The Victorian Labor Party has pledged to require Victorian music in government advertising if re-elected, as part of a broader package of commitments to the state’s contemporary music sector.
The proposed mandate would apply to government advertising across TV, radio, digital and social, with state government ad spending reaching tens of millions of dollars annually.
The move could have implications for creative agencies, media buyers, music supervisors and sync licensing teams working across Victorian Government accounts, as campaigns would need to incorporate Victorian music.
The broader commitments include a permanent Live Music Desk, reforms to noise regulations and funding for all-ages events.
The government has also committed to gazetting live music precincts and changing the burden of proof for noise complaints, with further details on implementation yet to be confirmed.
The announcement followed a funding package revealed on Monday, that covered regional touring grants, festival support and local venue activation.
The commitments formed part of the government’s broader policy offering for Victoria’s contemporary music sector, which is valued at $3.55 billion.
Music Victoria has welcomed the advertising mandate and called on the next Victorian Government to introduce a 1 per cent stadium ticket levy to provide ongoing funding for the local music sector.
Music Victoria has welcomed the policy and funding commitments for contemporary music from the Victorian Government. While Labor’s election promises to protect venues and supporting artists and secure the long-term future of the $3.55 billion sector, Music Victoria will continue working with all political parties ahead of the November state election to establish permanent, structural support for grassroots music statewide.
“From the small pub gig to the all-ages show, live music is where Victorians love to come together – and venues deserve the confidence to keep bringing us those moments, not held up with a maze of red tape holding them back,” said Minister for Creative Industries Vicki Ward.
“We back venues to do what they do best to create the shared experiences that connect us, support local jobs, and keep Victoria’s live music scene Australia’s number one.”
“We welcome today’s announcement from the current Victorian Government which has backed our Vote Victorian Music policy platform — it’s a promise to action our calls for a Live Music Desk, EPA noise reform and mandated local music in advertising are direct wins for the collective advocacy by our entire sector, but there is more to be done,” said Music Victoria chief executive Fiona Duncan.
