American Express has teamed up with Universal Music's creative agency Bring to launch a campaign to show support for the local music industry during these tough times.
The campaign supports the return of the $1 million American Express Music Backers Fund which initially launched in 2018 and 2019.
This year the creative platform is simple: keep the music playing, because "if the music stops, then everything stops; so don’t stop."
Music Backers wants Australians to keep writing songs, keep teaching, keep recording, keep mixing, keep streaming, keep singing, keep sharing, keep buying records, keep doing whatever it is that keeps the music playing.
The new-look program offers applications on two key initiatives, ahead of further initiatives to roll out in the coming months:
- Nominate A Mate: giving Australians the chance to nominate someone that they believe has helped ‘keep the music playing’ this year – recipients to receive $1500; and
- Grants: open to all individuals, businesses and artists in the local music industry – offering from $2,000-$50,000 across three categories.
The majority of the judging panel has also returned to the program this year, with industry leaders Universal Music ANZ president George Ash, Live Nation Australasia CEO Roger Field, Unified Music Group general manager Nick Yates, ASM Global group director Tim Worton, American Express VP, brand, charge card and experiences Naysla Edwards and NewsCorp national music writer Kathy McCabe, resuming their judging roles and enlisting newcomer Emily Nichol (Content Producer, Music Journalist & Spotify Curator) and Nina Las Vegas (Artist, Manager, Producer, Label co-Founder/Director).
“American Express has always been a backer of the Australian music industry, and as we all know, the industry has fallen on hard times in 2020," Edwards says.
"While the road to recovery looks different for everyone, it was incredibly important for Amex to back music businesses and artists when they need it most.
"We’re really proud to launch the $1 Million American Express Music Backers Fund to support the future of Australian music – and to keep the music playing.”
Bring general manager Adam Ireland says working with American Express on the program has been a highlight for the agency.
"This program couldn’t have come at a more important time for the local industry, and it’s been a joy working with Amex and our various partners to build a program that genuinely gives back to Australian music," Ireland says.
"Amex joins Universal Music Group and the global network of companies who have made substantial contributions to support the music community throughout 2020.”
Credits
Campaign Management
Martine Caddies, American Express
Nicola Tan, American Express
Laura Prieto Losada, American Express
Matt Kennewell, American Express
Lisa Nicholls, American Express
Daniel Jenkins, American Express
Kate Allan, BRING
Dave Bostleman, M Agency
Creative Platform
James Griffiths, BRING
William Blackburn, BRING
Verity Muscat, PixelEight
Chris Muscat, PixelEight
PR
Megan Whiteside, American Express
Ellie Thomas, OPR Agency
Hayley Coope, OPR Agency
Media
Casey Cameron, M Agency
Nicollette Newport, Resprise Digital
Jessica Juler, Reprise Digital
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