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Michael Chugg: “We’re all saying let’s look at 2022”

The veteran promoter on the return of live music, his decision to branch out and Covid-19’s long-term impact on touring

By Gordon Masson on 20 Nov 2020

Veteran Australian promoter Michael Chugg

Veteran Australian promoter Michael Chugg


IQ editor Gordon Masson sits down for a Zoom chat with veteran Australian promoter Michael Chugg to discuss his decision to branch out into recorded music, the return of international touring, the domestic situation in Australia and, of course, the long-term impact of Covid…

IQ: What’s been keeping you busy during the last few months?
MC: The label and management side of my business is doing very well. We’re having lots of success with the albums and doing a lot of streaming events – we’ve done about 80 or 90 streaming events with our acts now. Lime Cordiale just had a No.1 album and eight nominations for the ARIA Awards; Sheppard have just played the Aussie Rules grand final in Brisbane last weekend, which was very exciting. I’ve also been helping Gudinski with a lot of his streaming shows, as well as series two of The Sound, which is a rock and music television show that he is involved with and got onto ABC – that starts again next week and I’ve been helping him with that.

We’re about to sign a big deal with a young artist called Mia Rodriguez, who is definitely worth checking out on YouTube. Chugg Entertainment is now part of the Mushroom empire, which I could not have done at a better time really. But Chugg Music is my own thing. I’ve always been involved with Australian music, but I started Chugg Music eight years ago with Sheppard and with Lime Cordiale, and it’s just built from there. My partner in it is Andrew Stone and I’ve got a team of people who work on it. And at least it’s given me something to focus on or I’d be going fucking stir crazy without it.

“Chugg Music has given me something to focus on…I’d be going fucking stir crazy without it”

You opened a Chugg Music office in Bangkok earlier this month. Would that have been possible had you still been full on with promoting concerts this year?
I’ve been dabbling in Asia since around 89 when I did a gig with Bon Jovi. But not having any live touring, I’ve had a lot of time to look at things and then a friend of mine who had been running a music business in Bangkok for BEC-TERO rang me up one day to say he was out of a gig, so I asked him if he could do some work there for me because Sheppard have had a couple of hits up there.

So he started to work on it and then started to see what else we were doing – getting enquiries from Japan about Lime Cordiale stuff, for instance. So after five months we could see there was a business and we decided to open up properly with a Chugg Music office. Gudinski and I have both tried over the years to do things in Asia – we’ve both done quite a few shows up there – we had Laneway [festival] in Singapore for a few years, for instance – and it’s not the easiest market. But there has been a lot of interest recently in the Australian acts, through streaming and things like that, so why not give it a go?

It looks like international touring could be a bit stagnant, to say the least…
Yeah, well ten days ago I got a call from Canberra, from one of the advisors there, and they told us that the borders will not open until 2022. That’s in general – the mainstream – but they’re still trying to do the tennis in January. There won’t be any audiences though.

The Melbourne Cup, on 3 November, our big horse race, won’t have any crowds. But for the tennis in January, they are going to start letting people into the country – and the Indian cricket team is coming in a few weeks’ time. They will be playing cricket and nobody will be there, except maybe in Brisbane and Adelaide, where they’re starting to have limited audiences. There were 30,000 people at the Aussie Rules grand final in Brisbane, but now it’s gone back to 5,000 people for anything else.

I can’t see any touring here until 2022. A friend of mine who works for the premier of New South Wales also told me that’s what they’re talking about.

“When it all comes back and we get to a decent level, there should be quite a bit of Australian touring”

While that remains the situation, is this the greatest opportunity you might have to develop domestic talent?
It’s definitely a good time. Domestic talent here develops anyway, but obviously we’re looking to see what we can do with the acts we can work with. However, it’s also harmed the local acts. If we had not gone into lockdown, Lime Cordiale would be playing 10,000-capacity arenas right now. When it all comes back and we get to a decent level, there should be quite a bit of Australian touring.

We could do a tour now and go play to 30%-capped theatres and things like that, or go play small outdoor shows, but you can’t get into any of the fucking places. At the moment, the borders between Queensland and New South Wales, and New South Wales and Victoria, and South Australia and Victoria are all closed, so you can’t do a national tour right now.

A couple of my bands have played small, 5,000–6,000-capacity festivals in Darwin lately, and there are very few restrictions on audiences in Perth, but nobody can get there, so that’s really only an option for local acts, and that’s it.

But there are some positives. So if it keeps going the way that it is, maybe by Christmas all the internal border restrictions might come down and we can start thinking more seriously about shows.

But we have not announced Laneway – we moved the dates to March, but we haven’t announced because we can’t. If we were to put it up now and there was an outbreak of Covid some- where and they closed things again in January, then we’d lose a heap of money.

Do you think the model for live music needs to be revised on the back of Covid?
They’re planning a big outdoor show for 12,000 people in Adelaide for New Year’s Day with local Australian acts – but at the moment they can’t use Melbourne acts – and the Covid restrictions that have been laid down mean everybody has to be seated. The restrictions are not going to break the bank, but obviously all the toilets and the bars and all the social distancing measures are going to cost money.

We could nearly go ahead with CMC Rocks, our big country festival in Queensland in March. We get about 20,000 people and 11,000 or 12,000 of those camp, but as things stand, if you want to have a campsite, people have got to be 15 metres apart, so you’re fucked, you can’t do it.

“The Live Nation global touring concept might become a thing of the past”

Do you think the spirit of cooperation between rival companies will continue after Covid is gone?
Good fucking question. Look, there has always been a bit of an unwritten code down here. Yes, there’s always squabbling, fighting over tours and artists, but it was an agreement that worked. The Live Nation global touring concept might become a thing of the past. Before all that started, if you had an act, nobody else would go and bid against you. That was pretty much how it was down here.

If Michael Coppel had an act, I would not go after it. The only reason I would, is if the act decided they didn’t want to go with him any more. But the Live Nation thing came along where they were buying acts for the world and for a while Gudinski and ourselves managed to hold on to acts, but then, with the likes of Coldplay and another couple of acts, they would just throw another US$20–30m at them, saying that if they want this money, they’ve got to get rid of Chugg or Gudinski or they’re not going to get the world tour.

I don’t think that situation will be quite as severe as it could have been, and I also think a lot of acts who did those sort of deals, in reflection, probably won’t do them again, because you go from having relationships in 40 or 50 countries with people you’ve worked with for 10 or 15 years or whatever, and all of a sudden they are no longer involved. I know that a lot of the acts who went down that route have regretted it.

“In all the conversations we’re having with agents – and the same with Gudinski – we’re all saying let’s look at early 2022”

When do you think we will see the next Chugg-promoted concert?
I’d love to tell you it will be before June next year, but I doubt it will be before January 2022. We’ve had a couple of the big Australian acts ask us if we’d like to do their tours, but as I said earlier, to go ahead and put something on sale right now would be inviting drama.

We had a couple of postponed Elton John shows that we were going to do in January 2021 and they’ve now been rescheduled until January 2023. But in all the conversations we’re having with agents – and the same with Gudinski – we’re all saying let’s look at early 2022.

One of our big current affair shows on TV did a thing about the companies that supply the coffee machines and barista set-ups for the big shows and conferences: country-wide they were doing about 150 a week and sometimes as many as 100 a day. And they reported they had done four in the past nine months.

People who build exhibitions have not built a single one in nine months. Factories that live on the conference and theatre shows have been idle – there’s no work and everybody is fucked. It’s terrible, but I’ve got to say how great Michael Gudinski has been – everybody is still on the payroll and everyone is still getting paid.

 


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