YouTube Music Sessions

Supporting emerging Australian artists with a new music platform.

Challenge

The absence of live shows during the global coronavirus pandemic poses a serious challenge for all artists. For emerging music acts, support slots in particular play an integral part in reaching new audiences, building a fanbase and receiving endorsement from their more established peers.

Insight

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.

Strategy

Recreate 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, featuring today’s headliners, with support from tomorrow’s.

A series of exclusive live sessions 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.

Results

Cemented YouTube as a brand that champions emerging talent, enables new music discovery and promotes solidarity among the Australian music industry.

Over 4.5 million content views delivering huge exposure for emerging artists and solidifying YouTube's position as the home of creators.

Over $50,000 raised for Support Act.