How brands and agencies can work together to support the next generation of Australian artists
The way brands and audiences engage with their audiences has changed, and they now have new opportunities to create long-term authentic campaigns to not only engage with their audience, but support the next generation of Australian artists. Mushroom Group’s chief creative officer, Tom Macdonald, explores.
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.
Lots of talk about “authenticity”, when really you are just talking about a paid partnership. I’m not sure there is a heap of long-term meaningful connection between Baker Boy and Menulog.
Surely the support local artists really need is a vibrant local live music scene, a means to be distribute their music that rewards them fairly and an ability to tour that is economically viable without gratuitous fees from third parties?
Celebrities are out, its so 2020 thinking, the everyday person is the rockstar now.