Australia Music Biz teams with advertising industry on ‘Our Soundtrack’ campaign, New ARIA Award

BRISBANE, Australia — Med ARIA Awards 2022 now done and dusted, the organizers are looking forward to next year’s edition – and a brand new category.

The Australian Recorded Music Industry’s 37th annual ceremony will debut an award celebrating the best use of Australian music in the creative and advertising space.

The new trophy coincides with the launch of Our Soundtrack Our Ads, a call for the Australian advertising industry to invest their music budgets in homegrown artists to soundtrack their work.

Fronted by ARIA Award-nominated recording artist Holly Rankin, the singer, songwriter and entrepreneur otherwise known as Jack RiverOur soundtrack Our ads are the platform through which brands and advertising material can qualify for the new award.

It’s “an exciting opportunity for brands, creatives and the music industry to unite with a common goal of championing local music and local storytelling,” comments Rankin, whose debut full-length album. Sugar Mountain opened at No. 11 on the ARIA Albums Chart in 2018 and earned three ARIA Award nominations.

“We have such amazing talent right here in our backyard, so it’s exciting for the next generation of artists, brands and music lovers to hear new and upcoming voices across more advertising, social media campaigns and creative content.”

Rankin got the ball rolling when he during the Olympic Games in July 2021she noticed that many of Australia’s triumphs in Tokyo were sent home to the soundtrack of popular tunes from overseas.

So she took a stand.

Local businesses and media should do more to champion Australian music through its businesses and in advertising, she wrote in a PSA. “We need you more than ever. We want to be your soundtrack,” read a post on her social media.

The essay went viral, pledges were made and Our Soundtrack Our Stories was launched to promote the use of Australian music across local businesses and media.

“We’ve been workshopping for the last 12 months, just feeling out how this would work and making sure it would be super-authentic to both industries. And a true partnership,” explains Saynaree Oudomvilay, PR & Communications Senior Account Director at M&C Saatchi Sport & Entertainment, a partner in the new initiative.

Our soundtrack our ads are “really an extension of the legacy that Holly has created,” she continues.

The ARIA award was supposed to create healthy competition. “We wanted to make (the campaign) super accessible and not just make a high claim, but back it up with something tangible. That’s what the award does,” says Oudomvilay Billboard. “It’s also good to hold everyone accountable and make sure everyone is putting their money where their mouth is in doing those campaigns and engaging artists and supporting locals.”

Early next year, campaign partners expect to share more details about what the initiative looks like, how brands can get involved and more. In the meantime, brands, creatives and agencies can see the “pledge” and sign up for more information with the official ARIA website.

“Advertising has such an important role in influencing change across society. It creates ideas and tells stories that make an important impact on culture. Music is no different,” comments ARIA CEO Annabelle Herd.

“I am thrilled to celebrate talent and creativity across the two industries with this first-of-its-kind award in 2023.”

With the support and influence of Australia’s advertising industry, she continues, “we can continue to create opportunities for Australian music to be heard in all its forms, by everyone who creates it.”

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