Urban List partners with Can’t Do Tomorrow on art and culture festival

Urban List has partnered with the creative team at Can’t Do Tomorrow on a new underground street festival.

The announcement:

Urban List Partners To Launch New Underground Street Art Festival — Can’t Do Tomorrow

The creative teams behind Urban List and Can’t Do Tomorrow have announced a partnership that will see them launch Australia’s pre-eminent urban art and culture festival — Can’t Do Tomorrow — in Melbourne, February 2020.

The 7,000 square metre festival will take over one of Australia’s most iconic underground venues, The Facility, from 20 – 29 February 2020, featuring 100+ artists, an indoor skate park, five music stages, pop up bars, exclusive club nights, artist-led workshops and talks, and 3-floors of art installations and brand activations.

Former Director of Saatchi Art’s The Other Art Fair Australia, Zoe Paulsen is spearheading the project as Festival Director, inspired to create “a festival for people like us: for people who want to immerse themselves in a new way of consuming, and being consumed by culture”.

“The collaboration between the Can’t Do Tomorrow and Urban List teams represents an incredible opportunity — the right minds, connections, cultural understanding and audience to produce an immersive experience at scale: like nothing Australia has ever seen,” said Paulsen.

“Both Can’t Do Tomorrow and Urban List are core players in urban culture and we can’t think of a better peer to collaborate with and to amplify the outlandish Eden we’re about to create,” she said.

While committed to showcasing the best of urban culture, the Festival also provides a number of brand activation zones, with sponsorship negotiations underway across the alcohol, technology and automotive categories.

Investment in experiential marketing has been increasing over the last 3 years — 80% of marketers now believe live engagement is critical to brand success* — and Urban List Head of Media and Production, Brad Arnold, is a strong advocate for the differentiation, engagement and loyalty it can bring.

“More than ever before, our audience is hungry for new ways to experience and immerse themselves in culture. The biggest challenge I see for brands looking to activate and meet this experiential need, is the limited number of environments that offer both a culturally relevant platform, and the reach required to deliver return.”

“What makes Can’t Do Tomorrow so remarkable is its design and network: activation spaces that truly represent the future of urban culture, that are designed to draw thousands of culture creators through the doors, that offer the flexibility of format to allow brand values — not just product — to shine through, and are guaranteed reach to more than a million Australians.”

Can’t Do Tomorrow tickets are now on sale at www.cantdotomorrow.com

Source: Urban List media release


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