The Brief
Melbourne has a reputation as one of the music capitals of the world. The City of Melbourne wanted to create an annual event to showcase and leverage Melbourne’s thriving music scene and nurture its musicians, venues, recording artists and songwriters and promote Melbourne as “the” music destination.
The Response
Mushroom Marketing was appointed to develop and implement key music elements of Melbourne Music (September 29 – October 10) which filled CBD laneways, trams, trains and squares with music for 12 days and nights. Over 100 artists across 100 free concerts from grass-roots and internationally renowned artists, free public lectures and workshops, trade days and entertainment were activated at the city’s many iconic music venues.
Dan Sultan, British India, Kate Vigo, Charles Jenkins, Dan Kelly’s Dream band, Oh Mercy, DJ Dexter, The Bedroom Philosopher and Public Opinion Afro Orchestra were just some of the musicians who performed at the inaugural event.
