Sony Music inks landmark partnership with Destination NSW

In an Australian-first, Sony Music and Destination NSW have entered a partnership to host big-name artists in Sydney and regional areas.

The landmark partnership is expected to see some of Sony Music Australia’s top-tier acts perform at some of the State’s biggest events. It will also give the tourism organisation access to the major label’s market segmentation platform to improve Destination NSW’s campaign reach in the Asia Pacific region.

Minister for Trade, Tourism and Major Events and Minister for Sport, Stuart Ayres, said: “This is the first time a major global entertainment company has partnered with an Australian tourism organisation and the partnership will greatly enhance our ability to secure world class musical talent and attract visitors to NSW.”

In the first half of 2016 alone Sony Music has released global #1 albums and singles by Beyonce, Meghan Trainor, Calvin Harris, Justin Timberlake and P!nk.

Through artist performances and content creation by Sony artists, there will be a focus onsupporting and promoting tourismin regional NSW.

Denis Handlin AM, Chairman and Chief Executive Officer of Sony Music Australia & New Zealand and President Asia, said: “This is an excellent partnership with Destination NSW that will demonstrate the ability for music and entertainment to excite the State of NSW and importantly drive tourism. This agreement opens a wide range of opportunities for our artists to be showcased at NSW events, from emerging talent to established stars. We look forward to working together to help take NSW to a wider audience.”

Tourism is NSW’s second largest export industry; it contributed a total of A$27.9 billion to the NSW economy in 2013–14.

While neither Destination NSW or Sony Music have said which events we can expect to see the pair collaborate on, Destination NSW invests directly in New Year’s Eve, Sydney Festival, Vivid Sydney and the Australian Open of Surfing.

TMN understands that Sony will be involved in all NSW government event initiativesare already working on projects for this calendar year that would fold into the forthcoming Destination NSW event program.