Shopping Bag (0)
Your shopping bag is empty
Music Sessions
Amplify + YouTube support emerging Australian artists with a new music platform.
Challenge
The absence of live shows during the global coronavirus pandemic posed a serious challenge for emerging music acts as support slots are integral to reaching new audiences, building a fanbase and receiving the endorsement of their more established peers.
Insight + Strategy
YouTube has always championed creative opportunity and discovery. Every day millions of music fans from all over the world tune in to see their favourite artists, providing an incredible platform to promote the next generation of talent. We recreated the support slot virtually on YouTube by introducing emerging talent to new audiences via well-known artists.
Solution
YouTube Music Sessions, in partnership with ARIA.
A series of exclusive live sessions featuring today’s headliners, with support from tomorrow’s that championed emerging talent, enabled new music discovery and promoted solidarity among the Australian music industry. Headliners Lime Cordiale, Jessica Mauboy, Paul Kelly and Vera Blue introduced their fans to their favourite newcomers, Mia Rodriguez, Emalia, Eliott and Jack Gray.
Filmed across Sydney and Melbourne, each episode in the series features live studio performances, plus insights and commentary from the artists. Throughout the series, viewers were invited to donate to Support Act, an Australian charity providing relief to all music industry workers.
4.8m+
Content views
2.1m+
Social reach
$50k+
Raised for Support Act
21
Pieces of coverage inc. Rolling Stones, NME & Music Feed