In 2014, singer/songwriter Héloise won the competition with her single Home. The winning track is a love letter to her adopted home of Melbourne and it secured her an open slather of industry connections, recording time and marketing advice.
“It’s been an amazing opportunity,” Héloise says. “I’ve met so many people who have offered me guidance and expertise. It’s been such a valuable thing in an industry where it’s so hard to get these contacts from scratch.”
With the help of her newfound network, Héloise has sold out a single launch, garnered national radio play and appeared at Falls Festival. Clearly, she’s built up solid momentum since her win.
“The prizes are all useful things,” she says. “It’s not like a slot at a festival at ten in the morning and then that’s it. These are all useful things that I probably wouldn’t have been able to financially afford or had access to to start with. I have people contact me all the time now.”
As well as getting to work with top quality producers and industry experts, Héloise has learnt valuable lessons about what it takes to be a top tier artist. “I think the main thing is you really have to be at the top of your game,” she says. “I’ve really learnt to push myself to do stuff rather than sit around and think, ‘I should have done this, I should have played that gig or taken that opportunity’. It’s been awesome – a really good stepping stone into the industry. It’s good to get a glimpse of what having a career in music is like.”
This year, the prize pool is even larger, awarding the victorious artist two days recording time at Melbourne’s famous Sing Sing Recording Studios, a film clip by Oh Yeah Wow (Gotye, Husky, The Paper Kites), album artwork, CD pressing, professional photography, media training, mentorship, a dedicated publicity team and a booking agent. It’s certainly a comprehensive kick-start package, and Héloise is living proof of how a career can be transformed by the Melbourne Music Bank.
“This is what I want to do for the rest of my life,” she says. “Anything that’s making progress towards being a musician full time and not having to work a day job – actually being able to make a living as a musician – anything that’s progressing towards that is good. It’s all positive.”
Along with a slew of other distinguished industry figures, musician and radio presenter Ella Hooper returns as the official Melbourne Music Bank ambassador. Drawing from her experience in Killing Heidi and a critically acclaimed solo career, she’s excited about mentoring young talent.
“I feel like my career has come full circle,” says Hooper. With over 15 years in the industry, she’s learnt first hand what it’s like to work your way up the music industry’s ladder. “It’s nice for me to help educate and assist the next generation. It doesn’t make me feel old, but it makes me feel wise [laughs]. I have a lot to share and I want to be involved. I also want to help people avoid some of the pitfalls that I went through early in my career.”
For Hooper, a fresh perspective and unique sound is essential for success. As a judge for the competition, she will be looking for someone following their own voice instead of aligning with what’s popular. “I really, really promote trying to create a unique identity and to protect your uniqueness when you’re making creative works,” she says. “I think having a voice that’s recognisable – whether that’s a musical voice or literally your vocals – just having that be unique and recognisable is my number one piece of advice that I give to these guys. Basically, don’t follow trends. Hone what it is that makes you special. That’s never going to go out of style.”
Ultimately, to win the Melbourne Music Bank, you’ll need a killer song. The judges will painstakingly sift through hundreds of singles sent in from hopeful applicants in genres ranging from folk to rap. As Hooper divulges, the panel will be looking for something that stands out from the pack.
“Something that has impact, that’s catchy but not cheesy, these are the types of things I look for,” she says. “For me, I’m really drawn to lyrics. I love music that can be accessed; that’s not trying to be too cool or highbrow. What I’ve discovered is that I like naivety. I really like things to come across like they were just blurted out. I think there’s genius in naivety.”
Clearly, Hooper is committed to giving the next generation of musicians the leg up they need. “All you need is a push, and I think things like Melbourne Music Bank are a great push,” she says. “We are the snowball pushers. You’ve just got to have a good snowball, and we can push it for you.”
BY JAMES DI FABRIZIO
