The US in the Music

Who are the US in the MUSIC?

The COVID -19 lockdowns decimated three industries – Tourism, Hospitality and Music Events. The US in the MUSIC initiative brings together all these elements of community to rebuild and recover as we celebrate the soundtrack to our lives.

Since 2001, musicians who have toured with Pushworth have earned just over $46million in box office receipts and have sold over 9.6 million tickets to audiences across the country. Working with musicians as they emerge from to the studio to winning Aria and Grammy awards, Pushworth has created employment opportunities for 28376 Live Music Artists and associated production crew in Queensland since 1990.

To minimize the impact of continued restrictive trade conditions on Hospitality venues in Queensland, the US in the MUSIC program is designed to rebuild local business communities through the pathway of a live and local music event, by expanding the market for the local venue, raising the profile of local businesses, tourism operators and community media partners.

Supported by the Mental Awareness Foundation, the US in the MUSIC is in the creation of local community hubs focused on a local economic promotion and recovery. The annual “Walk Anywhere” event Walk for Awareness Community Hubs will be promoted via this program to bring together the various business brands to participate in the Walk scheduled for Sunday 10 October.

As producers for the Caxton Street Seafood and Wine Festival 2009- 2014, this same formula was applied and built the Festival attendance from 10,000 to 20,000 in 5 years. The US in the Music activity begins with a local pub and two live music Artists. The Mission is to reactivate a local community through a live music event where the members of the Local Community Hub activate Local Event marketing activities to rebuild and reconnect.

Key Deliverables - task/activity to be undertaken

One Regional Tour in Queensland
10 x Music Concerts featuring Australian Rising Country Music Star Jade Holland and one local Support Artist
The Music Concert Community Hub members will offer giveaways in a series of competitions designed to promote their product as well as encourage attendance at the Music Concert
Tour posters featuring each show will promote each member in the Local Community Hub and will be displayed locally in the venue, each local business shop, the Tourist premises and the local Media studio. Each Local Community Hub member will feature the Tour Posters on their websites and Social Media.
Local Print and Radio Media Advertisement featuring Venue, Music Artists, 3 x Local Business, 1 x Local Tourism Operator and 1 x Local Community Media per each Music Concert.
Local Print and Radio Media Advertisement featuring each show will promote each member in the Local Community Hub and shared via each Social Media.
Local Print and Radio Media Interviews featuring each show will promote each member in the Local Community Hub and shared via each Social Media.
Local Community Hub member email databases will be activated via newsletters to promote each member and show in the tour.
Each member of the Local Community Hub will promote and feature each show and all members via Social Media Tour Campaign.
Each member of the Local Community Hub will offer giveaways for a series of competitions designed to sell tickets and promote and feature all members via a Tour Campaign.

Outcome - What will be achieved by this activity?

What types of audiences will benefit from this activity?

How this activity will contribute to employment opportunities and the expected economic benefits of this activity for other industries such as hospitality and accommodation and for your organisation.

Metrics

August 2020 to December 2020

Tours (including Resilience Tour 2020) = 4
Artists – 8
Shows per Tour = 10
Shows in Total = 40
Tix Sold = 12500
Artist Income = 250% increase
Venue Income = 350% Increase
Income for Associated Suppliers (eg Social Media/Production etc) = 175% Increase

January 2021 – November 2021

Tours (including Resilience Tour 2020) = 10
Artists – 16
Shows per Tour = 8
Shows in Total = 80
Tix Sold = 35,600
Artist Income = 310% increase
Venue Income = 375% Increase
Income for Associated Suppliers (eg Social Media/Production etc) = 195% Increase

Letters of Support

CrPeterMatic

Hon Grace Grace MP

Hon TrevorEvans MP

Testimonial

The Pushworth Group and Mental Awareness Foundation partnered to deliver the Resilience Tour August to October 2020 using the same formula as The US in the MUSIC. I toured 10 shows in 10 Queensland Regional communities. We promoted local businesses especially local tourism businesses. I used different support musicians in each region. It made such a difference to each region - live music - some life, energy and an opportunity for the local community to connect. It was a huge success!