The White Agency has developed an online music platform for Budweiser Australia that enables the brand to support emerging music producers.
Budweiser Made For Music has been created in partnership with Universal Music Australia to provide amateur electronic dance music producers around the country with the opportunity to share their music, gain exposure, engage with like-minded people, and receive advice and guidance from industry experts.
The site features exclusive music content and tools for the artist community, including the ability to upload tracks and receive personal feedback from A&R heavyweights and leading industry figures, video tutorials, access to workshops, unique competitions, featured playlists, technology reviews, and regular round-ups of releases and local gigs.
“The response to what we’ve done so far from Australian producers and DJs has been outstanding and the launch of Budweiser Made For Music allows us to take it one step further,” said Caroline Masterson, marketing manager, Budweiser. “We want to make a lasting impact on an exciting Australian dance scene and offer genuinely useful support for the many talented artists out there who might just need a little break or a nudge in the right direction,” added Masterson.
Australian electronic music acts The Aston Shuffle and Uberjak’d have already signed on to be the first ever Budweiser Made For Music Mentors, bringing with them a wealth of experience to share with subscribers.
“Budweiser is a major voice and has deep ties within the American music industry, but the challenge for us has been translating this to create something meaningful for local adult artists here in Australia,” said Bohdi Lewis, The White Agency. “The beauty of this platform is the way the experience comes together across a range of touch-points to deliver unique benefits for users, while at the same time giving Budweiser a direct line to speak to its consumers,” added Lewis.
Unsigned adult artists will be able to upload tracks from October 2014 and to celebrate the launch Budweiser Made For Music has announced a competition to uncover Australia’s best undiscovered electronic music talent. Four winning artists will travel to Sydney to support The Aston Shuffle in December, as well as attend a two-day studio workshop session led by The Aston Shuffle and Uberjak’d in 2015. The overall winner will receive a life-changing opportunity to perform in front of Universal Music Australia’s A&R team and $5000 worth of studio equipment.
“This is just the beginning of a long-term commitment Budweiser is making to Australian music and the development of emerging adult artists,” said Masterson. Lewis added: “Whilst the initial focus is on Electronic Dance Music, the platform is set to evolve into other music genres in the new year, along with a range of new digitally-led features that will shake up how artists will be able to develop their skills, connect and collaborate in the future.”
In addition to The White Agency, Budweiser Australia is working with below-the-line agency Momentum to manage the site’s competitions, aggregating content and managing social media.