Musical variety an option

You don't need to sing or play an instrument to get a music industry career, says ALICE SHOPLAND.

Stewart Newman is a great manipulator. As resident audio engineer at Eden Terrace Audio, it's his job to make sure the dialogue for television drama is clear and of a consistent volume; to make clients ads as loud as possible; and to record and mix musical tracks for the best possible result.

"The great thing about doing this kind of work in New Zealand", says Newman, "is that you get a chance to work in so many different areas. It's a lot more specialised overseas".

Newman, 22, started work at Eden Terrace Audio directly after finishing his two-year diploma of audio engineering and music production at the Music and Audio Institute of New Zealand (MAINZ) two years ago.

He was on contract for the first year. Although he says it's common for audio engineers to freelance, he prefers the security of being an employee.

Eden Terrace Audio specialises in post-production for television and film - they also have a very good music studio, says Newman: "We've just finished working on the new Coke radio ad with a band from Dilworth School".

Music is Newman's favourite area. However, that work is getting harder to come by partly because new technology is small and relatively affordable, and musicians can produce high-quality recordings without a studio.

But he is starting to earn a good reputation and he estimates that 30 to 40 per cent of his work now is music.

"You have to be patient, though. I've been wanting to do more music for the last two and a half years, and just in the last six months it's started to come to me".

Long term he expects to pursue an even more music-focused career by moving to the United States or Europe.

"It's a lot easier to become famous in the New Zealand music industry than it is to make a living!"

Richard Thorne, editor of NZ Musician magazine for the last 12 years, says an audio engineering course at a polytechnic or private training establishment is a great way to get into the music industry if you're not an instrumentalist.

"It's been said that there are too many courses of that kind in New Zealand and that they're putting out too many graduates", he says, "but in my experience their graduates find work in many different parts of the music industry. It doesn't solely lead to sound engineering.

"Some graduates head into music equipment retailing or developing a home studio or mobile studio, for example".

Apart from audio engineering for live sound or studio recording, the other main career path available in the New Zealand music industry is work within the recording industry, says Thorne.

"There are half a dozen major labels and a similar number of independents. The indies are almost all owner-operators but there are a large number of opportunities in the majors so long as you can get your foot in the door. Really, you have to start young and low-paid".

A lowly job in promotions for a label might lead to a marketing role, management and even, at the top of the heap, A & R (artists and repertoire).

"There's plenty of promotions work around because they tend to have a high throughput of staff", Thorne says. "It's the sort of job you get by harassing your record company of choice, keeping in touch and making yourself available".

He says the local industry is crying out for artist management and tour management.

"There are courses for event management, but none currently for artist or tour management. You need to learn through experience, and the best way is probably to volunteer to help out a new band and learn along with them.

"Most of the successful artist managers at the moment have legal backgrounds, which is great for dealing with contracts. But I think enthusiasm and people skills are just as important".

"Any kind of work with radio - especially DJing or programming - will stand you in good stead for getting involved with band management, because you learn how get a song played on radio and make good contacts".

"And there are a few people making very good money in publicity for the music industry - a typical route to that would be journalism or PR with a slant towards the music industry so you develop contacts.

"The music industry is all about contacts. Fortunately people tend to stay in the industry, so relationships formed now will prove invaluable 20 years on.

"Be patient and don't tread on anybody's toes if you can help it!"

Finally, he says, forget any notions of glamour or wealth. "I know what it probably looks like from the outside, and it is a fun industry. But mostly it's hard work, with virtually all businesses running a very tight ship. It's the only way for them to survive".