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As the global music industry continues to evolve, few have been as instrumental in bridging the vibrant music scenes of Asia with the Western world as Archie Hamilton, Founder and Managing Director of Split Works. This September, Hamilton and his team will showcase the future of Asian music with a takeover at BIGSOUND 2024 International House, featuring groundbreaking artists MEMI (South Korea), 1300 (Korea-Australia), Lunadira (Malaysia), Lur:(China), Loft Beach (China), and B E N N (Taiwan).
For nearly two decades, Hamilton has been at the helm of one of Asia’s most influential independent music companies. From its inception, Split Works has been a trailblazer in the developing Asian scene, starting out as one of the region’s first promoters running international tours as far back as 2006 and creating one of the very first Asian festivals in Shanghai in 2007. Now the company offers a full spectrum of services – from festival curation and creation to artist management, label and distro services, brand consultancy and Asian touring. Hamilton’s journey is a testament to the power of vision, endurance and an unwavering commitment to pushing boundaries in an industry that often resists change.
“Building a full-service independent music company in Asia is not for the faint-hearted,” says Hamilton. “You need that combination of drive, timing, a bit of luck and a willingness to learn and adjust as things develop. We created Split Works because we truly believed in our mission to introduce our favourite artists from home to audiences in China and Southeast Asia that we knew instinctively had the potential to become fans. Now we are excited to give Asian artists the platform they deserve on the global stage.”
Split Works has run more than 600 tours in over 60 cities across Asia, collaborating over the years with artists like Sonic Youth, Thirty Seconds to Mars, Hans Zimmer, Grimes, Mika and Cigarettes After Sex. What truly sets Split Works apart is its dual mission: to bring Western talent to Asia and to propel Asian artists onto the world stage. In 2023, Split Works brought 15 artists and a delegation of more than 150 from Indonesia, Malaysia and South Korea to the inaugural SXSW Sydney, taking over the big stage in Tumbalong Park for a two-day showcase that attracted over 10,000 super and soon-to-be super fans—an achievement that underscores Hamilton’s unique understanding of both markets.
This September, Split Works is set to make waves again with another Asian Music Takeover, this time at BIGSOUND 2024. Featuring an eclectic lineup of future superstars from around the region, this event will not only highlight the incredible talent coming out of the region but also reaffirm Split Works’ position as a trusted pathway for Asian artists looking to break into Western markets.
“Split Works isn’t just about bringing Western artists to Asia; it’s about showcasing the diverse talent of Asian artists on global stages,” remarks Hamilton. “The response we received at SXSW in 2023 demonstrates the increasing global appeal of Asian music outside of just the superstar K-Pop artists, and Australia is a natural next step for us. We’ve seen firsthand that Asian audiences and music discovery fans in Australia are eager to connect with these incredibly brilliant artists and discover a scene that truly resonates with them. This is about building a community where these artists can thrive and where fans can find a sound and a scene that belongs to them.”
In addition to its extensive touring experience, (via the company’s booking agency arm Scorched Asia) Split Works is also behind Asia’s much-loved music festival, Concrete and Grass, which became a staple of the Chinese music scene from 2015 to 2019. Known for its eclectic lineups and unique community of Chinese outsiders, Concrete and Grass has introduced thousands of fans to a diverse range of artists from around the world. This year, the festival returns in a bite-sized package with a special show at Brisbane’s iconic Tivoli on September 6, 2024, as part of its ongoing mission to bridge Eastern and Western musical cultures.
As Split Works continues to expand its global footprint, the company’s commitment to fostering cultural exchange through music remains its guiding principle. Whether it’s a run of arena dates in Northeast Asia, a global partnership bringing together Chinese crypto with world renowned composers or a showcase at BIGSOUND in Brisbane, Hamilton and Split Works are leading the charge in shaping the future of the global music industry.
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