MARKET REPORT: AUSTRIA

MARKET REPORT: AUSTRIA

With multinational corporations now chipping away at market share, Austria’s live music landscape is changing rapidly, learns Adam Woods.

Sitting in a mountain range – the Eastern Alps, which covers nearly two-thirds of the territory – and with a population of 8.7m, around a fifth of whom live in the capital, Vienna, the country of Mozart, Mahler and Falco these days draws music from everywhere.

For instance, at the time of writing, the calendar of Vienna’s alternative art complex Arena Wien is a multicultural stew featuring Franco-German reggae-punks Irie Révoltés, US hip-hopper Joey Badass, Finnish rockers Sunrise Avenue and German electro-poppers Lali Puna, along with Austria’s own Julian Le Play. And when the Ernst-Happel-Stadion prepares itself for blockbuster shows, it’s for the likes of Ed Sheeran, Coldplay, Robbie Williams and German star Helene Fischer. Yet there’s still something distinctive about the Austrian music business, where highly individual independent festivals remain the norm, and where “you can still develop things based on quality rather than quantity,” in the words of veteran indie promoter Alex Nussbaumer.

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