BIGSOUND reveals 2021 Levi’s Music Prize winners

Six Australian artists have been named as the joint winners of this year’s Levi’s Music Prize, delivered in partnership with BIGSOUND administrators QMusic.

Selected from the BIGSOUND50 artist pool, this year’s Levi’s Music Prize recipients include ASHWARYA, Beddy Rays, Birdz, Jerome Farah, JK-47 and Sycco, with each artist taking home a share of $90,000 in prize money.

As well as receiving $15,000 in cash to contribute to their own career development, each of this year’s winners will also receive access to an online mental health workshop from The Indigo Project, a custom BLOCKS by Bolster digital marketing workshop and a new outfit from Levi’s.

This year’s Levi’s Music Prize arrives just a week after the cancellation of BIGSOUND’s 2021 event, with QMusic CEO Kris Stewart touching upon the importance of this year’s prize as Australia’s music sector continues to struggle amid the pandemic.

“Our musicians and the music industry at large continue to be one of the hardest-hit sectors, having to prove their resilience time and time again in the face of cancellations and tougher restrictions than other industries,” Stewart said.

“The Prize will go a long way to supporting these talented BIGSOUND artists to not only survive but thrive through COVID and beyond.”

Sycco, one of this year’s six winners, expressed her elation to being named as a recipient, saying that winning a Levi’s Music Prize had “always been a dream of mine”.

“I remember seeing G Flip and Hatchie win over the last few years and manifesting in those moments,” Sycco said.

“Hopefully we can tour overseas next year so the money will definitely assist with getting over there.”

Levi’s head of marketing for Australia and New Zealand, Trent Bos, doubled down on the company’s support for emerging Australian artists with the prize, which has provided local artists with close to half a million dollars since partnering with BIGSOUND in 2017.

“We believe that music is a force for good,” Bos said.

“But belief without real backing isn’t enough to help aspiring musicians fulfil their ambitions, and our dream and desire is that this contribution can help these incredibly talented artists do just that.”

Previous winners of the Levi’s Music Prize include The Teskey Brothers, Hatchie, Tkay Maidza, Jaguar Jonze and Stella Donnelly.