How SoundsAustralia is paving global paths for Australian artists
. These days, the agency’s Aussie BBQs and luncheons are seen less as just “cool places to be” at SXSW, The Great Escape and other key conferences, and more as “if you weren’t there, you missed the most important event of your week.”hosted the first Aussie BBQ at SXSW, that year’s sole Australia-focused event, for which he recruited nine Australian artists to perform.
Along the line, the Australia Council, which helps fund the country’s arts programs, began realizing it might actually need to establish such an export office. “As more artists were being invited to SXSW and other showcase events, the Australia Council recognized pretty quickly that, at SXSW, a number of countries were already providing support for their artists and that we could gain more benefit from helping the artists once they land,” Sounds Australia executive producersays.
Dickie was grateful for the support. “When Millie came in, we were just some punk rock kids,” he says. “She had a budget. We had a brand.” In 2010, the agency partnered with Dickie and Mihelakos to present the Aussie BBQ. In 2013, Sounds Australia began licensing the Aussie BBQ and expanding it from SXSW to The Great Escape, the U.K. and other international showcasing events. In 2017, Sounds Australia took full ownership of the showcase.
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