Australia’s Music Industry Rallies Behind Exciting Touring Initiative: ‘Michael’s Rule’
A groundbreaking campaign has been launched in the Australian music industry to ensure that local artists are included in all tours by international acts in the region. This initiative, known as Michael’s Rule, has received widespread support from various sectors within the music community.
Unveiled at the 2024 AAM Awards and officially announced on Friday, Michael’s Rule is named after the late Michael McMartin, an esteemed artist manager who managed Hoodoo Gurus for over 40 years. The campaign is based on three main principles: every international artist must have an Australian artist as one of their opening acts, the Australian artist must perform on the same stage with reasonable sound and lighting, and the Australian artist must be announced simultaneously with the tour to receive full marketing and promotional benefits.
This rule has garnered a positive response from key figures in the music industry, showing a rare moment of consensus. Major organizations and trade associations such as ALMBC, APRA, ARIA/PPCA, Select Music, and Music Australia, along with renowned concert promoters Michael Chugg, Danny Rogers, Ben Turnbull, and Untitled Group, have all voiced their support for Michael’s Rule.
While the idea of including local talent in international tours was widely accepted in the early 2000s, it fell out of practice in recent years. With Australian artists facing challenges in impacting domestic charts and international tours primarily featuring foreign line-ups, Michael McMartin strove to reinstate this code before his passing earlier this year.
Danny Rogers, co-founder of Lunatic Entertainment / St Jerome’s Laneway Festival, emphasizes the importance of this rule in supporting local talent and fostering growth opportunities for Australian artists. Millie Millgate, executive director of Music Australia, views Michael’s Rule as a crucial step towards elevating the prominence of Australian artists in the industry.
Untitled Group, one of Australia’s largest music and events companies, acknowledges the significant role that this initiative can play in promoting emerging Aussie acts and maintaining a vibrant local music scene. They stress the responsibility of promoters in nurturing and showcasing local talent for the future sustainability of the Australian music landscape.
AAM, representing over 300 artist managers, is advocating for promoters to collaborate with the industry in developing a voluntary code of conduct. The organization warns that if promoters do not participate, government intervention may be necessary to ensure Australian fans have access to a diverse range of local live talent.
Legendary concert promoter Michael Chugg, chairman of Chugg Entertainment, echoes the industry’s united front in supporting Michael’s Rule. While he acknowledges that there may be exceptions where local talent cannot be included, Chugg emphasizes the overall significance of prioritizing Australian music in the live performance sector.
