Lion Nathan looks for new Aussie music talent for TV ad
Lion Nathan has unveiled a competition to find a new Australian music act to collaborate with music producer Mark Ronson and international recording artists to create the soundtrack for the next Tooheys Extra Dry TV commercial.
The initiative, dubbed The Lab – also the name of Ronson’s recording studio, has launched with a call to entry for registered artists, which will then be followed by an industry selection process.
The winning band or solo artist will get the chance to fly to New York to collaborate with Ronson in his NY studio and other well known musicians such as Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of the The Dap-Kings.
The final track will feature as the soundtrack for the beer brand’s next national ad campaign, and the winner’s journey will be filmed as a documentary, with details of its release still to be confirmed.
Tooheys Extra Dry has a history of working with the music community through festival sponsorships and brand initiatives that support emerging artists, through uncharTED, uncharTED LIVE and 6 Beers of Separation.
Agencies involved in the intiative are Peer Group Media, BMF, Holler, Zenith Optimedia and Momentum Worldwide.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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entries close next week. how is an artist going to get it together that short timeframe???
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