// Projects
NAB150
The Brief
2008 marked NAB’s 150th Anniversary. They wanted a cornerstone initiative to “touch and give back” to communities which have been part of their heritage across the breath of Australia and by doing so deepen those relationships.
The Response
For this milestone celebration Mushroom Marketing helped develop the NAB 150 Roadtrain nationwide tour, the NAB 150 Songwriting Competition and The Dream Festival.
Across 8 months, the NAB 150 Roadtrain visited over 100 regional towns, isolated communities conducting a range of 220 events and activities designed to entertain and educate communities including live music events, local business functions, AFL Auskick clinics and 50 school and university music workshops. The Roadtrain engaged over 200 live music artists and programmed many local emerging artists.
The NAB Songwriting Competition was an initiative designed to help inspire, educate and unearth the nation’s next generation of song writers and garnered nearly a 1000 entries in just over a month!
The NAB 150 Roadtrain tour culminated in the NAB Dream Festival a free 4 day celebration of art and music in the Yarra River precinct featuring 2 days of free live musical performances and workshops.
Melbourne Music
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.
Championship Moves
The Brief
The Department of Justice’s Championship Moves campaign demonstrates positive behaviour options to reduce alcohol fuelled violence. Historically, the campaign had focussed on sport as a channel to connect with young Victorians and the Department of Justice wanted to further the message via the music industry.
The Response
In 2009/2010 Mushroom Marketing developed the Championship Moves Summer Music Festival project. Targeting Victorian live music fans and giving them the chance to demonstrate a “championship move” broadened the campaign’s reach.
Across the Summer Festival period, Mushroom sent their film crew to 15 different live music events, interviewed hundreds of patrons and filmed many of them busting a “move” that could be used to save a friend from a potential alcohol fuelled confrontation.
The best “championship moves” were featured on the campaign’s website and a public vote selected the winning “move”.
Content developed from this project received such positive feedback that Mushroom Marketing was commissioned to create a 60 second cinema spot for the Department of Justice featuring a number of the best moves captured at the festivals.
In 2011 we created the Championship Moves Concert Series taking the campaign into the Victorian pub rock community. Content promoting band gigs was created followed by further band published content.
Championship Moves messaging was integrated into this content which was in turn featured on media partner, bands and the Championship Moves website. The Concert Series and the Championship Moves brand were further promoted through a range of other live music media channels.