INTERVIEWS
Syber is Boorloo's worst kept secret
Ahead of the broadcasting platform & promoter's second birthday, founder Tye Turner goes in-depth on their meteoric rise.
In an increasingly publicised dance space, it can feel like the rich only get richer, and the locals get left by the wayside.
The rise of huge dance music brands across the globe, operating not only in their home countries and regions but expanding operations into Australia, Aotearoa/New Zealand and beyond, lends itself to such a feeling.
For a platform to emerge at this time, the circumstances need to be just right.
Syber, a Boorloo/Perth-based broadcast platform and promoter, is a notable example. Started in 2023, following the wake of COVID-19, Syber has helped redefine the national and global narrative around Boorloo. With a focus on the needs and desires of younger punters, particularly in terms of the diversity of its team, lineups, and blending of genres, Syber has, in the two years since its inception, amassed a following that other local brands take a lifetime to earn.
While older punters might continue to wag their finger at the publication of and ‘Instagrammable’ conversation around broadcasting at all, it’s undeniable that Syber’s experience thus far has been one heavily supported by its crowd not only at home, but nationally and across the globe.
This weekend, Syber celebrates its second birthday with an event featuring a variety of acts who have graced its stage over the years, taking the stage at Boorloo’s ICF Warehouse. To reflect on its lifetime thus far, Mixmag ANZ caught up with one of Syber’s founders, Tye Turner.
Q: Hey Tye! Thanks so much for taking the time to chat. Only two years in to Syber & there’s already been such a huge response. How does it feel?
TT: We’re honestly blown away by the support and community we’ve built in just two short years. At the start of our journey, we could never have imagined that we would be reaching people from every corner of the globe and having our artists booked in so many different countries.
Q: What is the background to Syber? How did it start?
TT: Syber started at the end of 2023, initially inspired by fashion afterparties and creating a space to play global club music, such as Baile Funk, Gqom, Batida, and more. We soon realised that it was much more than that, and we were actually creating a platform that elevates upcoming artists and brings them to the global stage.
Q: In the grand scheme of global culture, names, brands and platforms can be made or broken more quickly than ever before. How much do you owe the internet for the success of Syber?
TT: A lot of our success is owed to a few things, one of which is the landscape of social media and people's internal need to feel connected. We've managed to find a way to break through the noise and create meaningful connections. What we really owe our success to is our audience finding us authentically, rather than something that a big company has orchestrated.
We started from a place of love, and we aim to stop community being a buzzword that people use to sell tickets. We just wanted a place where we could all connect with no boundaries.
Q: Syber’s home of Boorloo/Perth is often snubbed in the conversation around Australia’s dance culture. How did it feel creating Syber in that kind of environment?
TT: Perth is often overlooked as a destination for most artists when they tour, and it doesn’t have as much impact on a national or even international level. Social media really allowed us to reach people all around the world that we never would have thought we could.
Q: Dance music is an increasingly globalised space, with fans being able to listen to and watch gigs from overseas more than ever before. How does Syber set itself apart as something uniquely ‘Australian’, do you think?
TT: To us, Australian culture is all about inclusivity and bringing each other up. We place a strong emphasis on building homegrown talent and creating a safe space for everyone from diverse backgrounds to come together for the love of music.
Q: What do you think sets Perth aside from other places in Australia?
TT: Being so isolated from the other major cities (a minimum 4-5 hour flight away), Perth operates as its own ecosystem; there are fewer artists, but people are more inclined to support what we do have.
I also genuinely think Perth has some of the hardest-working undiscovered talent, and that’s why we want to spotlight them as much as we can.
Q: How has the local dance scene changed since you launched in 2023, and how has Syber adapted?
TT: When we started in 2023, the genres commonly played at Syber, such as Baile Funk, Jersey Club, Trap, etc, were relatively underrepresented. Fast forward two years, and these genres are slowly gaining popularity and being appreciated.
Q: How has the heritage of each of Syber’s members helped to inform its own identity?
TT: Many of our members come from minority backgrounds, so a big focus for us is creating a safe space where everyone feels welcome and can celebrate music together.
Q: Syber seems to thrive on collaboration. How do you go about connecting with local artists, collectives, and venues?
TT: A big part of Syber has become uplifting those around us. When we perform shows outside Perth, we want to ensure that we put the spotlight on emerging DJs, artists, and venues in each location we visit.
Q: Can you share a standout story or moment that really captures the spirit of the broader Syber community?
TT: The story of Baby J perfectly captures the spirit of the Syber community. I won’t tell the whole story as I’d love for her to, but through Syber and the power of the internet, she was able to go from one of her first event DJ sets to a globally recognised artist selling out shows around the world. This speaks to our spirit of uplifting artists, a shared passion for music that transcends borders and languages.
Q: Running an independent music platform isn’t easy. What have been some of your biggest challenges?
TT: Running the platform has been a significant undertaking, and we’ve had to expand our team as we've grown. While there were initially only 3 of us when we started, there are now 6 of us.
Q: Where do you see Syber in another two years? What’s next on the horizon?
TT: We want Syber to be a pioneering platform, championing both global and underground dance music worldwide and hosting shows in as many cities as possible.
Q: Are there any upcoming collaborations, events, or releases we should be excited about?
TT: This Saturday, we have our biggest show to date, celebrating our 2nd Birthday at ICF Warehouse, an iconic venue in Perth that can fit up to 2,500 people. We will be hosting the first-ever 360 experience here, and I’m excited to showcase what we’ve been working on.
Next year, we will be activating an iconic venue with Perth Festival in February, planning our first-ever national tour, and more international shows across Asia, so definitely keep an eye out for those too.
Q: Finally, what message would you like to share with the artists, DJs, and supporters who’ve been part of Syber’s journey so far?
TT: We wouldn’t be where we are now without the support of everyone, including our DJs, artists and community. Thank you for being on this journey with us. We’re excited to meet more of you in the future.
