CC(3) PWA33

Communities and Culture Committee

Scrutiny Inquiry :
Promoting Welsh Arts and Culture on the World Stage

Response from : Welsh Music Foundation

Welsh Music Foundation (WMF) is core funded by the Welsh Assembly Government through its hub, Creative Business Wales, as part of its Strategy for the Creative Industries in Wales.  It is in essence an economic development project and receives no funding from the Arts Council of Wales.

As Creative Business Wales have submitted evidence, we do not want to echo the details that they may have submitted so here we just provide an outline of the work that we have done and ask that if any further information is needed, you do not hesitate to contact us.

WMF were the first organisation to assist music companies in Wales with exporting overseas. This has led to some tremendous results with companies such as Sain developing their export sales from next to nothing to having their own stand at the music trade conference Midem and signing a catalogue deal directly with iTunes.

We have co-ordinated trade missions for export-ready music businesses to Midem, Popkomm, Womex and SXSW in association with the then Export Assist scheme and presently with Creative Business Wales. Most recently we coordinated the 'Wales’ stand at the world music expo, Womex. This space was shared with representatives from Wales Arts International (WAI) and the Arts Council and provides both an opportunity to showcase Welsh music talent and platform for music businesses to trade internationally. This is a good example of how arts organisations can work alongside economic organisations such as WMF to ensure that artist can make the most of overseas opportunities.

One problem that we encounter with such partnerships is that with funding coming from two different (and ever-changing) pots within the Assembly,  it’s hard for planning to take place for an effective long term strategy, or flexible working between 'arts’ and 'economy’ when a project that would benefit both areas is identified . One example is SXSW where both showcasing and trade are present, but it was axed from the list of  music missions supported by International Business Wales following short notice budget cuts.  This means in 2009 there is no official Welsh presence at this internationally important event when all the other nations of the UK will be hosting showcases. Without this coordinated presence, WAI too decided they could offer no support to the many successful Welsh artists that had been handpicked by the SXSW organisers to play.  This is a step backwards after two years of international working partnership on this festival.

Looking more specifically at arts-focussed overseas music projects, WMF would like to see co-ordinators consider the sustainability of artists taking part in international showcases by making sure that the exposure to a new audience is seen as a possible income stream. There should be a system that refers artists work with organisations such as WMF who can provide advice and guidance in this area and could possibly provide mentoring to this end. This is something that we have discussed with organisations such as WAI and both parties believe it would be beneficial.

For example, if an artist has secured an overseas showcase they should know how important it is to collect information from the audience to follow up upon return to Wales. Artists also need to look at the quality of their promotional material, whether they have sellable catalogue and/or other merchandise to take with them on tour (a recurring theme in feedback from other countries is that Welsh promo material lacks professionalism), and seek to create this if it’s not in place. They should also be made aware of digital services that can help them cement a relationship with this new audience and digital routes to market that might also be appropriate for overseas. Advice and support on this - and much more - is what WMF provides to its music business Stakeholders and we think that it is appropriate for 'DIY’ artists who may not have management or record label resources to have access to such information. In the long term this will make the artist more sustainable and ensure that such arts exchanges leave a long legacy.

In summary WMF would want the front-facing 'economic’ and 'arts’ organisations to work together more when appropriate on international projects where goals are shared, but this can only be obtained if there is both planning and flexibility at Assembly level to facilitate this. Only, sustainability should be something that should be considered when looking at international exchange projects to make sure that the most is made of these opportunities for artists.

Lisa Matthews
Welsh Music Foundation