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News December 2, 2022

Bonds X Rolling Stone Australia Calendar Raises Almost $6,000 for Support Act

Bonds X Rolling Stone Australia Calendar Raises Almost $6,000 for Support Act

A charity calendar that captured artists in their undies has raised more than $5,000 for Support Act.

Rolling Stone Australia and underwear experts Bonds joined forces with a lineup of Aussie musicians for the special Father’s Day calendar, a fundraiser for the music industry charity.

A limited run of the 2023 calendars were printed and sold out upon release in August, generating almost $6,000 for the music industry charity, TMN can confirm.

Where Ausmusic T-Shirt Day encouraged fans to get their clobber on for a good cause, the Bonds x Rolling Stone calendar got musos to take it all off.

“Our thanks to Bonds and Rolling Stone Australia for donating the proceeds of this cheeky limited edition calendar to Support Act,” says Support Act CEO Clive Miller.

“The funds donated will help us provide support to people in the music industry who are doing it tough. Sincere thanks to all involved.”

Artists from across the music spectrum, and several industry professionals, played their part.

Among the good sports were Felix Riebl of the Cat Empire; Short Stack; Big Twisty (of Big Twisty & The Funknasty), The Pierce Brothers, Clowns, plus hip-hop and trap advocates John Nelson and Abraham Poni from 66 Records.

Shot on location in a retro-styled Melbourne house, each calendar image featured the musicians and their “greatest support”—someone who has been beside them in their journey and career, helping to make the bad times good and vindicating their professional and creative decisions.

Support Act

The release of the calendar coincided with an exclusive editorial series which ran on Rolling Stone Australia, and shone a light on the industry’s unsung heroes, which include the managers, roadies and the publicists behind the artists.

And for extra support, the first 50 calendars purchased came bundled with a pair Bonds’ Total Package undies.

“When two iconic brands come together, anything is possible,” explains Luke Girgis, CEO of The Brag Media, publishers of The Music Network and Rolling Stone Australia.

Bonds X Rolling Stone Australia calendar

“It cleverly repackaged Bonds’ cheeky Total Package campaign messaging for a new, music-loving audience and celebrated musicians and their unsung heroes, who had faced an incredibly difficult two years due to COVID lockdowns. The cherry on top was donating a small amount of money to the industry through Support Act.”

Rolling Stone Australia/New Zealand’s December-February issue cover, a special collector’s edition featuring the ‘Most Iconic Music Moments of All Time’ from the two countries, hits newsstands Dec. 5.

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