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News August 25, 2020

Sounds Australia launches the ultimate international buddy system, Global Music Match

Senior Journalist, B2B
Sounds Australia launches the ultimate international buddy system, Global Music Match

Sounds Australia is helping make the world a smaller place with Global Music Match, a world-first buddy system for artists in these times of physical distancing.

Launching today with 96 “export-ready” artists joined-up from 14 countries, the initiative is pitched as the largest online musical matchmaking platform on the planet.

Its goal? To lift the profile and ultimately break artists across borders through a combination of social media, peer-to-peer collaboration and cross-promotion.

Global Music Match will run for seven weeks, wrapping up on 12th October.

Twelve Australian artists are selected to experience the journey: Charm of Finches, Colin Lillie, Fanny Lumsden, Jessie Lloyd, Kaurna Cronin, Little Quirks. Riley Pearce, Saije, Shelley Segal, STAV, The Heart Collectors and William Crighton.

For this pilot, artists from across all genres are split into 16 teams. And no two acts from the same country are bunched together, which is critical for the cross-fertilisation process.

Each week, artists will introduce one act from their team across their channels. It’s repeated and reciprocated, so that all artists are presented to new online audiences.

Also, each team can lean on a top-flight coach to “lead and direct them through the project,” organisers say.

Australian music industry professionals Chloe Goodyear (Woodford Folk Festival) and Justin Rudge (Port Fairy Folk Festival) will lend their experience to two of the #GlobalMusicMatch teams.

“It’s been incredibly rewarding having such a simple idea of connecting artists from Australia and Scotland grow into something global with nearly 100 acts from around the world involved,” comments Glenn Dickie, Export Music Producer from Sounds Australia, in a statement.

During these last few months,” he continues, “we have purposefully created initiatives that will develop and thrive beyond these times. Global Music Match perfectly encapsulates our mission to connect Australian industry and talent to the world, whether it’s in-person at a showcase event or online.”

Sounds Australia exists to raise the profile of Australian contemporary music in key international music markets. It’s a joint initiative of the Australia Council and APRA AMCOS, supported by the Federal Government and other bodies, and is housed within APRA AMCOS. 

“Such an incredible initiative from our pals at Sounds Australia,” reads a tweet from APRA AMCOS. “#GlobalMusicMatch sounds like an absolute dream.”

Visit globalmusicmatch.com for more.

This article originally appeared on The Industry Observer, which is now part of The Music Network.

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