How Budweiser Brewed up a Music Program for Sydney Venues.

Budweiser is no stranger to the music scene, with the international beer brand curating popular festivals such as Made in America and playing the role of major sponsor in music events worldwide, however, Bud recently decided the time had come to take things up a notch in the Australian music scene. Our task was to tap into the cultural energy of Sydney’s live music scene by connecting with venues, bands, and publishers that share their passion for music.
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Monster Children Creative decided to call up our friends behind some of Sydney’s most iconic music institutions such as Oxford Arts Factory, Frankies Pizza by the Slice and the born-again Lansdowne, to work together to deliver a year-round trade program that showcased the best in the local live music scene.

All the gigs were free and were packed to the rafters with young miscreants, industry folk and local bands there to make the most of a thriving live music scene.

A venue collaborating with a brand can be sticky territory, but this was by far the good kind of sticky.” – Jordan McDonald, Frankies Pizza by the Slice.

Five venues hosted the Budweiser Garage gigs from March to December, with each venue receiving a dedicated hero film, outdoor advertising, digital assets, print assets, POS and series of galleries that drove anticipation and widespread coverage for the shows. All venues reported an increase in incremental sales from the program, solidifying Budweiser’s commitment to continuing to grow the program nationwide.

“We basically wanted to create a new occasion for music lovers in Sydney and bring back Saturday afternoon shows to the bar. It was about getting people off their butts and seeing awesome music at a time they’d traditionally not be at a bar,” – Jake Smyth, Lansdowne publican.