Niche emerges in congested market

WHILE the top end of town chases the advertising dollar in securing chart-topping commercial acts to tour Western Australia, a niche market for musical entertainment has emerged with a different focus.

Tura New Music is one of Australia's peak bodies for the production and presentation of new music events, staging popular and sometimes free avant-garde shows such as the Totally Huge New Music Festival, Scale Variable and Club Zho.

Artistic director at the not-for-profit company, Tos Mahoney, said Perth was in a good space musically, particularly for showcasing new independent talent from non-commercial genres like orchestral and chamber music and classical compositions.

"The space we're in is very much about developing new music rather than selling CDs or making music videos," he told Business Class.

Tura New Music receives about $300,000 in funding from both the state and federal governments each year, but relies heavily on corporate sponsorships to stage its events.

For the past 21 years the company has created events to launch new contemporary artists, often filling venues like the Perth Concert Hall.

Created in 1999, Club Zho presents new music works by WA and visiting composers and performers across a broad range of practices including electronica, chamber music and improvisation.

The Totally Huge New Music Festival is held each April, attracting up to 10,000 people to hear unique chamber music, electronica and improvisations.

David Chitty, promoter for commercial events organiser Sunset Events, said it was important for companies like Tura New Music to tap into less established niche markets.

"Smaller players will always have their place because they are the honest, hard-working, grassroots of the industry that keep the art alive. They see through the purely business end," he said.

"Smaller players will always be a part of the industry, but of course the reality is that the industry is getting tighter, so it's inevitable that some players may eventually drop away."

Another small player to emerge is Fremantle Arts Centre, which this summer will again play host to its intimate concert series Sonic Sessions, featuring guitarist Jeff Lang and ex-Shadows guitarist Hank Marvin.

In 2007, Sonic Sessions began showcasing a collection of Australian songwriters who talk, sing and joke with the audience through their musical archives.

Also staged this summer is the City of Perth's Opera in the Park, presented by the West Australian Opera.