Amid one of the most challenging times for the Aussie music industry, local artists Baker Boy, Big Twisty, D’Arcy Spiller and Kirsten Salty have come together to take on the track Did Somebody Say Menulog.
Following issues around the lack of local talent in Australian broadcast, such as the coverage of the Tokyo Olympics and continued challenges of COVID-19, Menulog has handed creative control of Snoop Dogg’s now famous track to these local artists,.
Created and produced by Mushroom Creative House (part of the Mushroom Group), Melbourne producer Jerome Farah added his expertise to the full collaboration and hero track, as well as the individual artist tracks.
the campaign features 1 x 60” TVC that will air Sunday 17 October 2021, 2 x 30” TVCs that each feature two artists, as well as 15”s with one artist each launching mid-campaign.
Of working on the project with Menulog and Mushroom, Baker Boy said “I’m pumped to be working with Menulog and Mushroom and get to re-write my own version of the Snoop track. It was really fun getting to add my own flavour and throw in a nod to some of my favourite bush tucker. It’s been such a rough time for the industry, so it just feels so good to have this opportunity to create something really special!”
Fiona Bateman, Menulog head of brand said, “The team in London did a phenomenal job on the Snoop work. It was universally loved, and rightly so. But the context is very different now. Everyone is only too aware that the local music scene has been decimated by Covid, so it was really important for us to invest the campaign budget locally and hero local artists. We wanted to do everything in our power to support the industry and give the artists a chance to build new audiences.”
Jess Tarpey, chief operating officer for Mushroom Creative House said, “Following Snoop was always going to be an insanely high bar, but we collaborate and work with artists every day to ensure that our creative output is both authentic and unique. We wanted to bring in the artists’ individual personalities, as well as a bit of local Australian flavour, whilst also ensuring the final output formed a cohesive whole. Hopefully we’ve managed to achieve that.”
Chief executive at the Mushroom Group, Matt Gudinski said; “We’re excited by the opportunity to give some of the country’s most exciting young talent a platform with the new Menulog campaign. At a time when Australian artists are struggling, it’s great to see a brand willing to support the local music industry rather than hunt down an international superstar.”
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