Voice for Change
Voice For Change is a brand new community-focused project by the Mushroom Group supported by the Victorian Government – aimed at combating some of the issues affecting Victorian youth.
Through the implementation of a forward-thinking initiative to engage with young people Voice For Change seeks to raise awareness about street and youth violence, educate; empower those most at risk of becoming involved with antisocial behaviour; and foster increased participation in creative projects which can help combat social issues and support youth to be positively connected to their local communities.
Voice For Change also demonstrates that young people from diverse backgrounds all have the ability to use their talents and achieve success in a variety of fields, from becoming a music artist to a top tier soccer or AFL player.
As part of its ‘Creative State’ strategy, the Victorian Government’s Social Impact program seeks to partner with creative organisations and community groups on projects have the power to make a lasting impact on a community – to change the way we think, feel or connect with each other.
Youth disengagement, violence and radicalisation have been identified as key issues for government, and the community. Research has shown that creative projects involving young people have not only helped young people to develop their creative talents, they support participants to build self-esteem and a sense of achievement, to connect with their community, and to build pathways back to education and training. With this data in mind, the Victorian Government partnered with Mushroom Group on a project that would use music to inspire young at-risk people from a diverse range of backgrounds to forge a new path.
Mushroom Group recognised and highlighted the synergies between urban music/culture and the specific communities so greatly affected by youth disengagement issues and developed VOICE FOR CHANGE – an urban/hip hop music and sports online awareness and education program.
The program is a content and social media driven campaign which not only acknowledges the problems the community is facing but also shows that people do have, and can create opportunities if they are guided in the right direction.
To effectively communicate the project’s core message Voice For Change has drawn together a collection of Australia’s leading urban music, hip-hop and sporting personalities including chart-topping rappers and sports stars from a diverse range of cultural heritages and walks of life.
These include Urthboy, Diafrix, Sampa the Great, B Wise, Ecca Vandal, Majak Daw and Archie Thompson.
In a dynamic online documentary series the exceptional group of talented Voice For Change advocates share their personal journeys and experiences of overcoming adversity and various challenges including racism, feelings of disenfranchisement and social inclusion in a way that’s both aspirational and inspirational.
The LIVE SOLUTION Project was developed by Mushroom Marketing and funded through a grant from the Australian Government via the Australian National Preventative Health Authority.
Running from July 2012 – April 2014, the Project challenged the culture of Binge Drinking amongst young Australians through their interest and engagement in our vibrant and diverse live music scene.
A number of emerging and established Australian acts including Bliss n Eso, Stonefield, Illy, Diafrix, Pez, Ella Hooper, and many more demonstrated their support to the program by including LIVE SOLUTION branding and messaging within their media and social networking channels to promote their live shows.
Artist’s messages covered their thoughts, observations and personal experiences in relation to the impact of binge drinking within the live music scene. Whilst they offered a range of different perspectives relating to a number of different audiences, a common theme shone through.
”If you think getting on stage, taking your shirt off and spinning it around your head is a good idea, maybe make your next drink a water” … Illy
LIVE SOLUTION connected with over 200 live shows and was involved with 20 music workshops staged across Australia.
Telstra Road To Discovery
For 13 years, Telstra Road to Discovery has been discovering, educating and fostering emerging independent and unsigned Australian songwriters. The national grass roots talent development program is all about original music and encourages aspiring singer-songwriters to submit original songs for a chance to be involved in a life-changing music mentorship experience.
Undergoing a revamp in 2009, Telstra appointed Mushroom Marketing to develop and activate driving strategies and to create a broad integration of the program within the music industry. Building on an initial successful eight years as the Telstra Road to Tamworth, the program changed its name in 2011 to reflect a new era which embraced artists from a wider range of music genres and redefined the emphasis on songwriting, talent development and music mentorship. Proudly in 2014, the Telstra Road program became a 100% original music program – it’s all about the song!
Since 2009, Mushroom Marketing has co-ordinated and managed all talent, tour and production aspects of Telstra Road To Discovery program across the tour, local events, Bootcamp (a 3 day music industry intensive), Semi Final and the Grand Final. 2015 saw the program continuing to evolve and expand by offering a progressive online experience, including an Online Songwriting Course, exclusive Online Entries, our new Live Master Class Series, and the continuation of our streamed marquee Master Class series, providing artists with more opportunities than ever before to be involved.
The program’s 2 winners receive 12 months of industry mentorship with Mushroom and a trip of a lifetime to Nashville, as well as the on ground Nashville prize element for the winners, which include songwriting and recording opportunities.
Mushroom Marketing has used its expertise and broad network working closely with Telstra to introduce emerging talent to industry organisations, specialists, mentors and songwriters to give them first-hand experience of how the industry works and the tools and understanding required to navigate their way around the music industry.
The Bunjil program was developed to provide Indigenous people with a passion for music the opportunity to undertake training and mentorship towards building a career in the Music Industry. The program drew on the skills and knowledge of the music industry’s leading practitioners and utilised the resources and experience of leading music organisations including The Mushroom Group of Companies, Indigenous Hip Hop Projects and Payback Records.
Our aim was to provide an engaging and rewarding experience for participants and the community. Participants undertook training drawn from elements of the National Music Training Package and received certification of theoretical and practical knowledge and skills attained. This enhanced employability and provided prior learning credits for further study options.
