As noted, Alexander-Erber embraces many causes and is always looking to champion public awareness to particular movements.
“To me, it’s an honor to be able to make this world just a little bit better,” he said. “If I can go out there and do my part, I feel good about it. That is a good legacy to have.”
For example, Alexander-Erber recently initiated “Rock The Vax,” which offered a free album of various Golden Robot artists such as Rose Tattoo, Dizzy Reed, LA Guns and others to those who got vaccinated against COVID-19 in his native Australia.
Like most of the world, Australia has not been immune to COVID-19 and is currently experiencing lockdowns due to rising cases. Sydney, Australia’s largest city, has been in lockdown since June 26, 2021 while the nation’s capital city of Canberra recently announced that it will remain in lockdown until Oct. 15, 2021.
Alexander-Erber noted that the music industry in particular has suffered terribly since the beginning of the pandemic, with many bands relying on touring for their incomes.
“I wanted to play my part in getting as many people vaccinated in Australia as possible,” Alexander-Erber said. “COVID-19 caused touring to come to a halt and getting vaccinated is the only way to bring normality back so everyone can get on with their lives.”
“We gave away thousands of albums,” Alexander-Erber continued. “It cost a lot of money giving them away, but I just couldn’t sit and watch how slow my countrymen were being in getting their shots. Of course, we had to deal with the Internet trolls and all the anti-vaxxers rubbish, but I dealt with it. You have to take the bad with the good.”
And he is gearing up to raise consciousness for Myanmar (known as Burma in the United States); a country that has seen serious human rights abuses such as ongoing ethnic and religious persecutions and genocide by the Myanmar military.
“We’re doing a big initiative,” Alexander-Erber stated. “The atrocities that are going on around there at the moment are unbelievable. Nobody’s talking about it. So I got 25 of my top artists to give me a song to put on a compilation album to help raise awareness.”
“I know I don’t have to do this,” he said. “Again, anything to make this world a little bit better. Count me in.”
It goes without saying that Alexander-Erber is a man on a mission and a self-made one at that. He is known for making his fortune with his Pubboy business, which operates hotels in New South Wales, before taking on his rightful place in the music industry. When asked to discuss those that mentored him in his career, the Golden Robot founder was stumped.
“Hmmm….,” he said. “That’s a really good question. But as an entrepreneur, I feel like I fly solo. I believe you have to inspire yourself and you have to feel good about yourself. At the end of the day, I’m thankful for where I am and that I feel I am in control.”
“Now, if you change that and ask who has inspired me, that’s different,” Alexander-Erber continued. “My wife’s really supportive. Seeing my son on stage and drumming is quite incredible. I see some of my artists and I get inspired by them. I’ll tell you what does get me going and that’s loyalty. My staff is really loyal to what I’m doing. And that really inspires me. We’re a true rock ‘n’ roll family, a true global rock ‘n’ roll family, because family says it all to me.”
Whatever Alexander-Erber is doing is obviously working. The pandemic hasn’t slowed the man or his business down, either. In fact, it has thrived.
“We opened several new offices,” he said. “I think it’s a matter of just staying on this trajectory, just staying on it and seeing where it takes us. Obviously, the business has been paying for itself, but if there’s any time that extra is needed, I put it in myself. Let me tell you, at the end of the day, I believe in this.”
Alexander-Erber is excited for the future and what it holds for Golden Robot.
“We’ve got a single coming up by Dave Coutts,” he said. “Then you’ve got Tony Franklin, one of the best bass players in the world doing something for us. We’ve got Gilby Clarke, Filter, a lot of up-and-coming bands we’re working on in the UK especially, like The Crooks. It’s really an interesting and exciting time with what’s going on.”
Again, Alexander-Erber believes rock is coming back to the forefront. He singled out Greta Van Fleet as a personal favorite.
“I actually like Greta Van Fleet,” Alexander-Erber stated. “I’ve got no problem with them at all. I put them on while I’m boxing and they get me going. Their shtick is sounding like Led Zeppelin. So what? They’ve never hidden from that. I blame the parents if their children don’t know who Led Zeppelin is. Parents have to have that responsibility, to teach their children about the greats! My son has very eclectic tastes in music, but I taught him well. At the end of the day, everything comes back to the Rolling Stones and Led Zeppelin!”
The self-proclaimed “greatest music fan of all time” reiterates his love and passion for music by also possessing “one of the biggest and rarest vinyl collections in the southern hemisphere.”
“I’ve got an incredible collection,” he stated. “I’ve got first pressings that have never been opened. I love vinyls, because you pull them out, and you listen to it and it’s brilliant, the way the band wanted you to hear it. That’s what I love about the old school vibe. That’s why I keep rambling on about, because I love old school. That’s what I’m trying to instill into Golden Robot. I mean, yes, we’re new school. We chase the algorithms on Spotify, we brainstorm with all the new technology, we think of different ways to market, but it always comes back to the old school.”
“We’re trying to do something that’s a little bit different in a world that’s been the same for a while. We’re trying to approach things differently and look at things differently, but it’s all about the old school. You’ve got to bring some of those values back,” Alexander-Erber ended. “That’s what we’re about.”