice to aspiring musos: “Try to keep the creative and business sides of the bands different: don’t talk about money when you’re rehearsing, and don’t talk about lyrics when you’re in a business meeting. Set up a group account under the band’s name, where all members can see where the money’s going.”

  “If you can sort the shitty business side out, so that you don’t worry about it, that’s gonna make the fun stuff even more fun.”

  Gotye

  Under the pseudonym Gotye, Wally de Backer put himself $30,000 in debt to fund his ARIA Award-winning album Like Drawing Blood in 2006. That risk paid off: following mainstream interest in his independently released second LP, Wally eventually made over $100,000 in album sales and royalty payments.

  At the release of the first Gotye album, 2003’s Boardface, de Backer got the feeling that “making music wouldn’t ever be more than something I could produce and finance in my spare time from ‘real work’. Having been a full-time musician for a couple of years now, I’m amazed at how much time can be spent dealing with accounting, chasing and checking royalty statements, managing budgets, and basically financial planning so you don’t end up in a bus in middle of Eastern Europe with a maxed out credit card and the bank foreclosing on your mortgage back at home. I’d rather be on top of everything and organise my music-making time accordingly, rather than remain oblivious and potentially have tax and income issues down the track.”

  His advice for young musos: “If you can cover all or most bases and get your career off the ground yourself, then you’re in a strong position to negotiate good deals later on, rather than being at the mercy of ‘industry standards’.”

  Eddy Current Suppression Ring

  Melbourne rock band Eddy Current Suppression Ring’s third album, Rush To Relax, debuted in the ARIA top 20 earlier this year.

  Despite their popularity, the band’s guitarist (and manager) Mikey Young is frank about how he and his bandmates treat the project.

  “We all have other ways of making money. We treat this band like a hobby. Outside of shows, we get a random few grand every so often from record sales, APRA and publishing, but once it’s split between the four of us and we put a bit back towards the band, it’s really just bonus pocket money.”

  “None of us could solely live off [the band’s income]”, he continues, “But that’s our fault and not due to the state of the music industry or anything. We choose to keep our band a thing we do for fun when we feel like it, so we’ve never made that leap into having a crack and living off it.”

  Urthboy

  Tim Levinson – better known as MC Urthboy, in addition to being a founding member of The Herd and head of Sydney independent label Elefant Traks – reveals that royalties from album sales comprised 14% of his overall income in 2009. The majority of his earnings came from touring and label-related revenue.

  “If a musician has only ever had a part time job to sustain their real passion of playing music for a living, you can understand how vulnerable they become,” says Tim. “It’s important to take this into account when understanding the significance of how much sacrifice artists make to pursue their music.”

  For all but the biggest fish in the Australian musical pond, Tim confirms: “If you’re a musician, you can never piece together anything resembling an income without including some sort of regular or fall back job. But if you’re instinctively passionate about it, you have no choice. You are compelled to do it. It’s art that is created out of just a necessity to express yourself, and that’s a great thing.”

  Philadelphia Grand Jury

  Philadelphia Grand Jury’s manager, Martin Novosel, runs us through the economics of a popular, self-released indie band. “Once a quarter, the band will see approximately $8-9,000, minus 25 per cent in distribution, minus pressing costs for the albums (if more needed to be pressed), minus any marketing costs, minus mechanical costs, and finally, minus management commission on profit. In real money terms, this equates to something in the vicinity of a couple of thousand dollars per quarter for the band members.

  “However it does go up if you are a commercial act,” he continues. “The reason for this is because bands are kept in consumers’ minds through media presence.”

  Martin acknowledges that the indie market is very live-driven; “An act needs to be playing often to keep its currency with media to get that exposure. And an act can really only tour Australia twice or three times in an album cycle before it has overplayed and needs to provide new material”.

  Compared with their income from touring, publishing and merchandise, Novosel estimates that the Philly Jays’ music sales comprise only 5-10 per cent of the band’s overall income.

  The Butterfly Effect

  The Butterfly Effect’s bassist, Glenn Esmond, suggests that about 25 per cent of the band’s yearly revenue is from album sales.

  Though he grew up idolising the glam rock model of luxury and privilege – private jets and the like – as he got older and started playing in cover bands at local pubs, Esmond realised that “it’s just enough to be able to pay your rent, and have a bit of money left over at the end of the day to buy a beer.”

