Local music legend Lyn Bowtell and “The Country Journo” and artist manager Rebecca Gracie have been elected to the board of the Country Music Association of Australia, ushering in a renewed sense of energy and optimism for the peak body.
Bowtell, who is also artistic director at the CMAA’s Academy of Country Music, is a 10-time Golden Guitar winner and finalist in the Australasian Performing Right Association’s song of the year award.
“The CMAA has been a huge part of my life and career, and I care deeply about its future, our artists, and the next generation coming through,” she said.
Gracie, who previously served eight years on the nine member board, said she was ready to return for another go and had some new ideas.
“I was on the board for eight years before but resigned to focus on my family,” she said.
“My reason for rejoining the board is that I’d love to see more artists involved in the CMAA as our industry organisation.”
A key priority for Gracie is improving understanding of the CMAA’s role.
“A lot of artists don’t understand what we do, and more face-to-face opportunities for the organisation and artists would be a good thing to reduce confusion and lift awareness of what we do for members.”
Much of that confusion centres on the Tamworth Country Music Festival, which is run by Tamworth Regional Council, while the CMAA is responsible for staging the Golden Guitar Awards and runs the Academy of Country Music.
“We can also offer more for our artists – do they feel like they are getting great value from their membership?”
Gracie said she has ideas about industry events with speakers or panels on issues that matter to country music artists, while also ensuring members are aware of the benefits they already receive.
“For example, they get extra baggage allowance when they fly as part of their membership with CMAA – a lot of them don’t know that,” she said.
CMAA president and board chair Dobe Newton said the Tamworth-based organisation, together with other Australian music bodies, is also working to address the decline in Australian artists on airplay and streaming charts. APRA and AMCOS data indicate that local songwriter and composer content on music streaming platforms has declined by more than one-third over the past five years, dropping to 9.5 per cent.
Newton said the challenge is not unique to Australian country music, but opportunities remain strong, particularly for local artists who export their work overseas.
Bowtell echoed that confidence in local talent.
“People don’t realise how great our artists are,” Bowtell said.
Newton also highlighted the success of the Nashville exchange program and research demonstrating the economic impact of Australian country music, as well as growing interest from younger listeners.
Other issues on the board’s agenda include digital quotas and the use of generative artificial intelligence in music creation.
“Things in AI are changing daily,” Newton said. “How much AI is too AI? Where do we draw the line in limiting AI to aid creative efforts?”
While no decision is imminent, Newton said it is about developing a policy that reflects reality and seeking member input.
“It’s an exciting time and we look forward to the coming year,” Newton said.
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