The program covered areas of the music industry including Songwriting, Recording and Production, Video Production, Marketing and Promotion and Performance.
TAC – Roadsmarts
The Transport Accident Commission and The Police in Victoria were looking for effective ways to use digital media and social networking to promote road safety to young Victorians.
We created the ROADSMARTS Program which saw a cross section of Australian acts playing live in venues across Victoria include road safety messages as part of the marketing activated around their live shows.
Artists were asked to include messages ‘in their own words’ taking perspectives on road safety they were comfortable with.
The Artist’s road safety messages appeared on their own Facebook sites as well as within other media channels we activated.
A special ROADSMARTS App was also created to support the program and a partnership with Beat magazine and Beat.com ensured ROADSMARTS connected with our extensive live music community across Victoria.
Australian Legends – Australia Post
Australia Post approached Mushroom Marketing to work with them on the 2013 ‘Legends of Australian Music’ stamp issue.
The annual stamp issue is a key element of the Australia Post Legends Awards with the release of a stamp collection that honours each of the Legends.
Mushroom Marketing secured Michael Gudinski as the Chair of the Music Legends selection panel. Michael in turn engaged other well known and respected music identities to join the panel to nominate and select the 10 Legends of Australian Music.
Mushroom Marketing also provided strategic advice on the campaign approach and talent liaison. This included concepts for promoting the ‘Legends of Australian Music’ issue and associated merchandise, and assistance in liaising with the various managers and members of the selected Legends.
Mushroom Marketing worked collaboratively with internal Australia Post business units as well as external agencies to deliver a very successful campaign for the 2013 Legends of Australian Music project which resulted in an extremely positive response from the Australian public.
In addition, sales of the Legends of Australian Music stamp issue increased by approximately 20% on previous years.
Not Just Noise
Mushroom Marketing created Australia’s first ever hip hop songwriting study guide endorsed by the Department of Education and Early Childhood Development.
Not Just Noise is an interdisciplinary resource, suitable for year 7-11 classes of English, Media and Music. It uses a series of specially produced videos as key learning tools which feature insights from Australian hip hop artists on writing and performing hip hop lyrics.
The study guide package also includes professional music beats students can record their lyrics to and teacher documentation with in-depth overviews and suggested class activities.
Teachers can download Not Just Noise from: fuse.education.vic.gov.au (Learning Resource ID: YM2BF8). Check it out.
Respect Through Music – Schools Project
As part of their Respect Agenda, the Victorian Government was looking for innovative ways to tackle disrespectful and anti-social behaviour amongst young Victorians.
Mushroom Marketing created a leading “in school” music program to promote the Respect Agenda and its message in Victorian Schools in the second half of 2010.
In conjunction with the Department of Education and Early Childhood Development, Mushroom Marketing developed and implemented a series of Songwriting and Event workshops across Victorian primary and secondary schools. Leading music educator Dobe Newton, along with local hip-hop artists MANTRA and PEZ gave students new insights into how to write songs with lyrics that reflected the Respect Agenda themes. A number of schools also learned how to stage their own live music events.
Nine of the student-written lyrics were produced and recorded on the RESPECT THROUGH MUSIC CD that was distributed to the participating schools.
Live No Fear
The Department of Justice were seeking an effective way for Victorian youth to express their views on the serious issues of knife attacks and increased episodes involving people carrying knives on our streets.
Mid 2010; Mushroom Marketing worked closely with The Department of Justice to develop Live No Fear – an initiative which brought young people together via music, film, dance and other creative channels to create messages aimed at discouraging young people from carrying knives and other dangerous weapons on our streets.
Sourced in association with The Salvation Army and the Department of Justice, a group of young Victorians directly impacted by street knife attacks were given a voice through hip hop music to write and record their own song through a series of workshops with hip hop artists Pez, DJ Matik and Mark Raymes, in conjunction with Mushroom Marketing.
The song also titled ‘Live No Fear’ was written and performed collectively by the participants and accompanied by a music video showcasing the process.
Live No Fear disseminated far beyond the direct participants; the lyrics, message and music video were distributed via social media and exclusively via Beat Magazine, Beat TV and Beat.com.au and provided a powerful example of our youth taking a stand their way against knife related violence.
The Transport Accident Commission (TAC) had a presence at a number of Victoria’s leading music festivals with “Vanessa” – their revamped former booze bus, providing patrons with free breath testing and road safety messages. The TAC sought to further leverage this relationship by engaging music festival artists involved and feature their messages via the Vanessa website.
Over the 08/09 Summer Music Festival period, Mushroom Marketing rallied the music industry to support Vanessa.
Through Mushroom’s network of contacts, international and Australian artists provided messages of support and practical tips on how to prepare for a festival road trip and enjoy the festival environment minus reckless on-road behaviour.
Mushroom’s crew filmed at key Music Festivals including Falls, Meredith, Soundwave, Big Day Out, Queenscliff, Apollo Bay and Chill Island.
55 one-on-one interviews were also undertaken with Australian musicians, road crew and music industry identities to promote safe and responsible driving behaviour. Artists included Bliss n Eso, Little Red, Josh Pyke, Birds of Tokyo, the Rock Wiz crew, Youth Group, Blue King Brown, Paris Wells, Kram, Augie March and Kate Miller-Heidke to name a few.
In support of the online drive via MySpace, Mushroom Marketing developed a number of exclusive “up close and personal” prize activations with winners and artists.