Flow Music’s founder Corr Piccone talks about celebrating the crucial milestone with the legendary Australian producer.
Flow Music and their Australian-focused subsidiary, 333 Sessions, have risen out of the disruption of the pandemic to become a mainstay and vital supporter of the Australian electronic music scene.
Corr Piccone runs Flow Music, a media company and record label based in Melbourne and Byron Bay, with his two sons Chay and Jai Piccone (from the band Tora). They’ve brought the very best extended electronic mixes from Australian and international producers to grateful ears worldwide.
Flow Music is now celebrating 100 mixes and more than 2,220,000 streams since their formation 18 months ago, not only providing an important promotional boost to the struggling industry, but a booming platform to spotlight established and up-and-coming DJ’s and producers.
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“When the festivals stopped happening, I realised that the artists were going to be severely impacted, so we started Flow Sessions to create a new outlet for creativity during the worldwide lockdowns,” Piccone says.
“Our concept was to host three hour and thirty three minute mixes inspired by iconic festival sets.”
Why 3:33? “I have always been obsessed with the number 333,” Piccone explains, “When I see this number, I instantly feel that I am on the right path at the right time. To me, 333 represents the universe sending you positive energies, so embrace them. We’re the only long-format mix series in the world and 3:33 seemed the perfect length to give artists the opportunity to express themselves and use the time during lockdown to keep their creativity flowing.
“Then we decided we wanted to do something specifically for Australian and Melbourne artists after that second lockdown hit, so we started 333 Sessions. We’re coming up to 100 mixes, which is 35, 333 sessions and 65, Flow Sessions. The Flow Sessions series is a mix of Australian and international, while the 333 Sessions mixes are all Australian. We wanted to be able to feature more Australians, as for many of them, having their own mix series as a creative outlet has been a god-send.”
333 Sessions has proven a runaway success, equalling the popularity of Flow’s international mixes. Its pioneering popularity against the odds makes John Course a natural fit for the milestone 100th edition. Course is an iconic Australian producer, who continues to play a pivotal role in expanding the constantly-evolving reputation of Australian electronic music.
“Course is an Australian legend,” Piccone continues “We look up to John Course – who’s famous for his work at Ministry of Sound. Currently Flow Music is curating their own playlist on Spotify called ‘Flow Suggests’.”
While 100 mixes on Soundcloud has given Flow Music a fantastic foundation, Piccone says this is only the beginning. Flow Music has Formed a label of the same name and recently signed a distribution deal with Melbourne’s Xelon Digital, to further expand their reach.
Xelon’s managing director, Ashley Gay, said Flow Music were one of the major positives to come out of the global pause: “The current times have created some amazing positives and Flow Sessions are no exception, giving artists and DJs a great outlet whilst entertaining all of us in lockdown,” he said. “Now with Flow Music as a label, we at Xelon are excited to be able to help grow the label and the profile of the artists involved on all global platforms.”
Through Flow Music’s combination of a record label and flourishing music media publication, Flowmusic.one, Piccone wants to be able to forge a flourishing electronic community, using the blog as a promotional tool to artist involved with the label and mix series.
“Flow Music is three of us,” Piccone says. “My sons Chay, Jai and myself are each 33% owners in the business – so our business really is 333 oriented – and we intend to build community and treat our artists as family.
“There are so many great Australian acts who have always been listed in smaller text on the festival lineups and it doesn’t make sense”. One of the benefits of travel restrictions is that festivals in Australia are now currently booking 90% local artists, giving them the notoriety as headliners that they deserve.
“After living here for 30 years, I believe the unique Australian festival culture is something everyone should experience. The magic that happens there is incredible and we want to support the artists that create those memorable moments on the dance floor until festival season returns and beyond.”
Check out Flow Music’s website here, and listen to their mixes on Soundcloud here. You can also follow them on Facebook and Instagram.
Flow Music wishes to invite music producers to send in demos and bios for review to: [email protected]
