Talented band of entertainers

By TOM CLARKE

Many New Zealand entertainers have the potential to be world-class, says New Zealander Stuart Rubin, who has just hit the big time in the entertainment business himself.

Mr Rubin has just been appointed senior vice-president of worldwide marketing with the global entertainment giant, BMG Entertainment. He will be permanently based in New York from July.

New Zealand has produced many world-class entertainers, ranging from Kiri Te Kanawa to Neil Finn, he says, and there are many others with the potential to follow them.

These include the Australian-based Shihad, Fur Patrol's lead singer Julia Deans, and the lead singer of Zed, Nathan King. Deans is "as talented as anyone" and King is a "real star."

Mr Rubin has been managing director of BMG in New Zealand for almost two years and has been with the firm in New Zealand, Hong Kong and Australia for 13 years. He also worked for PolyGram here and in Australia for 13 years.

New Zealand is usually overlooked by the music industry, whereas entertainers in Australia have a better chance of making a breakthrough, he says. That country has an enormous profile and it is a good stepping stone for a New Zealand entertainer to get to the next step, "which is usually America."

Getting a record released is easy and not the total answer. "Bands used to say to us at PolyGram that they'd sign with us if we would guarantee them a release. But you can get a record released anywhere - it's breaking into an international market that is the trick and that's a whole lot different.

"There are average acts all over the world that are entertaining people and who rise to certain levels. But you have to have that extra special bit to make it to the top internationally. Part of it is musical ability, of course, but it's also a tenaciousness to want to achieve and succeed."

An entertainer with the talent to succeed should find a multinational company that is prepared to support them and work with overseas writers.

"I'd push like hell to base myself in, or travel extensively to, those countries where the big markets are," Mr Rubin says.