Since 2003 New Zealander Andy Sceats has been the best, and honestly the only, bet for bands from Down Under looking to play in the Netherlands. His promo company, Homegrown Events, has been a successful platform for a slew of Oceania bands, from Kiwi ska group Fat Freddys Drop to South African hip hop artist Jack Parow. His best tip for the Dutch music scene? Ditch the electro and go live already.
Your most interesting booking experience?
One was in October 2010 with a girl called Maisey Rika. She’s a Maori lady, so an aboriginal from New Zealand, and I didn’t know too much about her, but she had an absolute beautiful voice and completely blew me away. I had no expectations, and when she turned up she was such a nice person, undemanding, with a beautiful personality. She had the whole crowd eating out of her hand.
When was the last time you did the Haka?
What are some tips to give bands that want to play here?
Don’t have big expectations. A lot of bands come here and think, “Wow, Amsterdam!” It’ a very populated city, and it’s international.
But for live bands, in my opinion, it’s particularly tough because the Dutch market seems to be more involved in the DJ and electro scene. They all go to clubs and watch their favorite DJ play on a stage; thousands are there for it. So for a live band that’s not Dutch you have to tap into the expat market. The Dutch are a tough market to crack.
If you could change one thing about the music scene here, it would be going easier on the electro?
Definitely. Get those electro Dutchies along to more live music, and get them away from listening to big iPods at a super club. That’s not live music, that’s just someone’s mp3 player who’s mixing it up on some turntables. To me it’s not real music. Okay, DJs have talent, but I think the fans don’t really know what real music is; they’re brainwashed into the scene.
So what would it take for them to see outside of electro?
They’re so ingrained in the system, you know? It’s a cultural thing. Fans wil put big, famous DJs up on a pedestal, so it’s hard for Dutch live music to appeal to the masses; that’s their culture.
Is it though? I mean how long has electro been around in a culture, since the 80s?
Yeah, but now they have these big, massive dance festivals. It’s not just this one night out listening to a DJ. It’s like a weekend away with dance events, and going for six weekends in a row. It’s a cultural thing, and they love it. But from my point of view, it’s brainwashing.
I hear ya. Well then, if it isn’t in the country, where do you see Dutch bands pulling in the biggest influence from the outside?
First and foremost Holland’s very much about Eurotrash. They love the poppy type of music. I think the American music is appealing here, but I think the English style is bigger than hard American rock.
What would you say Eurotrash is?
There’s a German band called Scooter, and I think that pretty much sums up the Dutch market pretty well. They’re massive here.
So why would Amsterdam want an Aussie or Kiwi band to play here?
There’s a big population of Australians and Kiwis here, and South Africans. They’re all loyal to their country people. If New Zealander Dave Dobbyn comes to Holland everyone wants to come and see him. There’s a feel-good factor: he’s a Kiwi, they’ll see other Kiwis they know at the concert and they’ve grown up with his name around.
For me, with American bands, I like how famous bands can come here and play a low-key, intimate performance. Is it the same for Aussie and Kiwi musicians?
Yeah, it’s exactly the same scenario.
Tell me some well-known Aussie and Kiwi bands that you’ve been able to present out here?
Well, Dave Dobbyn is like a household name in New Zealand, as is a girl called Bic Runga. They’re really treasures in the music industry. In terms of Australian bands, the Hilltop Hoods are well known across Australia.
Any Dutch bands you’ve been getting into?
There’s a band called Di-rect I’ve been getting into. I like Blof. I think Carol Emerald is overrated, but I like quite a few Dutch bands.
I absolutely love Anouk. I think she can still go a long way in the global music industry, but somehow she hasn’t really cracked it. I know she’s trying to penetrate the American market, but she has only had limited success. Still, she’s something special to Holland.
A. Sykes / MokumGroupie
For more info on upcoming Homegrown events check out their schedule or their site at www.homegrown-events.com.
Are you lookin for a bookin? Drop Andy an email at info@homegrown-events.com.
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