Sosefina Fuamoli is an award-winning Samoan-Australian music journalist, broadcaster, and content producer.
Sosefina is one of the many speakers who'll attend BIGSOUND 2024 in Brisbane this week; this year's conference will reflect on the ongoing disruptions within the music industry, providing a platform for innovative conversations and creative breakthroughs.Sosefina's work has been featured in a number of titles including Rolling Stone Australia, Junkee, NME Australia, The Age, and more. Sosefina can currently be heard hosting weekly music interview show 'On The Record' for ABC Pacific / Radio Australia, as well as 'Sista Sounds', a dedicated radio show on the network amplifying women's voices throughout the Oceanic region.
What do you do and why do you love it?
I'm a music journalist and broadcaster. I do both because they feed a love for storytelling and it makes me happy when I discover new artists and/ or work that I can share to potentially new audiences.
Why should people in the music industry attend BIGSOUND?
It's a playground of music discovery, as well as a melting pot of diverse minds. . . if you manoeuvre it the right way. BIGSOUND is an event I think has value for people in the music industry who have a set game plan in place.
There are so many people there, it can be overwhelming, but if you know what you want to get out of it; whether that is solely in finding your new favourite artist, or adding to your team, then it can be very fruitful.
What are the rewarding aspects of working in the Australian music sector?
We are lucky to be living and working in a tight-knit music market. Yes, there are some downsides to being so far from the others, but there is a real sense of community to be found in this sector. There are some wonderful people creating wonderful work that actually contributes to a sustainable music economy here, and I love to see and be part of that in some way.
How vibrant is the local scene compared to other parts of the world?
The local scenes around the country are thriving, which is amazing. I love that across genres, there are some awesome waves of musicians pushing boundaries and creating new legacies. Also, I think it helps that we're looking less to how to fit in with other markets around the world, instead wanting to march to the beat of our own drum.
What are a couple of challenges currently facing independent artists in Australia?
They're the same problems. . . lack of funding, lack of support in the touring space. . . the grind is feeling harder to break through without the support of a major or a tastemaker backing an artist. In saying this, the resilience a lot of independent artists are showing despite this, is really cool. I can't wait to see how the rest of this year goes in terms of releases from the indie sector.
With the digital media landscape saturated with so much content, people constantly scrolling through their feeds, how do indie artists make sure they standout from the pack (not just with their music but also marketing etc)?
Having a clear vision of what you want to be presenting, is key. Knowing your audience as well will dictate how you can approach producing content that will stand out.
Not digital savvy? Perhaps engage with a digital marketing team to help get your rollout right – sometimes this can be a better investment than a PR campaign for a band or artist looking to get their initial runs on the board. Then, when you do get to that stage where the music and the presence is ready to be kicked up another notch, surrounding yourself with a team of people who can help optimise your vision (again, this has to be unshakeable), is a great way to solidify your journey forward.
A piece of advice for emerging talent looking to build their brand both locally and nationally?
Connect with your community radio outlets, start playing as many local shows as you can. Attend other local shows as well, just be in those rooms, meeting other artists and fans. Build from there; the best way to go.
What's your favourite BIGSOUND memory from past events?
The smaller pop ups have always been really fun, but you can't recreate that feeling you get when you see a band you know is going to be huge within the next 6-12 months after the festival. Loved being in crowds and seeing artists like Miss Kannina crush it; or being in crowds and seeing people witness artists like Electric Fields for the first time.
What's the best lesson you've ever learned?
I think that we are still learning. As soon as you feel like you've got everything sorted, you're losing.
Are you happy with your work/ life balance?
It can always be better, but I think that this year has been perhaps one of the most professionally and creatively fulfilling. I'm just playing catch up on the life side to make it match that energy, but we're getting there!
How do you define success?
If you're happy and what you do brings you joy and peace in the same measure, that is a level of success nobody can take from you.
Sosefina takes part in Kelis' BIGSOUND keynote on 5 September at The Fortitude Music Hall (2-3pm).
