When the 2 youngest members of rising Aussie band 'Krill' started piano lessons in Yeppoon as kids, they used their father's Masters thesis on marketing as a footstool.

Just over a decade later, twins Lee and Lea are now among the 5 Jackson siblings who have just won an online search for Australia's best unsigned band, beating 1600 others to win MTV's UncharTED competition. They have gained break-out gigs at next year's Big Day Out circuit, a SongBMG recording contract and the unusual distinction of logos on a brand of beer cans.

Dr John Jackson keeps an eye - and ear - on his kids' career

Meanwhile, their marketing lecturer father Associate Professor John Jackson has turned his interest in the band's music career into an academic specialty, focusing on youth and the popular music business.

Dr Jackson, of Central Queensland University in Rockhampton, has gained a first-hand insight into the music industry from the ground up by helping his children, Kim, Roy, Jan and twins Lee and Lea.

He has been a transport driver and lugger of bass amps and drum gear for many years and has had the chance to chat with supporters of other young bands on the road.

"It shows how tough it is to make a living that many band members - including those in 'Krill' - have other jobs to pay the bills not covered by door-takings at gigs," he said.

Of course 'Krill' members (all Uni graduates now based in Sydney) may consider leaving their 'day jobs' for a while if their single release (early next year) gets to the top of the charts. They have already released 2 independent EPs.

Dr Jackson's family interest has been reflected in academic papers across the areas of music entrepreneurship, music branding, product positioning, music industry networks, music events business and even an educational drama based on attempts to enter international markets, both on his own and in concert with colleagues and research students.

Roy, Jan and Lee from 'Krill' in performance mode

His case study on 'Krill' features in a well-known Strategic Marketing Management textbook.

Dr Jackson said he had used the example of the band and these publications in classes to make marketing, strategic management and entrepreneurship classes more interesting and relevant for students.

"When the kids started out they thought it would be uncool to be known as a family band unless they could become known first for their music .. but now they are proud the media has noticed them as a new 'Jackson 5'."

Dr Jackson also thanked the CQU staff and students who voted for 'Krill' in the MTV competition.

'Krill' - photo by Tony Mott