  He suggests reading the book Music Business, by Shane Simpson. “You might decide to be independent or you might go with a label, but at least you’re informed about how the industry works, and how deals are recouped. I’ve read about some bands who signed deals where the label makes 85% of the band’s income while retaining the rights to the masters. It’s insane, man. How does anyone ever make any money? Sometimes people don’t, and that’s the reality.”

  With a laugh, he concludes: “You’ve gotta do it for love until you get too old, or your missus goes, ‘Sorry mate, you’ve been doing this for ten years and you’ve made no money – you need a real job!’”

  2 Comments / Music Journalism, Published Writing / Andrew McMillen

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• August 16, 2009

  The Music Network story: ‘For The Record: An Album Retrospective Part 5’, August 2009

  In the final piece of a five-part puzzle, Andrew McMillen examines the digitally-inspired shift in consumer habits away from the long-established album format. After speaking to passionate Australian artists like Hungry Kids Of Hungary, Urthboy and Eleventh He Reaches London last week, Andrew verbally prods two innovative Brisbane-based acts who have turned the album-release expectation on its head.

  Were this album-centric article series an actual album, we’d have since bypassed the hit singles, the forgettable middle filler, and the surprising experimental freak-outs. This’d be track twelve; the last gasp that’s strategically-placed to reward the attentive hard-core of fans. Luckily, reader, track twelve is this metaphorical album’s hidden gem: it describes two Queensland acts who’re subverting the traditional cycle in favour of a flexibility that benefits both artist and fan. Press play and get comfortable, won’t you?

  Brisbane natives Drawn From Bees [pictured right] are riding a healthy buzz following their recent national tour and more than a few nods of approval from Triple J. The art-rock four-piece have self-imposed an interesting alternative release strategy: a new record every six months. Explains bassist Stew Riddle: “Over a few drinks after our first rehearsal last year, we decided to use the fact that we’re a band of four songwriters to our advantage, and aim for a prolific introduction to the band. We felt that it would be interesting to break from the new-band cycle of ‘release an EP, tour for 6-12 months, release another EP’, and instead try to put something out every six months.” But the Bees are in a unique situation that encourages frequent releases; Riddle admits: “Dan, our singer, is also a producer, so we can afford to record very cheaply. If we had to hire studio and producer time, it might be a very different story.”

  Two EPs into their two-year experiment, Riddle contemplates the band’s feeling toward the album format: “I tend not to think about what we’re doing in terms of working towards an album, as to me, the length is largely irrelevant. I feel that each record needs to make a statement, and to be a snapshot of where the band is at that particular time. Our third release is looking to be an 8 or 9 track record that has a more melancholy flavour. Is it an album or an EP? We don’t know, so we’ll just call it a record and let other people decide!”

  When asked where he thinks the album format belongs in the future of music, Riddle is sceptical. “It’s a hard one to judge. It seems that while the physical single is dead, the digital single is now king. No one buys albums anymore, but if you look on my friends’ mp3 player, they tend to collect not just full records, but full catalogues of acts that they love. I think that the album will live on. Certainly, at least in the sense of releasing bodies of music that make various statements at different points in an act’s career. Does it mean that the length of an album will remain between 30 and 70 minutes? Maybe not. Musicians aren’t constrained by the format anymore; vinyl and plastic don’t dictate the length.” With a fourth release due around Christmas to bring the four-EP commitment to a close, what’s next for Drawn From Bees? “We’ll probably do an album. Or a greatest hits box collection, who knows?” laughs Riddle.

  From a regular-release ideal to a staggered album: meet Brisbane indie rock band 26 [pictured below left], who’re midway through an ambitious project to release a twelve-track album in three-song installments every three months. After releasing two albums in the standard manner since their 2005 debut The King Must Die, singer/guitarist Nick O’Donnell explains the genesis of the concept dubbed 26×365: “We don’t sell all that many hard copies anymore, so we decided to release the next album in small portions. We were finding that people were buying singular songs rather than the whole albums off of iTunes.”

  Each of the four parts to 26×365 is priced at $3.39. O’Donnell continues: “We thought maybe we could package a couple of songs together at a lower price point and you could get people buying them because they think they’re getting a bargain, as they’re getting three songs for the price of two. By April next year we’ll have the twelve songs that you can buy as a whole product, but our true fans can get the songs every three months. This allows us to introduce the songs gradually into our live set; in terms of the record, it’s like our fans are coming along for the ride.”

