The Mentor with Mark Bouris · 2026-06-01 · 47 min
Liam Bell turned a COVID lockdown into a seven-piece band phenomenon called Play Lunch. Now he's taking his "bogan funk" sound to America. This episode dives deep into the business of music, from building a seven-person creative team to mastering social media without losing authenticity. Liam breaks down how Play Lunch cracked the code on modern music marketing, built a devoted fanbase through deliberately imperfect branding, and turned merchandise into their financial lifeline. Plus, how they're preparing to export Australian culture to US audiences. Building a seven-piece band during the COVID lockdown Creating the "bogan funk" genre and Australian identity in music Managing personalities and delegation in creative businesses Social media strategy that prioritises authenticity over polish Revenue models: why merch outsells streaming in modern music Preparing Australian acts for international markets Join my exclusive Mentored+ community:
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