Modern country music festival Strummingbird has made its debut on the Sunshine Coast, with Newcastle (1 November) and Perth (2 November) to follow, bringing with it a line-up of brand partners and immersive experiences as country music soars in popularity across Australia.
Presented by Kicks Entertainment and Live Nation, Strummingbird features some of the world’s biggest acts including Jelly Roll, Shaboozey, Treaty Oak Revival and James Johnston, along with a honky tonk festival experience shaped by leading brands and a new generation of country music fans.
The 2025 partner line-up features Bundaberg Rum, Ringers Western, Jack Daniel’s, Coopers and Red Bull.
- Bundaberg Rum brings “The Strummo Bowlo” to Newcastle and the Sunshine Coast. Channelling the iconic Aussie bowling club, you’ll come for a role, but stay, with the Bundy bar pouring festival classics and the iconic soundtrack playing dance floor heaters.
- Ringers Western, activating across all three cities, will deliver the Ringers Western Signature Bull Truck to Perth and Newcastle, inviting revellers to update their western wardrobe. Sunshine Coast guests also put their skills to the test in a whip cracking challenge with prizes on offer.
- Jack Daniel’s swings open the doors to the Jack Daniel’s Saloon Bar in Newcastle and the Sunshine Coast, with signature cocktails curated by friends of Jack, with Brisbane’s Frog’s Hollow Saloon and Sydney’s Jolene’s lending their authentic Nashville and honky tonk energy to the line-up.
- Coopers Brewery, Australia’s largest independent brewery, is the official beer partner, ensuring punters can enjoy a classic full strength lager or the latest in non-alcoholic craft.
- Red Bull rounds out the partnership roster, promising the energy to keep the country spirit high from day to night.
The 2025 brand program is built on the growing cultural influence of country music in Australia. According to Connect by Live Nation’s “Step Into Country” study, Australia is now the third-largest market for country music worldwide, surpassed only by the United States and Canada. Gen Z audiences in metropolitan areas are driving this rapid growth, with 68 per cent now listening to more country music than ever, and 67 per cent following country music artists on social media. The genre’s impact is unmistakable across fashion, homewares and popular culture, with one in two music fans purchasing country-inspired style in the last year.
Kristy Rosser, senior vice president and head of media and sponsorship at Live Nation Australia & New Zealand said: “Strummingbird represents a major cultural moment for country music in Australia, fuelled by a new generation of fans who are discovering the genre through social media, crossover artists and live festival experiences. Our partners understand the opportunity to connect with audiences who value authenticity, community and shared experience in line with their passions – and Strummingbird delivers on that and more.”
At Strummingbird, brands play an essential role in shaping not just the festival atmosphere and fan experience but the broader movement bringing country music to the centre of Australian culture. Live Nation data reveals a 746 per cent increase in live country music ticket sales since 2019, while platforms like TikTok have seen more than 196 million views on #CountryMusic in Australia over the last year alone.
