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: https://mentored.com.au/become-a-member/Subscribe to the Mentored newsletter here: https://mentored.com.au/newsletter  See omnystudio.com/listener for privacy information.