Made From Melbourne
MFM Collective
Issue 60 | September 2021
Agency
Saatchi & Saatchi Australia
Creative Team
Chief Creative Officer Mike Spirkovski Executive Creative Director Simon Bagnasco Creative Director Lee Sunter Senior Copywriter Adam Ferrie Senior Art Director Peter Cvetkovski
Production Team
Head of Design Matt Alpass Designer Alice De Saulles Executive Producer/ Producer Lucy Trengove Digital Director Nick Baum Digital Design Jarryd Hood Head of Content Fei Wang Creative Content Producer Heather McKean Producer Zena Bartlett Developers Steven Ashby & Josh Armstrong Production Company Scoundrel
Other Credits
Client Service Director Ella Ward Senior Account Manager Harriette Curtis Earned Media & Public Relations Alt Shift Strategist Jack Gilbert
Date
April 2021 - Ongoing
Background
Melbourne was said to be the live music capital of the world with more live music played on more stages than any other city. When the thriving music community was devastated by forced restrictions and closures due to the global pandemic, the entire local music industry needed support like never before.
Idea
The impact of Covid-19 on Melbourne’s live music scene surpassed $1 billion in lost revenue. As restrictions began to ease, the challenge was to inspire the community to get back out and support live music, the artists, and venues before they disappeared. A one-of-a-kind guitar was created crafted by Melbourne guitar manufacturer, Maton, from timber taken from four of Melbourne’s most iconic live music venues, The Tote, The Espy, The Corner and Cherry Bar. The guitar formed the backbone of a feature-length documentary about Melbourne’s live music scene and the fight to keep it alive.
The guitar was a tangible representation of Melbourne’s live music scene and was made available for local and touring artists to use. It provided a focus for compassion, discussion and enthusiasm to get back out in force to support the live music scene.
Results
The documentary aired on Australia’s most watched network and was streamed across multiple platforms immediately after a live music concert, celebrating Australia’s live music.
The campaign was supported by an integrated social, digital, out-of- home and PR campaign.
1.57 million people tuned into the concert and documentary premiere. The campaign generated over 10 million impressions in the first week with 98% positive sentiment.
Our Thoughts
As we go to press, Melbourne is back under curfew between 9pm and 5am. Cafés and pubs are open for takeaways only. Covid continues to wreak havoc. It’s not just musicians who are hurting but road crew, sound engineers, even van rental companies. 50% of venues are predicted to go under. Meanwhile, artists have tried to livestream concerts but struggle to make money because nothing beats the live experience. In all of this, Spotify is alleged to have reduced its royalty rates even though its share price has doubled in 2020. Tough times. Wherever you live, whenever you can (and in the UK live entertainment is returning) go to a gig, please. Music helped sustain so many of us during the lockdown, we now need to help music.