Words by Alana Mitchelson Photography by Anne Moffat With so many artists self-managing these days, Viceroyalty director Zac Abroms believes publicity tends to be one of the only aspects of the music industry that remains a collaboration. “We’re in a new era of the music industry now where being independent is becoming the norm, but publicity still seems to be one of those things musicians deputise onto somebody else,” Abroms says. Born in Connecticut, USA, Abroms moved to Australia at age 9. A trip to London inspired him to initiate a monthly club night in Melbourne for which he assumed a promotional role. His natural flair for the gig eventually led to a stint as an assistant manager at Forum 5 Management & Recordings where he began talent scouting, marketing, managing artists and releasing records independently. After three and a half years experience and having developed working relationships with well-known artists, Abroms wished to maintain the appealing independent model for his solo boutique venture, Viceroyalty. “I think there’s a lot to be gained from being independent. Creatively, you can do whatever you like, whereas other labels might be steering their bands in a more commercial direction. I was adamant that … Continue reading ROYAL TREATMENT