The Brag Media
News September 6, 2021

‘Stop the interruptions’: Australian music industry unites to launch #VAXTHENATION campaign

‘Stop the interruptions’: Australian music industry unites to launch #VAXTHENATION campaign

Over 400 Australian artists, live music businesses and industry figures have joined forces on a campaign rallying for Australians to get the jab and “stop the interruptions” to the live sector.

Led by the newly-formed LIVE Alliance (Live Industry Venues & Entertainment), #VAXTHENATION marks the largest Australian alliance of its kind, with promoters, festivals, record labels, venues, global brands and media outlets coming together in a bid to streamline a safe return for live events across the country.

Among the peak bodies leading the campaign are the Association of Artist Managers (AAM), Australian Live Music Business Council (ALMBC), APRA AMCOS, ARIA, Frontier Touring/Mushroom Group, the Live Entertainment Industry Forum (LEIF), Live Nation, Secret Sounds and TEG, while over 225 renowned Australian performers have also lent their names to the cause.

#VAXTHENATION launches nationally today (September 6) with a television commercial that highlights the thrill of live music events, with Powderfinger donating the use of their 2000 hit single ‘My Happiness’ to soundtrack the spot.

The TVC was spearheaded by 3AW’s Russel Howcroft and delivered by Mushroom Creative House and Good One Creative, with the advertising heavyweight praising both agencies and the direction of the LIVE Alliance for organising the campaign.

“With an awesome idea generated by Good One Creative and the incredible creative direction and production capability of Mushroom, we have managed to pull together a powerful campaign via generosity of spirit and a burning desire to rock on,” Howcroft said.

“Huge thanks in particular to Powderfinger and the inspired leadership of the LIVE steering committee.”

The LIVE Alliance stressed the importance of vaccinations in a group statement, affirming their effectiveness as both a public health measure and as a means to stop the devastating impact of the pandemic on the music industry.

“The impact of the pandemic on Australia’s world-leading music, theatre, comedy and live entertainment industries has been truly devastating,” the statement reads.

“Getting vaccinated is the crucial step fans can take which will allow us to join together and enjoy the unbeatable magic of live performance once again.”

A full list of artists, businesses, venues and other parties involved in the #VAXTHENATION campaign can be viewed here.


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