Andre Waltzes On Into The Record Books

Music executives are stunned by the rise and rise of Rieu in Australia, writes Neil Shoebridge.

The success of Dutch classical violinist Andre Rieu in Australia over the past 18 months has surprised most people in the music industry, including George Ash, chief executive of Rieu's local distributor Universal Music.

"We've had big music acts over the years, but there has never been anything like this," Ash says.

"We've heard stories of people in country areas hiring buses, driving to music stores in big towns and buying every Andre Rieu product they can get their hands one. It's a phenomenon."

The 58 year old Rieu, who is often compared with Liberace because of his spectacular concerts and populist take on classical music, was the top-selling music act in Australia last year, shifting 900,000 music DVDs and compact discs.

Australians have bought 1.3 million Rieu DVDs and albums since Universal started a serious marketing push in September 2006. DVDs account for about 80 per cent of his total sales.

Ash predicts sales will reach 2 million units by the end of 2008, kicked along by the release of new products such as Andre's Choice, a nine-CD set that will appear in July, and Rieu's first Australian concert tour in November and December.

The tour, which is being managed by Rieu's own company and Universal rather than through a local concert promoter, will cover 12 concerts and is expected to generate ticket sales of more than $45 million.

Rieu's first Australian concert, in Melbourne on November 15, will be filmed and a DVD released on December 5.

Rieu's CDs have been here for many years but Universal did not start marketing them aggressively until early this year.

Since then a limited-edition six CD set called The 100 Most Beautiful Melodies has sold 27.000 copies (its entire production run) and reached No. 2 on the mainstream albums chart, a record chart position for a multiple-CD set.

Waltzing Matilda, an album Rieu made with Australian singer Mirusia Louwerse (who has been part of his touring company since early 2007), reached No. 1 on the albums chart around the key Mother's Day sales season.

In the week after Mother's Day, Rieu held the No. 1 spots on the album and music DVD charts. Rieu products accounted for eight of the 10 best-selling DVDs and all 18 of his DVDs that have been released here were on the chart.

Rieu's success has stunned local music executives, who are not used to one act - let alone a classical music act - selling 1.3 million DVDs and CDs in about 18 months.

"I don't think anyone can really explain why Andre Rieu is such a hit here," says on executive. "I wish he was one of our acts."

Music industry consultant Phil Tripp says Rieu clearly "hit the market at the right time with the right music that appeals to an older demographic, people who still by CDs and DVDs rather than downloading content".

"He falls into the classical pop category, which has always worked well with an older audience", Tripp says. "Twenty or so years ago [French pianist] Richard Clyderman was doing the same."

Cyrus Meher-Homji, the head of Universal's classical and jazz division, says Rieu's success has been driven by his music, his personality and a marketing strategy that used the pay TV arts channel Ovation to generate work-of-mouth recommendations.

"Andre is friendly, open, colourful and he makes classical music accessible," he says. "He is a very talented musician and a very astute businessman. That combination is rare in the music business."

Ash says one of the key reasons for Rieu's local success is the working relationship between Rieu and Meher-Homji.

"With most overseas acts, you get their new album to market locally and maybe a tour to back it up.

"But Andre and Cyrus have a very close partnership that covers his DVD And CD releases, the local marketing strategy, the upcoming tour and so on. We work as his local marketing and management company, which is unusual."

Rieu convinced Universal's German division, which is his global distributor, to let Universal Australia start releasing his DVD catalogue in late 2006.

The Australian executives, in turn, had to convince Rieu to let his DVDs be shown on Ovation free. Universal provides the programs to Ovation and runs ads on it.

Ovation attracts less than 7500 viewers a night, but Meher-Homji says it has been "the biggest generator of interest in Andre in Australia".

"Ovation doesn't reach a big audience, but it reaches our core audience," he says. "The word about Andre has spread from there."

Universal has also run ads for Rieu DVDs and CDs on SBS and on the backs of taxis.

Few radio stations play Rieu's music, but Meher-Homji says the violinist has "champions" such as radio announcers Alan Jones at Sydney's 2GB and Ernie Sigley at Melbourne's 3AW, who play his music and have interviewed Rieu.

"We get some airplay on ABC radio, but they play him reluctantly," he says.

The tour later this year - which will include a full-size replica of part of an Austrian castle, 14 coaches, 36 horses and 250 performers, including the Vienna State Opera's ballet troupe - is expected to generate a spike in sales of Rieu's DVDs and CDs.

"Andre's sales are still building after almost two years, which is unusual," Meher-Homji says.

"The tour will produce another lift, but we have a month-by-month product release and marketing plan that takes us well into 2009. Then we're looking at another tour in 2009 or 2010.

"As long as people want his music and Andre can provide it, this success will continue," he says.

By: Neil Shoebridge

The Australian Financial Review