On any given weekend in any one of Australia’s capital cities you can usually find a fair number of gigs from local and international touring bands taking place.

In fact, in the Aussie rock capital of Melbourne, its 470-plus live music venues contribute to an estimated $1.04 billion in business to the state’s economy annually, an amount that’s bigger than AFL.

But an important if lesser-acknowledged part of the Australian music sector is the country’s vast regional touring belt, which in Victoria alone is generating $276.2 million for the state economy.

That’s according to the 2013 results of Music Victoria’s Regional Live Music Census, a 31-page report compiled over the last six months by the state music body (in association with university and TAFE researchers) to measure the activity patronage and employment of 197 identified live music venues and festivals that combined host around 22,900 gigs annually, attended by around 3.8 million patrons, making for the combined $276.2 million figure.

While the regional live music sector is providing many job opportunities and kicking in millions to local economy, Music Victoria’s report concludes it could be doing more with government support and “needs a co-ordinated state wide strategy and dedicated ‘one-stop shop’ office to help stimulate the regional touring circuit.” “These impressive figures finally prove that the regional live music industry makes a significant contribution to job creation and the regional economy.”

“The report demonstrates the value of live music activity to the regional economy and its importance in job creation,” says the census’ editor, Dobe Newton. “Nevertheless, a significant number of operators are increasingly impacted by the regulatory system – just as are their counterparts in metro venues.”

The census found 37% of venues reporting an increase in their patronage in the last 12 months, while 17% reported a drop in attendance figures (the other 46% said it remained stable). But around half of all regional venues surveyed said that the impact of regulatory issues – such as liquor licensing, noise complaints, zoning issues, and development – had increased in 2013.

“Regional Victoria has a remarkable musical history, but the tyranny of distance, a lack of resources and the affordability of interstate air travel have conspired against it in recent years,” said Music Victoria CEO Patrick Donovan. Music Victoria is now pushing for a coordinated effort between industry, artists, venues and government to restore regional touring circuit “to its former glories.” “…a significant number of operators are increasingly impacted by the regulatory system – just as are their counterparts in metro venues.”

“These impressive figures finally prove that the regional live music industry makes a significant contribution to job creation and the regional economy, and therefore should be able to access the $1 billion Regional Growth Fund, rather than mere arts grants,” says Donovan.

To that end, following consultation with regional live music venue operators – as well as Victorian artists, agents, and promoters – Music Victoria’s Regional Victoria Live Music Census offers a list of key recommendations that will better improve and stimulate the regional sector and “ensure long-term health and growth;” they include:

• The implementation on a Regional Live Music Plan with a dedicated regional live music office. Its primary purpose would be to act as a one-stop-shop to build relationships and liaise between musicians, venues and industry, including promoters and booking agents.
• Encourage councils to develop their own tailored music action plan, based on Wollongong’s Live Music Action Plan.
• Reduce red tape and liquor licensing fees to make it easier to host original live music.
• Support regional all ages gigs based on new improved government conditions and reforms.
• Host live music workshops to promote the Live Music Best Practice Guide.
• Encourage independent mediation between venues and residents in the case of an amenity dispute.
• Investigate opportunities for improved transport at night and maintain existing services.
• Encourage the sector to pro-actively contribute to a comprehensive gig guide and encourage venues to routinely log their events.
• Encourage the music sector to meet regularly at a live music venue to investigate issues facing the live music scene.
• Investigate opportunities for improved transport at night and maintain existing services.

The recommendations follows directly on from Music Victoria’s similar 19-point action plan of two weeks ago as part of their membership drive, urging the State Government for greater support to ensure “the next Gotye, Vance Joy, Courtney Barnett or Hiatus Kaiyote don’t fall through the cracks,” in the words of Music Victoria CEO Patrick Donovan.

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