Vice showcases new music talent in series with Budweiser

Budweiser Australia and Vice have launched a new video series which explores the live music scene in Sydney through young talent.

‘My Friend’s Band’ will run on Vice’s dedicated music channel Noisey and will feature upcoming acts across Sydney.

The series will feature young musicians and their friends as well as live performances, including shows for Budweiser’s ‘Bud Garage’ series.

The concept was put together by Vice and Mediacom.

Juan Uranga, brand manager of global premium brands at Carlton & United Breweries, said the series comes off the back of Budweiser’s global ‘Discover What’s Brewing in Music’ platform, which launched in Australia this year.

The bands and upcoming artists supported by the program have been integrated into the series.

“We created a content series about the stories of these bands and their ambition to make it in the competitive music scene, and see this as the first step in a larger goal of helping people to ‘Discover What’s Brewing’ in the Australian music scene,” Uranga said.

Erin-Jade Watson, planning director at MediaCom, said the series provides a unique perspective into the lives of the bands.

“We chose to work with Vice/Noisey because they provided us with a unique content series idea that was both engaging and worked across many channels, and because of their unrivalled access to the emerging music scene in Australia,” Watson said.

“This is a hard market to gain traction with and the combination of the Budweiser, Vice and the content series will help to ensure that we have cut through.”

So far Vice has launched an episode with  These New South Whales and friend Marc Dwyer, and hip hop/soul acts Remi, Silent Jay and JACE XL.

Upcoming episodes feature Hannah Lockwood with Gareth Psaltis, and Paris Grant with duo Mezko.


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