Munarra.
Australian music and tech accessories brand, Sprout, has collaborated with indigenous rapper Briggs to launch their new creative platform, Homegrown Sound.
The project, created by +61 and Bear Meets Eagle On Fire, also marks the first release of Briggs’ new single, ‘Munarra’.
The ‘Homegrown Sound’ platform is part of Sprout’s new mission to help support and grow Australian music at a time when the local industry is hurting, with artists struggling for support.
Cancellation of festivals and the loss of over 1,300 music venues and stages across the country has made necessary exposure even more difficult.
According to the Australian Recording Industry Association (ARIA), despite Australia being the tenth largest music market in the world, there were only four albums and three singles from Australian artists in 2023’s top 100.
‘Munarra’ heralds the launch of a new artistic direction for Briggs; hip hop infused with heavy metal.
“I wanted to push the boundaries with this song and the visuals. To tell a story about coming up in a hostile environment, where you’re not meant to be or grow,” said Briggs.
“That’s what we wanted to explore, growing despite being in a hostile environment and emerging from that, in strength. I think today, the things I faced coming up are still there, but artists have a whole slew of new obstacles to overcome.”
Ben Caddy, General Manager from Sprout highlighted the importance of supporting local music.
“The Australian music industry has had a tough couple of years, so as an Australian brand that has music and sound at its heart, we wanted to shine a light on the best local music out there and encourage the public to support it by listening to more homegrown sound,” he said.
The launch video for ‘Munarra’ is a visceral piece of film that shows the artist ‘birthed’ from the arid red dirt and draws its inspiration from Briggs’ own experiences and the determination it takes to break through in this country.
The song will also be featured in a new ‘Homegrown Sound’ Spotify playlist, which aims to encourage Australians to stream more homegrown music.
Credits:
Agency: +61 with Bear Meets Eagle On Fire
Media: OMD Australia
Client: Sprout
Chief Marketing Officer: Brent Smart
Head of Creative Excellence: Anna Jackson
General Manager: Ben Caddy
Marketing Manager: Alex Peisker
Marketing Specialist: Kritika Bhatia
Marketing Specialist: Demi Mavroudis
Commercial Operations Manager: Ben Hicks
Digital Marketing Specialist: Lucy Surace
Media & Marketing Operations Lead: Paula Marreiros
Senior Media Specialist: Robert Aoukar
Production Company: Scoundrel
Director: Tom Noakes
DOP: Aaron McLisky
Co-Founder/Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
Producer: Alex Tizzard
Editorial: Arc Edit- Lucas Baynes
Post Production Company: Fin Design & Effects
Sound Design & Mix: Otis
Music Supervisor: Anton Trailer
Photographer: Simon Harsent, Pool Collective
Song Title: ‘Munarra’
Artist: Briggs
Written and produced by Adam Briggs and Steven Smith
Publishing: Sony Music Publishing (Australia) Pty Ltd
Master: Universal Music (Australia) Pty Ltd
Recorded at: Newmarket Studios, Melbourne, Australia
Engineered by: Guus Hoevenaars
Mixed by: Forrester Savell
Mastered by: Forrester Savell
Musicians: Adam Briggs- Vocals, Steven Smith- Drums, Leigh Davies- Guitars, Craig Strain- Bass
