Thelma Plum banks sync deal with ‘These Days’ cover, working on new album

Thelma Plum is taking it to the bank.

The multiple ARIA and APRA Award-nominated singer and songwriter has landed a sync deal with her cover of Powderfinger’s ‘These Days,’ which now appears in a national campaign for the Commonwealth Bank.

Warner Music Group today releases Plum’s full version, an edit for which accompanies the CBA’s new We can. Together campaign.

“I was given the chance to record a song I grew up with, and as a Brissie local, I already know a couple of the Powderfinger guys so of course, I said yes,” she explains in a statement. Plum even recorded parts in Powderfinger guitarist Ian Haug’s Airlock Studio, which “made it feel even more natural.”

CBA’s campaign launched on-air and online earlier this month, and follows typical Australians doing normal things, from getting a haircut on their driveway, doing aerobics on the rooftop and jamming in the garage.

Watch the We can. Together campaign featuring ‘These Days’:

https://www.youtube.com/watch?v=1yNXFjfIoZQ

The release of the full-length cut comes after Monday’s night’s Virtual APRA Music Awards, for which Thelma was nominated for Breakthrough Songwriter of the Year and the Peer-Voted APRA Song of the Year for “Better in Blak,” which she performed at the 2019 ARIA Awards.

The young Gamilaraay artist has recovered after being hospitalized with COVID-19 in March and is “busy writing new music” for her forthcoming second album, according to Warner Music Australia.

The as-yet unnamed set will be the followup to Better in Blak, which debuted at No. 4 on the ARIA Albums Chart last year and landed three songs in triple j’s Hottest 100 countdown.

‘Better in Blak’ came in at No. 9, making her the highest-ranking indigenous artist in the history of the Hottest 100.

Listen to Thelma Plum’s ‘These Days’:

Meanwhile, Powderfinger have been back in the news, thanks to their One Night Lonely virtual reunion gig last Saturday, which was raised more than $465,000 for Support Act and Beyond Blue.

‘These Days’ was part of their seven-song set.

New Thelma Plum music is said to be on the way later this year, and her national Homecoming Queen tour has now been re-scheduled to November and December. The trek is now booked to start on Nov. 11 in Margaret River, WA.

In another serendipitous connection with Powderfinger, the tour will wrap Dec. 19 at Fortitude Music Hall, the Brisbane venue which boasts The Finger’s bass player Jon Cogill and long-time manager Paul Piticco among its ownership team.

This article originally appeared on The Industry Observer, which is now part of The Music Network.