Artist Review: Music Victoria in the Hills

3MDR was so pleased to co host three professional development series for independent artists recently, with Music Victoria, Cardinia and Yarra Ranges Councils, and Burrinja Cultural Centre.

Here, local hills artist Celeste Willoughby reflects on the impacts and importance of these kinds of events:

“When I think about the things I love most about being a member of the community in the ‘Hills,’ the natural beauty of this region is surpassed only by the vibrance of the collective creativity amongst the folks who have made a home here within the the Dandenong Ranges and Yarra Valley, from Corhanwarrabul all the way across to Donna Buang. And how good it was to see so many of us all come together to soak up the wellspring of music industry expertise on offer from Music Victoria for their recent ‘Music in the Hills’ series. Presented in collaboration with our local radio station 3MDR, Burrinja Cultural Centre, Cardinia Shire and Yarra Ranges Councils, the program offered musicians at all stages of their careers an opportunity to learn more about the business side of making a career in music. 

Each of the three sessions was presented at a different venue within the local area and included a diverse panel of independent musicians and music industry professionals. Over the two-hour long sessions, extended conversation unfolded that was hosted by a representative from Music Victoria who facilitated dialogue through a range of the most pertinent questions concerning the music industry. Following the formal panel discussions there was plenty of scope for further engagement through Q&A with an eager audience raising questions that took us down all manner of tangents and responses that provided a wide scope of information, much of which I am still digesting. There was also ample opportunity to mingle over refreshments, with many familiar faces in the crowd and an opportunity to connect with others not yet known to us. 

Reflecting on a similar music industry series run several years ago at the former Skyark Room at Burrinja, this latest offering did not at all seem redundant or repetitive, which serves to illustrate how much there is to learn, and what a wealth of knowledge Music Victoria’s offerings have to deliver. It was excellent to see great representation of women in the panels, both in the inspiring force they embody in their successes, and providing a unique vantage point to the struggles they have overcome in forging their paths. More broadly speaking, the diverse viewpoints that were represented offered a wide scope that was relatable to those of us in the audience who are just starting out, whilst mapping out broader possibilities as our careers progress. 

At the Hills Hub in Emerald, the first session focused on Marketing and Artist Management, featuring Genna Alexopoulos (Super Duper), Catherine Burton (Bolster), Xani Kolac (Self-Managed Musician), and Cara Williams (Slow Clap). It was illuminating to hear about promotion strategies from a range of different perspectives, with the self managed artist’s view offering much creative thinking to riff off with regard to promotion, album launches and using social media, and the more business focused side providing a number of concrete concepts to master with regard to management; matters which are often the last consideration for musicians more often concerned with instrumental mastery and performance craft. At a time where the music industry is faced with particularly bad economic conditions, it has never been more pertinent to imagine ways we can reach our audience, encourage them to engage with our music and come to our shows. 

The second series was concerned with Radio and APRA and fittingly was held on premises at our community radio station 3MDR in Upwey, featuring Glenn Bennie (APRA AMCOS), Ren Cuttriss (3MDR), Firas Massouh (PBS), and Erin Larkins (This Much Talent). Though I was unable to attend this session, I got the impression from conversation with other attendees at the following session that there was indeed plenty of insight and expertise to soak up with regard to getting your music heard on radio and collecting royalties. 

On the third and final instalment held in the Lyre Room at Burrinja Cultural Centre in Upwey, the discussion centred on Gigs and Funding, with a panel featuring Kiwat Kennell (Self-Managed Musician), Lorrae McKenna (Our Golden Friend/Golden Grants), Dale Packard (Music Victoria) and Rebecca Young (Collective Artists/One of One). Hearing from experts in grant writing describe the opportunities available and the strategies to craft applications and present creative practice in the best way made the notion of pursuing funding much less intimidating, and to hear from independent artists who have done it for themselves was very empowering. Discussion of booking gigs touched on the fundamentals of press kiss but extended into more strategic ideas around how to work your way up to bigger venues, and how an artist might put together a tour, which painted a clear road map regardless of which stage of career attendees find themselves. 

The really beautiful part of these sessions was that not only did a well selected panel bring a high standard of content to be delivered, but the sum total of ideas and experience brought to the table by attendees also contributed considerable value through incisive questions and insightful anecdotes. It was a clear reminder that individual success in music is an illusion, and that through sharing resources and knowledge in this way, we can find effective ways to work together and support each other, even outside the realm of creative collaboration. How lucky then that our particular community has so much talent and good will to share amongst us.”

Celeste Willoughby, photo by Cathy Ronalds.

Celeste Willoughby is a pianist, writer and composer. Celeste has been playing piano all her life, is self-taught and driven by a passion for melody and the transportive nature of music. Celeste grew up listening to Tchaikovsky and Rachmaninov, but always preferred playing music of her own. Earlier work in her catalogue is released under her former name, Edward at https://edwardwilloughby.bandcamp.com