ECU Alumna awarded for international impact

ECU joined Warner Music Australasia in congratulating WAAPA Alumna and Warner's own Senior Vice President Marketing & Promotions Aus NZ for Warner Music Australia, Christina Erskine for winning the Executive Game Changer Award at the recent 2024 Australian Women In Music Awards (AWMA).

This Award recognises the exceptional leadership of an executive leader who creates significant and positive change to promote equality for female, non-binary, and gender non-conforming individuals in the Australian music industry.

AWMA celebrates and recognises the vast and invaluable contribution made by female, non-binary and GNC artists, musicians and music practitioners across all areas of industry and all genres of music from all countries and cultures.

Christina shared that she took great pride and pleasure in coaching the women around her to become the best versions of themselves, and said she was "chuffed that this Executive Game Changer Award recognised this work".

She gave a big thanks to AWMA and ARIA - Australian Recording Industry Association for sponsoring the award and humbly joked she could only hope to live up to the big shoes that 'game changer' suggests.

WAAPA - there was no other place I wanted to be

Christina Erskine's career journey from a love of art and music to WAAPA graduate has seen her fly from working with Andrew Lloyd Webber in the Opera House to breaking Australian and New Zealand artists on the international music scene and becoming an impactful mentor for women in the music industry.

"I always had a deep love for art and music, growing up across Asia in the '90s, I was exposed to a range of cultures and musical influences," said Christina.

Christina explains how the CD boom made it affordable to explore a variety of artists-from Ace of Base and Portishead to Smashing Pumpkins, Radiohead, and Alanis Morissette.

"I also had a passion for graphic art and advertising design, and coupled with my love for musical theatre, I was a bit of a mixed bag creatively!

"When I finished high school in Perth, I realised that despite years of singing training, I hadn't become the performer I'd dreamed of. So, I pivoted towards an off-stage career.

"With WAAPA's national reputation in Musical Theatre and Arts Management, there was no other place I wanted to pursue my studies."

A life of highlights

When asked about whether there have been highlights, memorable experiences, or learnings she could point to as having been particularly useful in your career…Christina had many.

"Absolutely, there have been some standout moments. Working for Andrew Lloyd Webber in his Sydney office was incredible-not just for the people I worked with, but also for the chance to contribute to iconic touring musicals.

"Walking through the Stage Door at the Sydney Opera House every day felt surreal and was a privilege I didn't take lightly.

"Now, I'm fortunate to work with an incredibly talented team at Warner Music on Australian musicians like Oliver Cronin, Budjerah, and Kita Alexander, as well as international artists like Charli XCX, Fred again.., and Teddy Swims."

Inspirational artists and culture makers - a privilege to work with

"The people who inspire me most are the artists and culture makers I've had the privilege to work with. It takes immense bravery to share one's talent with the world, knowing there's always a risk of judgment. The courage, creativity, and dedication required to make art inspire me every day," said Christina.

"I'm also moved by those I've worked with who embody bravery in other forms-standing up for others, championing bold ideas, or challenging the status quo. Among them are incredible women like Allie McCann, Kerry Comerford, Alison Naderbaum, Vanessa Duccio, Ann Mossop, and Danielle Harvey. Their blend of intelligence, ingenuity, creativity, gumption, and willingness to push boundaries sets them apart.

"I'm fortunate to also work alongside a powerhouse group of women at Warner Music, the highest concentration of female talent I've ever experienced under one roof. Their strength and resolve not only inspire me but also set a powerful example for others. Being surrounded by such remarkable individuals has been a constant source of motivation throughout my career."

Key learnings: hire and fire for team culture

As a leader Christina explained that finding staff with the right 'fit' has been crucial to creating an effective team culture, which is a key to success.

"Skills can be taught, culture is the key and sometimes, you have to set aside bureaucracy to let great ideas take off."

"The more diverse voices you can bring to the table, the stronger the outcome. And ultimately, hard work and hustle always win out-it's not just about talking a good game; it's about consistently delivering results and building your reputation through action."

Pain points in the industry to work on

Christina explains that way people discover music has evolved so much that breaking Australian and New Zealand artists into the international market is more challenging than ever. She notes that with hundreds of thousands of new tracks dropping daily, it can be overwhelming.

"While traditional tastemakers still have a role, music fans are now engaging differently with them. And with so much of people's attention pulled towards TV, movie streaming platforms, and social media, the onus is increasingly on listeners to actively seek out new music.

"As a music industry, it's our job to meet fans where they are and introduce them to new artists and music in ways that excite and engage them. At the same time, it's on us as a society to embrace Australian music when we do discover it, or we risk losing our unique cultural voice in a sea of global homogenization.

"There are countless incredible artists out there who reflect the diverse microcosms of culture within society, and we need to ensure that Australian and New Zealand artists continue to find their fans, both at home and worldwide."

WAAPA is recognised nationally and internationally for the quality of its graduates. It provides the most comprehensive range of performing arts training in Australia - both on stage and behind the scenes.

Apply now at ecu.edu.au/waapa

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