Australian Music Industry Supports Touring Initiative Called ‘Michael’s Rule’
SYDNEY, Australia — Artists in Australia have a reason to celebrate as a new campaign aimed at ensuring that Australian artists are included in the line-ups of international acts touring the country has gained substantial support from the music industry.
Unveiled during the 2024 AAM Awards on May 1 and officially announced on Friday, this initiative, aptly named Michael’s Rule after the late renowned artist manager Michael McMartin, has three key components: every international artist must feature an Australian artist as one of their opening acts; the Australian artist must receive comparable stage production to the headlining international act in terms of sound and lighting; and the Australian artist must be announced simultaneously with the tour for full marketing and promotional benefits.
The Rule, put forth by the Association of Artist Managers, has garnered widespread approval from industry leaders and major organizations, marking a rare moment of consensus. The Australian Live Music Business Council (ALMBC), APRA, ARIA/PPCA, Select Music, Music Australia, and prominent concert promoters such as Michael Chugg, Danny Rogers, Ben Turnbull, and Untitled Group have all expressed their support.
Back in the early 2000s, the industry had once embraced a similar rule following lobbying efforts from artist managers. However, recent times have seen Australian artists facing challenges in making an impact on the domestic music charts, with major international tours often featuring line-ups devoid of local talent. It was McMartin’s impassioned plea at last year’s AAM Awards, shortly before his passing in March, that reignited the call for reinstating this voluntary code.
“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, executive director of Music Australia echoes this sentiment, emphasizing that collaborative efforts like Michael’s Rule are crucial in boosting the prominence of Australian artists.
Untitled Group, Australia’s largest independently-owned music and events company, underscores the role of initiatives like Michael’s Rule in showcasing emerging Aussie talent and cultivating a healthy local music scene. They stress the importance of platforms that empower local artists, noting that the future of the Australian music industry hinges on nurturing grassroots talent.
The Association of Artist Managers, representing over 300 artist managers, is advocating for promoters to collaborate in developing a voluntary code of conduct. Failure to engage in this process may prompt governmental intervention to ensure that Australian fans have ample opportunities to experience local live talent firsthand.
Notable concert promoter Michael Chugg, chairman of Chugg Entertainment, affirms his support for Michael’s Rule, emphasizing the significance of the Australian music industry uniting behind this cause. He acknowledges that while there may be exceptions where local talent cannot be involved in tours, these instances are rare, and overall cooperation is essential.