  

  With the new release, the band are aiming to reduce the comparative tedium that they’ve experienced with past releases. “It’s not like the situation where the band records the whole album and they’re already already kind of over the songs; you know, you’ve already been playing the songs for a year or so. As an artist, you get to the end of the album process and the songs aren’t fresh for you, but they are for the public. So you’re pretending that they’re new to you, but they’re not.”

  The band’s website further addresses the reasoning behind the project. Perhaps unwittingly, 26 have put their heads together and specified a bold manifesto for independent artists the world over. 26 state:

  Unless you’re Coldplay, Metallica or Andre Rieu, the one thing a band must do is maintain momentum. Peoples’ attention span is becoming shorter and shorter, so we want to be attracting CONSISTENT attention.

  The 26×365 release process will allow:

  1. New material to the audience, but not so quickly that it will lose its impact.
  2. Offer a time-based point of interest for the band
  3. Allow the audience to see how we are progressing as a band
  4. New content for an entire year, including pictures, videos, blogs, and give aways
  5. New gig material for an entire year and having it ready for consumption on iTunes. No waiting for the whole album to be released.

  The purpose of this article series is not to eulogise the demise of the album, or to bemoan the recording industry’s omissions. Instead, it’s to highlight that right now is a better time than ever to consider the ideal manner in which to distribute music to an artist’s fanbase. For independent artists, a direct artist-fan (one-to-one) connection may be the most appropriate business avenue. For bigger artists – the aforementioned Coldplays and Andre Rieus – a one-to-many, traditional distribution method may still be the ideal outcome. The keyword in this discussion is choice. Not only do customers now have the ability to choose how they consume music with more freedom than ever before; now, artists are privy to a wealth of release strategies, business models, digital distributors, while still retaining the option to engage in traditional physical product manufacturing and distribution.

  “A lot of purists tend to complain now that an album’s artwork is gone. I think it’s really great, because what has gone is all the shit surrounding the music. You can still get the music itself, so you’re getting the purest version of the art, because it’s just the music. It’s nothing else.” – Nick O’Donnell, 26.

  Brisbane-based Andrew McMillen writes for several Australian music publications. He can be found on Twitter (@NiteShok) and online at http://andrewmcmillen.com/

  (Note: This is part five of an article series that first appeared in weekly Australian music industry magazine The Music Network issue #748, July 27th 2009. Read the rest of the series: part one, part two, part three, and part four)

  6 Comments / Music Journalism, Published Writing / Andrew McMillen

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• August 16, 2009

  The Music Network story: “For The Record: An Album Retrospective Part 4”, August 2009

  In the fourth piece of a five-part puzzle, Andrew McMillen examines the digitally-inspired shift in consumer habits away from the long-established album format. This week, Andrew quits hypothesising, and instead speaks to those responsible for history’s loved and loathed albums: musicians!

  In the last three weeks, we’ve indulged in much reminiscing and theorising on the value of the album format in an era of unparalleled consumer choice. “The track has been disengaged from the album!” “Artists shouldn’t automatically sprint toward the album endpoint as a result of historical programming!” “It’s easier to choose to part with around a dollar for a song you’ll love, rather than $15-20 for an unfamiliar collection!” You’re familiar with these arguments, professed from this writer’s listener/critic position. But, er – what about the artists themselves? The ones who make music? Where do they think the album belongs in 2009?

  Brisbane’s Hungry Kids Of Hungary [pictured right] write hook-heavy songs that’re informed by a studious observation of the pop legends of generations past. Their two EPs have attracted radio attention, festival slots and, most recently, a Q Song award nomination. Are they treading down the pop-proven album release path? “We sure are!” replies singer/keyboardist Kane Mazlin. “We’re currently demoing and writing songs for a debut album. Like most independent bands, it’s a matter of balancing time and finance as to when we will record and release, but we’re certainly hoping to be in a studio within three months. I think it’s just a natural progression for us to put our ideas down on a long player. It will give us more scope to present ourselves more accurately, which is something we’ve only been able to touch on when creating EPs.”

  No surprise, then, that the Hungry Kids are album purists. Drummer Ryan Strathie explains: “Artists put a lot into creating an album as an entire piece – a single song is only one part of the album puzzle. I think it’s crucial for an album to be experienced in full, artwork and all. For me, its just not the same without the whole package.” Strathie cautions, however: “Artists – big or small – need to take responsibility for the quality they put out. If you can’t put out 10 great songs, then don’t do an album! It’s obvious that people will still buy a record if it’s any good; too many artists maximise on a single song or a hit and put out an entire album, even if it’s not good enough.” He concludes: “People aren’t stupid, they have been burnt!”

