Australian music industry backs “Michael’s Rule” for touring.

SYDNEY, Australia — A new campaign that aims to ensure Australian artists are included in all tours by international acts in the country has garnered significant support from the music industry.

Announced during the 2024 AAM Awards last Wednesday, May 1 and further detailed on Friday, the initiative is named after Michael McMartin, a highly respected artist manager who managed Hoodoo Gurus for over 40 years. The campaign is structured around three key principles: international artists must feature an Australian artist as one of their opening acts, the Australian artist needs to perform on the same stage as the headlining international act with equitable sound and lighting support, and the Australian artist must be announced simultaneously with the tour to benefit from promotional efforts.

The Rule, introduced by the Association of Artist Managers (AAM), has been met with widespread approval.

Key figures from various music industry organizations have voiced their support for the initiative, creating a rare moment of consensus within the industry. Entities like the Australian Live Music Business Council (ALMBC), APRA, ARIA/PPCA, Select Music, and Music Australia have thrown their weight behind the campaign. Additionally, prominent concert promoters such as Michael Chugg, Danny Rogers, Ben Turnbull, and Untitled Group have also expressed their backing.

Initially proposed by artist managers in the early 2000s, the rule had gained traction within the industry. However, with Australian artists facing challenges in impacting the domestic music charts and major international tours featuring foreign line-ups without local support, Michael McMartin advocated for the reinstatement of this voluntary code during his final public speech at last year’s AAM Awards. Sadly, McMartin passed away on March 31 of this year at the age of 79.

“Danny Rogers, co-founder of Lunatic Entertainment / St Jerome’s Laneway Festival, emphasizes the importance of Michael’s Rule, stating, “We need unequivocal support at all levels of touring and festivals to ensure that we can find avenues and growth opportunities for our local talent.”

Millie Millgate, the executive director of Music Australia, adds to this sentiment by stating, “Repairing our industry and increasing the prominence of Australian artists will require teamwork and multiple steps, among which Michael’s Rule is a crucial one.”

Untitled Group, Australia’s largest independently-owned music and events company, highlights the potential impact of this initiative in fostering emerging Australian talent. The company emphasizes the importance of supporting local music culture and grassroots scenes, underscoring the role of promoters in platforming and nurturing local talent for the sustainability of the industry.

AAM, representing over 300 artist managers, urges promoters to collaborate with the industry to develop a voluntary code of conduct. They caution that failing to engage in this process may prompt government intervention to ensure Australian fans have access to a diverse range of local live talent.

Reflecting on the importance of including local talent in tours, Michael Chugg, chairman of Chugg Entertainment, states, “There are instances where local talent may not be feasible, but these are rare exceptions. It’s heartening to see the Australian music industry unite in supporting Michael’s Rule.”