Budweiser + NOISEY celebrate emerging local musicians with new content series via MediaCom

NOISEY–VICE’s dedicated music channel, is introducing a new video series, ‘My Friend’s Band’, created in partnership with Budweiser Australia via MediaCom.

Featuring up-and-coming acts from across the city, NOISEY’s four-part series celebrates the live music scene through the eyes and ears of the young talent on the ground, and on the stage.

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Sydney’s music and nightlife community is made up of a complex web of networked musicians. They feature on each other’s albums, they play in each other’s bands, they date each other, tour with each other and even live with each other.

Each episode of ‘My Friend’s Band’ is a ride-along with these young acts–as they play host, introduce us to their friends’ bands, and take us to see them play packed out Sydney events, including shows in Budweiser’s ‘Bud Garage’ series.

Says Juan Uranga, brand manager, global premium brands at Carlton & United Breweries: “In 2017, we brought the Budweiser’s global ‘Discover What’s Brewing in Music’ platform to Australia. The idea behind the program is to support young, up and coming artists striving for success and we were able to integrate this to a highly successful residency campaign across some of the top venues in Sydney, such as the Lansdowne, Oxford Arts Factory, Frankie’s Pizza, The Chippo and the Jam Gallery. We created a content series about the stories of these bands and their ambition to make it in the competitive music scene, and see this as the first step in a larger goal of helping people to Discover What’s Brewing in the Australian music scene.”

Mediacom worked with VICE to develop the concept, project managing and integrating the content series into the Budweiser marketing plan.

Says Erin-Jade Watson, planning director at MediaCom: “We chose to work with VICE/Noisey because they provided us with a unique content series idea that was both engaging and worked across many channels, and because of their unrivalled access to the emerging music scene in Australia. We have created a content series that gives a unique perspective on the lives of these bands, through their biggest fans…their friends. This is a hard market to gain traction with and the combination of the Budweiser, VICE and the content series will help to ensure that we have cut through.”

Launched episodes include These New South Whales and friend Marc Dwyer talking flatmates and joke bands, and hip hop/soul acts Remi, Silent Jay and JACE XL as they eat crispy duck, shoot hoops, and talk being a person of colour in an ever-more diverse music landscape.

Following episodes will feature Hannah Lockwood with Gareth Psaltis, and Paris Grant with duo Mezko.