  From young upcomers to an established act: Perth’s Eleventh He Reaches London [pictured below left] have forged a respectable name for themselves at the intersection of the nation’s hard-rock, metal and hardcore communities. Their 2005 debut album The Good Fight For Harmony preceded 2009’s Hollow Be My Name, for which the five-piece received a $13,000 recording grant from the Western Australian Department Of Culture And Arts. Drummer Mark Donaldson rationalises the decision to release music in this manner: “We never really gave any thought to releasing an EP or singles, because we believe that you can get more enjoyment out of our band across an album. We wanted to release something that was quite cohesive, and had some continuity, with a good hour-long running time.”

  “I’m still a huge fan of putting on an album and listening to it all the way through. It’s very rare to experience an album that you can listen to from start to finish, and not get bored. It’s very rare to experience that, and it’s one of the things you look forward to in life, as a music fan – that next band that you’ll become completely obsessed with.” When questioned about the free MP3 downloads offered on the band’s Last.FM profile, Donaldson continues: “It’s still good for people to be able to download a song in reasonable quality, just in case they are thinking about downloading the full album. Because we’ve basically arrived at the situation where you can download a song for free, get a feel for the quality of it, and then decide whether you want to waste your bandwidth on it!”

  We laugh at the madness of trying to explain the rationing of 60-100 megabytes to a music fan fifteen years ago. But how does he feel about fans of the band who purport to love their music, but who’ve never bought anything from the band? “There’s no ill feelings toward those who don’t pay. What I don’t like is when people download the album, love it, but then don’t attend a show when we’re near them. That really cheeses me off, because touring is such a massive effort. You look forward to sharing the music with the audience, and that’s what playing live is all about. Being able to share your love of your songs with others.”

  As co-founder of the Elefant Traks label and a renowned hip-hop artist in his own right, Sydney’s Urthboy [pictured below right] understands the record business better than most. Born Tim Levinson, his third album Spitshine is due in August 2009. He reasons: “I love the idea of the album because it allows an artist to make a little book, rather than a short chapter. I completely respect that people receive music in their preferred form, but as an artist I think the whole LP is worth holding onto. The album allows the artist to stretch out a bit, and from that perspective you’re able to tell a better story.”

  It’s a valid comment, given that hip-hop song structures are perhaps more reliant on narrative than their rock counterparts. When asked about digital distribution’s effect on the album format, Levinson concedes: “It’s slowly changing people’s attitudes and expectations toward consumption of music. We’re in a transition period where albums retain a huge significance – but some signs suggest it’s disappearing. Stranger things have happened and trends don’t always result in their predicted outcome, though.”

  Levinson’s position at the helm of Elefant Traks informs his optimistic wisdom. When asked whether Elefant Traks have adopted alternative release strategies to album delivery, he responds: “We’ve discussed it a lot; I want to keep open-minded about it. One of our key methods of promotion is bundling as many activities into the one ad spend. Usually this is simple: the album and the tour. We’re a record label, but we’re also a default management company – we spend money to invest in the artist who hopefully invests in themselves, and in turn helps us sell their records. Touring is not lucrative across the board – that’s an industry myth – but it forms part of the overall picture. The point I’m getting at, is that not every artist can simply put out a few songs regularly, sling ’em to radio, excite the public’s imagination and wait for the money to roll in. There are significant costs associated with any release, whether EP or album. The public may like the freedom of picking and choosing but I don’t believe they’ve fallen out of love with the album yet. Singles aren’t for everybody, but our music industry is; there’s no use writing eulogies at this point in time.”

  It’s worth reinforcing that the purpose of this column series is not to eulogise the album as a whole. Rather, it’s to highlight that digital distribution has allowed listeners to choose how they consume music, and musicians to choose how to deliver their creations to listeners. Next week, we’ll meet some artists who’re rejecting the album-release expectation in favour of innovation, and look to a bright future where musical expression isn’t necessarily confined to 10-12 tracks.

  Brisbane-based Andrew McMillen writes for several Australian music publications. He can be found on Twitter (@NiteShok) and online at http://andrewmcmillen.com/

  (Note: This is part four of an article series that first appeared in weekly Australian music industry magazine The Music Network issue #747, July 20th 2009. Read the rest of the series: part one, part two, part three, and part five)

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