While the music is obviously an important component of the music industry (some would even say essential), what really keeps the industry running is people. Each person involved has a specific and important job.
To highlight some of the most important and highly coveted jobs in the music industry and find out just what it takes to get that dream job, as part of an ongoing series Tone Deaf will be speaking to some of the music industry’s biggest and brightest.
Most recently, we spoke to the one of the great minds behind Australia’s premier youth broadcaster, triple j. Gerry Bull is the publicist for the network, and she shared on the past, present, and future of triple j, Aussie Music, and her job, a strong contender for the best in Australian music.
Coming Into The Fold
I’ve been at triple j for six years now, which is crazy! I still feel like the excited new girl, but in that time I’ve helped launch two new radio stations, triple j Unearthedand and Double J, put on six One Night Stand concerts, three times as many outside broadcasts from festivals like Splendour and Laneway, and I can’t even count how many presenter parties and Unearthed showcases I’ve thrown around the country.
My job is to reach as many listeners as possible through these kinds of events and partnerships, making sure that we’ve got a presence in front of, and are engaging with, our 18 – 24 year old audience. Plus of course I write copy for press releases, build relationships with media, and set up interviews with presenters and artists to get coverage for triple j campaigns in print, online, and on TV.
Early Beginnings
Before triple j I lived in London for six years. I had just finished uni and everything was new and exciting. I was meeting tons of new people, going to heaps of gigs, and absorbing as much life as I could.
I started showing up at places I admired and asking if I could work there, like selling records at Finger Lickin’s Vinyl Addiction and booking small gigs in their bar, which lead to running my own parties and eventually setting up sponsorship for labels and festivals and doing publicity for the launch of Rough Trade East.
Highlights Of A Day In The Life
My favourite part of the job has to be the events. It’s been incredible to work on concerts like Beat The Drum – 40 years of triple j and Straight to You – triple j’s Tribute to Nick Cave, where we bring together a group of artists to celebrate a common interest.
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There’s no ego or competition, instead it’s a bunch of (pretty nervous) mates coming together to create some really memorable moments through unique covers and collaborations. It’s really special to be a part of and watch as it all unfolds.
The J Awards and Unearthed showcases are also a favourite, getting to throw big parties to celebrate all the amazing music coming out of Australia. Plus a silly highlight is getting to dress up our Breakfast presenters to walk them down the ARIA Awards red carpet every year.
I used to get really nervous in front of all those cameras, but honestly, who’s looking at me when Matt Okine is dressed in a teeny tiny Sia-inspired ballet suit!
Motivation
Ultimately triple j is a huge club and everyone’s invited. It doesn’t matter where you’re from, a big city or remote town, triple j is part of the identity of Australians all over the country. Loving the same music, being in on the same jokes, dealing with the same issues, it’s something that unifies kids no matter what their background is.
I’m honoured to be a part of that heritage and keeping them engaged, sharing and learning is what it’s all about.
Insider Tips
Publicity is a very social job. I always encourage people to get out as much as possible, make friends, and network, but make sure you’re authentic. You’ll learn, achieve and enjoy it more if you have genuine friendships and are working towards a common goal.
And of course, know your audience and WORK HARD. A bit of creativity and problem solving goes a long way too.
Proudest Moments
In April last year, we launched a third radio station, Double J, which was a pretty special moment culturally, as well as for me personally. My role was to manage a helluva lot of media, knowing that I had this huge responsibility to educate people on what the new station was all about.
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There were a lot of audience and industry stakeholders, each with their own expectations, thus a lot at stake to get it absolutely right. A year on and everyone has been so positive and the ratings are killing it, so I’m pretty proud to have played a key role in those early stages of development.
Another highlight, in January this year, was the Beat The Drum concert we put on to celebrate 40 years of triple j. Standing on the side of stage and looking out at 25,000 fans watching incredible Aussie artists like The Preatures, Vance Joy, and Courtney Barnett, all celebrating triple j, was unbelievable. I’ll never forget that feeling.
Alternate History
I think I was always going to work in music. I have a psychology degree, which was a really interesting and worthwhile experience, but while I was studying I was also working at UNSW Roundhouse helping to book live shows, so even before I finished my degree I knew I wanted to work with live music.
The Future
I think it’s a really exciting time to work in radio in Australia. Technology has completely changed the way people consume content. Ways to connect with your audience through social media are always evolving.
Earlier this year, triple j surpassed 2 million listeners, an increase of half a million since I started in 2009, so it really is stronger than ever. And how much are our Aussie musicians RULING at the moment?!
Artists like Remi, The Preatures, Vance Joy, Alison Wonderland, DMA’s, Peking Duk, and Little May are all smashing it at festivals and clubs all over the world right now. Aussie, Aussie, Aussie!
If you’re interested in becoming a music industry professional, visit www.aim.edu.au to explore the huge range of music industry courses they have to offer.
