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The LGBTIQ+ List 2021: Will Larnach-Jones, Iceland Airwaves

Continuing a series of interviews with this year's queer pioneers, IQ speaks to Will Larnach-Jones, MD and head of bookings, Iceland Airwaves

By IQ on 06 Jul 2021

Will Larnach-Jones, LGBTIQ+ List 2021

Will Larnach-Jones

The LGBTIQ+ List 2021 – IQ’s first annual celebration of queer professionals who make an immense impact in the international live music business – was published in the inaugural Pride edition (issue 101) this month.

The 20 individuals comprising the LGBTIQ+ List 2021, as nominated by our readers and verified by our esteemed steering committee, have gone above and beyond to wave the flag for an industry that we can all be proud of.

To get to know this year’s queer pioneers a little better, IQ asked each individual to share their challenges, triumphs, advice and more. Each day this month, we’ll publish a new interview with an individual on the LGBTIQ+ List 2021. Catch up on the previous interview with Laura Nagtegaal, guitar technician and tour manager at MsGyver, here.

Will Larnach-Jones
Managing director and head of bookings, Iceland Airwaves
London, UK/Reykjavík, Iceland
[email protected]

Tell us about a personal triumph in your career.
I felt quite fearless with The Presets and the campaign around their 2008 album Apocalypso. It was a zeitgeist moment for the band in Australia, and some other markets. I was galvanised in my belief in the band’s music and its potential, and my conviction could not be broken.

We cracked commercial radio when no one said we would, and the album entered the charts at #1, hit triple platinum, sold more than 150,000 tickets in Australia across two tours, did all the major festivals around the world, ARIA Album of the Year, J Awards album of the Year, APRA Songwriter of the Year and so on.

I walked over fire and ice with that band. It was luck, timing and amazingly talented guys to work with, and while it was a real rollercoaster, it’s a time I now look back on with real pride.


“Your life journey as a queer person has equipped you with more problem solving, truth-seeking, empathy and lateral thinking”

Tell us about a professional challenge you often come across as a queer person.
I often hear of deals in the straight world being struck on the golf course, or over long boozy lunches. This is a world I’ve never been a part of. You won’t find me out boozing with the lads. At the end of the day, I guess I’d rather let my work and my passion speak for themselves.

What advice could you give for young queer professionals?
Your life journey as a queer person has equipped you with more problem solving, truth-seeking, empathy and lateral thinking than many other people. You see cultural connections and musical threads where others may not. Trust and follow your instincts and passions.

What one thing could the industry do to be more inclusive?
More visibility of queer and under-represented professionals at an executive level. I really struggled to find queer mentors and individuals to look up to as I fumbled my way through my early years in the industry.

“The generation of execs who have led out of fear, favouritism and deplorable morals is coming to the end of the road”

A cause you support.
I’ve invested a lot of energy in working with PRS’s Keychange programme over the past four years, striving for better representation of the gender spectrum in the music industry.

I’m pleased that with the campaign in Iceland, the number of signatories has grown hugely in the last six months. Again, as a festival we like to show, not tell. We are always pushing ourselves to be more representational, and with so much talent out there, it’s not hard.

What does the near future of the industry look like?
Without bullies and dinosaurs. The generation of execs who have led out of fear, favouritism and deplorable morals is coming to the end of the road.

I remember sitting in meetings with phones thrown against walls, promoters calling me to tell me “you are nothing,” having strips torn off me about an artist’s physical appearance. I won’t tolerate any of this shit anymore, and I think the rest of the industry is finally seeing that you can be good at your job and still be a kind person.

How would you like to see the industry build back better, post-pandemic?
It’s been humanising for all of us, in a good way. The highs and lows of the last twelve months have given us insight into each other’s lives like never before – Zoom calls with people’s bookshelves, dogs, sweaty post workouts, kids etc. It’s forced us all to prioritise better, and I hope we don’t forget this as we head back to ‘normalcy’.


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