News Corp has partnered with Melbourne music, art, and performance festival RISING to revive the free commuter paper mX newspaper for two exclusive festival editions.
News closed the paper in 2015 and will now return with a remastered masthead across two 16-page issues, distributed to Melbourne’s commuters and city-goers in the lead-up to and during RISING 2024.
Celebrated writer and editor and podcaster Brodie Lancaster has been tapped by RISING to curate the editions.
Highlights of the editions include the return of mX favourites like Overheard, Here’s Looking at You and What The?
Alongside a range of fun festival focussed content. Issue one includes insights on Yasiin Bey (FKA Mos Def) by journalist Mahmood Fazal, reflections on Counting and Cracking by Miles Franklin winner Shankari Chandran, Marieke Hardy’s perspectives on art, and a curated night of city dining and entertainment by Good Morning.
RISING co-artistic directors Hannah Fox and Gideon Obarzanek said they were looking for a high-impact activation to introduce RISING to new audiences.
"Collaborating with News Corp to revive mX aligns perfectly with our mission to celebrate Melbourne's identity and ensure art remains accessible to all,” Fox and Obarzanek said.
“The two special print editions allow us to unpack the program through engaging editorial content, which aims to differentiate RISING in what some might perceive as an homogenous arts festival landscape.”
The publication will be handed out by activation staff to 60,000 city workers and visitors across hotspot train station areas in Melbourne’s CBD, including Flinders Street, Southern Cross, Melbourne Central and Parliament stations. Distribution dates are set for May 29-30 and June 5-6, from 3pm each day.
RISING marketing director Carina Shearn said mX was always a paper made by, for, and about Melbourne and like mX, RISING is all about participation and interaction and reflecting Melbourne’s vibrant identity.
“mX was an afternoon ‘Pick me up,’ that surprised and delighted readers on a daily basis," Shearn said.
"Our aim is that this co-branded activation will deliver the same to commuters and help dissolve barriers to accessing art, music and performance.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.