Seventh Street Media’s The Brag launches native content edition for Sounds of the Suburbs

Seventh Street Media’s latest fortnightly edition of The Brag has moved away from the publication’s traditional content to feature native content created for Sydney Festival, Sounds of the Suburbs.

The edition, which launched on August 23, features content directly related to the festival and its music line up, including interviews with musicians, album reviews, and an article entitled ‘The 12 Types of People You See At Almost Every Gig.’

The native content edition of The Brag

Traditionally, the title focuses on upcoming gigs, and food and comedy and shows.

The editor’s forward, written by David Molloy, reads: “As you’ve surely guessed from the explosion of colour that is this week’s cover of The Brag, we’ve been subject to a (only slightly hostile) takeover.

“Our will is no longer our own – we are now little more than slaves to the hivemind that governs Sutherland’s biggest little music festival, Sounds of the Suburbs.

“We’re stoked to be supporting our mates in Sutherland as they notch up their momentous fifth festival with the biggest event they’ve staged yet, featuring a lineup of 25 amazing bands from Australia and abroad, plenty of art and artists besides, and enough food and drink to drift you into a cosy weekend coma.

“In celebration, we’ve given them a run of the issue – this whole edition belongs to the artists of Sounds of the Suburbs 2017!”

All other content has been available on the publication’s website,

Luke Girgis, CEO at Seventh Street Media, said the initiative was a huge credit to the client, Sounds of the Suburbs.

“Often we pitch out-of-the box ideas to clients but rarely do they get over the line,” Girgis said.

“We have created something our readers are absolutely loving and an issue that Sounds of the Suburbs are leveraging to increase ticket sales and offer new value to their punters. The whole Seventh Street Media team is very proud of this edition. We’re buzzing.”

Commenting on the details of the native takeover, Girgis added: “All content in the magazine natively promotes the clients offering meaning the client is creating inspiring original content, not the adverts that distract from them. This gives our readers and emotional connection with our clients brand, and as we all know emotion is the key driver of consumer spending.”



Posted by THE BRAG on Tuesday, 29 August 2017

He said Sounds of the Suburbs will get to use the magazine as an “event book” – with site maps, posters, set times and event information all throughout.

Girgis confirmed the company would be looking to do the native takeover for other clients in the future.

Jack Irvine, co-founder of Sounds of the Suburbs, added: “It was so great to do something very cool and unique with The Brag. The edition looks fantastic and is a real experience for our ticket buyers and Brag readers.”

Irvine said the publication has not only provided consumers with a piece of “memorabilia”, but noted the company saw a huge spike in ticket sales, after just  two days.

“It looks really cool. I think this is a great story about what advertisers could do with street press if they’re inspired.”

While Girgis’ brother is a co-founder of Sounds of the Suburbs, the native publication and digital marketing was paid to Seventh Street Media in full.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.