Over the last 12 months, Music Victoria membership fees have helped fund the organisation to achieve significant protection and opportunities for the music industry. Music Victoria led negotiations for the world-first implementation of the Agent of Change Principle, which protects existing venues from encroaching development, and achieved red tape cuts for all-age gigs and building code compliance. A bunch of legends who look after the best interests of the music industry.
The Music Victoria membership drive was live from 23 March to 2 April and The Social Crew worked alongside Remedy PR to deliver the PR and Marketing Strategy surrounding the campaign. Plakkit stuck up street posters across inner city Melbourne, in venues and in our laneways.
We directed a number of campaign reels, produced exceptionally by Daybreak Films and featuring artists Dan Sultan, Ella Hooper, Matt Young of King Parrot, Animaux, Joelistics and owner of our fave Melbourne dive bar, James Young of Cherry Bar. Created to inform the industry a range of benefits they may not be aware of, from the artists perspective. Here's a taster with more on the YouTube Channel.
The Social Crew also commenced negotiations with travel provider Travel Beyond to develop an online booking tool which gives access to the MV members to a huge range of discounts including the first national detail with Virgin Australia. The first of its kind, the discounts evolved to include car hire, accommodation, flight discounts and free excess luggage. A key for any touring band or holidays if you wish to take your amp!
The PR campaign was extensive and featured across print and online media across a host of channels and sources including MX, Herald Sun, The Age, SMH, City of Melbourne, Tourism Victoria, TheMusic, Beat, MoshTix, SpeakerTV, Faster Louder, Tone Deaf and plenty more. A joint radio partnership with community radio PBS FM and Triple R saw artists in the campaign interviewed, plus a host of feature interviews across Fox FM, Triple M, ABC and many regional stations.
The results? An influx of individuals and bands signed up to benefits and the industry was informed. Find out more about Music Victoria and benefits here. www.musicvictoria.com.au/membership_benefits