‘They’ve got a big fight on their hands’: US giant Netflix gets dose of reality in Byron Bay

Byron Baes was supposed to be one of Netflix’s most celebrated productions - a local reality show that would send a strong signal that the global streaming giant was committed to investing in Australian content. Instead, it has caused anger in one of NSW’s most famous coastal towns.

A group of locals has united to try and stop the $US242 billion ($313 billion) streaming service’s attempt to create its first locally-commissioned reality series and some of Byron Bay’s most popular cafes, restaurants and clothing stores are refusing to sign filming permits.

They are demanding answers about why Netflix failed to properly consult the community before it decided to commission a program focused on the town.

Byron Bay locals want Netflix show Byron Baes to be shut down.

“It’s a multinational company trying to exploit the town’s name when the community doesn’t want it and think they can just come in and use us as a commodity,” says local musician Ben Gordon, who owns cafe The Byron Bay General Store. “They don’t realise they’ve got a big fight on their hands.”

Byron Baes will be an eight-episode series produced by Eureka Productions that aims to portray the lives of social media “influencers” that live in Byron Bay and its surrounding towns. It is expected to start filming in early May. Netflix’s director of content for Australia and New Zealand Que Minh Luu told The Sydney Morning Herald and The Age that commissioning the show was a “no brainer”.

‘It’s a complete misrepresentation of what Byron is and that’s the biggest issue.’

Ben Gordon, owner of The Byron Bay General Store

However, brands such as Arnhem Clothing, Spell and Zulu and Zephyr, and cafes and restaurants such as The Roadhouse, Bayleaf Cafe and The Byron Bay General Store are not allowing any filming on their premises in an attempt to hinder or halt production altogether.

Their biggest concern is the show does not accurately represent the community and will do global damage to its reputation given Netflix’s 200 million subscribers.

“It seems to me like the producers haven’t thought beyond the catchy name and trashy format to consider how that kind of mainstream global exposure could affect our community,” Gordon says.

Gordon says he was open to allowing filming in his cafe until he saw the press release.

“They first approached my business to be one of their filming locations before it was announced what the show was. They simply said it was a TV show about Byron Bay, so I entertained the idea,” he says. “They offered no money and said that the ‘massive exposure’ was payment enough. However shortly after I read the press release I declined as I didn’t want to be associated with that garbage.”

Gordon, who led an emergency meeting on the matter last Friday, says the quality of the show is the main issue. “Most of the cast aren’t actually from Byron,” he says. “It’s a complete misrepresentation of what Byron is and that’s the biggest issue.

“We want to show Netflix that the community doesn’t want to be depicted to the world in this way. If they had any respect or honour or integrity they would listen to the community, and they would leave and get rid of that concept.”

Netflix hired Luu last year amid pressure from the local production industry and government to commission more local content. The federal government is currently considering a model where Netflix and other global streaming services would dedicate a certain amount of funding to local production.

High-profile local actors and producers, fronted by Simon Baker, Marta Dusseldorp, Bryan Brown and Justine Clarke, descended on Parliament House in Canberra in March demanding Netflix receive a 20 per cent local content quota.

Sources close to Netflix said the company is hiring locals from the Northern Rivers region to assist with production and they insist the company consulted on the plans with relevant state and government representatives. Netflix declined to comment.

But Arakwal Bumberbin Bundjalung Traditional Owner Delta Kay says Netflix failed to contact the Indigenous community about the plans.

“No one from the production has contacted me or any local mob here, the traditional owners. Personally, as a traditional owner here I would like to see Byron Baes stopped,” Kay says. “They really need to have a think about this and come in and talk to us locals before they even think about doing this production.”

Byron has been dubbed an Australian Hollywood because of its international celebrity residents including Chris Hemsworth and wife Elsa Pataky, Matt Damon, Zac Efron and Simon Baker. But Gordon says the town, which has just 10,000 residents, has spent decades fighting large multinationals in a bid to protect its history. He likens the entrance of Netflix to several successful attempts to bar McDonald’s from establishing a local store.

“If you’re a developer, there are so many procedures and guidelines and community consultation and public exhibition, so your development is in keeping with the community values,” Gordon says. “Netflix can come without any community consultation, depict our town however they want, make millions of dollars off the image and just leave.

“Many people forget, Byron has a big name but it is not a big place. We don’t need any more exposure. We are under incredible pressure and many of us believe that this show will be the final blow to the character and soul of our community.”

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