ARIA CEO issues SOS to adland: ‘Put Australian music on your agenda’
As the Australian music industry continues to endure a festival crisis and dispute against radio over royalty fees, the head of ARIA has called for support from adland.
Appearing on the latest episode of Mumbrella’s one-on-one podcast series, ARIA CEO Annabelle Herd urged the local advertising industry to consider using an Australian artist and or recording in their campaigns.
It comes on the back of the introduction of the first ever Best Use of Australian Music in Advertising ARIA award last year, which was won by Innocean Australia and Australian Marine Conservation Society in the over two minute category for their Voice of the Sea campaign featuring music by John Williamson.
The winners of the two minutes or less category last year were 72andSunny with Campfire X for Google Helping You Help Others with music from Baker Boy.
“At least take a moment to think: ‘Could I use an Australian recording in that ad?’” Herd said.
“Create a little bit of an incentive, you know?… but also just to reward those people that do. There are some incredible campaigns that use Australian music.”
Other Australian artists featured in campaigns last year that were nominated for the adland ARIA included Empire of the Sun (The Brand Agency/Tourism WA), Matt Corby (BRING Agency/Wild Turkey) and The Veronicas (BRING Agency with TBWA\Melbourne / Vodka Cruiser).
The Vanns at Splendour in the Grass 2023. Pic by Charlie Hardy.
“I would just say, please put Australian music on your agenda,” Herd continued.
“I mean, in the TV world, we used to talk a lot about the importance of Australian content, and it is super important that as a whole media, we continue to get Australian stories to Australian audiences.”
Applications for the 2024 judging panel for the adland ARIA are open now.
Listen to the full podcast with Herd here.
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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“I mean, in the TV world, we used to talk a lot about the importance of Australian content, and it is super important that as a whole media, we continue to get Australian stories to Australian audiences.”
Australian content used to be unique, because Australian culture was unique. 30 years on from going online, Australia’s culture may as well be America with an accent. Music is the same. Bands like Ice House, Australian Crawl, The Screaming Jets, Midnight Oil, Skyhooks, Cold Chisel and Farnham had a unique and Australian sound. You could hear it in the mix, in the vocals, in the general way it sounded.
Try showing ‘The Castle’ to an audience of teenagers today (I did) and you’ll find that most of the Australiana style gags are completely lost on them because it’s a world they simply don’t recognise. They’re used to getting culture imported from the US and instantly through streaming and globally syndicated product launches.
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