It’s beginning to look a lot like awards season.
This month saw Flume scooping AIR’s Independent Music Awards, while King Gizzard & The Lizard Wizard walked away $50,000 richer as WAM handed out its Song Of The Year gongs ahead of their annual Awards next month.
There’s also the inaugural Music Victoria Music Awards, a re-brand of The Age EG Awards, with The Drones, Big Scary, and Dick Diver all up for trophies, and of course, the full list of 2013 ARIA Awards nominees.
Now an iconic live music venue in Melbourne is getting in on the action, announcing its own plans to host an Awards ceremony, but unlike the other industry establishments, one that recognises the achievements of those outside “the major label and established Oz acts.”
Yesterday afternoon saw Melbourne’s Cherry Bar announcing the launch of the inaugural Cherry Awards on their Facebook page, in a post that bemoaned that there’s “not enough recognition for the quality independent ROCK acts of this town, who could really benefit from the attention. So, instead of whinging about it, Cherry is doing something about it.”
The heritage rock venue, located in the heart of AC/DC Lane in the city, will play host to the inaugural ceremony on Wednesday 18th December, where 12 Cherry Awards will be handed out amongst a series of live performances.
Cherry Bar co-owner and booker, James Young, tells Tone Deaf that the inspiration for the venue’s titular awards was a jadedness with seeing the same acts getting the same kudos in a series of endless parades that simply reinforce the success and popularity of musicians that don’t necessarily need the attention. “I just got frustrated at most music awards… When Flume wins 5 ARIAs this year I will neck myself.”
“I just got frustrated at most music awards because established acts win or one act wins all the awards and rock tends to get overlooked,” explains Young. “Established acts don’t need the help.”
It’s a criticism that could potentially be levelled at AIR’s recent Independent Music Awards, where Flume scooped up wins in all but one category he was nominated for, then less than a week later, the Sydney beatmaker led the 2013 ARIA Award nominations pool with eight nods, while simultaneously claiming his first ARIA at the Fine Arts & Artisan ceremony.
“When Flume wins 5 this year I will neck myself,” says Young, emphasising that the recognition should be shared, not compounded. “No act should be allowed to win more than 2 ARIAs in any one year.”
The formation of the Cherry Awards also deals with Young’s other gripe with the glitz and glam of other industry accolades; “rock is an over-looked genre, [when] the strongest surviving major festival is Soundwave cos people want rock – where is the attention for rock?” gripes the legendary venue booker. “Let there be Rock, for fuck’s sake!”
“Bloody arty hipsters who’ve been playing music for 18 months and never play live aren’t worthy to live in the same town as King of The North, King Parrot or Bitter Sweet Kicks, let alone win significant Awards, the pricks!” he continues. “I book over 1,200 different acts a year at Cherry, 99.9% have zero chance of even being nominated in Australia’s major Music Awards.”
“I book over 1,200 different acts a year at Cherry, 99.9% have zero chance of even being nominated in Australia’s major Music Awards. Some of these bands are brilliant. And these bands really really need the leg-up.”
This December’s first-ever Cherry Awards – which precedes the venue’s own annual festival CherryFest – plans to rectify that, “winning an Award, even a Cherry Award, can have genuinely positive impact on this band,” says Young. “It gives them something to leverage.”
The 12 Cherry Awards will be doled out to bands that have already rocked the venue’s sticky carpets and sweaty walls. “Best Cherry Monday act, Tuesday act, Wednesday act, you get the picture,” explains Young. “Plus Act of the Year and some special ‘promise’ Award categories. Soul and Blues acts will be represented as well as Rock.”
Helping bring the concept to life, and presenting the awards, is Jagermeister (who interestingly enough, were the sponsorship partners for the AIR Awards last year before being replaced by Carlton Dry this year).
“In my head, the ‘prize’ is the Title, and the Award will be specifically made bespoke Jagermeister bottles/awards. And something crazy for Cherry Act of the Year,” adds Young, who claims that at the end of the day, it’s about celebrating Melbourne’s “incredible local scene.”
“These bands deserve to be recognised for their talent and given a chance for better exposure,” he says. “I’d encourage other venues to create their own Awards as well, and reward the very best acts who played their stage in 2013.”
Cherry Awards 2013
Jagermeister Presents
Wednesday 18th December, Cherry Bar
AC/DC Lane, Melbourne CBD
Awards & Live Bands
8pm til 3am, Free Entry
CherryFest 2013 Dates & Tickets
Sunday 24 November 12noon- 9.30pm
Cherry Bar and AC/DC Lane, Melbourne
13 acts, 2 stages
18+ event
Early Bird tickets $54 only from www.cherrybar.com.au
Strictly limited to 800 patrons
