Aussie music tech brand throws support behind local industry, launches creative platform with Briggs via +61
Aussie music tech brand, Sprout, is on a mission to support the local music industry in a time of struggle, with a new creative platform launching this week featuring Indigenous rapper Briggs, via +61.
Despite Australia being the tenth largest music market in the world, according to the Australian Recording Industry Association (ARIA), there were only four albums and three singles from Aussie artists in 2023’s Top 100 ARIA Charts – none of which were released last year.
And with the cancellation of festivals – including Splendour in the Grass, Groovin the Moo, NYE in the Park, and Harvest Rock – and the loss of over 1,300 music venues and stages across the world, the local industry is hurting.
‘Homegrown Sound’ hopes to change this, as Sprout is throwing support behind artists and the wider industry to boost exposure of Aussie music.
The creative platform also marks the first release of Briggs’ new single, ‘Munarra’, which heralds a new artistic direction for the rapper.
“I wanted to push the boundaries with this song and the visuals. To tell a story about coming up in a hostile environment, where you’re not meant to be or grow,” Briggs explained.
“That’s what we wanted to explore, growing despite being in a hostile environment and emerging from that, in strength. I think today, the things I faced coming up are still there, but artists have a whole slew of new obstacles to overcome.”
The launch video for Munarra – a beautiful piece of film – draws inspiration from Briggs’ own experiences and determination to break through in Australian music.
Ben Caddy, general manager at Sprout, added: “The Australian music industry has had a tough couple of years, so as an Australian brand that has music and sound at its heart, we wanted to shine a light on the best local music out there and encourage the public to support it by listening to more homegrown sound.”
Munarra will feature in a ‘Homegrown Sound’ playlist on Spotify, which aims to encourage Aussies to stream more local music and celebrate local artists.
Credits:
Agency: +61 with Bear Meets Eagle On Fire
Media: OMD Australia
Client: Sprout
Chief Marketing Officer: Brent Smart
Head of Creative Excellence: Anna Jackson
General Manager: Ben Caddy
Marketing Manager: Alex Peisker
Marketing Specialist: Kritika Bhatia
Marketing Specialist: Demi Mavroudis
Commercial Operations Manager: Ben Hicks
Digital Marketing Specialist: Lucy Surace
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar
Production Company: Scoundrel
Director: Tom Noakes
DOP: Aaron McLisky
Co-Founder/Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Alex Tizzard
Editorial: Arc Edit – Lucas Baynes
Post Production Company: Fin Design & Effects
Sound Design & Mix: Otis
Music Supervisor: Anton Trailer
Song Title: ‘Munarra’
Artist: Briggs
Written and produced by Adam Briggs and Steven Smith
Publishing: Sony Music Publishing (Australia) Pty Ltd
Master: Universal Music (Australia) Pty Ltd
Recorded at: Newmarket Studios, Melbourne, Australia
Engineered by: Guus Hoevenaars
Mixed by: Forrester Savell
Mastered by: Forrester Savell
Musicians: Adam Briggs – Vocals, Steven Smith – Drums, Leigh Davies – Guitars, Craig Strain – Bass
Photographer: Simon Harsent, Pool Collective
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
+61
Australian music
Bear Meets Eagle on Fire
Ben Caddy
Briggs
festivals
music
music industry
OMD
Sprout
TBWA
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