UNIFIED launches Main Stage to connect agencies, brands & artists

Artists hit by the pandemic are looking to brands in a bid to grow revenues while the live sector begins its recovery. A new initiative, revealed today, hopes to accelerate these lucrative collabs.

UNIFIED Music Group has partnered with Bolster and Creative Victoria to launch Main Stage, a forum to drive "constructive conversation" between agencies, brands and the music biz.

The broadcast will include presentations, panel discussions and a live Q&A that will unpack the relationship between brands, artists and audiences.

The full program will be unveiled next week, but organisers said Main Stage will explore the value of commercial partnerships in the music space, the concept of selling out, how brands can engage meaningfully with festival audiences, and the value of niche communities.

The free virtual event is scheduled to take place on Thursday, April 29, and will stream from The Studio, located within Harry the Hirer in Richmond, Melbourne.

It will be hosted by Rob Hicks and Lachlan Bradford of the Funny Business Podcast, who last month signed a management deal with the music company.

Attendees will hear directly from artists and industry experts on the best ways to collaborate with some of Australia’s most influential cultural tastemakers.

“Thanks to Creative Victoria we welcome this incredible opportunity to encourage and inspire brands to work closely with the industry and our artists as we rebuild in this new world,” UNIFIED’s new commercial marketing manager, Michelle Rose, said in a statement today.

Brand managers, marketing directors, media planners and other marketing professionals are invited to register at the Main Stage website.

All attendees from Melbourne will also be invited to the Victorian Music Development Office Networking Breakfast on Friday, April 30.