The way brands connect with audiences has changed.
Ten years ago, it was all about partnering with celebrities and major events through traditional sponsorships – a safe strategy aimed at reaching everyone.
These days, brands understand the value of authentic communication and that’s become the priority. It’s not about just being seen anymore; it’s about making meaningful connections through bespoke cultural campaigns that move the needle.
Fuelled by a rapid change in culture and technology, it’s transformed the face of our industry and with so much content out there, people are craving authenticity. Audiences are turning to voices they trust – be it friends, family and, of course, artists who share their values online.
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Music artists offer a level of authenticity that’s almost unparalleled in terms of their ability to influence and inspire.
Baker Boy in a Menulog campaign
The Mushroom Group has always backed Australian artists and we’re always looking at ways to support our incredible homegrown music industry. The big question for the next decade is how we make sure up-and-coming Australian artists get a slice of the pie.
We recently saw Missy Higgins deliver a powerful speech at this year’s ARIAs, advocating for young homegrown artists who are facing new challenges in an ever-evolving global music market. I believe this is where brands can help to support the next generation, unlocking new revenue streams for artists through long-term authentic campaigns, ensuring they have the freedom to do what they do best – create world-class music.
It’s something we’ve already seen at Mushroom Creative House, with brands coming on board to genuinely back upcoming musicians like Telstra, ANZ, AFL, Menulog, and AAMI along with many others including Coles who has invested into developing Indigenous talent through our First Nations Pathway Program.
The challenge we have right now is, a lot of brands only want access to big ticket talent. I get it, that’s where the biggest audience is, but I think this is a challenge we can tackle as an industry.
Katy Perry and Tina Arena performing at the 2024 AFL grand final
As we explain to brands, Australian talent big or small, have a strong connection with their audience – that’s how they build their audience. To be successful, their connection has to go well beyond the music. For artists, building their own brand is now as important as creating great music. When they have a strong and trusted brand, their voice and influence is highly valuable to their audience, big or small.
For brands, it’s about finding aligned messaging and values, truly tapping into the artist’s personal brand and what they have to say. This has always been valuable, now more than ever.
Brands and agencies need to understand that it’s not just a paid message anymore. It’s about how the two worlds can come together to genuinely create a campaign that generates interest and excitement along with a sense of authenticity that audiences not only buy into, but fully support.
This shift from broad appeal to fostering meaningful long-term connections is a win-win.
Australian artists get the support they need and brands become part of a much bigger conversation and the authenticity they desire.
Tom Macdonald is the chief creative officer at Mushroom Group.